February 28, 2025 • 40 mins
Nearly 20% of advisors are already using AI to brainstorm marketing strategies, with many leveraging it for investment proposals, niche research, and social media content creation. The future is here.
Sean Bailey and Devin Kropp from Horsesmouth explore:
• How advisors are framing AI prompts for valuable marketing insights
• The safeguards every advisor should have when using AI for investment proposals
• How AI is helping advisors identify and dominate specialized markets
• The untapped potential of AI-driven client personas
• The platforms advisors are prioritizing for AI-assisted social media strategies
Get expert insights & real-world strategies. This is an opportunity to gain a competitive edge and future-proof your advisory practice.
Key Quotes
"When people are getting started with AI, they think of it as an input-output situation: you tell it to do something, it outputs it, and that's the end of it. But the real power of AI is in having a conversation with it. You should be involved in the decision-making and iteration process."
"This is the biggest thing I’ve seen since the first time I saw a Netscape browser and this thing called the World Wide Web. But this? This is 100 times bigger than that."
Resources mentioned:
The AI-Powered Financial Advisor Program Virtual Workshop
March 6, 13, 20, and 27
https://www.horsesmouth.com/ai
AI Marketing for Advisors Virtual Workshop
April 3, 10, 17, 24 and May 1
https://www.horsesmouth.com/aimarketing
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Okay.
(00:00):
Hello everyone, and welcome to AI PoweredMarketing
how financial advisors are winning clientswith AI in 2025.
I'm Doug Pearce
and I'm joined by my colleagues at Horse'sMouth, Shaun Bailey and Devin Crop.
Now Shaun and Devin are the driving forcesbehind horses
mouths to workshops on AI for advisors.
The AI powered financial advisor, the nextone of that actually starts next week.
(00:23):
We'll talk a little bit about thatmore during the discussion.
And also AI marketing for advisors.
So thank you both for being here today.
And let's let's get right into it.
Almost 20% of advisors are brainstormingmarketing strategies with AI.
So how exactly are they framingthese prompts to get valuable insights.
(00:44):
And so maybe you want to kind of quicklydefine what prompting means
for those of you for those who don't havea lot of experience yet with these tools.
Yeah.
But before I do, let me just step backbecause,
you know, you said 20, 20% of advisorsare brainstorming marketing strategies.
That comes from a surveythat we have in the field right now.
We surveyed500 advisors back last, May in June.
(01:06):
That created a baseline, around,
AI usage by financial advisors.
Now, here we are, six monthslater, doing the same survey again.
And, we're seeing, you know, we're seeingsignificant, adoption, by, advisors.
One of the more interesting observations
is that daily usage of an
(01:29):
AI model by financial advisorshas gone from like, 12%,
last summer to,I think, like, almost 26% now.
So we're seeing a big, awakening.
The eye awakening, maybe,this of some advisors
who are seeing the potentialfor this sort of thing.
This is tool, in fact,you know, it is, you know,
(01:50):
quickly in certain corners of the world,
AI is being, you know, totally integratedinto people's works workflows.
I was just listening to a podcast of,that featured, Satya
Nadella, the CEO of Microsoft,and he said in the interview
that, he, he I'm trying to rememberexactly what he said.
(02:10):
He engages AI firstand then brings, on any issue,
he goes to AI first and then the outputof his conversation with an AI model.
He then takes to his team to discussnext steps.
So what's going on there?
Satya Nadella, is saying that
he is collaborating with a AI
(02:32):
as the CEO of one of the largest,most profitable companies in the world.
He is, using, you know, what, is a Malik
from Universityof Pennsylvania, author of the book.
What is the book, anyway?
Co intelligence.
Intelligence. Right. Exactly.That's the point I wanted to make.
He is using the AI as a co intelligenceas a partner.
(02:53):
Okay. And it totally makes sense.
And the people who've gonethrough our training programs
totally understand that,because once you go through the program,
you know, people's,you know, minds are blown
from the first sessionall the way through.
And it's really changinghow people are thinking and working.
With, their daily workflows,how the how they're working.
(03:13):
And so your question about almost 20%of advisors are brainstorming marketing
strategies with AI is a piece of datafrom our survey that's in the field.
Now, it's, hasn't reached a statistical,statistically significant,
sample level yet.
It's over 200 responses, I believe.
So we need to get to 500.
But you can tell, you know,I've seen enough of these over the years.
(03:35):
20% are doing that with their marketing.
So how are they framing these promptsto get valuable
insights is what you ask, Doug.
And so the first question is, okay,what is a prompt?
This is what we teach in allour core courses and we teach it in depth.
Prompts are the mannerin which we communicate with AI models.
(03:57):
They are, in essence, no code.
Code.
And what that means is that you can
now code these large language modelsto do what you want them to do,
by simply communicating with themin English.
Okay. By writing a few sentences.
That's what a prompt is.
A prompt is a, natural, what they callnatural language processing.
(04:21):
It's just English, you know.
Or you can do it in Spanish as well.
Or I think, you know,
30 or 40 other languages that the largelanguage models know that, a recognizer.
But we're working in English.
And so, this thing,this prompt is the manner
in which you start and continueyour conversation with the AI model.
(04:43):
And so, in our programs, we teach, there's
a whole world of, frameworksfor engaging AI models.
The one that we teach, the one that I findto be the simplest to teach advisors.
Get it? It's easy to remember.
It's called roll task format.
That's the first part.
And when I say role, what that means is
(05:04):
you are telling the AI model.
When I say AI model,I mean ChatGPT or Claude AI or Gemini.
Okay. You've probably hearing about these.
And so when, you are writingyour prompt, you're invoking a role.
You're saying act as a skilled,
(05:25):
marketing consultant who has workedwith financial advisors for 30 years.
That is this first part of a sentencethat an advisor
might use to start brainstorma marketing strategy.
That was just the role.
I said, role task format.
The task is when you're going to tell itexactly what you want to do.
And in this case,an advisor would be saying,
(05:47):
you know, I'm looking to,I want to grow my business.
I want to add,you know, 15 new clients this year.
You know, that's about a couple,you know, you know,
one and a half to two per month.
And, I usually close, you know, three
quarters of my, prospect meetingsturn into clients.
So, let's have a conversationabout some things
(06:08):
that I could do, to generatemore leads in my business.
So now we've said. We've told it.
What? It's acting as
consulting, marketing consulting expertwho's worked with advisors.
We've told it to task.
We need to brainstormsome marketing strategies.
And, so that we can come up with,some activities
that are going to drive more leads. Okay.
(06:29):
Then the format formatis simply telling the, the AI model
how you want this, to appearor how do you want your session to go?
So you could say, you know, I want youto give me a bullet point, you know?
Yeah, let's give you these ideas numberedor give them to me as a bullet points, or
put them in a table or, give megive me them one at a time.
So that we can talk about them.
(06:51):
Format can be, you know, a whole rangeof things, as can, for instance, rolls.
Right.
We could be, talking aboutan entirely different subject
and you would say act as.
And then the act as might be, you know,
act as a, act as an accountant, act
as a, investment manager, act as a,maybe you have a, issues with your team
(07:13):
and you want, some,
HR consulting expertise, so you'd say, actas an HR consultant, right?
So all these roles are involved,so you've got role task format,
but for brainstorming,you would need an additional thing.
And in our programs we teach, two partprompting role task format.
And then the second part is calledquestions.
(07:33):
Context questions and examples.
Right.
And so in this case for this prompt, you,you would say, ask me some questions.
So you would say, to brainstormon marketing strategies.
You would say,you would invoke the expertise
act as a marketing consultant who's workedwith financial advisors for 30 years.
(07:54):
Right.
You will then, tell them what it isyou want to do.
You, you know, your your goal forthe years to come up with 12 new clients.
You, want, some marketing strategies,
you want to brainstormsome marketing strategies
that are going to bring youmore, prospects.
And then you've given it the format, but,you might also say
finish your prompt by saying,ask me questions, okay?
(08:17):
And ask them to me one at a time.
That then, kicks off with the AI model.
It assumes the persona of the expert,that we invoked,
and it starts a conversationand you go back and forth with the
AI to, have this conversation,have this brainstorming.
And, you know, I think a lot of people dothis, and, you know, you could,
(08:39):
you could do it within 5 or 10 minutesand get the it could be very fruitful.
You could get more, involved in it,and it could go longer.
And then as you have this conversation,that goes, you know,
it's happeningbetween you and the keyboard
and your computerand the AI model at the other end.
You get to the end of your brainstormand you can say, okay.
I like, two of those strategiesthat we've mentioned so far.
(09:01):
You would mention them and say,
now give me, you know, give me, go backand look for a conversation.
Give me a summary of those twoparticular items that I thought were
good, like, you know, maybe,holding, an annual, barbecue for for CPAs
in, late spring or early summerafter the big tax rush is over.
And that's part of how you, generate, youknow, strategic alliances and referrals.
(09:24):
And maybe the other thing was,you know, putting on,
a webinar series around, new tax lawsthat you're expecting
to see in the second half of the yearthat that those could be some examples.
So that would be, you know,that's an example of brainstorming
some marketing strategies.
Yeah.
And so, if you're,if you're unfamiliar using these tools.
Yeah I write down
roll task format, put it on a sticky note,put it next to your computer
(09:46):
and just get into one of these models,get into ChatGPT, whatever.
Try it out.
Try your call your prompts outusing that format, and you will
quickly begin to realize the power,that is at your fingertips now.
So great. Thank you. Sean.
Yeah.
And I just want to say,you know, from our surveys,
we know that there's a massive middleout there of advisors
(10:07):
who, really aren't,haven't gone through the eye awakening.
They're using AI, maybe,a couple times a week.
Once a week, a couple timesa month, based on our survey.
And that means to me that they,
if they're using it so infrequently,they haven't had the awakening.
They haven't had,
they haven't learned, howto properly communicate with the AI model
(10:30):
because when you do have a frameworkor a structure,
it just opens up so many avenues,so many horizons for, helping
you and your businessand so, one of the key aspects of,
being successful is having thisprompting framework that you can apply
to, you know, brainstormingor all sorts of other things.
(10:50):
They have very specific activities.
You can bring it problems.
All sorts of stuff like that.
Yeah, if I could.
But in fact, I, I love thatyou use the word conversation
because I think sometimeswhen people are getting started with AI,
we think of itas an input output situation.
So you, you tell it to do somethingthat outputs it.
And that's the end of, of the, you know,interaction that you have with the model.
(11:11):
But once you start asking itto ask you questions, and then once
you start to have it iterate with you,that's the real power of this AI.
You don't have to just accept the firstanswer that it comes with.
It should be a conversation.
You should be, involved in the decisionmaking and the process of it.
And I think conversation is such a keyword.
When we're talking about communicatingand using AI efficiently.
(11:33):
Now, that's those are great insights.
And of course, you know, the,the issue there is that some people,
they see a search bot, they,you know, they, they go to ChatGPT
and the thingkind of looks like a Google search box,
and they're used to just that, you know,use any search box they ever see.
They're used to throwing in 2 or 3 words.
And then then the outputs are,you know, less, you know, suboptimal.
(11:58):
They'll say, right.They're no good. Basically.
And then people think, I would say,I think it's overblown
because I hear, a lot of peoplewho, frankly, are uninformed
or saying there's a lot of AI hype,but not much behind it.
Totally wrong.
But somebody who doesn't understand,this, this, you know, framework
and the importance of it, itthere will be left, you know, unimpressed.
(12:19):
But it will be because they haven'ttaken the time to learn it.
And, you know, this is what's calleda general purpose technology.
That's not the GPT and ChatGPT.
It is, a phrase that's used to describe,new and powerful and,
you know, sort of worldchanging, technologies like the internet,
like, like, radio and TV,electricity, fire, water.
(12:42):
What we have now with AI is,we have untapped intelligence.
We have the ability to,be able to have very, very smart
expertsassist us in everything that we do.
And what it takes to really use
these things effectively,is about 8 to 10 hours of training.
(13:05):
This is what Ethan Malik has said.
At the University of Pennsylvania,that when?
Yeah, he says, any knowledge worker,you need to get in there,
roll up your sleeves. Fine.
Take a class, do something.
But it takes about 8 to 10 hours,before you, can then really get.
Oh, my God, this is unbelievable.
And of course,you know, we're talking here today
because next Thursday we're kicking offour intro, our intro to AI program.
(13:30):
It's called the AI PoweredFinancial Advisor.
Where are you going to learn in depth.
You know, the proper waysto speak to the AI models.
And then we're going to go into,how to engage your clients
with this and how to use it in marketingand having to bring your team along.
And so it's, it's, an eight hour programthat's two hours a week for four weeks.
(13:50):
So anyway, Doug, let's continue.
I'll stop, talking about next week.
Yeah, yeah.
Well, just quickly,
you know, for those of you watching,you can see the link on screen.
But for those who might be listening,only, you can go to horse's Mouth Akamai
to find more, about that workshop startingnext week.
Okay.
Well, another interesting, data pointthat is emerging from our survey
(14:11):
shows that 15% of advisors,are creating investment proposals with AI.
Obviously, you know, clientsdata protection is a big concern
among advisors.
We hear concerns about it in our webinarsand in workshops as well.
What safeguards should advisors consider?
When they're doing this?Do you want to take this one? Sure.
That's a great question.
(14:31):
And I'll start off
by saying that, you know, we have twoAI programs in the field right now.
And generally we're focusing,on, you know, using AI and other parts
of your business to basically free up timeso you can spend more time
doing the investment stuff that many ofyou like to do and are trained in,
but maybe don'tget to spend as much time doing
because you're worriedabout the practice management
(14:53):
and the marketing and all of that.
And so we don't necessarily touch a loton, you know, using AI
to to choose investmentsand build out investment proposals.
Because we know for many of you,that's what you like to do.
Right?
And and using AI efficientlyis kind of taking those tasks
that maybe you don't like to do
and giving those to AI to free you upto do the stuff that you do like to do.
(15:14):
But, obviously the survey is showingthat there are advisors out there
who are using AI in this process, andI do think that I can be used effectively,
and different parts of the processof building out investment proposals.
But of course, you know, there aresafeguards that we we need to discuss.
Number one, you never want to beinputting, sensitive client
(15:34):
data into these,you know, large language models.
You want to remove names and any kind ofpersonal information that goes into there.
One example of this is, you know,throughout the program, we kind of
go through how to, useAI to take notes from your client meeting.
And really, come up with, you know,follow up emails and things for your,
(15:54):
you know, notes for your CRM.
And, and many timeswe recommend, you know,
removing that personal informationso you don't have to to worry necessarily
about that being,you know, put into these, to these models.
So you want to make sure, number one,that you're,
you're looking at the personal informationthat you're inputting into the models.
And number two, I would say,
you know, this is where you really needto be the human in the loop.
(16:15):
We cannot just rely onwhat the model is outputting
as the investment proposalthat you're going to send off to a client.
You want to be the decision maker here.
It can help you.
And maybe, you know, that research phase,or help you with some of the language
that you're going to use, but you reallywant to be the final decision maker here.
(16:36):
With AI is kind of input on various partsof that process.
We have had advisorswho have found a lot of success
using an AI tool called perplexity,to kind of help with this process.
Perplexity is basically like ChatGPTand Google Smash together.
And there are advisors who, you know,maybe have a client or a prospect
(16:58):
who has a unique situation financially,and they'll go to perplexity to look up
some, you know, information about,you know, different strategies
that they could takeand that can help them.
Then, come up with a proposalthat might work for that client.
Of course, you always want to review thatand make sure that it's accurate,
but it can get you to a really goodstarting point,
especially for those more obscure casesthat you might not see every day.
(17:22):
And you're not necessarilysure where to get started.
So I think there is a use case for it.
But you certainly want to be the humanin the loop.
And interestingly enough, the CFP board,the last few days has just come out
with some guidelines around.
I, sorry,I know you've had the chance to look at.
So I don't know if you want to, addanything there
about what they're sayingkind of about this.
Well, I don't want to go into itin depth, and it's it's, you know,
(17:44):
it's a good common sense, kind of, PDF,like six pages or something
they've put out called the The generativeAI Ethics Guide.
And I'm taking a look at itthis morning, you know, and yeah,
basically it's like,yeah, just use common sense, of course.
And, you know, all your concernsabout confidentiality, privacy, integrity,
(18:05):
you know, still apply to using generative
AI models as much as they doto, you know, anything else.
Right.
And, you know, you still havethe same duties to your clients, in terms
of when you're communicating with themto provide that accurate information.
As Devin has said,she's used the phrase human in the loop.
You're still responsible.
You're bringing AI alongas a co intelligence as a partner,
(18:28):
but you're still the person out frontand you're the one that still needs to,
you know, comply with the law and complywith, you know,
any lawful objectives and objectiveobjectives and, you know, keeps,
you know, saying to advisors, look,you know, here's some code and standards.
I'm glad they did it.
And, you know, there's more than a hundredthousand advisors that are out there.
(18:49):
Who have CSPs.
And so,you know, I'm glad to see, the CFP board,
doing thisbecause we are trying to promote
AI literacy among financial advisorsbecause we believe in,
you know, how powerfuland you know, paradigm, changing,
all of this is and so, yeah, I'm
(19:12):
glad that, the CFP board is out there.
But to go back to the investment
proposal thing, just kind of briefly,because we have an advisor in our,
one of our training classes last fall who,when he saw
when we when he went throughthe first part of the program
learning how to prompt and communicate,
then he realized, oh, my gosh,he understood.
(19:34):
My God, I can invoke a rolelike an investment strategist
and have a conversation with somebodyabout a client
who was coming in the next day,because I think
I might have mentioned this last week orearlier this week in another live stream.
But he had a client who was,selling an apartment complex.
And we're going to havea significant liquidity event.
And the advisor wanted to have, you know,a sort of comprehensive, meeting,
(19:55):
about all the different ways they couldpossibly go with this liquidity.
And so the advisorhad an in-depth, conversation
with the AI model in preparationfor the meeting with this client.
And, the final output was,which extremely useful to the advisor.
He then had the AI model,you know, create an agenda for the meeting
(20:16):
where they ticked off the 8or 10 possible things,
that they might that they should beconsidering as the client and the advisor,
work together to figure outwhat they're going to do with this,
you know, this big, you know, payoutfrom the selling of the apartment complex.
And the reason I'm going back to itis that advisor
had that in-depth conversation.
(20:37):
He didn't have to reveal any personal,identifiable information at all.
He just said, I got a clientcoming in tomorrow, and then he gave him
the context.
Remember I said role task format,a context, question examples.
And so you can kick off a session with, aAI about your client coming
in, that's going to have this
big liquidity eventor any other kind of topic or issue,
(21:00):
or challenge that you're, you're facing,and have a very effective, interaction,
one that's, you know, way, more powerfuland insightful, and done
more quickly then, if you didn't have,I think the advisor that we in our program
said it would take them two hours or moreto prepare for this meeting, and instead
it only took them 20 minutes.
And my point is,
(21:20):
he didn't have to use the client's nameand he didn't use the client's name.
And so this gets back to what I'm sayingabout, you know, it's mostly common sense.
And as I looked quickly this morningat the CFP boards, generative
AI ethics guide.
Yeah, it's really it's it'smostly mostly common sense, anyway.
But I'm glad they're doing it because,I think more importantly, it's signals
(21:40):
to that 100,000 103,000,
CFP is out therethat this is a really important topic.
And we know from our surveythat those 100,000 CFP,
there's only, there'sprobably only 25% of them are,
you know, using AI and the other 75%really aren't using it.
(22:01):
So, I'm glad to see the CFP board,you know,
pointing in a subtle way that, look,this is an important topic that we
that we think our members,our CFP holders, ought to be aware of.
So anyway, that's that'swhat we got going on with that, Doug.
Okay, great.
Let's move on then to, niche marketing.
So, niche marketing research is being doneby about 10% of advisors.
(22:24):
We're learning from our surveyhow is AI exactly helping them to identify
and then penetrate these,specialized markets?
Yeah.
So, I'm really enthusiasticaround the potential
for a niche, developing a niche strategy.
That advisors can develop a niche strategywith the assistance of,
(22:45):
I, you know, horse'smouth back in the mid,
to 2005, 2006,
we introduced a programcalled a Rich Niche Prospecting.
It was a 30 day training programthat helped advisors, get,
a niche strategy going.
And, one of the things,advisors loved the program.
And, but one of the big challengesafter going through the program was
(23:09):
they still had to then going forward,take the time to do the research
on their niche to identify,you know, in their
in their geographic areaor in general, their topical area.
You know, who are the peopleI need to find in this, area?
And, what,how are they going to, you know,
(23:29):
how am I going to differentiatewhat I'm doing?
What is an ideal clientpersona look like in this niche?
All those things took a lot of time,right?
And now with these AI models,
as somebody who's looking to developa fresh niche marketing strategy
can go from 0 to 80in a very quick period of time
(23:51):
because the, the research tools are very,very powerful.
And so, you know, people, you know,Devin mentioned perplexity, right.
If an advisor was looking,had some reason, like he maybe thought,
oh, you know,I've got two dentists in my, practice.
I just added the second one recently.
Because sometimes advisorsfind, a niche that they pursue is one
(24:14):
that is already organically creatingwithin their book of business,
and then they take the
time to step back and say, okay,what is it about me and our service
that, you know, that has attracted, 2or 3 of these people already so far.
And now they say, okay, I understandI've got a couple dentists.
Let me see if I could build a niche,around dentists, in my area.
(24:36):
And so then you could turn toAI tools like perplexity
and start that research,and you can get a huge amount gone,
in terms of, in terms of investigating,you know, what are the challenges
of, of, of of dentists,what are their pain points?
What are the kind of typical demographics?
Literally, what is the best way,the fastest way, the most thorough way
(24:59):
for me to identify all the dentists
in the three county areawhere I tend to do business.
Right.
Then, you can use the AI models to create
ideal client personis around your niche members, right.
So it would bethese particular types of Dennis.
And you can create very rich idealclient personas that you are
then use to leverage,
(25:22):
AI in your particular marketingas you, develop, your niche.
Likewise, you can, you know,you would want to have a customized value
proposition for the people in your niche.
These are all things that took a lot of,
brain cyclesand a lot of thinking and a lot of energy.
And now when you collaborate, with a AI,
(25:44):
you can get these things achieved,more quickly and more effectively.
Right.
And so, in addition to, you know,identifying who your market is, creating
an ideal client persona, having your valueproposition for that niche, you can
then also developa specialized message platform.
What are the kinds of keyphrases and words,
(26:04):
and thinking that you should bebringing to your marketing
when you're reaching outto this specific niche and the AI models
can come in and helpvery effectively in that we have our
AI marketing for advisors program,which starts, Devin, when does that start?
Like the first week of April,I think. Yeah, yeah.
And, that's a five week training program.
And, we've got special tools that step youthrough all the kinds of things
(26:28):
I mentioned here, includingcreating a marketing plan as well.
I mean, that's whatthe program's all about.
But these AI tools in niche marketing
could get you,you know, from 0 to 80 very quickly.
Whereas in the past, beforeI, you could spend
30 days really developing your strategyand then spend another six months
really doing the legworkto get it up and going.
(26:51):
And now I collapse as or,you know, collapses that time frame.
And you can be, you know,hitting the ground with some very, solid,
niche strategies, you know,in, in a few weeks instead of six months.
So, that would be an example of, how,you know, I think how people are using,
how advisors are starting to use AIon their niche, niche marketing front.
(27:14):
Okay.
Well,you alluded to persona development there.
What you were talking about,which is a very,
fringe use case, I think, among advisors,at least our survey showing
where only 7% of advisors are doing this.
Yeah.
Do you want to say any moreabout how advisors can leverage that?
Well, you know,I mean, first of all, you know,
I've been in this businesslike 23, 24 years.
(27:34):
And one of the first thingsI learned was like, oh,
every advisor would have an ideal clientprofile, right?
We have a certain type of client.
We're going, to pursue.
We're going to build our businessaround it.
We're going to develop deep expertise.
And so to just simply say, oh, retirees
or to say, oh, business executives, with,the software
(27:54):
companies and the Research Triangle Parkin, in Raleigh, North Carolina.
Those are still fairly broad, statements.
Right.
And so in order to be effective,we've always talked about
these ideal client profiles, which we nowrefer to as ideal client personas.
Then the the AI models
can step you through a series of questions
(28:15):
that,about what you want to do, with, your,
with your, your, in this case, a nicheor just your marketing in general.
Right.
And by answeringa small number of questions,
or the AI models can create a very richand highly specific,
profile of some of your clients.
(28:38):
And so, for instance,in the AI marketing program, there is a,
we step the advisors through, an AI toolthat we've created for them
that typically produces, threeseparate types of, ideal client personas.
And the personas are used handing love
with the marketing,with the prompting to the AI model.
(28:59):
And they're very detailed storieswith specific names and, names,
occupations, backstories,
hobbies, goals, aspirations, family.
And when you havethat kind of rich picture in your mind
about the type of clientyou want for your business,
(29:19):
if a, you just end upattracting that kind of prospect anyway.
But when you take those personasand you use them as part of your
prompting, to create your marketing copy,for instance, you.
Wow, wow.
It, is very, very, very effective.
It creates very smart,very persuasive spot on messaging,
(29:41):
for the kinds of peopleyou're hoping to contact and then get them
to, you know, schedule a meeting with youand have sort of rich conversations.
And again, you know, you go throughthe whole process of, of, in marketing
or down to, like I just mentioned,having a first meeting with them.
Okay.
So you're about to have a first meetingwith this particular
(30:02):
type of person who seems to match your,your ideal client persona.
Before the meeting,you can sit down with the AI model
and have, a ten minute conversationabout this prospect that's coming in
that seems to fit your,your ideal client persona.
And you could againhave the AI model to create
a customized agenda for that meeting thatyou're going to have in a few minutes.
(30:22):
And it'll be way more effectivethan a totally flying
by the seat of your pantswith your typical Discovery pro, approach.
So, you'll end up, connecting
more deeply, with the prospectand increasing the likelihood
that, you know, the this clientthat matches your ideal client persona.
Actually, quickly developssome trust, with you
(30:45):
and sees your competenceand wants to move further
to a second meeting where you canthen make recommendations
and then hopefully, you know,bring them on board as client.
Okay.
So let's move on to social media,social media, content creation.
Our survey is showing that17%, of advisors are using AI, for help.
Their, de'veon.
What platforms are advisors focusing onand how is AI helping them maintain
(31:09):
consistency, which we know is, of course,critical for success on these platforms?
Yeah, I think that this is a wonderfuluse case for,
AI implementing it in your marketingis, helping with a social media strategy.
Because, again, we do know that sometimesconsistency can be an issue here.
There are so many things that advisorsare working on on a daily basis that,
(31:30):
you know, posting on LinkedIn or Facebookmaybe is not the highest priority.
But, with the help of AI, you know,you can build out a 30 day content
calendar in just a few minutes,
that you can then scheduleto have posted through other tools.
And it's somethingthat you don't have to worry about.
But number one,going back to your question,
platforms that we see advisorsfocusing on right now,
(31:50):
the big two are so LinkedIn and Facebook,where we see advisors spending
most of their time, postingon, on social media.
And many advisors,you know, are already kind of using,
you know, third party postsfrom other companies to, fill in these,
this content, which, you know,there's pros and cons to that, right?
It's usually compliance approved.
(32:10):
It's easy, it's ready to go,but it's not maintaining your brand voice.
It's nothing personal about your business.
And it can seem a little bit cookie cutterto people who are coming across.
And I think this is whereI has a huge ability
to help advisors in this space,because now you're able to have posts
that are, you know, basicallyautomated for you if you're prompting it
(32:30):
correctly, but you're able to implement
your personality,your brand voice into this content.
And still, to Sean's point earlier about,you know, building a niche
or having these client personas,having a good message platform
if you're able to leverage these toolsand the creation
of these social media posts,they're going to sound much more like you.
They're going to be much more relevantto your clients and your prospects,
(32:53):
and they're going to be
about much better use of your timewhen it comes to AI, creation.
So we see advisors who are already usingAI in creating different kinds of posts.
And maybe, you know,
they're just using some regular promptsto help them come up with that.
But in our AI for marketing course,we kind of go through the process of,
showing advisors how they can create,different forms of content
(33:17):
from one content piece.
So, for example, advisorswho are doing webinars,
we show them how they can takea recording of their webinar,
take the transcript of that, turnthat into multiple blog posts
so that they can then, poston their website,
email newsletters about itthat they can send out.
And then we also show them how to createsocial media posts from that content,
(33:38):
to promote the blog postor to promote the webinar as a whole.
And so this is really powerfulbecause again, it's
taking a transcript of a webinarthat you, the advisor, has given.
So your your words that you've saidand it's creating content from that.
So it's using your voice, it'susing the terms that you use.
And it's creating a specialized postthat, you know, it's not going to be found
(34:00):
anywhere else.
As opposed to maybe using a third partywhere, again,
there's pros and cons to it, butit's not always going to be in your voice.
So I think we see a lot of advisors,kind of turning to AI for that.
There are some thingsyou need to be aware of.
You know, sometimes it's really obviouswhen, social media posts are written
by AI, there's a lot of emojiuse or certain words that are always used.
And that's why in our program
(34:21):
we kind of focus onhow can you take your own content and use
that as kind of the source codefor these posts going forward?
And we also give you some,you know, techniques and strategies
that you might want to implementto make it a little less obvious
that I was used in the creation of that,but it's really powerful.
For those posts, you know, thethe models are schooled up on
(34:43):
how to optimize for those, those platformslike LinkedIn and Facebook.
You know, it knows how long the postshould be, how things should be formatted.
And so with some good prompting,you can really come in
to come up with a 30 day calendarbased on different financial topics
you might want to focus on, or even mini
campaigns based on a webinar that you did,or a newsletter that you wrote.
(35:05):
That will help promotethe other content that you're coming up
with on a regular basis.
So I think that's a really powerfuluse case, for advisors.
And it's kind of an areathat's easier to get started with
if you're feelinga little bit overwhelmed about
how do I start to implement AI,my practice, I think that, social media
could be a good placeto kind of experiment
with that and come up with some postsand, you know, using the roll task format
(35:27):
prompting that we went overat the top of this live stream
and thinking about how you can usethat to come up with post
might be a good thingto, you know, experiment
with over the weekend if you're kind ofwanting to get your feet wet.
Yeah, good. Good point Devin, for sure.
Yeah.
And I was quick to say that,you know, content repurposing.
You know there used to be there still is.
You know firms that were just do thisand spend hours doing this for you.
(35:49):
And now with these AI tools, it's
just amazing how you can do this yourselfso quickly.
Yeah. It's, it's exciting.
Okay.
Well, let's leave people maybe,with if they haven't implemented AI
into their marketing, what's onesimple way that they can get it start?
They can get started this weekexperimenting with it.
Well, first of all,I think people should get, you know,
get a, get an account at ChatGPT,which is@openai.com.
(36:13):
Devin, you want to address thisbecause we have had some advisors who,
you know, are totally new to all this,and they'll search, where
to go to get started in terms of,you know, having access to the tool.
And they search on Google and they clickon something that is semi deceptive,
and they end up not being at ChatGPTeven though they think they are.
(36:35):
Can you, kind of straightenthis out on that one?
Sure. Yeah. That's a really great point.
We have had a couple advisorswho, have signed up
for what they thought was ChatGPT,but actually it was not.
So you want toif you have never made a ChatGPT account
before, you want to go to openai.com?
And from thereyou'll be able to log into ChatGPT.
(36:55):
If you don't have an account,it will pop up with some different
subscription options.
There is the free option,
that there are some limitations on
how much you can use it,which models you have access to
for anyone in our programs, we recommendthat they get, the paid version.
I they came out with a new name,I Pro vers.
Plus I can't remember which one is which,but it's the $20 a month, one
(37:15):
is what we recommend for our advisorsgoing through the program,
because that gives you accessto all of the different models.
You're not going to be, kind of cut offwhen you've reached your, your limit.
And there, you know,there's some benefits to that as well.
They also have not one that's $200a month.
That's really unnecessaryfor most advisors
going through this programor using AI on their own.
(37:36):
And then there's also a business account,which, if you have a team of people who's
going to be working with you throughoutand using AI, that can be beneficial.
But for most people who are justgetting started, I would say that $20
a month account is where you want to startand you want to go to openai.com,
and make sure that that'swhere you're signing up.
Yeah, I think I yeah, yeah,
I would just one last thing is to sayto people out there who are listening,
(37:57):
if you're not getting started yet,this is where the world is going.
You know, like it or not.
And, you know, there's there's some thingsto not like about it, but,
this is really big,and, it's not going away.
In fact, it's getting bigger, stronger,more powerful, more effective
and cheaper to use.
And so, yeah,you want to bring this into your business?
(38:18):
There's simply no doubt about it.
This is the biggest thing I've seen sincethe first time I saw a Netscape browser.
And this thing called the World Wide Web.
This is like 100 times bigger than that.
And of course, it'sbuilt on top of the World Wide Web.
But anyway, that's another issue.
But you want to be involved.
You you need to,you are going to need this, going forward.
And why wouldn't you anyway?
(38:39):
Because, it is, allows you to get thingsdone, faster, more quick.
Oh, at a higher rate of quality.
And, you just, are going to enjoya variety
of benefits from it,once you just get some basic skills.
And that's what we're all about,you know, kind of teaching AI literacy
to financial advisors
in these different, in these different,you know, channels, or vertical topics.
(39:03):
And so our first one,the AI powered, advisor starts next
Thursday, at 1:00 Eastern Standard Time.
This program is, basically intro toAI for financial advisors.
And it's a great place to start.
And we hope that we see you there.
Next week.
Doug, you got the link therefor everybody, right?
Horse's mouth.com/iget you get you to where you need to go.
(39:27):
Yep. Perfect.
All right.
We'll leave it there.
Sean and Devin, thank you so muchfor joining me and chatting about this.
Today. Thank you. And and everybody.
Thanks for watching and have a greatrest of your day. Take care.
Okay.
(00:00):
Hello everyone, and welcome to AI PoweredMarketing
how financial advisors are winning clientswith AI in 2025.
I'm Doug Pearce
and I'm joined by my colleagues at Horse'sMouth, Shaun Bailey and Devin Crop.
Now Shaun and Devin are the driving forcesbehind horses
mouths to workshops on AI for advisors.
The AI powered financial advisor, the nextone of that actually starts next week.
(00:23):
We'll talk a little bit about thatmore during the discussion.
And also AI marketing for advisors.
So thank you both for being here today.
And let's let's get right into it.
Almost 20% of advisors are brainstormingmarketing strategies with AI.
So how exactly are they framingthese prompts to get valuable insights.
(00:44):
And so maybe you want to kind of quicklydefine what prompting means
for those of you for those who don't havea lot of experience yet with these tools.
Yeah.
But before I do, let me just step backbecause,
you know, you said 20, 20% of advisorsare brainstorming marketing strategies.
That comes from a surveythat we have in the field right now.
We surveyed500 advisors back last, May in June.
(01:06):
That created a baseline, around,
AI usage by financial advisors.
Now, here we are, six monthslater, doing the same survey again.
And, we're seeing, you know, we're seeingsignificant, adoption, by, advisors.
One of the more interesting observations
is that daily usage of an
(01:29):
AI model by financial advisorshas gone from like, 12%,
last summer to,I think, like, almost 26% now.
So we're seeing a big, awakening.
The eye awakening, maybe,this of some advisors
who are seeing the potentialfor this sort of thing.
This is tool, in fact,you know, it is, you know,
(01:50):
quickly in certain corners of the world,
AI is being, you know, totally integratedinto people's works workflows.
I was just listening to a podcast of,that featured, Satya
Nadella, the CEO of Microsoft,and he said in the interview
that, he, he I'm trying to rememberexactly what he said.
(02:10):
He engages AI firstand then brings, on any issue,
he goes to AI first and then the outputof his conversation with an AI model.
He then takes to his team to discussnext steps.
So what's going on there?
Satya Nadella, is saying that
he is collaborating with a AI
(02:32):
as the CEO of one of the largest,most profitable companies in the world.
He is, using, you know, what, is a Malik
from Universityof Pennsylvania, author of the book.
What is the book, anyway?
Co intelligence.
Intelligence. Right. Exactly.That's the point I wanted to make.
He is using the AI as a co intelligenceas a partner.
(02:53):
Okay. And it totally makes sense.
And the people who've gonethrough our training programs
totally understand that,because once you go through the program,
you know, people's,you know, minds are blown
from the first sessionall the way through.
And it's really changinghow people are thinking and working.
With, their daily workflows,how the how they're working.
(03:13):
And so your question about almost 20%of advisors are brainstorming marketing
strategies with AI is a piece of datafrom our survey that's in the field.
Now, it's, hasn't reached a statistical,statistically significant,
sample level yet.
It's over 200 responses, I believe.
So we need to get to 500.
But you can tell, you know,I've seen enough of these over the years.
(03:35):
20% are doing that with their marketing.
So how are they framing these promptsto get valuable
insights is what you ask, Doug.
And so the first question is, okay,what is a prompt?
This is what we teach in allour core courses and we teach it in depth.
Prompts are the mannerin which we communicate with AI models.
(03:57):
They are, in essence, no code.
Code.
And what that means is that you can
now code these large language modelsto do what you want them to do,
by simply communicating with themin English.
Okay. By writing a few sentences.
That's what a prompt is.
A prompt is a, natural, what they callnatural language processing.
(04:21):
It's just English, you know.
Or you can do it in Spanish as well.
Or I think, you know,
30 or 40 other languages that the largelanguage models know that, a recognizer.
But we're working in English.
And so, this thing,this prompt is the manner
in which you start and continueyour conversation with the AI model.
(04:43):
And so, in our programs, we teach, there's
a whole world of, frameworksfor engaging AI models.
The one that we teach, the one that I findto be the simplest to teach advisors.
Get it? It's easy to remember.
It's called roll task format.
That's the first part.
And when I say role, what that means is
(05:04):
you are telling the AI model.
When I say AI model,I mean ChatGPT or Claude AI or Gemini.
Okay. You've probably hearing about these.
And so when, you are writingyour prompt, you're invoking a role.
You're saying act as a skilled,
(05:25):
marketing consultant who has workedwith financial advisors for 30 years.
That is this first part of a sentencethat an advisor
might use to start brainstorma marketing strategy.
That was just the role.
I said, role task format.
The task is when you're going to tell itexactly what you want to do.
And in this case,an advisor would be saying,
(05:47):
you know, I'm looking to,I want to grow my business.
I want to add,you know, 15 new clients this year.
You know, that's about a couple,you know, you know,
one and a half to two per month.
And, I usually close, you know, three
quarters of my, prospect meetingsturn into clients.
So, let's have a conversationabout some things
(06:08):
that I could do, to generatemore leads in my business.
So now we've said. We've told it.
What? It's acting as
consulting, marketing consulting expertwho's worked with advisors.
We've told it to task.
We need to brainstormsome marketing strategies.
And, so that we can come up with,some activities
that are going to drive more leads. Okay.
(06:29):
Then the format formatis simply telling the, the AI model
how you want this, to appearor how do you want your session to go?
So you could say, you know, I want youto give me a bullet point, you know?
Yeah, let's give you these ideas numberedor give them to me as a bullet points, or
put them in a table or, give megive me them one at a time.
So that we can talk about them.
(06:51):
Format can be, you know, a whole rangeof things, as can, for instance, rolls.
Right.
We could be, talking aboutan entirely different subject
and you would say act as.
And then the act as might be, you know,
act as a, act as an accountant, act
as a, investment manager, act as a,maybe you have a, issues with your team
(07:13):
and you want, some,
HR consulting expertise, so you'd say, actas an HR consultant, right?
So all these roles are involved,so you've got role task format,
but for brainstorming,you would need an additional thing.
And in our programs we teach, two partprompting role task format.
And then the second part is calledquestions.
(07:33):
Context questions and examples.
Right.
And so in this case for this prompt, you,you would say, ask me some questions.
So you would say, to brainstormon marketing strategies.
You would say,you would invoke the expertise
act as a marketing consultant who's workedwith financial advisors for 30 years.
(07:54):
Right.
You will then, tell them what it isyou want to do.
You, you know, your your goal forthe years to come up with 12 new clients.
You, want, some marketing strategies,
you want to brainstormsome marketing strategies
that are going to bring youmore, prospects.
And then you've given it the format, but,you might also say
finish your prompt by saying,ask me questions, okay?
(08:17):
And ask them to me one at a time.
That then, kicks off with the AI model.
It assumes the persona of the expert,that we invoked,
and it starts a conversationand you go back and forth with the
AI to, have this conversation,have this brainstorming.
And, you know, I think a lot of people dothis, and, you know, you could,
(08:39):
you could do it within 5 or 10 minutesand get the it could be very fruitful.
You could get more, involved in it,and it could go longer.
And then as you have this conversation,that goes, you know,
it's happeningbetween you and the keyboard
and your computerand the AI model at the other end.
You get to the end of your brainstormand you can say, okay.
I like, two of those strategiesthat we've mentioned so far.
(09:01):
You would mention them and say,
now give me, you know, give me, go backand look for a conversation.
Give me a summary of those twoparticular items that I thought were
good, like, you know, maybe,holding, an annual, barbecue for for CPAs
in, late spring or early summerafter the big tax rush is over.
And that's part of how you, generate, youknow, strategic alliances and referrals.
(09:24):
And maybe the other thing was,you know, putting on,
a webinar series around, new tax lawsthat you're expecting
to see in the second half of the yearthat that those could be some examples.
So that would be, you know,that's an example of brainstorming
some marketing strategies.
Yeah.
And so, if you're,if you're unfamiliar using these tools.
Yeah I write down
roll task format, put it on a sticky note,put it next to your computer
(09:46):
and just get into one of these models,get into ChatGPT, whatever.
Try it out.
Try your call your prompts outusing that format, and you will
quickly begin to realize the power,that is at your fingertips now.
So great. Thank you. Sean.
Yeah.
And I just want to say,you know, from our surveys,
we know that there's a massive middleout there of advisors
(10:07):
who, really aren't,haven't gone through the eye awakening.
They're using AI, maybe,a couple times a week.
Once a week, a couple timesa month, based on our survey.
And that means to me that they,
if they're using it so infrequently,they haven't had the awakening.
They haven't had,
they haven't learned, howto properly communicate with the AI model
(10:30):
because when you do have a frameworkor a structure,
it just opens up so many avenues,so many horizons for, helping
you and your businessand so, one of the key aspects of,
being successful is having thisprompting framework that you can apply
to, you know, brainstormingor all sorts of other things.
(10:50):
They have very specific activities.
You can bring it problems.
All sorts of stuff like that.
Yeah, if I could.
But in fact, I, I love thatyou use the word conversation
because I think sometimeswhen people are getting started with AI,
we think of itas an input output situation.
So you, you tell it to do somethingthat outputs it.
And that's the end of, of the, you know,interaction that you have with the model.
(11:11):
But once you start asking itto ask you questions, and then once
you start to have it iterate with you,that's the real power of this AI.
You don't have to just accept the firstanswer that it comes with.
It should be a conversation.
You should be, involved in the decisionmaking and the process of it.
And I think conversation is such a keyword.
When we're talking about communicatingand using AI efficiently.
(11:33):
Now, that's those are great insights.
And of course, you know, the,the issue there is that some people,
they see a search bot, they,you know, they, they go to ChatGPT
and the thingkind of looks like a Google search box,
and they're used to just that, you know,use any search box they ever see.
They're used to throwing in 2 or 3 words.
And then then the outputs are,you know, less, you know, suboptimal.
(11:58):
They'll say, right.They're no good. Basically.
And then people think, I would say,I think it's overblown
because I hear, a lot of peoplewho, frankly, are uninformed
or saying there's a lot of AI hype,but not much behind it.
Totally wrong.
But somebody who doesn't understand,this, this, you know, framework
and the importance of it, itthere will be left, you know, unimpressed.
(12:19):
But it will be because they haven'ttaken the time to learn it.
And, you know, this is what's calleda general purpose technology.
That's not the GPT and ChatGPT.
It is, a phrase that's used to describe,new and powerful and,
you know, sort of worldchanging, technologies like the internet,
like, like, radio and TV,electricity, fire, water.
(12:42):
What we have now with AI is,we have untapped intelligence.
We have the ability to,be able to have very, very smart
expertsassist us in everything that we do.
And what it takes to really use
these things effectively,is about 8 to 10 hours of training.
(13:05):
This is what Ethan Malik has said.
At the University of Pennsylvania,that when?
Yeah, he says, any knowledge worker,you need to get in there,
roll up your sleeves. Fine.
Take a class, do something.
But it takes about 8 to 10 hours,before you, can then really get.
Oh, my God, this is unbelievable.
And of course,you know, we're talking here today
because next Thursday we're kicking offour intro, our intro to AI program.
(13:30):
It's called the AI PoweredFinancial Advisor.
Where are you going to learn in depth.
You know, the proper waysto speak to the AI models.
And then we're going to go into,how to engage your clients
with this and how to use it in marketingand having to bring your team along.
And so it's, it's, an eight hour programthat's two hours a week for four weeks.
(13:50):
So anyway, Doug, let's continue.
I'll stop, talking about next week.
Yeah, yeah.
Well, just quickly,
you know, for those of you watching,you can see the link on screen.
But for those who might be listening,only, you can go to horse's Mouth Akamai
to find more, about that workshop startingnext week.
Okay.
Well, another interesting, data pointthat is emerging from our survey
(14:11):
shows that 15% of advisors,are creating investment proposals with AI.
Obviously, you know, clientsdata protection is a big concern
among advisors.
We hear concerns about it in our webinarsand in workshops as well.
What safeguards should advisors consider?
When they're doing this?Do you want to take this one? Sure.
That's a great question.
(14:31):
And I'll start off
by saying that, you know, we have twoAI programs in the field right now.
And generally we're focusing,on, you know, using AI and other parts
of your business to basically free up timeso you can spend more time
doing the investment stuff that many ofyou like to do and are trained in,
but maybe don'tget to spend as much time doing
because you're worriedabout the practice management
(14:53):
and the marketing and all of that.
And so we don't necessarily touch a loton, you know, using AI
to to choose investmentsand build out investment proposals.
Because we know for many of you,that's what you like to do.
Right?
And and using AI efficientlyis kind of taking those tasks
that maybe you don't like to do
and giving those to AI to free you upto do the stuff that you do like to do.
(15:14):
But, obviously the survey is showingthat there are advisors out there
who are using AI in this process, andI do think that I can be used effectively,
and different parts of the processof building out investment proposals.
But of course, you know, there aresafeguards that we we need to discuss.
Number one, you never want to beinputting, sensitive client
(15:34):
data into these,you know, large language models.
You want to remove names and any kind ofpersonal information that goes into there.
One example of this is, you know,throughout the program, we kind of
go through how to, useAI to take notes from your client meeting.
And really, come up with, you know,follow up emails and things for your,
(15:54):
you know, notes for your CRM.
And, and many timeswe recommend, you know,
removing that personal informationso you don't have to to worry necessarily
about that being,you know, put into these, to these models.
So you want to make sure, number one,that you're,
you're looking at the personal informationthat you're inputting into the models.
And number two, I would say,
you know, this is where you really needto be the human in the loop.
(16:15):
We cannot just rely onwhat the model is outputting
as the investment proposalthat you're going to send off to a client.
You want to be the decision maker here.
It can help you.
And maybe, you know, that research phase,or help you with some of the language
that you're going to use, but you reallywant to be the final decision maker here.
(16:36):
With AI is kind of input on various partsof that process.
We have had advisorswho have found a lot of success
using an AI tool called perplexity,to kind of help with this process.
Perplexity is basically like ChatGPTand Google Smash together.
And there are advisors who, you know,maybe have a client or a prospect
(16:58):
who has a unique situation financially,and they'll go to perplexity to look up
some, you know, information about,you know, different strategies
that they could takeand that can help them.
Then, come up with a proposalthat might work for that client.
Of course, you always want to review thatand make sure that it's accurate,
but it can get you to a really goodstarting point,
especially for those more obscure casesthat you might not see every day.
(17:22):
And you're not necessarilysure where to get started.
So I think there is a use case for it.
But you certainly want to be the humanin the loop.
And interestingly enough, the CFP board,the last few days has just come out
with some guidelines around.
I, sorry,I know you've had the chance to look at.
So I don't know if you want to, addanything there
about what they're sayingkind of about this.
Well, I don't want to go into itin depth, and it's it's, you know,
(17:44):
it's a good common sense, kind of, PDF,like six pages or something
they've put out called the The generativeAI Ethics Guide.
And I'm taking a look at itthis morning, you know, and yeah,
basically it's like,yeah, just use common sense, of course.
And, you know, all your concernsabout confidentiality, privacy, integrity,
(18:05):
you know, still apply to using generative
AI models as much as they doto, you know, anything else.
Right.
And, you know, you still havethe same duties to your clients, in terms
of when you're communicating with themto provide that accurate information.
As Devin has said,she's used the phrase human in the loop.
You're still responsible.
You're bringing AI alongas a co intelligence as a partner,
(18:28):
but you're still the person out frontand you're the one that still needs to,
you know, comply with the law and complywith, you know,
any lawful objectives and objectiveobjectives and, you know, keeps,
you know, saying to advisors, look,you know, here's some code and standards.
I'm glad they did it.
And, you know, there's more than a hundredthousand advisors that are out there.
(18:49):
Who have CSPs.
And so,you know, I'm glad to see, the CFP board,
doing thisbecause we are trying to promote
AI literacy among financial advisorsbecause we believe in,
you know, how powerfuland you know, paradigm, changing,
all of this is and so, yeah, I'm
(19:12):
glad that, the CFP board is out there.
But to go back to the investment
proposal thing, just kind of briefly,because we have an advisor in our,
one of our training classes last fall who,when he saw
when we when he went throughthe first part of the program
learning how to prompt and communicate,
then he realized, oh, my gosh,he understood.
(19:34):
My God, I can invoke a rolelike an investment strategist
and have a conversation with somebodyabout a client
who was coming in the next day,because I think
I might have mentioned this last week orearlier this week in another live stream.
But he had a client who was,selling an apartment complex.
And we're going to havea significant liquidity event.
And the advisor wanted to have, you know,a sort of comprehensive, meeting,
(19:55):
about all the different ways they couldpossibly go with this liquidity.
And so the advisorhad an in-depth, conversation
with the AI model in preparationfor the meeting with this client.
And, the final output was,which extremely useful to the advisor.
He then had the AI model,you know, create an agenda for the meeting
(20:16):
where they ticked off the 8or 10 possible things,
that they might that they should beconsidering as the client and the advisor,
work together to figure outwhat they're going to do with this,
you know, this big, you know, payoutfrom the selling of the apartment complex.
And the reason I'm going back to itis that advisor
had that in-depth conversation.
(20:37):
He didn't have to reveal any personal,identifiable information at all.
He just said, I got a clientcoming in tomorrow, and then he gave him
the context.
Remember I said role task format,a context, question examples.
And so you can kick off a session with, aAI about your client coming
in, that's going to have this
big liquidity eventor any other kind of topic or issue,
(21:00):
or challenge that you're, you're facing,and have a very effective, interaction,
one that's, you know, way, more powerfuland insightful, and done
more quickly then, if you didn't have,I think the advisor that we in our program
said it would take them two hours or moreto prepare for this meeting, and instead
it only took them 20 minutes.
And my point is,
(21:20):
he didn't have to use the client's nameand he didn't use the client's name.
And so this gets back to what I'm sayingabout, you know, it's mostly common sense.
And as I looked quickly this morningat the CFP boards, generative
AI ethics guide.
Yeah, it's really it's it'smostly mostly common sense, anyway.
But I'm glad they're doing it because,I think more importantly, it's signals
(21:40):
to that 100,000 103,000,
CFP is out therethat this is a really important topic.
And we know from our surveythat those 100,000 CFP,
there's only, there'sprobably only 25% of them are,
you know, using AI and the other 75%really aren't using it.
(22:01):
So, I'm glad to see the CFP board,you know,
pointing in a subtle way that, look,this is an important topic that we
that we think our members,our CFP holders, ought to be aware of.
So anyway, that's that'swhat we got going on with that, Doug.
Okay, great.
Let's move on then to, niche marketing.
So, niche marketing research is being doneby about 10% of advisors.
(22:24):
We're learning from our surveyhow is AI exactly helping them to identify
and then penetrate these,specialized markets?
Yeah.
So, I'm really enthusiasticaround the potential
for a niche, developing a niche strategy.
That advisors can develop a niche strategywith the assistance of,
(22:45):
I, you know, horse'smouth back in the mid,
to 2005, 2006,
we introduced a programcalled a Rich Niche Prospecting.
It was a 30 day training programthat helped advisors, get,
a niche strategy going.
And, one of the things,advisors loved the program.
And, but one of the big challengesafter going through the program was
(23:09):
they still had to then going forward,take the time to do the research
on their niche to identify,you know, in their
in their geographic areaor in general, their topical area.
You know, who are the peopleI need to find in this, area?
And, what,how are they going to, you know,
(23:29):
how am I going to differentiatewhat I'm doing?
What is an ideal clientpersona look like in this niche?
All those things took a lot of time,right?
And now with these AI models,
as somebody who's looking to developa fresh niche marketing strategy
can go from 0 to 80in a very quick period of time
(23:51):
because the, the research tools are very,very powerful.
And so, you know, people, you know,Devin mentioned perplexity, right.
If an advisor was looking,had some reason, like he maybe thought,
oh, you know,I've got two dentists in my, practice.
I just added the second one recently.
Because sometimes advisorsfind, a niche that they pursue is one
(24:14):
that is already organically creatingwithin their book of business,
and then they take the
time to step back and say, okay,what is it about me and our service
that, you know, that has attracted, 2or 3 of these people already so far.
And now they say, okay, I understandI've got a couple dentists.
Let me see if I could build a niche,around dentists, in my area.
(24:36):
And so then you could turn toAI tools like perplexity
and start that research,and you can get a huge amount gone,
in terms of, in terms of investigating,you know, what are the challenges
of, of, of of dentists,what are their pain points?
What are the kind of typical demographics?
Literally, what is the best way,the fastest way, the most thorough way
(24:59):
for me to identify all the dentists
in the three county areawhere I tend to do business.
Right.
Then, you can use the AI models to create
ideal client personis around your niche members, right.
So it would bethese particular types of Dennis.
And you can create very rich idealclient personas that you are
then use to leverage,
(25:22):
AI in your particular marketingas you, develop, your niche.
Likewise, you can, you know,you would want to have a customized value
proposition for the people in your niche.
These are all things that took a lot of,
brain cyclesand a lot of thinking and a lot of energy.
And now when you collaborate, with a AI,
(25:44):
you can get these things achieved,more quickly and more effectively.
Right.
And so, in addition to, you know,identifying who your market is, creating
an ideal client persona, having your valueproposition for that niche, you can
then also developa specialized message platform.
What are the kinds of keyphrases and words,
(26:04):
and thinking that you should bebringing to your marketing
when you're reaching outto this specific niche and the AI models
can come in and helpvery effectively in that we have our
AI marketing for advisors program,which starts, Devin, when does that start?
Like the first week of April,I think. Yeah, yeah.
And, that's a five week training program.
And, we've got special tools that step youthrough all the kinds of things
(26:28):
I mentioned here, includingcreating a marketing plan as well.
I mean, that's whatthe program's all about.
But these AI tools in niche marketing
could get you,you know, from 0 to 80 very quickly.
Whereas in the past, beforeI, you could spend
30 days really developing your strategyand then spend another six months
really doing the legworkto get it up and going.
(26:51):
And now I collapse as or,you know, collapses that time frame.
And you can be, you know,hitting the ground with some very, solid,
niche strategies, you know,in, in a few weeks instead of six months.
So, that would be an example of, how,you know, I think how people are using,
how advisors are starting to use AIon their niche, niche marketing front.
(27:14):
Okay.
Well,you alluded to persona development there.
What you were talking about,which is a very,
fringe use case, I think, among advisors,at least our survey showing
where only 7% of advisors are doing this.
Yeah.
Do you want to say any moreabout how advisors can leverage that?
Well, you know,I mean, first of all, you know,
I've been in this businesslike 23, 24 years.
(27:34):
And one of the first thingsI learned was like, oh,
every advisor would have an ideal clientprofile, right?
We have a certain type of client.
We're going, to pursue.
We're going to build our businessaround it.
We're going to develop deep expertise.
And so to just simply say, oh, retirees
or to say, oh, business executives, with,the software
(27:54):
companies and the Research Triangle Parkin, in Raleigh, North Carolina.
Those are still fairly broad, statements.
Right.
And so in order to be effective,we've always talked about
these ideal client profiles, which we nowrefer to as ideal client personas.
Then the the AI models
can step you through a series of questions
(28:15):
that,about what you want to do, with, your,
with your, your, in this case, a nicheor just your marketing in general.
Right.
And by answeringa small number of questions,
or the AI models can create a very richand highly specific,
profile of some of your clients.
(28:38):
And so, for instance,in the AI marketing program, there is a,
we step the advisors through, an AI toolthat we've created for them
that typically produces, threeseparate types of, ideal client personas.
And the personas are used handing love
with the marketing,with the prompting to the AI model.
(28:59):
And they're very detailed storieswith specific names and, names,
occupations, backstories,
hobbies, goals, aspirations, family.
And when you havethat kind of rich picture in your mind
about the type of clientyou want for your business,
(29:19):
if a, you just end upattracting that kind of prospect anyway.
But when you take those personasand you use them as part of your
prompting, to create your marketing copy,for instance, you.
Wow, wow.
It, is very, very, very effective.
It creates very smart,very persuasive spot on messaging,
(29:41):
for the kinds of peopleyou're hoping to contact and then get them
to, you know, schedule a meeting with youand have sort of rich conversations.
And again, you know, you go throughthe whole process of, of, in marketing
or down to, like I just mentioned,having a first meeting with them.
Okay.
So you're about to have a first meetingwith this particular
(30:02):
type of person who seems to match your,your ideal client persona.
Before the meeting,you can sit down with the AI model
and have, a ten minute conversationabout this prospect that's coming in
that seems to fit your,your ideal client persona.
And you could againhave the AI model to create
a customized agenda for that meeting thatyou're going to have in a few minutes.
(30:22):
And it'll be way more effectivethan a totally flying
by the seat of your pantswith your typical Discovery pro, approach.
So, you'll end up, connecting
more deeply, with the prospectand increasing the likelihood
that, you know, the this clientthat matches your ideal client persona.
Actually, quickly developssome trust, with you
(30:45):
and sees your competenceand wants to move further
to a second meeting where you canthen make recommendations
and then hopefully, you know,bring them on board as client.
Okay.
So let's move on to social media,social media, content creation.
Our survey is showing that17%, of advisors are using AI, for help.
Their, de'veon.
What platforms are advisors focusing onand how is AI helping them maintain
(31:09):
consistency, which we know is, of course,critical for success on these platforms?
Yeah, I think that this is a wonderfuluse case for,
AI implementing it in your marketingis, helping with a social media strategy.
Because, again, we do know that sometimesconsistency can be an issue here.
There are so many things that advisorsare working on on a daily basis that,
(31:30):
you know, posting on LinkedIn or Facebookmaybe is not the highest priority.
But, with the help of AI, you know,you can build out a 30 day content
calendar in just a few minutes,
that you can then scheduleto have posted through other tools.
And it's somethingthat you don't have to worry about.
But number one,going back to your question,
platforms that we see advisorsfocusing on right now,
(31:50):
the big two are so LinkedIn and Facebook,where we see advisors spending
most of their time, postingon, on social media.
And many advisors,you know, are already kind of using,
you know, third party postsfrom other companies to, fill in these,
this content, which, you know,there's pros and cons to that, right?
It's usually compliance approved.
(32:10):
It's easy, it's ready to go,but it's not maintaining your brand voice.
It's nothing personal about your business.
And it can seem a little bit cookie cutterto people who are coming across.
And I think this is whereI has a huge ability
to help advisors in this space,because now you're able to have posts
that are, you know, basicallyautomated for you if you're prompting it
(32:30):
correctly, but you're able to implement
your personality,your brand voice into this content.
And still, to Sean's point earlier about,you know, building a niche
or having these client personas,having a good message platform
if you're able to leverage these toolsand the creation
of these social media posts,they're going to sound much more like you.
They're going to be much more relevantto your clients and your prospects,
(32:53):
and they're going to be
about much better use of your timewhen it comes to AI, creation.
So we see advisors who are already usingAI in creating different kinds of posts.
And maybe, you know,
they're just using some regular promptsto help them come up with that.
But in our AI for marketing course,we kind of go through the process of,
showing advisors how they can create,different forms of content
(33:17):
from one content piece.
So, for example, advisorswho are doing webinars,
we show them how they can takea recording of their webinar,
take the transcript of that, turnthat into multiple blog posts
so that they can then, poston their website,
email newsletters about itthat they can send out.
And then we also show them how to createsocial media posts from that content,
(33:38):
to promote the blog postor to promote the webinar as a whole.
And so this is really powerfulbecause again, it's
taking a transcript of a webinarthat you, the advisor, has given.
So your your words that you've saidand it's creating content from that.
So it's using your voice, it'susing the terms that you use.
And it's creating a specialized postthat, you know, it's not going to be found
(34:00):
anywhere else.
As opposed to maybe using a third partywhere, again,
there's pros and cons to it, butit's not always going to be in your voice.
So I think we see a lot of advisors,kind of turning to AI for that.
There are some thingsyou need to be aware of.
You know, sometimes it's really obviouswhen, social media posts are written
by AI, there's a lot of emojiuse or certain words that are always used.
And that's why in our program
(34:21):
we kind of focus onhow can you take your own content and use
that as kind of the source codefor these posts going forward?
And we also give you some,you know, techniques and strategies
that you might want to implementto make it a little less obvious
that I was used in the creation of that,but it's really powerful.
For those posts, you know, thethe models are schooled up on
(34:43):
how to optimize for those, those platformslike LinkedIn and Facebook.
You know, it knows how long the postshould be, how things should be formatted.
And so with some good prompting,you can really come in
to come up with a 30 day calendarbased on different financial topics
you might want to focus on, or even mini
campaigns based on a webinar that you did,or a newsletter that you wrote.
(35:05):
That will help promotethe other content that you're coming up
with on a regular basis.
So I think that's a really powerfuluse case, for advisors.
And it's kind of an areathat's easier to get started with
if you're feelinga little bit overwhelmed about
how do I start to implement AI,my practice, I think that, social media
could be a good placeto kind of experiment
with that and come up with some postsand, you know, using the roll task format
(35:27):
prompting that we went overat the top of this live stream
and thinking about how you can usethat to come up with post
might be a good thingto, you know, experiment
with over the weekend if you're kind ofwanting to get your feet wet.
Yeah, good. Good point Devin, for sure.
Yeah.
And I was quick to say that,you know, content repurposing.
You know there used to be there still is.
You know firms that were just do thisand spend hours doing this for you.
(35:49):
And now with these AI tools, it's
just amazing how you can do this yourselfso quickly.
Yeah. It's, it's exciting.
Okay.
Well, let's leave people maybe,with if they haven't implemented AI
into their marketing, what's onesimple way that they can get it start?
They can get started this weekexperimenting with it.
Well, first of all,I think people should get, you know,
get a, get an account at ChatGPT,which is@openai.com.
(36:13):
Devin, you want to address thisbecause we have had some advisors who,
you know, are totally new to all this,and they'll search, where
to go to get started in terms of,you know, having access to the tool.
And they search on Google and they clickon something that is semi deceptive,
and they end up not being at ChatGPTeven though they think they are.
(36:35):
Can you, kind of straightenthis out on that one?
Sure. Yeah. That's a really great point.
We have had a couple advisorswho, have signed up
for what they thought was ChatGPT,but actually it was not.
So you want toif you have never made a ChatGPT account
before, you want to go to openai.com?
And from thereyou'll be able to log into ChatGPT.
(36:55):
If you don't have an account,it will pop up with some different
subscription options.
There is the free option,
that there are some limitations on
how much you can use it,which models you have access to
for anyone in our programs, we recommendthat they get, the paid version.
I they came out with a new name,I Pro vers.
Plus I can't remember which one is which,but it's the $20 a month, one
(37:15):
is what we recommend for our advisorsgoing through the program,
because that gives you accessto all of the different models.
You're not going to be, kind of cut offwhen you've reached your, your limit.
And there, you know,there's some benefits to that as well.
They also have not one that's $200a month.
That's really unnecessaryfor most advisors
going through this programor using AI on their own.
(37:36):
And then there's also a business account,which, if you have a team of people who's
going to be working with you throughoutand using AI, that can be beneficial.
But for most people who are justgetting started, I would say that $20
a month account is where you want to startand you want to go to openai.com,
and make sure that that'swhere you're signing up.
Yeah, I think I yeah, yeah,
I would just one last thing is to sayto people out there who are listening,
(37:57):
if you're not getting started yet,this is where the world is going.
You know, like it or not.
And, you know, there's there's some thingsto not like about it, but,
this is really big,and, it's not going away.
In fact, it's getting bigger, stronger,more powerful, more effective
and cheaper to use.
And so, yeah,you want to bring this into your business?
(38:18):
There's simply no doubt about it.
This is the biggest thing I've seen sincethe first time I saw a Netscape browser.
And this thing called the World Wide Web.
This is like 100 times bigger than that.
And of course, it'sbuilt on top of the World Wide Web.
But anyway, that's another issue.
But you want to be involved.
You you need to,you are going to need this, going forward.
And why wouldn't you anyway?
(38:39):
Because, it is, allows you to get thingsdone, faster, more quick.
Oh, at a higher rate of quality.
And, you just, are going to enjoya variety
of benefits from it,once you just get some basic skills.
And that's what we're all about,you know, kind of teaching AI literacy
to financial advisors
in these different, in these different,you know, channels, or vertical topics.
(39:03):
And so our first one,the AI powered, advisor starts next
Thursday, at 1:00 Eastern Standard Time.
This program is, basically intro toAI for financial advisors.
And it's a great place to start.
And we hope that we see you there.
Next week.
Doug, you got the link therefor everybody, right?
Horse's mouth.com/iget you get you to where you need to go.
(39:27):
Yep. Perfect.
All right.
We'll leave it there.
Sean and Devin, thank you so muchfor joining me and chatting about this.
Today. Thank you. And and everybody.
Thanks for watching and have a greatrest of your day. Take care.
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