A Marketing Primer for Financial Planners

You’re a financial planner. How do you get clients? How do you get people to see the value in what you do and choose you over other options, including the option of doing nothing at all? More specifically, how do you get the right clients? You know, the ones that don’t make you want to gouge your eyeballs out with a spoon when you’re on a call with them. I got to see Seth Godin speak at the Smart Hustle Small Business Conference in New York City last week and someone in the audience, a...

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Budgets, Buckets, and Home Equity According to Thaler

Welp, I’ve officially gone down the rabbit hole that is behavioural economics. Because I’m consumed by this ‘How do people money?’ question. How do people feel about, think about, and spend their money? I’m reading Thaler’s Misbehaving thanks to some great Twitter recommendations and I just got through section two on Mental Accounting, which was all kinds of up my street. Acquisition versus transaction utility, sunk costs and payment depreciation… you know, the good...

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How Do We Get People to Care About Money?

Here’s the thing… All this wonderfully educational how-to content doesn’t mean much if people don’t care to look for it in the first place. As an industry—a community—we’re great at engaging with each other. But how do we engage with people who aren’t already in the conversation? For the people who don’t already care about money, what’s the catalyst? What experiences or events lead someone to think… Money. That’s a thing I’m going to look into. What conversations...

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Banks, Budgets, and Lifestyle Bloggers

I’m scrolling through Instagram, as you do, and I get to thinking about sponsorships and the fact that Social Media Influencer is now a job title (explain that to your grandmother). Which leads to me wonder where are the banks and other financial companies in all of this? If it works for L’Oréal, would it work for Citigroup? Take a lifestyle blogger for example. Look at their Instagram account. They’ve got millions of followers and one of those perfectly curated...

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Why Banks Should Care About Beauty Vloggers

You know what’s really interesting? The rabbit hole that is YouTube beauty videos—monthly favourites, Sephora hauls, get ready with me’s… that slice of the internet. It’s addictive. I can watch someone apply eyeshadow with 14 indistinguishable brushes for hours, knowing full well I’ll never try it myself. My idea of a ‘smokey eye’ is mixing two shades of skin toned beige I’ve owned since university, and I’m OK with that. I am not the...

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