Kirk Lowe

Advisors’ Best Practices for Creating a Clear Message and Building an Audience

The two consistent elements to successful marketing have always been, and always will be, a clear message and a clearly-targeted niche audience. Eventually, you hope your message will become your brand with the people you ideally want to attract.  WHAT COMES FIRST: THE MESSAGE OR THE AUDIENCE?  Your message and audience are interlinked and, therefore, …

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How Good Advisor-Marketing Happens in the Expertise Economy

A visual representation of how and why good marketing happens.   Have you considered that you’re competing in the expertise economy? All financial advisors are.  You have the expertise to solve the challenges that your ideal client needs help with. You fill that gap, as illustrated below, by offering financial planning services of your design: …

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Should Advisor-Podcasters Talk Only About Financial Topics?

When you start your own advisor podcast, what approach will you take as the podcast host?  More specifically, should you position yourself as the financial expert who then talks only about financial topics, should you interview other financial experts, or should you interview people that are not financial experts but whose expertise will add value …

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The Truth About Marketing ROI for Advisors

Marketing is often critiqued or questioned about its ROI. But to be honest, it can be very difficult to measure the TRUE effect of marketing.  In the past, advisors got consistent results with marketing initiatives like seminars, running ads, or launching referral campaigns. But as marketing evolves, advisors are faced with the reality that one …

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4 Reasons Your Podcast Doesn’t Need iTunes Syndication

Podcasts offer an incredible medium for consumers (i.e. investors) to develop relationships with potential advisors.  Remember, sourcing a new financial advisor is a massive decision for consumers to make. In the same vein, podcasts provide advisors the opportunity and platform to influence those consumers’ buying decisions. The reason for my post is, more than anything, …

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