Articles About Kitces & Carl Podcast

The roots of the financial planning industry are an eat-what-you-kill sales environment, when financial advice existed to facilitate the sale of a product, and initial survival (and eventual success) was predicated on the ability of an advisor to convince clients to buy whatever financial instrument they were selling. Which necessitated not only knowing the features and benefits of any given product, but also learning how to overcome every single objection that prospects could possibly throw at the advisor. In today’s world, though, advisors increasingly are focused on financial advice itself as the value proposition, are paid for the advice directly, and ‘just’ have the obligation to determine the best possible advice to give that helps the client achieve their goals (and keeps the advisor working with the client). Yet in practice, many advisors still think in terms of “overcoming objections” when a client doesn’t want to implement the advice they’re being given.

In our 42nd episode of Kitces and Carl, Michael Kitces and client communication expert Carl Richards discuss the key shift in mindset that advisors must go through when it comes to addressing client objections in an advice-based world, and the necessary strategies to reframe conversations by asking more questions in order to better understand a client’s needs and situation, instead of trying to overcome any resistance to taking an advisor’s advice or engaging their services.

The key to making that shift in mindset starts with understanding that a client’s (or prospect’s) objection doesn’t stem from not understanding how great the advice is that they’re getting, but rather is an indication that the advisor must be missing something important or miscommunicating somewhere along the way. After all, if the whole point of advice is to help someone achieve their goals, then a client who objects to that advice is effectively saying “that’s not going to get me to the goals that  I really want to achieve… and so I’m objecting to the advice!”

Yet by taking responsibility for misunderstanding some key bit of information, the advisor can take a step backwards to start asking more questions instead, which starts back at exploring the assumptions that defined the client’s original “statement of financial purpose” (upon which all of the subsequent recommendations were based). From there, questions around what brought a client in on a particular day, or if there’s a specific thing that has changed in their lives to make them reassess their goals, can help move the conversation forward and further uncover any mid-course corrections that might need to be made. Which can even end out shifting the entire context of the conversation to figuring out if the advisor really is still the best fit for the client and their needs.

Ultimately, the key point is that the more “traditional” approach for overcoming objections was built for people that had a thing to sell (and objections to overcome to get it sold), whereas the ongoing shift towards a more collaborative advice-based client/advisor relationship means clients should naturally want to take the advice if it really gets them to their goals. Which means the starting point to overcoming an objection is digging deeper by asking more questions in order to better understand what the client’s goals – even and especially the unstated ones that may be blocking the advice process – really are in the first place.

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Over the past several years, digital marketing strategies have increasingly provided an alternative to the more traditional marketing tactics that advisors have relied on for so long. Blogs, podcasts, social media, lead magnets, email newsletters, and SEO (among a myriad of others) have for many advisors become far more effective than cold-calling and mass mailers, particularly for those establishing themselves as a trusted expert on helping to solve the specific problems of a particular type of niche clientele. And ultimately, there’s perhaps no better way to become recognized as a subject matter expert than by writing and publishing a book. Yet for many, if the thought of trying to find the time and inspiration to come up with enough “stuff” to write a blog or produce a podcast consistently is daunting, then the idea of writing a whole book is downright mystifying and overwhelming!

In our 40th episode of Kitces & Carl, Michael Kitces and financial advisor communication expert Carl Richards share practical tips for actually writing a book, by building on the strategies they’ve shared around creating content for digital marketing, and how advisors can leverage the credibility that comes with being the person who (literally) “wrote the book” on a particular subject.

The key is that for advisors that have already been creating various pieces of content for a while (whether by writing down answers to frequently asked questions, or by recording thoughts and observations on topics that are relevant to prospective and existing clients), after a not-unsubstantial-but-not-overwhelming period of time, there will be a sufficient number of those pieces of content to sort into “piles”. Those piles can then be organized into one of two structures, either a manifesto (i.e., “These are the things I believe” gathered into a coherent flow) or an outright book that provides the expert information to solve a problem for a specific niche. And if the building blocks are there, then it just takes a little bit of work to pick the best bits and hand them off to a freelance editor… who can then help to assemble them into a polished final product.

In other words, financial advisor authors don’t have to try to write books by sitting down and writing a book. They can do it by proactively identifying key ideas and points to communicate to a specific audience, getting into the habit of creating ‘snackable’ pieces of content, and then outsourcing the rest to freelancers who edit and pull together books for a living. All of which can be done today without a big publishing house – which in the end is solely concerned with overall sales volume, while for financial advisors, a book has nothing to do with book sales and everything to do with prospects and clients anyway. In fact, a financial advisor book is arguably just a 200-page business card… but one that will go immeasurably further in establishing real credibility (not to mention generating a few more leads and improving the conversion rate on those leads) than any steak dinner and glossy pamphlet (with stock photos of lighthouses and winding roads) ever will!

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Over the past several years, financial advisors have increasingly utilized digital channels as a part of their overall marketing strategies, as the more traditional tactics for generating new leads have become less effective (and especially in recent months amid the ongoing COVID pandemic). Of course, a key ingredient of digital marketing is content (whether it be a book, podcast, blog, video, or any number of content ‘artifacts’). For many financial advisors, however, content creation isn’t something that comes as naturally as, say, comparing decumulation strategies or analyzing Monte Carlo simulations, and it’s easy to hit a roadblock when staring at a blank screen.

In our 39th episode of Kitces & Carl, Michael Kitces and financial advisor communication expert Carl Richards share some actionable steps that advisors can take to create content for digital marketing that can then be used to establish the advisor’s expertise with their existing (or prospective clients). Because the reality is that there are far more tools available for creating all sorts of content in a myriad of formats and packaging beyond simply typing out words one paragraph at a time into a long-form article.

As a starting point, it’s helpful to actively observe internal sticking points that may slow down the advisor’s capacity to create content, and then consciously turn them into ‘features’ instead. For instance, don’t have the capacity or desire to deal with the logistics of booking guests to have on a podcast? Decide instead to produce a short podcast without guests where the primary feature is the listener’s opportunity to hear from the advisor directly. Use the memo feature on your phone to remember stuff or take notes as someone who doesn’t like to write? Upload them to SoundCloud, and share them on social media or with a client newsletter as an audio recording that clients and prospects can listen to without needing to read it!

Another tried and true method for effective content creation is to simply keep track of the questions that clients already ask, and turning the answers into something (appropriately anonymized for the particulars of the situation) to share out with the broader base of clients and prospects. And (importantly) it doesn’t have to start as something that is written down. Instead, it can start as a spoken response, that is then transcribed and edited using any number of tools, or even produced as a podcast... or both! In fact, there are several services where freelance creatives are available to take raw content (the advisor’s expertise answering common client questions) and turn it into polished material, that can then be repurposed and distributed on different platforms.

Because the simple fact is that, for advisors who have decided that they have expertise that they feel would help a broader audience or a perspective on an issue that they want to share, there are a few relatively simple steps to take – track notable ideas and observations, block out just a little time each week to review those notes, record observations, and send that basic commentary along to a freelancer – to start regularly creating content. Because, after all, while many advisors get writer’s block, few get talker’s block!

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When financial advisors have the urge to create original content for their clients (or with hopes of attracting new ones), the overwhelming volume of resources that are already publicly available for consumers can easily create the impression that there’s nothing new or unique to say... or worse, that no one wants to hear their own perspective and insights. The end result is that many advisors simply give up before they ever get started, out of the fear that they will have nothing impactful to create or contribute. Yet the reality is that often, creating meaningful content that connects with clients and prospects can be as simple as just answering the questions they’re already asking!

In our 38th episode of Kitces & Carl, Michael Kitces and financial advisor communication expert Carl Richards explore some of the straightforward ways to create content to enhance relationships with existing clients or deepen a connection with prospects, without feeling overly burdened to “be original”, and how to overcome the “analysis paralysis” that comes with trying to choose the “perfect” topic (that doesn’t actually need to be so perfect!). Because ultimately, the biggest roadblocks to creating content are often put up by our own inner critics that create unrealistically high expectations (as in the end, clients and prospects simply want content that shares something relevant and of interest to them).

One simple solution for choosing timely and relevant topics for client and prospect communication is for advisors to track the questions they’re already being asked – especially those that are asked multiple times by different clients – and to create content by answering those most frequently asked questions. By preparing thoughtful, thorough answers that address these questions, advisors can easily create content that by definition is already on the minds of clients and prospects… but in an even more efficient manner that reaches an audience of many (versus answering the same question one client at a time!). Similarly, another strategy to cultivate content ideas is just to notice the environment around you – the ideas that are compelling, the conversations that stick in your head, and articles or stories that have a personal impact to you (and would therefore feel meaningful to share with others).

Having a system in place to capture ideas as they come can also help organize (and later, prioritize) potential topics to develop into shareable marketing content. Notably, there are several tools that can help keep track of content ideas, including apps like Evernote, Google Keep, Apple Voice Memos, Pocket, or even a simple physical notebook or daily planner.

Equally important is establishing a habit of regularly scheduling time to work on developing the ideas, as well as devoting time to review and reflect on the ideas that have been captured. And advisors can leverage tools like Google Analytics for quantative feedback on overall engagement to understand what kind of content really is resonating (or not).

Ultimately, the key point is that most financial advisors already have more than enough interest and knowledge to create rich and valuable content that will be well-received by clients and prospects… simply by focusing on the questions they’re already being asked, and translating the news and events around them into the messages and information that their clients and prospects need to hear. Establishing a system to capture ideas, and developing a regular practice of reviewing those ideas, can be helpful when organizing and prioritizing relevant topics that will be valuable to readers. And committing to a regular routine of actually creating the content will help keep the process on track, by creating a system that the advisor can be accountable to in the first place!

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No matter the industry or field, virtually all business owners have experienced the stress of just trying to stay afloat for the first (sometimes several) years of their existence. Those fortunate enough to get through those early ‘lean’ years, building a sustainable and growing business along the way, eventually feel a certain sense of relief when it’s clear they’ll “make it”, and the business can provide the income they hoped for in order to achieve their own personal goals. Yet at some point, many of those same entrepreneurs – including advisory firm owners – often then find themselves wondering “OK, but is this it?” or simply “what’s next?”… the proverbial “mid-life” (or at least, mid-career) crisis!

In our 37th episode of Kitces & Carl, Michael Kitces and financial advisor communication expert Carl Richards discuss how, at a certain point for many financial advisors, thoughts about the next stage in their careers and/or lives often turn towards expanding into wider circles and having a greater impact on the world around them…. even to the point of diminishing their involvement in the firm that they built but may no longer need to be as involved in to keep afloat.

However, the reality is that deciding on how to engage in more publicly focused work can be an overwhelming decision, as there is an endless number of ways to go about doing so, from writing books to speaking to volunteering and other ways to give back. By intentionally working on developing clarity and finding focus, though, financial advisors can begin to identify their best ideas and choose specific areas they want to act on. And allowing oneself flexibility is also important, because even as values and priorities may shift and evolve over time, so too should advisors’ long-term (and shorter-term) points of focus.

Vision statements – often used in the context of the business – can be used by advisors as personal statements of purpose, and become instrumental as “filters” for financial advisors who may feel overwhelmed by an abundance of potential ideas. As while individuals who are successful will tend to find more opportunities to choose from, making a decision that resonates with their values and priorities can be difficult without a clear vision of the direction in which they truly want to go.

Ultimately, the key point is that financial advisors who may be faced with a mid-career crisis of uncertainty, and who are having difficulty deciding how to choose the next step in their lives, may benefit from creating a vision statement based on their own true ‘why’. As while having a clear understanding of what’s most important in one’s life can serve as an effective funneling tool to rule out ideas that may simply sound good, but don’t really resonate with the advisor’s true goals, a good vision statement can keep an individual on target for what really matters most to them!

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