Welcome everyone! Welcome to the 417th episode of the Financial Advisor Success Podcast!
My guest on today's podcast is Paul G McManus. Paul is the CEO of More Clients More Fun, a marketing company that helps financial advisors conceptualize and publish their own book in a consolidated 6-week process.
What's unique about Paul, though, is how he counsels advisors not to write books for the potential royalties they could earn, but rather as a means to establish themselves as an authority in the marketplace, to differentiate themselves for competitors, and raise awareness of what they can offer prospective clients…and how those goals can be accomplished with a relatively short book, making it easier and less expensive for advisors to get through a book-writing process.
In this episode, we talk in-depth about how Paul works with advisors to produce short books that can be read in 1 to 2 hours (which increases the chances that it will actually be finished), why Paul recommends advisors self-publish their books on Amazon (both because of its lower price point than using a traditional publishing firm, and because of the flexibility the platform provides to produce copies of the book and make updates as needed), and how Paul’s 6-week book production process and staff support uses an interview-based approach to give advisors the chance to communicate their expertise to prospective clients and other readers (without having to actually sit down and write out the entire book themselves).
We also talk about how Paul recommends that advisors give advance copies of their book to top clients to both gather book testimonials that can be used for social proof and to provide these clients with a vehicle to be the advisor’s advocate when using the book to make referrals, why Paul counsels advisors to consider asking centers of influence such as accountants or attorneys to write a foreword for the book (which can then be sent to their clients as an additional form of social proof for the advisor), and how Paul has seen advisors have success promoting their book by pursuing guest appearances on podcasts (that are relevant and listened to by the advisor’s target clientele).
And be certain to listen to the end, where Paul shares how advisors can build trust and familiarity with prospects by sending them their book before actually meeting for the first time, why Paul recommends that advisors build a standalone book website that allows visitors to download the book for free in exchange for their name and email address (allowing advisors to better track who is reading the book and build out their email marketing list in the process), and how Paul has found success by publishing his own book and following the steps he recommends for advisors, not only in building his own business but also in being able to give back to the advisor community.
And so, whether you’re interested in learning about how writing a book can be an effective advisor marketing strategy, the different ways to leverage a book to attract clients, or how to write a book without having to take a sabbatical, then we hope you enjoy this episode of the Financial Advisor Success podcast, with Paul G. McManus.
