THE ULTIMATE ADVISOR PODCAST

Weekly Insights to Help You Craft the Ultimate Advising Practice

EPISODE 55:

A Sneak Peek Into The Ultimate Advisor Summit - Advisor Marketing with Draye Redfern

In this episode of The Ultimate Advisor Podcast, we kick off a two part special, sharing excerpts from our recent virtual event, The Ultimate Advisor Summit. In today’s episode, we listen to Draye’s presentation on Advisor Marketing. In the presentation, Draye talks about some of the ways you can automate and scale your practice with more authority and certainty through effective marketing strategies and processes. So, push PLAY and join us as we take a sneak peek into our 5-day virtual Summit, and learn more about implementing marketing strategies to take your practice to the next level!

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Speaker 1:

This is The Ultimate Advisor Podcast, the podcast for financial advisors who want to create a thriving, successful, and scalable practice. Each week we'll uncover the ways that you can improve your referrals, your team, your marketing, and your business operations, helping you to level up your advising practice, bring in more assets and create the advising practice that you've dreamed of. You'll be joined by your hosts, Bryan Sweet, who has more than half a billion dollars in assets under management. Brittany Anderson, the driving force for advisors looking to hire, improve their operations and company culture. And Draye Redfern who can help you systematize and automate your practices marketing to effortlessly attract new clients. So what do you say? Let's jump into another amazing episode of The Ultimate Adviser Podcast.

 

Brittany Anderson:

So Draye, I think you get to be up again. Man, you've been a talker.

 

Draye Redfern:

I know I can't help it. I'm sorry. I mean, I can leave.

 

Brittany Anderson:

No, please, please stay. We need you.

 

Bryan Sweet:

Yeah, they definitely don't want to hear what Brittany and I have to say on automation. That's for sure.

 

Draye Redfern:

Darren says, Dr. Draye, I've never heard that before, Darren. Thank you. If only, maybe in another life I would have been that. I'm excited everybody, this is going to be a fun session. And yesterday we talked a bit about the automation side of things. Today I want to tackle a more holistic, I suppose side of marketing and I want to layer in some of the ads and things like this as well. Showing you basically what we ended up doing to get many of you here and what you can do to basically model that. I will show you all of the ads. I'll give you all the copies, all the everything with the actual examples so that you can basically use some of these strategies in your own practice. We're going to do free versions and paid versions and all sorts of good stuff.

 

Draye Redfern:

So whether you've got a large budget and you want to really double down on a lot of this, or you've got maybe a smaller budget and you're just getting started, then we got options for everybody here. So hopefully you should be seeing my slides. Brittany and Bryan, he's a validator, verify for me. Yes.

 

Brittany Anderson:

You're golden.

 

Draye Redfern:

Wonderful.

 

Brittany Anderson:

I can see them.

 

Bryan Sweet:

It's good. Perfect.

 

Draye Redfern:

So if you didn't catch me yesterday or the day before my name is Draye Redfern. I am one of the co-founders of The Ultimate Advisor Mastermind. And I have a company called Redfern Media. That is my primary business and I've been privileged to be featured in Forbes, and Huffington Post, and Inc, and AOL, and Psychology Today. I've also been privileged to work with a couple of the sharks on Shark Tank. I can tell you one, I can't tell you the other. Daymond John, we helped him with his book launch.

 

Draye Redfern:

We tend to have two niches. We tend to help financial advisors with their marketing and their automations and we help authors to various sort of distinct niches. But we've been really privileged to really help a lot of really great people. Jane and John had some nice thing to say. Alex Epstein, who's a New York Times bestselling author, says, I had some highly nuanced ways to dramatically quickly deepen relationships. Ben Hardy, a client, our mastermind members actually heard from Ben Hardy a few weeks ago, a wonderful little session there says that I helped make him $300,000. That is actually an older close. It's probably a couple million now, of some of the stuff we've helped them out and that got me featured in Forbes, and to how long connection could change your life in less than 90 days.

 

Draye Redfern:

And so I don't share this with you to brag. I share this with you because the things that I'm talking about yesterday and today they actually work and they work for the Joe below down the street or the big personality brains, New York Times best selling authors, sharks from Shark Tank and all of these sorts of things. But what really ends up happening is that most... All of the conversations at least in the financial advisor space stem from the idea or the concept of just, you know what? I want more leads and I think it's the wrong conversation. And if you just say that and you go down that vein or that avenue, a lot of problems can arise from that. And so what I would caution you on is if you're going to say that, at least say I want more qualified leads and I want to help give you some marketing qualification processes and show you some of the things that you could do to actually make that happen.

 

Draye Redfern:

I've never given this presentation before. Based off of what you guys said and wanted yesterday in the Facebook live and some of the comments from Monday this is brand new. My eight-month-old wasn't sleeping well last night. So this presentation was basically a lot of it was done about 3:30 this morning. So we've got a lot of cutting edge stuff. I've got the screenshots aren't from like six months ago or a year ago, some of them. We've got a lot of literally taken today, so it's really hyper-relevant. And in this session I want to show you basically the agenda. The first thing is infrastructure. When it comes to marketing, most advisors, if they go straight to a marketing company or a media company, they're like, "Hey, I want to go advertise." And all this sort of stuff.

 

Draye Redfern:

And they're like, "Great, we're happy to take your money." But then everything falls flat and then almost falls flat 99 times out of 100 because there's not proper infrastructure that is put in place ahead of time. And when it comes to infrastructure, it's highly related to your website, lead magnets, pixels. These are the three big thing. Now, obviously you know what your website is and you may not know what a lead magnet is. I'll show you some examples of that. And you probably don't know what a pixel is, although you've probably been pixeled hundreds, if not thousands of times by savvy marketers like myself. And I bet you have bought a lot of stuff also because of it. So I want to show you how you can use some of that in your advising firm to actually generate more of the qualified leads.

 

Draye Redfern:

So we're going to go into infrastructure first and then we're going to go into implementation. This is the sexy stuff. This is the stuff that people like, "I love looking at leads, generating stuff, but I waste so much time on bad leads, whatever it is." I want to show you some of the traffic that you can use and generate those free and paid, depending on your budget, depending on your savviness, all sorts of, because we've got 350 people to cater here the solutions to. Then I'm going to talk a little bit more about pixels because it's that important. And then I'm going to show you and give you some examples on how you can create your own ads with some structure and things that you can follow there.

 

Draye Redfern:

So when it comes to your website, the leaders can be replicated. And as Tony Robbins says, success leaves clues. And so what I would encourage all of you to do is see what other individuals in your BD or in your environment are doing. And then model it. I don't like to say copy because copy you can have plagiarism. I like to say model because you want to model what they have, but you want to make it your own and that really makes it more unique and it makes it more as your voice. It's your styles, it's all of that sort of thing. So I'm going to show you some examples and show you what the successful individuals are actually doing backed by actual numbers from advisors just like yourself. And it took him like it took forever to compile this information last year. I think we can get a lot of value from that.

 

Draye Redfern:

The next thing is when it comes to your website, control and speed of implementation are everything. And I'm going to give you examples of this. Why? Because you really want to have a web environment that you actually control because it gives you a lot more functionality with your content and pixel and all of these sorts of things and then content. I'm going to talk a little bit more about on that later. And we're going to dive into pixels like I said. So there's a lot of people on this list, you won't be able to read it. I made it all very, very small for a reason, but I spoke at the Raymond James annual conference last year and I don't know if I would have done it, but they released the attendee list of all of the attendees before the event actually started.

 

Draye Redfern:

Now, I'm a marketer, so I see opportunity in that not to go grab everybody's email list and go spam them and say, "Hey, go buy stuff from me." Because that's spammy and that sleazy and I don't like to do that. But what we did was we took that entire list and then I had my entire team go through and rank and score every single attendee who was on the list, and then sort them by the top three tiers, the executive, the leader, and the chairman's council individuals. To basically see the successful people, what were they doing versus the moderate successful and so on and so forth. Versus regular advisors who didn't quite make that list. Where were the patterns? Where was the similarities and what could we do to basically draw some lines, connect some dots to actually help the individuals who were attending?

 

Draye Redfern:

And so this is the first here. This is executive. This is, I believe it's, I can't remember the exact numbers, but it's something like maybe 800,000 in revenue to maybe 1.2 million or something along those lines. So you can see here, and I'll go a little bit through it. This is the total amount of people in that category, 413. Of those people, 127 had a custom website. Of those or the rest of those, nearly 70% were using the BD website. Now, there's nothing wrong with that. I'm not knocking it. I'm not saying it's the worst thing ever because a lot of the BD websites, whether you're with LPL or Ed Jones or RJ or whatever it is, it has some pretty good-looking stuff. And so it's not bad, but there's a couple of things that you'll see in the numbers that progress as they go on. From the homepage phone only 391 had it on the homepage.

 

Draye Redfern:

I don't know why the other 20 or so wouldn't, but only 20%, one in five had some sort of contact warmer opt in on the homepage in order to interact with that business. Leaders council is the next tier up. So obviously go a little bit less using the RJ framework. The site score goes up a little bit. Homepage often goes up by 12%. So this is just more ways people having more success or having more ways in which that prospective client can actually interact with them. And then when we go up to the chairman's council level. This basically slips from a 60%, 70% using an RJ site to basically 60% using a custom website for their branding, their own sort of domain and all of these sorts of things. Homepage opt in, a contact form literally doubles from two tiers below. And so if you look at that, you can compare them side by side.

 

Draye Redfern:

This is the third tier down. First tier, advisers don't quite make the cut or also below this. I would venture to guess we didn't run the report on that, at least for this, they're probably lower than this. But this gives you some ideas of where you would actually potentially stack up when it comes to your website and infrastructure and some things you actually may want to consider having. Obviously your phone number on the home page, having some sort of opt in or contact form on the homepage so people can actually interact with you. So on and so forth. So how would you stack up? Of the chairman's council is 63% have a custom website versus 31% for executives. That's a two times more have a custom site. 12% of the chairman's council had a five out of five score.

 

Draye Redfern:

They've met all the criteria and qualifications to have they really good site and infrastructure, custom experience, all of these sorts of things versus 3.4 for the executives. 42% had an op informal contact form versus 15 for the executives. Basically almost a 3x difference there. Now, what does this actually mean for you? Like why does this actually matter? Well, it matters for a variety of reasons because when you can control the environment and you can put out content that's unique and your own, in all of these sorts of things, you have some additional benefits that aren't talked about as often. And so here's an example. If you were just to Google financial advisors in Fairmont, Minnesota, there's going to be a little company called Sweet Financial that pops up first. This is today. I took this screenshot, it's 3:00 AM this morning. This is as relevant as it gets, so than there's Wealthminder, then Ameriprise and then Ed Jones.

 

Draye Redfern:

But Sweet Financial has got 1200 households and they've got a big presence. So I would hope that they would actually rank first, but there's only 10,000 people in Fairmont, Minnesota, as Bryan alluded to yesterday. Okay. So what if you're in a much more urban environment? Much more competitive, whether it's like Dallas, where I'm at. Maybe it's New York or San Francisco or for example, maybe it's Orlando. He didn't know I was going to do this, but this is one of our mastermind members, Tom Fleishel. And so if you were to Google certified financial planner, DeLand, Florida, this is as close as you could get to owning the first page of Google. I'm going to show you the exact stuff that they did behind the scenes, not their specific stuff. But some of the stuff that you can do to have something like this.

 

Draye Redfern:

The first thing up there is an ad DeLand Certified Financial Planner. So they have an ad running, so they ranked number one right off the top right there. This is done via Google ads. They also have an ad running to show up in the map right here. So now I have these one, two, three, four, five different options to click from. They have three of them, so they've got this data here ad there, and they ranked the highest as far as organic and the map for those terms in that area. Now, DeLand is about 45 minutes, give or take from Orlando and about 30 minutes from Daytona Beach. So they're in this middle area where there's going to be a lot of competition overlaying one way or the other, but it goes further. So obviously I have to pay for the ads. I get that. And maybe you don't have the budget for that. That's okay. I'll give you examples of how you can do some of the other stuff in a minute.

 

Draye Redfern:

But really clearly here is, it's like they're ranking number one in organic for that term, but here's where it also gets cool. This is just further down the page. They also rank number one and number two on organic. So if we were to basically look at the nine options that are on the page, Fleishel Financial has five of them. So if you were going to click anywhere on that page, you have a five and nine chance of clicking on something for Fleishel financial, even if you were blindfolded. So what would do if someone is searching for a certified financial planner in DeLand, Florida and they see Fleishel, Fleishel, Fleishel, Fleishel, Fleishel. I mean, there's a good chance you're going to have a lot of credibility and you're going to click on that sort of stuff.

 

Draye Redfern:

And that team they are absolutely implementers. I got to love everything that they do, which sort of brings me to my next point here is actually before I do that. One thing you'll see here is the actual star ranking. Obviously you can't get testimonials and you can't put all of those sorts of things on... You can't put them on your website and such. But sites like Google and sites like Yelp cannot stop an individual from whether they were a client or not or whatever the scenario is from actually going and rating you or ranking you. And it's just that we actually have a whole podcast episode on this if you want to learn more about that.

 

Draye Redfern:

So you can't ask for it, you can't solicit it. But you can clearly see like these three Tom Robertson who's Robertson Advisory, they stand out significantly more than this Edward Jones guy. Just it's a gray area. But I'd go check out the podcast episodes that we definitely I think we dive more into that. But when it comes to having your own sites on the infrastructure side of things, it's the speed of implementation. And one of the reasons why Fleishel could rank so high and have so many of those spots is because their speed of implementation, they've got a lot of options. They release blogs and content all the time. But it's also the speed and implementation when it comes to getting things implemented fast. So Brittany showed you this yesterday. This is the COVID-19 page they did for the Sweet Financial homepage.

 

Draye Redfern:

I was on a call with Bryan and Brittany a few weeks ago and were literally discussing this and my team put this up in five minutes after that call. Literally shot clock, five minutes, it was up. When you have and control your our own environments digitally you can do things like that significantly faster. Now we did it just because we can do it fast. The Sweet team is also highly qualified and competent. They could do all of those things themselves. So while you may not have an internal marketing person right now, I would suggest that maybe you even slowly start to add maybe like it's 20% of their total work time. Someone who actually knows some of the stuff about this because if you get an idea, it is really, really quick that you could go out and get this stuff implemented.

 

Draye Redfern:

How do you get it through compliance so quickly? The page was already approved by compliance. We had a conversation about it and then that went out, just a link going to the page. That's how we made it happen. But also you can do things, you can put events out there much, much faster. This is an event that Sweet Financial did in the fall last year with Chris Gardner who was the original guy from the Will Smith movie, The Pursuit of Happyness. This is the actual guy. They had him in to speak at the gym there in Fairmont and big reception, great way to build rapport in the community so and so forth. And this got traction via SEO and digitally and so on and so forth. It drew more people directly to the Sweet Financial domain name to give the Sweet Financial domain name, more credibility in the eyes of Google to continually help them rank higher and higher and higher.

 

Draye Redfern:

Also, when you own your own environment, you can do things that you may not be able to do otherwise. This is something also, I'm just using Sweet as another example. They've got a quiz right here on the homepage. Where are you at in your life right now? At or near retirement? "I'm a woman preparing for life's transitions and I'm a business owner." Really? What niches do you think that Sweet Financial has? They've got their dream architect process, the planning process for retirees. They've got women forward, which is the women in transition and they've got smarter business. These are the three niches. We basically segment them into their particular niches from the get-go. But here's what's really cool is if you go through it and there's also different ways that the Sweet Financial team, depending on what individuals say next, they either go to a blog post so that individual can read more about a particular pain point or something that they're having.

 

Draye Redfern:

They can go to a lead magnet, which I'll show you more of in a minute to download leads, their name and email. And so they can download this piece of content that's highly relevant to their particular need. We call this self-segmentation and it's a great way to isolate your niches so that you can have more of those one-on-one style communications just to really hammer in on that personalized feeling that we talked about yesterday. So I've mentioned the word lead magnets a few times. And so one of the lead magnets that we end up just doing for free for all of our mastermind members is this, it's basically a second opinion checklist and we customize it to the brand of each individual firm. And the second page, which I want, I'm going to show you here, is a checklist that ranks them.

 

Draye Redfern:

Third page is basically a way to just score. They can basically rank how they would be a good fit or what type of services they need. And then a call to action page. So this is a wonderful lead magnet. Very simple. There's more pages in between. I just don't want to show just for privacy thing. But that's a perfect example of a lead magnet. You can have a highly relevant content specific to that particular niche. This is another Sweet Financial example. This is their women forward content. So a one in two marriages end in divorce and the average age of a widow is 58 and a half. And so are you navigating the path to your best life? Click here to find out. So if you were a woman and you were on the brink of divorce or you are recently widowed, how relevant do you think that piece of content, that lead magnet is going to be for that individual? Highly, highly relevant. And so this is a great way of having lead magnets and content that's specifically relevant to your particular audience and your particular niche.

 

Draye Redfern:

So pixels, I mentioned a little bit about this yesterday, and a pixel is not that awful. Adam Sandler movie that came out a few years ago. It's just a few lines of code and really if you know anything about the iPhones or the droids or whatever else, they all brag about like it's like 500 million pixels image quality. That's true. And so what this essentially like line of code is, is just one of those little microscopic dots on your website that no one ever sees. No one ever knows it's there, but it could be an incredible... I don't want to use the word weapon, but tool I guess in your arsenal when it comes to actually marketing.

 

Draye Redfern:

So I want to show you what a pixel kind of do, and this is one of the best images around it. We didn't make it, but we'll walk you through it step by step here. So when it comes to a pixel on your infrastructure, you have a potential customer, a prospect, whoever else, and maybe they came in via referral or some other strategy, paid media, whatever it is, and they visit your site. Now, most often if you're good, your bounce rate on your site is 50%. We don't have the time to get into super all of the analytics right now, but I can tell you about that later. Most people will leave your site on the first go around. That's just the nature of the beast. That's digital. It's just we click and we wait and we back and we're very ADD in the culture that we live in.

 

Draye Redfern:

So most people will just they'll visit the site, but then they'll leave okay, cool. No big deal. If you have a pixel in place, you're later surfing whoever that prospect is and all of a sudden they see your app and, you know what? I was on that site but I got sidetracked by the three, the eight-month-old was screaming at 3:00 in the morning. I got sidetracked, whatever else. And then I'm going to go back and maybe I'm going to fill out that lead magnet form or maybe I'm going to fill out that calendar automation and I'm going to want to book a call on that advisor's calendar or whatever it is. Whatever your particular call to action would be. This is so awesome. And I guarantee for the women out there, you know exactly what I'm talking about because most likely you're on Amazon or you're on some shopping site.

 

Draye Redfern:

And you're looking at the dress or the pair of heels, like I talked about yesterday and maybe this is just on a Facebook live yesterday and you're looking at the shoe to the heels and the dress and then you leave and you exit and you pop off. And then all of a sudden that dress is showing up in your Facebook newsfeed. Or maybe it's showing up when you're reading the news and "Oh my goodness, it's stalking me across the internet and I just, I got to have it. I seen that dress now 30 times. I got to get it." That's the same sort of thing here. Only instead of just obviously buying something like a product like that, we're getting them to download a piece of content, your lead magnet, or getting them to book a spot on your calendar using your calendar automation like I talked about yesterday. So I hope you see all of these things sort of fit together in this giant puzzle piece. And you can use them one by one, but when you move them all together, it can be an incredibly just amazing tool in your marketing arsenal.

 

Draye Redfern:

So what a pixel essentially allows you to do is it allows the ad platforms to learn more about you and your audience. And here's what's gets really, it gets kind of fun, is that if you are wanting to just, let's just say you just wanted a pixel what's called re-target and I'll show you more about this in a second, how to do that. It can drop your advertising costs by as much as 70%. Now, you may be thinking, because it's the world that we live in. My BD is not going to let me do pixeling and they're not going to let me do all these sorts of things.

 

Draye Redfern:

And I would almost venture to guess that regardless of your BD, you're probably wrong because if your BD allows you to do Google Analytics, they'll most likely allow pixeling because it's the same code. In fact, you can use your Google Analytics and I guess there's a couple of changes you've got to make, but you can use your Google Analytics to also capture information if you want it to then re-market those people later. You can use your Facebook pixel to market to them later. There's a lot of options that you may have when it comes to getting your message back out in front of them. So how do you actually make this happen? So, I'll talk more about some of the specifics on ads later and how you make that happen. As I said we'll cover pixels in a variety of different fashions, but if you didn't want to go spend whatever budgets on pixels and advertising, I wanted to give you a couple of different options here.

 

Draye Redfern:

So we've got paid traffic versus free traffic. Paid traffic is obviously traffic that you pay for like Google ads, like Facebook ads, et cetera, free. Obviously it's free. So one of the reasons that Fleishel Financial has ranked so high in their market is because they blog and they blog pretty regularly, not necessarily every week but pretty darn close. And I mean they write some of their blogs internally. We've also coached them and showed them how they can outsource some of those blogs to other people quickly, efficiently to make that stuff happen. And just keep the content machine rolling. You could also do podcasts. Podcasts are a great way to disseminate longer form content in audio format. So if you've got a, I don't want to call it a market update because market updates are kind of boring for most people. I don't really care, am I doing okay? Am I doing not, what do I need to consider in the market? What's important to me?

 

Draye Redfern:

That's the stuff that people really care about. And you could put a podcast, I know we've got a couple people attendees who actually have and their advisors and they have podcasts in the space that allow them to have longer for more or less conversations with people one way obviously. And whether they're in the car or they're in the gym or whatever it is that allows them to basically put more content out there. And there's no real costs associated with a podcast. You can get it, there's a lot of free platforms out there to make it happen. Content, just like lead magnets, you need to have more lead magnets. I think the correct number of lead magnets is N+1 because there's always facets or subsets of a niche in what you can better serve them by addressing more particular pain points or whatever it is.

 

Draye Redfern:

And then I'll go a little bit more into that specifically here in a minute, referrals. Referrals are a great way to generate more traffic. Books as well. I'll show you how I wrote my book, The Ultimate Financial Advisor, which you guys have all had access to via the membership area. And then paid traffic. We're going to focus primarily on Facebook and Google, but even more importantly, we're just going to focus on Facebook right now because Google is pretty easy. So when it comes to traffic on the free side of things, blogs, here's what you need to know. Content is key. So websites and advisors like Sweet Financial, like Fleishel Financial. They're ranking number one on Google because they have organic content that is very relevant to what an individual is searching for. Whether that's an article about the importance of hiring a certified financial planner.

 

Draye Redfern:

Now, if you were to write an article about being a certified financial planner and why that's important. And then you mentioned that several times in an article and you also mention that there's only a handful of CFPs in the X city area. Then there's a really good shot if it's actually a relevant article that's pretty good. But you may actually rank on Google on that first page for those search terms. So content is key and not just like spewing out random information or copying all of the content that your BD gives you to just copy and paste because that counts as a blog article, it doesn't. In the eyes of Google, you're just basically repurposing and taking other people's stuff. You're stealing it to put out on your own stuff and they're not going to give you any real credibility boost or bump for that because you're not coming out with anything new or relevant that's actually new. People wanting to have new stuff.

 

Draye Redfern:

And so in a perfect world the ideal amount of blogs is one blog per week. Can you make it happen? Sure. Is it most likely going to be you personally doing that? No. There's plenty of ways in which you can outsource some of that in order to really scale it out a little bit. So podcasts, they are a great way to disseminate long form audio and build rapport for an audience. BD restrictions and everyone's going to have their own sort of different hurdles here. Every BD will be different. And I can imagine that if the audio is, you give them the transcript, I imagine that especially over the next six to 12 months as podcasts become even more prevalent this will get a little bit easier to market out too.

 

Draye Redfern:

But I want to share it with you because I want you to be aware of it before things start opening up. Because it's important. I want you to stay on the cutting edge of things. It's free, also lead magnets. I think four to five is ideal. Again, I think the correct number of lead magnets is N+1, and essentially you want to have one lead magnet per niche. So if you've got three niches you have one lead magnet per niche plus one or two additional pieces of content that are highly relevant to that particular person. So maybe it's a second opinion checklist. Maybe it's something that has to do particularly with whatever pain point that that individual or niche may be experiencing. And this is really, really important for a variety of reasons because you can use these lead magnets for the email automation that we talked about yesterday.

 

Draye Redfern:

So in order to get somebody onto that email list, maybe you're getting them onto that list by in exchange for them giving their first name and email address in exchange for that lead magnet or piece of content. And then you know what? Boom, the rest of that automation can take control. You can have email follow ups, you can have the call to actions in those emails. You could drop them a slide broadcast if you wanted to get their phone number. There's all sorts of things that you can do once you get some information. But people don't like giving information away for nothing. So there's got to be some sort of exchange of value. It's a free piece of content, the lead magnet in exchange for that first name and last name. So four to five is great because it allows you flexibility to you could drive ads to this.

Draye Redfern:

So if for example, if you are targeting maybe it's financial consulting or financial planning services for business owners, you could target business owners with a business owner checklist or lead magnet or something which is maybe the five things that business owners need to know to reduce their tax liability or tax exposure. If I'm a business owner, which I am, that is highly relevant for me because no one likes to pay Uncle Sam more than they need to. So that would be a highly targeted piece of content to a business owner that you could run traffic to via Facebook and et cetera. I'll show you some examples of that in a little bit.

 

Draye Redfern:

Another source of traffic is referrals. So one of the things that I think is really sort of cool is if you have referral sources, you could have almost like a referral hub. So if I was to have a referral source and let's just name it John and John was to send me referrals all the time, and John is in a similar space, maybe offering a different service. Maybe he's a CPA. And as a CPA, John realized that man, there's a lot of these business owners that need help with their marketing in my instance or need help with their financial advising. You know what? Go to this link, redfernmedia.com/johnreferral, whatever it would be and in that page you can have a video from you that could be branded or have content around that referral sources names.

 

Draye Redfern:

Something along the lines of this. "Hey, it's Draye and I know that you're coming in as a referral from John and I love the fact that you're working with him because he is an incredible CPA. We use him for our own stuff and we really love to if you're here, he thinks that we may be a good fit to work together. And so you know what? Here's a couple options. I got a free piece of content right here, down below it's a resource guide. I've also got an option, there's a spot right there on my calendar that you can book just below this video that will allow you [inaudible 00:32:53] allow us to have a conversation. Maybe it's a 15-minute conversation just to feel each other out and see if it makes sense having a further, another more in-depth conversation later. That being said, take care, all the best and tell John hi for me."

 

Draye Redfern:

No, ad libed that entire thing. You could obviously say something to be relevant to your specific niche because you've got key referral sources that come into your business. This could be a great strategy to help tie that connection together. And then an easy low barrier push towards either getting that free piece of content with name in exchange for a name and an email so you can drip that email content onto them. Or book directly on my calendar and let's chat because if you're coming in as a referral, I already know that you're probably pretty qualified. So those are just a couple of ways you can basically take maybe existing things that you may have but improve them to make them better.

 

Draye Redfern:

So also on the free side of thing, are books, now there's a reason why Bryan has written multiple books. Here's the thing. Most people throw business cards away. Yeah. 3:00 AM making these slides. Most people throw business cards away. They don't throw books away. It just feels bad. You feel dirty. If you're taking a book and you're throwing it away, it's not a good feeling. So people tend to not throw books away and that book can act as a business card in perpetuity. So every time they see it, they're going to think of you or the brain or the business or the message. Or maybe they saw you speaking that one time. And that was a freebie. Books are really low barrier way to get in front of somebody. And also give you a couple additional options because you can use the book to generate leads from your website or for your advertising. So as an example, you can run ads and here's a complimentary copy of my book. Just go leave your name and your email and then you're on email sequence that can be done on your website.

 

Draye Redfern:

There's a couple of [inaudible 00:34:49] on the BD and restriction and all that sort of stuff. But you can give away 'free/complimentary' copies of your book on your website. You got so many different levers that you can pull when it comes to actually having a book. But here's the thing, write a book, just write a book already. But here's my encouragement and my coaching for you is don't over think it. So The Ultimate Financial advisor book that you all have had access to has yielded tons of conversations, lots of clients for Ultimate Advisor Coaching. And it's been a wonderful tool to help generate clients like that. It took four days to write. No I had to block those four days off and it was tough to finagle some schedules, four days to write.

 

Draye Redfern:

I probably don't have the time to go into like all of the ins and outs right now. Like how we actually made that happen. Maybe later in the Q&A or something, we can maybe do that. But it took four days to write and it looks something like this. Here's where it gets really, really fun. I own the book, I wrote the book, I could do whatever the heck I want to on that book because I didn't go through traditional publishers. And so what I do for every big speaking engagement that occurs is that I bring literally like at the last RJ, I use this because it's literally relevant to the last Raymond James annual meeting I spoke at. I printed up 400 copies of this book, but I changed the seal out.

 

Draye Redfern:

So it says a book is specifically written for Raymond James financial advisors. I got a generic and seal. This is a book specifically written for financial advisors like you. We did one maybe it was LPL. [inaudible 00:36:32] one of another BDs, a book specifically written for LPL advisors. The content in there is applicable to every advisor and every BD, but people like the feeling that it's actually personalized to them and their pain points and their BDs and their restrictions. And this the same sort of thing with the business owners that you're targeting. Like Bill Cate said yesterday on that one website, it had the construction images like that is highly relevant to that particular niche. Well, if I were to give this book out written for financial advisors like you, I'm sure that's okay. But if you're a Raymond James advisor, you're going to like, "Holy freaking smokes, I've got to read this." And it works like a charm.

 

Draye Redfern:

And so if you're a financial advisor and maybe you'd sit on panels or you may get speaking opportunities or whatever it is, you can customize the own cover of your book just like that. And this is really inexpensive, I think like the cost of production per book is four bucks at scale. So it's not a massive cost to actually remake books just for your particular niche. Now, did that cost us? It costs us a couple of grand to print all those books of Raymond James, was it worth it? Absolutely. And so I encourage you to like everything I'm saying is that H to H feel, that human to human. Humanization of everything. Make it everything you're doing from your books to your lead magnets, to your email sequences, to your website, feel as though you're talking to that one person and Bill echoed that yesterday.

 

Draye Redfern:

And so that's just another way that you can actually do that. On the implementation side of things with traffic on the paid side of things. So there's the offline environments, you got billboards, you're driving down the street and you're seeing a billboard drive by and you can't control it. You're driving down the street anyway. And that billboard just is presenting itself. That's what Facebook is and you're flipping through your newsfeed and you're seeing that ad there. You can't control it, but it's basically like a digital online billboard. But the cool thing about even if you just want to dip your toe into the water right now, Facebook costs are 40% less now than they were three months ago. So even if you want to just dip your feet in the water and just like, "You know what, I want to try it out and see what it's like."

Draye Redfern:

You're going to get a 40%, at your ad dollars are going to go 40% further than they did previously. And Facebook has some of the highest targeted interests out there. I'm going to show you some stuff that we did to target you for this event in just a minute. And so there's a lot of options that you can use. Google is essentially yellow pages that I'm looking for like I showed you earlier, certified financial planner in DeLand, Florida. Boom. There it is. And Google is, in my opinion, much easier to implement than Facebook, which is why I say if you're going to do Facebook, do it now because you got a 40% drop in ad costs. So now would be a good time to do it. Google is easier to implement but it can be significantly more expensive.

 

Draye Redfern:

Facebook, you can see cost per click at one to $4, depending on the keywords that you bid for in Google. Cost per click could be upwards of $18 a keyword. And that gets expensive or really freaking fast. So Google's great, but because yeah, that way somebody, you're actively capturing them when they're in the mood or they're wanting to learn more about that content. Facebook, you can catch them when you know what, I didn't think I had this pain, but man, I'm interested in learning more. And so there's two sides to that equation. I think they complement each other both very, very well. And it's just a matter of finding whatever balance is right for you in your practice.

 

Draye Redfern:

So let me show you an example of how you can do this. And if you saw our ad actually if you're in the Facebook group you can access this ad. I walked through this exact example in order to get people to register for this summit. So here's an example. On Facebook, you can target doctors, physicians, and they could be in your city. And just to be sure, Facebook has re-allowed or changed recently that if you wanted to target the top 10% of income earners, it will also show your ad to doctors who live in your city who are in the top 10% of income earners. Freaking amazing.

 

Draye Redfern:

Okay, well let's just say your niche isn't that specific. Maybe your niche is business owners and you want to try and get a business owners in your city in the top 10% or top 25% of income. You can do that via Facebook. It's really, really, really powerful. So that way you can deliver your high-level business consulting and advising services to them in order to help them. And that way your content and your lead magnet can be exactly relevant to them. And frankly, they're probably going to be better clients for you revenue wise because you already know via Facebook that they're roughly in the top 10%. So darn powerful. So here's what you could then do. Let's just say that you like it. You can use that video that we had in the Facebook group as an example. If you watched more than 20% actually like I said, there's two different variations.

 

Draye Redfern:

More than three seconds of that video and more than 50 seconds of that video. Depending on what you did, if you watched three seconds or if you watched 50 seconds of that video, you absolutely saw another ad once because we know that you're engaging with that type of content and you're interested in learning more about financial advising services for financial advice and coaching services and the summit. And you could do this in a variety of different ways. You could re-target. This is basically like ad number two in the series. This would be ad number one. This is ad number two so someone clicked on your ad. If someone liked your ad. If someone was interested, if they commented on the post or they clicked a little more at the product, they visited the landing page, they watched three seconds or they watched 50% of your video or 100% of the video.

 

Draye Redfern:

Facebook doesn't give you their names or their information, but it allows you to serve up additional ads to the people who are most interested in learning about your particular services or your particular offering. And that's a really fun stuff. But then you could also do a retargeting ad. This is where pixels are required. So that if someone visited a landing page, maybe it's a lead magnet for a second opinion, maybe it's a lead magnet for a business consulting, a business advising services because you're targeting business owners in your city and the top 10%. And maybe they visited the page, but they didn't actually leave their name and info. You know what? You can serve that person up with another ad saying, "Hey, here's an ad or here's the lead magnet. We noticed that you visited the page, but you didn't actually download the resource yet. Here it is again, just in case you missed it or got busy."

 

Draye Redfern:

How powerful is that? So there's a lot of different ways that you can use facets of this and your practice. Again, every BD is going to be different. There's a lot of ways that you can slice and dice this. I just want to sort of paint an overall picture for you. So regardless of whether you're advertising on Facebook or Google or anywhere else for that matter, even like a print ad like I showed you yesterday, there are three components, I would write each one of these down. There are three components that you have to have in every ad. The first one is a hook and I did not create, this was created by a guy named Russell Brunson.

 

Draye Redfern:

You have to have the hook. You have to have the hook that draws in and that captures their attention. That makes them be like, "You know what, I'm interested in learning more." Whether that's clicking or hitting the read more button to learn more about it or going to the landing page, whatever it is. And a hook is usually one line. The hook is the headline that just captures their attention and whether it's emotionally resonate with them. And just really, really brings them in because that is so, so important. If you don't have a hook, your ad will most likely fall flat on its face. You're going to set that water catch on fire and everybody's going to cry. Just kidding, it won't be that bad. But I mean, you could definitely go lose some money. So the hook is the first part.

 

Draye Redfern:

The second part is once you hook them, you got to have a story. You got to tell them something. You got to sell something. "This is why it's important. This is the pain you may not even know that you currently have." I wouldn't use that exact wording, but I'm giving you some context. "This is something that you need to consider that maybe you've overlooked. This is something that could help you in X, Y maybe it's saving money on your taxes. Whatever your story is, this is how it could be beneficial to you." In the advising space obviously we can't use testimonials. So you can't say John used this and it benefited him X, Y, Z amount. But you can tell a story in the sense of sharing information of why this may be helpful depending on the business.

 

Draye Redfern:

It's a story. Before TVs and all that existed, we were captivated and we sat around fires and [inaudible 00:45:39] tell a lot about this on Friday. We sat around the campfire and we shared stories. And so you want to bring them in, hook them in, and then capture them with a story that gets them to want to engage further. And then you want to put an offer in front of them. And that offer could be, give us your name and email in exchange for a piece of content. It could be book your 15-minute strategy session, it could be whatever it is that fits your particular brand. So here's what we did to get many of you here. And so on the traffic side, we targeted you. We targeted financial advisors, we targeted CFPs and RAAs, we targeted all of the top 20 Bds, and we targeted MDRT. And we targeted all of the big conferences out there because Facebook allows us to do that.

 

Draye Redfern:

And then Mr. Bryan Sweet hopped into his video studio and he filmed the video basically I'm talking about the summit. This video was about 90 seconds long for a reason because that way we can re-target people if they watched more than 45 seconds of that video with additional ads. And so as you can see here, financial advisors, what are you doing to actually grow your AUM during these times? That is jargon that you know about that someone who is not a financial advisor would not even know what that probably means. Some advisors are hiding under rocks while others are on the phone all day long trying to have their clients stick to the plan. This is a pain point that many advisors clarified over the last few months.

 

Draye Redfern:

I'm calling people left and right on exhausted. I'm on the phone all the time. And it was really it's just I'm frustrated. So and then it goes into the more and more info on that. Then most people served up with an additional ad. Holy smokes that guy is in a... That's me obviously. That guy is in a mess. Well, we're in the COVID crisis. Times are changing. And if you interacted with this ad and you're a financial advisor or planner who's worn out from tirelessly calling your clients, so clearly you can see here how it stair steps from one sticking to the plan and making all the calls to calling the clients, so on and so forth. So these ads are telling a story. There's a natural flow that goes between them. Well, if you interacted with both of these ads, then you most likely saw something from a Brittany.

 

Draye Redfern:

There's a video from Brittany that she did talking about all of the ins and outs of some of the things about the summit. It's more of a direct call to action. I also did a video on there, which you can view in the Facebook group, teaching some of the stuff that I'm doing right now and then compelling people to join the group that way. And then there was this ad. So financial advisors, what are you doing to actually grow your AUM during these times? We know that the copy from Bryan's first ad works the best because Facebook told us so. So we just literally reused the same exact copy, but instead of a video, we made an image with all of the speakers right there. And then, seriously, these people are on my feet again. How are they doing that?

 

Draye Redfern:

This is something that we kept getting questions like, "How are you guys showing up all the time for me?" We just kept adding to the ad cycle and it was all over the place. So we got so many people. And so this ad alone right here I told the numbers up earlier, converted 46 people into the ultimate summit, 46 people. Now the base level if you didn't have recordings on, is $97. Well, it only cost us $36 to get a $97 purchase using just this ad right there. Now, obviously there's additional costs associated with, it could be other ads on the front end, but it puts in perspective that most advisors are just like we're doing one print ad and we're doing one radio spot and we're seeing what hits and that's not the solution.

 

Draye Redfern:

That's not what you want to do. You want to have different levers that you can pull and as you saw, we repurpose the copy. This copy is the same exact as the other copy over there and were the same exact as some of the other ones. We didn't reinvent the wheel but we know if people weren't engaging with it that we want to double down on some of those things. And this ad in and of itself was what's called a self-liquidating offer and they basically paid the revenue from just this ad paid for the marketing. And so I want to reframe this obviously because some of this is using a direct purchase, but this could be used to book sales calls to maybe it costs $100 or $50 or $200 to get a qualified individual to book a spot on your calendar using a similar situation or flow like this.

 

Draye Redfern:

You also saw that we changed up the persona. There's Bryan, there's me, there's Brittany. So they're not just seeing the same person getting tired. Maybe it's your operations person that's there like Brittany from Sweet Financial. Maybe it's you as the principal, maybe it's another advisor. So you can keep hitting it from different angles. Maybe your audience likes dealing with a female individual more. I'll tell you the ad that converted the best people to engage in with us was this ad right here with Brittany. Not Bryan, not me. It was Brittany and the people who had clicked on the Brittany ad most often but I mean and clicking this next, that's the sequence. And that's like, you can tell all of this via advertising them. And so I share all of this and I want it to basically just tell you, I don't want you to just do the one... I guess I want to choose my words carefully here, but just focus on doing more than one app.

 

Draye Redfern:

And with Facebook right now you can do a lot more for a lot less money. And as you can probably see from yesterday and today, these things can all act in unison. Your email sequences automation can relate because those lead magnets can relate to your ads because you can drive an ad to a lead magnet, then you can follow up with them on the email automation and they have them book a call with the calendar automation. All of these things that tie together just absolutely set you as your marketing on a rocket ship to the next level. So as I said, I literally this was like today based off of all of the contexts that you were asking questions about and all of those things yesterday. And so literally five o'clock yesterday we basically made the decision that we want to live up and continue to live up to the idea of over promising and over delivering.

 

Draye Redfern:

So I hope you've paid $97 or $147 or whatever with the recordings to access this entire week's worth of content and information. So what we'll end up doing in that sphere is that if you want us, myself or someone on my team to go through your website, your marketing, whatever else just go to www, you need to put the www in on this www.advisormarketingaudit.com. Fill out the information with your website, et cetera. And that will basically give us information and insights to do an audit of your website and your setup complimentary. No charge just as a way to more or less help.

 

Draye Redfern:

After that, after you go through and fill out the 32nd form questionnaire, you can immediately book a spot on our calendar so that we can go through the audit for you. No cost, no obligation, we're not selling anything. It's straight value add because you're here and then we actually live up to what we promise as far as then over promising and over delivering. So that being said, that's what I had. I wanted to have a little bit of extra time left for some of the questions and comments that may have presented themselves. So let me close some of these slide windows off real quick.

 

Draye Redfern:

All right. My video's a little blurry now. I guess I'm out of focus. All right, so what are some of the questions that you may have? Let me see if I can pull them all up. Brittany, you may want to help me out here because I got a lot of things going on right now.

 

Brittany Anderson:

Yeah. So here's one of them. Here's one that I think is a good one. So for Facebook call to actions, if the goal is to book an appointment, which for us is usually about a one-hour discovery meeting, do you recommend a brief 10 to 15-minute call first? Is that basically a lower barrier to entry?

 

Draye Redfern:

Totally. It's a great, yeah, you want to keep the barrier entry as low as possible so that people aren't overwhelmed or frustrated or concerned about wanting to interact and engage with you. And so a quick little 15-minute discovery call is a great way to see if they're a good fit, to see if you want to spend any time with them because it may be a fit where they are interested in working with you but they may not have the asset levels. That maybe you have a two 50 or 500 threshold and they don't quite fit your barrier to where you want to work with them yet. And that's fine. You can give them some amazing resources. You can send them on our way, maybe that you can refer them to another financial advisor or some other options or alternatives that may be there. But it's a great way to get somebody in the door with that some of that information totally.

 

Brittany Anderson:

Awesome. Another question was, is there any way to prevent people from accidentally clicking on your Google ad, which costs you money when they're actually just searching for your site?

 

Draye Redfern:

What does it matter? I say that because if they're trying to just find your site, they clearly want to engage with you. And so if they want to engage with you, then there's a good chance that they don't have, you may not have the information already and so just a way for you to get it. Even if they're a customer or a client and they click on the ad accidentally it's not that big of a deal. I mean if you're working with them, maybe it's $10 that click cost of you, but at least it's another way of just having your name out there more than anything when it comes to the Google side of things. So I wouldn't be too concerned about it.

 

Brittany Anderson:

Awesome. Draye, I think now it'd be a good time because I'm getting personal messages here. How do we engage with you further? How do we talk on additional ads? What are the additional services? So I think just share a little bit about our accelerator program because I don't know, I mean rather than going back individually to 30 people, talk a little about that.

 

Draye Redfern:

That's perfect. Yeah. So a lot of everything that I just covered we do and walk you how to do this through step by step in our accelerator program so that, that way you don't have to pay my team. We're not inexpensive just be blatantly honest. We are not inexpensive. But in our accelerator program, if you've got extra time or you've got someone on your team or you have an outsource person that you can use and trust to implement some of this stuff, we walk everybody through it step by step on how to generate a pixel and how do you put it on the site or where is it? And then how do you set up an ad account and how do you rank high on Google some of the content and what content do you... I mean, what rank high, how do you go through some of that sort of stuff so that you can start ranking higher and do that stuff specifically for financial advisors.

 

Draye Redfern:

So if that's of interest certainly go to the ultimate advisor coaching.com/ I think it's accelerator and just fill out a form and we can see if you're a good fit. And that sort of thing. We are on the Redfern Media side. Everything I just showed you, we do. But I'm not the type of person where I want to overtly just put my services on everybody because I feel like there's a lot that we could do. A lot of it advisers may not be ready to just do the full gambit of everything I just said.

 

Draye Redfern:

I would rather you have more information than less, because at least you're prepared what options and that things are out there that maybe if you're not ready to do with the advertising side of things yet, maybe the accelerator is a great step to actually should get you to the next step with that sort of stuff. Either way if you want to talk to us just email support@redfernmedia.com and we can help you out there, but I would encourage you to do more than anything, just do that www.advisormarketingaudit.com. And that'll be a really easy way that myself or someone on my team can really help you out quickly and easily that way.

 

Brittany Anderson:

Awesome. The other thing too that I wanted to add some clarity to, because we had a couple of people from the RJ conference on the book that we distributed that you talked about Draye, they're like, wait a second, we thought that was really customed to us and I want to add some clarity to that. Because we absolutely, when we're gearing up for the RJ conference, we took a look at that and said, okay, it's not just the cover that's changing. We're sliding content in there that's absolutely going to help our Raymond James friends. So I just wanted to make sure we touched on that because what the goal is of Draye sharing that is making sure that you can understand that you do not have to create original content for every single prospect that comes your way.

 

Brittany Anderson:

You can take an amazing piece of content and repurpose it so that you can reach a greater audience and you can get people. I mean, part of it, if we wouldn't have put on there that hey, this is for Raymond James and added stuff in there that we know it's compliance friendly, it's all that good stuff. You may have never opened it. So that's part of that whole thing and we're trying to give context to that to let you know that there's so much you can do in your business with stuff you already use. You don't have to reinvent the wheel. You can repurpose again.

 

Draye Redfern:

And it makes it more personal to that particular person.

 

Brittany Anderson:

Yes.

 

Bryan Sweet:

Let me add one quick thing to that. Since we are with Raymond James the things that we put into that book we knew were approved and we had gotten through compliance. So that's kind of how that was structured. So just to clarify that, so I do appreciate that question and just wanted to clarify that one added point, so thank you.

 

Brittany Anderson:

Draye, can you also give the URL one more time, the website check that you're doing complimentary?

 

Draye Redfern:

Yeah, it's www.advisormarketingaudit.com. You need to put the www in there because it's a longer URL and we're having a forward set up, so it's just www.advisormarketingaudit.com.

 

Brittany Anderson:

Awesome. Well as always, if there's specific questions just because we want to honor our time commitment to everybody. If there's specific additional questions that anybody has, please feel free to shoot us a note. You can email me directly brittany@ultimateadvisorcoaching.com or our team's support@ultimateadvisorcoaching.com and we can help answer some of the additional questions. So Draye, that was awesome. I mean you've got just, I don't know how you managed to do it because every day you show up and you got just killer stuff to deliver. So I think we're going to wrap up and again, any questions, feel free. Otherwise, tomorrow you get yours truly, I'm kicking off the day tomorrow. We're going to talk teams. We're going to talk culture. We're going to talk growing and scaling your business and putting the right who's in place so that you can be free to focus on what you love, what you're passionate about, and what you want to pursue and how you want to spend your time.

 

Brittany Anderson:

And then you're going to get the heck out of everybody's way and let your team do the rest. So we're going to talk on that. Then we also have David Wood talking on tough conversations. This is absolutely relevant today. David is an absolute expert at how do you navigate very conversations, whether it be with clients, team members, what better time than right now because there are weird conversations coming up. And he is going to give you a really solid framework on how to navigate those so you can literally plug and play. We've used it personally at suite and it has absolutely done wonders for opening lines of communication and getting the result that everybody wants on the end, so-

 

Bryan Sweet:

And you get an amazing framework that you can use starting tomorrow. So it's great stuff.

 

Brittany Anderson:

Awesome. Well, we won't take up anybody else's time. If anybody has issues with the link or anything, again, email us. We're happy to redirect you, but otherwise we'll see you back here tomorrow and can't wait to be [crosstalk 01:01:29].

 

Bryan Sweet:

Do we do another Facebook live. Do we go deeper again Brittany?

 

Brittany Anderson:

Draye, you're doing it. Let's do it. Let's go [crosstalk 01:01:37] again.

 

Draye Redfern:

You what we're making it up on the spot. We did three o'clock yesterday central time. Let's do it again. Only we'll have this topic will be a little bit more along the lines of some of the specific stuff that we covered at the end. Maybe the questions we couldn't get time to answer with being of respectful everybody's time. We'll post that later again, but we'll make that happen. I'll continue to over deliver for all of you. So we'll set a broadcast out about that I guess here another 20 minutes on my team figures that, what they're going to do about it after they murder me.

 

Bryan Sweet:

Thanks everybody. Appreciate it. See you tomorrow.

 

Draye Redfern:

Take care. I'll see you soon.

 

Brittany Anderson:

Hey there, Brittany Anderson here. If you are loving what you're hearing on our Ultimate Adviser Podcast, don't keep us a secret. Share us with other advisors that you think would benefit from the messages that you are hearing. The easiest way to do that is to simply send them to ultimateadvisorpodcast.com. And if you want to learn a few other ways that we could potentially serve you as an advisor, go check out ultimateadvisormastermind.com. As always, we are so happy to have you here with us as part of the Ultimate Advisor community, and we look forward to a continued relationship.

ABOUT THE

PODCAST

The Ultimate Advisor Podcast was specifically created to help financial advisors unlock their ultimate potential by providing invaluable information and resources to improve your income, and the management, marketing and operations of your financial advising practice

The Ultimate Advisor podcast is a business podcast for financial advisors who are looking to grow their advising practices with greater ease and effectiveness. Ultimate Advisor was developed to help financial advisors master their marketing, sell their services with greater authority, generate repeat clients, and additional revenue in their business.

 

Each week, your hosts Draye Redfern, Bryan Sweet, and Brittany Anderson will share some of the closest guarded secrets from successful financial advising practices across the U.S.  

YOUR HOSTS:

DRAYE REDFERN

Draye is the founder of Redfern Media, a direct response marketing agency that helps professionals to improve their marketing, attract new clients, generate more referrals and consistently "WOW" their clients. 

BRYAN SWEET

Founder of Sweet Financial, CEO, Wealth Advisor, RJFS,  Creator of The Dream Architect™

Co-founder of Dare to Dream Enterprises

Creator of Elite Wealth Advisor Symposium

Author of 3 books – Dare to Dream: Design the Retirement You Can’t Wait to Wake Up To, Imagine. Act. Inspire. A Daily Journal and Give & Grow: Proven Strategies for Starting an Running and Effective Study Group

BRITTANY ANDERSON

Director of Operations at Sweet Financial, Office Manager, RJFS,  Co-founder of Dare to Dream Enterprises Author of two books – Imagine. Act. Inspire. A Daily Journal & Dare to Dream: Design the Retirement You Can’t Wait to Wake Up To

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