You’ve earned a great reputation – but does your online presence reflect it? The first thing a referral does today is search your name. In this short video, Dr. Maribeth Kuzmeski reveals what they’re really looking for – and how a few simple changes can turn those searches into scheduled appointments.
Every advisor has heard, “You need to find your niche.” But many resist because they think it means turning away potential business.
In reality, a niche doesn’t limit you — it accelerates growth.
A niche gives your marketing clarity. It helps you speak directly to someone specific — business owners, physicians, women in transition, engineers — and say, “I understand your world.”
Clients don’t choose advisors based on charts, returns, or complex planning software. They choose advisors who make them feel understood.
Behavioral science tells us that people make emotional decisions first – then justify them logically. So if your marketing focuses only on facts and features, you’re missing what actually drives trust.
Here’s the truth: Clients want connection, not complexity. They want to feel like you “get” them – their fears, goals, and priorities
“Top 5 Ways Financial Advisors Get New Business (Without Referrals)”
Yes it’s true that most advisors gain their new business from referrals.
But what if referrals slowed down… or stopped? Or, what if you wanted to control more of the new business that comes your way?
Stop Doing This – and Start Winning More Clients
Do you know someone who tells the most long-winded stories and often fails to get to the point? Or maybe they have a bad habit of leaving out the most interesting parts until the very end?
Hiding the most relevant pieces of a story within other distracting information is called burying the lede and can be fatal in advisor marketing. The phrase “don’t bury the lede” was originally used in journalism to teach writers how to grab the attention of their audience, but today I’m using it in marketing for the same reason.
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