Break the Cycle: How Advisors Can End Start-and-Stop Marketing for Good With Kirk Lowe (Ep. 493)

Green light, red light, green light, red light.  

Episode Transcript

(00:00):
Hey there, everybody. Matt Halloran here. Listen, we're
bringing back one of our favorite episodes on
how to stop
your stop and start marketing. Listen, it's really
about atomic habits and setting the right habits
to make it so that you implement the
right things so that you can keep in
that flow and gain that momentum.
It's super important for advisors, especially if you're
gonna start thinking about 2025

(00:22):
and, of course, years to come. So let's
get into it. Hope you enjoy the conversation.
Welcome to the top advisor marketing podcast brought
to you by ProudMouth.
I'm your host, Matt Halloran.
Being your own loud is not new to
marketing, but the mindset, strategies, and resources to
help you get there are evolving

(00:56):
Loud. Let's
get to the show.
Hello, and welcome to another top advisor marketing
podcast. I am your host, Matt Halloran, joined
today by my partner, my friend, my mentor,
and somebody who I think is freaking cool
just overall, Kirk Lowe. Now today, we're gonna
tackle something we we've actually, like, previewed this

(01:17):
in a previous episode,
but we're gonna talk about the biggest challenge
that advisors face with accelerating their influence, which
is start and stop marketing. Now the only
way that you overcome stop and start marketing
is you have to create really good habits.
So it's interesting because Kirk has been really
diving into this book called Atomic Habits and

(01:37):
we're gonna start talking about how that's so
wildly applicable
to financial services professionals. Because listen,
we've all struggled with this. Right? I mean,
all of us struggle creating new habits, but
there's some really good things in the show
today that are gonna really help you not
just create good habits, but start creating content,
stop your start and stop marketing, and more

(01:58):
importantly,
get better as an adviser. Kirk, welcome to
the show.
Thank you, Matthew. Ready to get going today.
You know what's funny here? As you're
doing the intro here, I'm thinking of myself,
how many people are familiar with you now,
what you talked about, you know, the company
you represent.

(02:19):
And when you go to events, how many
people
come up?
And this is all from you and I
creating a habit. Good habits.
Consist and we're gonna talk about those. Right?
But a lot of it has to do
with just our big picture consistency. Okay. So
here's the deal.
Why is this so hard
for advisors to create

(02:40):
really good habits surrounding marketing?
I think the most obvious thing to me
is I'm not sure advisors
really know what marketing habits they need to
create.
And what's really interesting is sometimes
we read studies
from people asking advisors
what they're doing, what's popular, and then what's

(03:00):
working. And I'm thinking to myself,
why are we doing this? Why are we
taking advice
from an audience who are not experts in
marketing
for the most part? Some are very adept
at it. Right? Some of you get this
stuff. You love doing it. It may be
just as much fun for you as financial
planning, but
not most.

(03:22):
And that's clear to us. Lots of marketers
and it's clear to a lot to you
with, you know, lack of growth and all
kinds of things. But that's, you know so
so many advisers really are in this place,
and a lot of it, I think, has
to do with I'm not blaming advisers. I'm
not blaming you. But I think a lot
of advisers have been marketed to and sold
to by marketing ideas that maybe work in
the short term, but,

(03:43):
you know,
they're not as good in the long term.
And when they stop slowing down
or something happens in the adviser's world, you
know, sometimes it just doesn't work because you
didn't stick with it.
Sometimes there's just a blipper. You know, marketing
is not
it's not a it's not like this, the
growth. Right?
We go through it. The better we get

(04:04):
at it sometimes, it's still surprising that we
have these lulls, and then we have,
you know, the opposite where it's,
you know, we're just being flooded. It's really
interesting how things happen, and we don't know
why. Human behavior, it's it's unpredictable, but you
can still do predictable stuff.
But you can't get to predictable
unless you've created

(04:25):
consistency and a habit for it. Right? So,
really, it's
it's
advisors are not doing marketing in a habitual
way. It's unplanned.
They're being marketed to by these ideas. They're
not sticking with it long enough because their
expectations maybe are misaligned, all kinds of things.
If you want to start leveraging the great

(04:46):
outcomes that marketing affords,
you have to start with being a thought
leader.
I don't hopefully, if you're not of that
mindset, if you're still thinking you don't need
to be a thought leader to be great
at marketing,
I think you need to start reading some
books,
you know, go out and listen, you know,
listen to our podcast, listen to a bunch
of other ones.

(05:07):
Like, start increasing your knowledge set and awareness
of what's going on because this is the
way to do it.
There are different ways to do it, but
this is the way.
You have to be able to share your
expertise.
And if you think about it, that's scaled
credibility,
which is really important. It's hard to compete
if you can't. You've gotta be everywhere talking

(05:28):
to everybody 1 on 1 or 1 to
10 or even 1 to 30. What you
wanna do is try to talk to everybody
1 to, you know, unlimited amount of people,
1 to everyone. Right? One opportunity you talk,
and we can explain more another time about
how to do that. But that's in in
our formula.
The here's the thing that advisors have to
remember too is creating these habits of being

(05:49):
a thought leader is that if you come
if you're an expert,
that means that you compete in the expertise
economy,
and you have to showcase your expertise.
And if you're not and if you're only
doing that 1 on 1 or in small
settings and they cost a lot of money
and take a lot of time, you have
to change the way you approach that. You
have to look for efficiencies.

(06:09):
You have to look for scalability.
Those things are absolutely critical to how you
market going forward.
And so once you have the content, everything
else is easier. So if you can create
the habit of creating content,
then everything
gets a lot easier. So think about that.
For my experience, content is one of the

(06:30):
most difficult habits to form.
I've been in financial marketing for over 25
years now.
And before Matt and I started this company,
I can literally recall 2 advisers
that I'd worked with who were consistent
over years of creating content
every couple weeks,

(06:51):
at the least every month,
2
of 100.
And so it's a major problem, and it's
actually how Matt and I started this company
is we recognized, and we're gonna explain why,
that the way we were doing content
seemed like it could actually work for a

(07:13):
lot of advisors.
And
I would say we're a lot more right
than we are wrong, but we still get
a ways to go with advisors have ways
to go in understanding that.
So, you know, as an adviser, you can't
do everything, you know, lack of time, lack
of talent,
and that, you know, that's not a dig.
Right? We all have talent and, you know,

(07:33):
being great at marketing and the things that
it takes to be successful at marketing aren't
always the things that we get into business
for or that you wanna be doing.
So
I think as much as you can, I
think advisors sometimes try to fix this by
hiring by jumping from one thing to the
other, hoping that something's gonna not take a
lot of work and they'll have great success?

(07:54):
That would be nice, but it doesn't work
like that. And the other one is to
hire a marketing assistant or make somebody in
your office responsible for marketing who
maybe doesn't have the expertise that they need
to help you be successful.
So the idea here is that you need
to outsource as much as you possibly can
if you can have somebody inside doing it.

(08:14):
And what you're really trying to avoid here
is you're trying to avoid start and stop
marketing. Because stop start and stop marketing
absolutely kill,
the growth of your company.
Yeah. There's 2 things that you said there
right at the end that I want to
address. The first one is, you said as
an adviser, you can't do everything.
I I wanna just qualify that a little

(08:34):
bit. No. You probably can do it, but
you shouldn't. Right? I mean, I think that's
really, really important. You know, advisers are super
freaking smart. Right? They're generally a jack of
all trades, all of that sort of stuff.
But that's one of the things. Just because
you can
doesn't mean that you should. And then the
other piece of it is the outsourcing component.
And, Kirk, you've heard me say this over

(08:56):
and over again. For everything you want in
life, you have to give up something proportionate
to that want. You can give up time,
talent, treasures, relationships, and control. And what we're
talking about here is you do need to
give up a little bit of time, but
giving up a little bit of time is
gonna get you a lot greater time on
the back end. You have to outsource the
talent. Right? You have to give up some
time because and you're gonna talk about all
of this here in the habits. But relationships

(09:17):
and control, I wanna really talk about the
control component.
And that's one of the main reasons why
advisors have stop and start marketing or start
and stop marketing is because
they are so concerned about the control.
And in fact, I just interviewed, Andrew Hatherly
yesterday, who's an adviser who,
launched his podcast through the PodRocket Academy.

(09:38):
And, he said perfection is the enemy of
done. He said, I when I've gone into
this, I never thought I'd get all of
these auxiliary benefits, which we can talk about
a little bit later. But the number one
thing that has really, really helped me is
realize I'm not gonna be perfect. It's not
gonna be perfect. I need to just get
the content out there. So I think those
are some of the reasons why people

(09:59):
well, he's
he really is. And that's part of being
your own loud is living in your own
level of perfection.
Right? Because you are the only you that's
ever there. Okay. Let's define something here because
you just we need an operational definition. So
the operational definition is how do you, Kirk
Lowe, define start and stop marketing?

(10:20):
Well, I don't know if this is much
of a definition, but
I think it's kind of obvious that it's
what most advisers do.
They start a marketing tactic
and then they stop it.
For whatever reason, it didn't meet their expectations.
They got busy.
They couldn't see taking it forward. It was

(10:41):
too expensive.
Whatever it is,
they're not good reasons
to stop your marketing.
Now you can evolve into something else and
you can stop something, but it has to
be part of something bigger. Like, you can't
just start your marketing and then completely stop
it. It
so here's some examples. I'll throw out a

(11:02):
couple and maybe you can throw a couple,
Matt,
seminars.
I know so many advisers,
you know, seminars
are easy to track measure. So I think
they get a lot of credence
from that perspective.
They are expensive typically,
and advisers start and stop those all the
time and they don't think about the impact

(11:23):
that has. And we'll talk about that a
little bit. Webinars,
email blast. Right? Email's hot one day. I
I I can't tell you how many advisers
think email is
is useless
from a marketing perspective. Most marketers in the
know who really understand marketing say say that
email is still the number one thing, and
that will blow some people's minds.

(11:44):
And here's why, because it's owned audience.
Most stuff that you do, you don't unless
you get their email, you don't owe anything.
You don't own LinkedIn profile.
LinkedIn owns that. They own that audience.
Right? You're just renting it while you're there,
but if they shut down or, you know,
hey. We had a colleague the other day
who got shut down for weeks.

(12:06):
Yep.
And had to the best of our knowledge,
had nothing to do with anything she had
done.
So,
you know, stuff happens. But
email, you own that, right? You got a
couple of you want that? Well, I wanna
touch on seminars really quickly. I mean, just
tell a quick story. So I when I
was a coach, I had an adviser here
in Kalamazoo,
and, I had hooked him up with good

(12:28):
friends of ours at a seminar called it's
white glove. And I was like, look. You
know? Hey. These are the that we really
like, and we really think that they've got
their ducks in a row. Right? And she's
and so he did one of them. He
did one. He practiced Kirk for weeks,
weeks, and he did one, and he got
two appointments. One of them became a client.
And by the way, this was like like

(12:50):
$1,000,000.
Right? So, I mean, he generated,
like, 1, you know, 15, 12, $15,000
off of this. And he was like, this
didn't work. This wasn't use of my time.
Good use of my time. I'm like, are
you freaking kidding me? But here's another one
that I'll use another adviser I worked with.
He wanted to do client events. Right? Because,
you know, my one of my mentors, Ron

(13:11):
Carson, built his whole practice or a huge
part of his practice on client events, referral
events into wine tasting, golf outings, and things
like that. And this guy did the same
thing. He did a wine event, and he
didn't immediately get new assets under management. And
he so he was just like, yeah. That
didn't work. Oh my god.
Are you freaking kidding me?
He didn't even he didn't even do the

(13:32):
complete line event. Like, he didn't bring in
a real sommelier, and he didn't do pairings
and all of those sorts of things. He
just bought some cheap I mean, it was
just bad. But, again, you can't you guys
hear me say this all the time. Listen.
You can't half ass your marketing. You've got
a whole asset. So add some more. What
are some other examples of what advisers do
that is just start and stop marketing? No,
man. You're in fine form today. I love

(13:53):
it. Let's keep rolling here. While blogging,
man, so many advisers.
I've started to stop blogging.
Guilty.
There's times where I find writing, a wonderful
outlet and a great way to express,
but I am a perfectionist.
Pardon me. When I do blogging,
perfectionist in my own world, maybe not a

(14:13):
writer's, but
it slows me down.
I know we know lots of people most
people start and stop podcasting.
I think it's 90% of people who start
a podcast don't get past 10 episodes.
Right? It's crazy number.
Insane number. Video, same thing. So there's SEO
running ads.
There's all kinds of things here. And like

(14:34):
Matt said, you know, even asking for referrals,
which isn't really a marketing tactic, kind of.
But yeah. So
lots of issues with start and stop marketing.
Don't do it. Well, but let's we have
to now now it's the rubber meets the
road. So we philosophically set the stage here
of,
you know, what's going on and what advisors
have done in the past. Our job here

(14:54):
is to try to move you forward. So
what are the consequences
of this?
You and I have experienced some of the
consequences of this, but what are the consequences
of this stop or start and stop marketing
that advisers do?
Yeah. I'll give you I'll give you a
3. There are probably more, but these are
we'll call them the big three. The first
one is inconsistency

(15:15):
sends the wrong signal to your audience.
So you're holding yourself out
as a professional.
Right? Financial advisors have a lot of work
to do to do that
because it's not a profession
that gets the acclaim that it probably should
because it makes a huge impact on people's
lives

(15:35):
all through their lives and for generations. It
is a really important profession.
You all of our listeners understand that.
And here's the thing is we're fighting for
that. And then we do,
you know, how we market to people and
how we communicate,
it's part of the problem.
It's part of our this industry's problem. The
inconsistency sends the wrong signal.

(15:57):
So if what you're doing with your audience
is important
in their minds. You should be consistent at
it. You should be doing it all the
time. Why do you change all the time?
Why do you know it's hard to follow?
So that's the first consequence.
The second one is you're not consistently top
of mind.
This is where

(16:18):
a lot of advisors
miss
out on
the momentum, which we'll talk about in a
second,
is that when somebody's ready to make a
decision and you're not there,
you're not there.
And that's a big problem. If you think
about what the greatest in marketing
does

(16:39):
is it's always there.
You always know about them. You know, when
you're ready to make a decision,
I gotta go there. Right? You're hungry. I'm
going here.
Right? I wanna go have a coffee with
my friends. I want a good coffee. I'm
going here.
You know all these things.
So
top of mind is huge,

(17:01):
and,
you know, you gotta think about that. And
you gotta be there. You gotta be there
when they're ready to make a decision, whether
it's in a month or 2 years.
We've had somebody 10 years. It's not happened
once. It's happened a couple of times where
people come back 10 year I've been following
you for 10 years.
Holy smokes.

(17:22):
Good for you, man. I'm glad I was
interesting kept you interested for 10 years. I
bet they would say I wish you were
more consistent.
In fact,
it could be the reason,
you know, they didn't come around in 2
years.
I haven't. Matt hasn't been,
you know, in
Not in our careers, dude. No way. No.

(17:42):
No. We have been for 7. We even
have nuances in the last 7 years since
starting Promote. There's no doubt about it. But
for the most part, we're there all the
time. And our podcast is where we've really
come through. Well, let's unpack that just a
a little bit more because
if you're not there, if you, missus Advisor,
aren't there,

(18:03):
somebody else is going to try to get
their attention.
And so it's really, really important. And and
that's, you know, one of the big things
that marketers fight against all the time
is really that. But there is another
humongous
component. And I think, and you might not
agree with this, but I think this consequence
number 3
is the consequence

(18:25):
because
anyway, so it's that you don't actually ever
gain or even begin the journey
of momentum. So take that away.
You you lose momentum every time you stop.
And
Matt and I will argue to the death
of this argument
that momentum is everything.

(18:46):
And momentum is the most underrated
positive marketing
outcome,
and nobody talks about it.
Marketers don't talk about it. Advisors don't talk
about it. Your mentors don't talk about it.
Coaches don't talk about it.
We talk. We do. Momentum is everything.
Momentum is,

(19:06):
oh, my gosh. It's so many things. I
get so wound up talking about it. I
think it's the most powerful attribute
of great marketing.
Momentum is when you get going,
you get better. You create more value.
More people see it, more people talk about
it, and your audience and network start growing.
And so say your audience. Right? It's your

(19:28):
network too.
And it can grow 2 ways.
We talk about the influence continuum,
and and that's
most people spend their time talking to skeptics
because they haven't done enough marketing. They haven't
built enough momentum,
credibility.
Right? You talked about scale credibility early on
the other side of the continuum. Sorry. I
guess this would be skeptics.

(19:50):
Gotta remember we're mirroring here. And then fans
would be on the right, and you're always
your momentum
moves you along that.
Right? You stop. As soon as you stop,
you go back.
Right? Then you start again, then you go
back. This is where most people are. I'm
doing a video here. I know if if
you we're doing video here. If you can't
see us, go to YouTube, it's not that

(20:11):
exciting. I'm just moving my hands along the
line.
Sophisticated
graphics here.
And you need to be moving
in the right direction
all the time. You're going forward all the
time.
You're gonna get better all the time. That's
what we're getting at here. This is in
sports process, business, everything.

(20:32):
This is basically the process of it's creating
habits.
The thing about that is as momentum builds,
you create more fans. The other thing that
happens is your your audience and your your
network
grow.
And as they grow, that's when the good
things happen. And I always like to tell
people, Matt and I do, you never really

(20:53):
know
where it's gonna happen. Right? So part of
Proudmo's growth isn't just people advisers raising their
hand.
It's all the companies
that work with advisers
who probably been the most surprising.
Like, when we talk to people, we love

(21:13):
your brand. Everybody loves you guys. You guys
really speak to advisers. You're all about serving
them, helping them. You have so much value
you give away. It's unbelievable
how people feel about you. And
that isn't that
isn't always
in the dollars and cents column.
Right? It's momentum.

(21:34):
If we don't have that, what do we
have? Just like doing transactions here and there.
Like, we've got momentum to build something bigger,
and you never know where the opportunities are
gonna come. And they do come in all
kinds of interesting places, create new products,
learn about our expertise,
significantly expands our expertise. There's just so many
cool thing happens when your network grows. It's

(21:56):
not just audience. Hey, can I I wanna
jump in there and tell a quick story
because you just teed me up, but I
I just gotta walk through the store? So
I was
just interviewing a a gentleman, and, he has
the great divorce podcast. And, because he's, like,
26 episodes in, so he's been doing it
for about a year.
And because of that,
he just spoke in front of 200 divorce

(22:17):
attorneys,
and they expressively
said it's because of your podcast. Because you
are so free with your knowledge and you're
giving away so much great information,
and then he also got approved for continuing
education for lawyers, dude. And it's all because
of this momentum that he has been able
to garner over time. So, Kirk,

(22:38):
let's talk about Atomic Habits.
I should have read Atomic Habits a long
time ago,
but probably a year ago now. And it's
became so clear what Matt and I,
really hit on here was we figured
out how to
create content creation habit.
That's what we did. That's what our business

(22:59):
is, and we're trying to share that with
you.
And so if you think about so Atomic
Habits by James Clear. He talks about the
4 laws of behavior change, which are simple
rules for building better habits. And one is
make it obvious,
which is a cue.
2
is make it attractive, which is craving.
3, make it easy, which is response.

(23:21):
And 4, make it satisfying, which is reward.
If you can do those 4 things, cue,
craving, response, reward,
then you've got a chance to create a
new form a new habit.
And as you all know,
creating better habits is the most important thing
to moving forward and achieving success.
So we'll use podcasting as an example because

(23:42):
it's a perfect example for Matt and I
because it's worked for us.
Start with the first law. It needs to
be obvious.
You need to have
cues in place. So for Matt and I,
the queues are time
and location, more or less. So the first
one is that Matt and I have
every other Thursday. We record an episode together

(24:06):
and then our team sets up Matt with
guests and then it's on his calendar. They
do the work. He does his thing,
prep
and recording.
And
the other one is that we have we
live in our podcast studio. We're constantly reminded
of
podcasting and how much fun we have.

(24:28):
This is gonna seem really funny, but I
bought this, what, a year ago now. It
does not on my camera anymore because I've
changed my angle, but I have this
no. Now you can't hear me, but I
got this little light
in front of me, and I I try
to leave it on during the day. It
just reminds me, like, I feel like I'm
on,
and it's kind of fun. Podcasting is is
a fun

(24:49):
experience for us. So
the first one is to make it obvious.
That's what I'm supposed to be talking about.
So having this here,
I'm all ready to go.
This is my queue, Matt's queue, every day.
And this you should have a set up
for Zoom meetings, virtual meetings anyway.
So you're right there. So those are those
that's how you get to the first

(25:11):
part is make it obvious
what that habit's gonna be. So you're reminded
every day,
every week that you need to do that.
Okay? So that's the first
thing. And I love the calendar stuff. So
this is one of the things that I
used to talk about as a coach all
the time is so Wednesdays,
for me, I know when I wake up
in the morning, those are my podcasting days.

(25:31):
That's when my podcasting days. That's when my
team puts except for your and my time,
that's when all of our guests are there.
And I have, you know and, even the
very few clients that I still host their
it's on Wednesday. So I wake up on
Wednesday,
podcasting day. I'm in a different mindset, have
a different outfit on. I mean, all of
that stuff. It's game time, and I love
your light, dude. And I love your light

(25:52):
because it's lights, camera, action. Right? Every time
I see that light, this the first thing
I think of is we're recording. Right? And
when you know you're being recorded, you're at
a different level of professionalism.
And and I have seen that even more
in you since you've gotten that, you know,
super cool boom thing. Alright. So that was
Yeah. I think it's called the
frameworks gator. I think it's called the gator

(26:13):
3,000. It's it's literally The gator
3,000. It's a great arm. It's the best
one I've seen.
2nd law of behavior change. Right? So make
it attractive.
How can we
help advisors
make
creating content attractive?
So habits are attractive when we associate them

(26:34):
with positive feelings.
So we wanna take away the barriers
to creating that habit.
And, you know, you need to create content.
If you don't,
you know, why are you listening to us?
Create content.
Make that habit fun.
So for Matt and I, fun is having
a great setup, like, feeling good about where

(26:55):
we're at. This is
a fantastic mic. I got this really fun
arm. I've got little light here, light here.
You know, I got like, we got, you
know, I got we got I got an
EOS camera
and, you know, with my camera, so
really
ready to go here.
It's energizing.
Matt and I have fun doing this. It's
a relationship that Matt and I have with

(27:17):
each other, but it's also a relationship we
have with our audience.
It's and it's also a relationship we have
with the microphone, like
being able to share what we're thinking. I
think everybody wants to be able to share.
Sometimes people share without being prepared to add
value. They just wanna have a podcast so
they can talk,
but we're here to add value to your

(27:39):
businesses and your and and your lives.
Yeah. Hopefully, that's obvious.
If you've never done a podcast,
I highly recommend trying it.
We like doing video too, but we do
video together
more often than not. Now Matt's a real
pro. He can get up for any video.
I have to be in the moment, and

(27:59):
I'm usually in the moment when I'm talking
to somebody. So figure out what's works for
you. We still do video. It's still important.
Still writing is still important.
But for us, podcasting was so fun. It
gave us a second thing, the craving. So
the cue, the craving became really easy for
Matt, and I think they should be easy
for you too.
I do

(28:21):
literally crave interviewing people.
If I don't do it,
I feel
a loss of something that I love to
do. And
I know I'm weird and whatever,
but advisors do it all day long, Kirk.
All they're doing is interviewing their clients. They

(28:41):
might not look at it that way, but
they ask thoughtful, insightful questions that help them,
you know, build relationships. That's what we do,
and that's what the power of podcasting is.
Alright. Alright. So okay. Let's go to law
number 3, and let's talk about making it
easy.
So when friction is low,
habits are easy. Schedule it,

(29:02):
outsource it, make it easy to create a
habit of recording a podcast,
and it'll be an unbelievable result for you.
No one makes it easy. No one makes
it easy as we do, by the way.
Wink, wink, nudge, nudge.
Podcasting is our superpower
courses,
coaching, cohosts,
media experience.

(29:24):
We have we actually have co hosts who've
won Emmy Awards.
Crazy.
And been executive in
financial media well before other females ever had
a chance. Like, we're super proud of the
people that we have that we hang out
with
and everybody loves hanging out with them. So
the third one is just to make it

(29:46):
easy. How do you make it easy? You
have a team to do the stuff
that,
you know, that becomes a barrier for you.
So take away that friction,
figure out who you're gonna partner with to
get this done.
If it's just gonna be somebody on your
team, figure it out, go have them go
to the academy, learn all this stuff.
And if it's gonna be a partner, find

(30:07):
that partner that suits you,
helps you get going, and be consistent at
it so that you don't worry about it.
You just you know, the response is, I'm
gonna do this thing
and move forward.
Makes sense?
Yeah. So as we wrap this up, this
is the last law that we have to
address today, which is to make it satisfying.

(30:27):
How in God's name do you make
content creation and marketing satisfying?
We're getting too long. When Matt says we
gotta wrap this up, he's not
he's giving me cues
to create a new habit, which is to
be don't be so I have no idea
what you're talking about. So
make it satisfying.

(30:47):
If it's satisfying, you're obviously, you're way more
likely to repeat it. And podcasting
is satisfying. We have intimate conversations with colleagues,
deepen relationships with COIs.
We get opportunities.
We learn so much.
We're so professional about what we do. It
gives people a chance to to do it
for themselves.

(31:08):
It's satisfying because our audience
responds.
Matt gets to hear I kinda live vicariously
through Matt for audience experience because Matt's the
one who's out there and gets
a ton of feedback and hugs even.
Hugs from I I we haven't talked about
Square off, but sometimes it's funny when you
get hugs from people that you just would

(31:30):
never expect to get hugs from, and and
those can be lots of fun. If you
find something that you get a lot of
energy from,
then you're more likely to keep doing it.
So what's the reward?
This is the thing. Don't this is really
hurts advisers with start and stop marketing.

(31:50):
The focus on multiple rewards.
Focus on levels of rewards, if you will.
What do you really get from this?
Right? So Andrew Hatherly, you mentioned this earlier.
What does Andrew get from a podcast?
Yeah. Confidence,
practice.
He's deepening relationships. That was the other big
thing that he talked about on the show

(32:11):
was the amount of new relationships and how
much deeper his strategic partners
have gotten with them. He's getting people who
he never thought he would get on on
a podcast who are open and willing because
he's got the social proof of really producing
great content. There are a lot of auxiliary
benefits, but here's the deal. He's also gotten
actual new business from it. Right? And so

(32:33):
he now I I pushed him to that
on the podcast is he has brought in
legitimate new assets
from his show specifically.
But
the other things seemed more important to him,
Kirk, which I thought was interesting. Yeah. I
think that's where advisors have to really practice
on understanding what the reward looked what the
reward actually is.
Because I think we're led to believe it's

(32:54):
only one thing, lead generation.
And, yes, that is important. Ultimately, we want
that to move our business forward. But there's
a lot of other things too.
Am I attracting the right people? It saved
me time so I can go do other
things with my life than chasing everybody around.
Do I feel energized when I go home
with my family because I I met and
talked with I wasn't chasing a bunch of

(33:15):
skeptics
who I feel like I'm selling to all
day and I'm frustrated all the time. Like,
there's no happiness in that. I don't know.
There's very few people that I've met, very
few financial advisors
that love the grind of talking to people
who don't already believe in them. Like, I
I very rarely do I find an adviser
who likes that.
And if I do,
in my experience, they're not very good advisers.

(33:37):
They love the chase and the hunt more
than they do.
Yeah.
Yeah. The actual experience of financial planning and
the pride in doing that. So
I think,
you know, find a way
to to make sure you're you have perspective
on what is satisfying, what is a great
outcome, and get started. Start your habit. Find

(33:59):
the cue, craving, response, reward. Go get Atomic
Habits as a book.
Listen listen to the content or read the
content that they push out.
James Clear is, brilliant. It's an incredible book.
For a lot of people, it's life and
business changing, that book.
And what's really funny is that
what we're really

(34:19):
talking
about what we do for people is we
help them create new habits that are gonna
change their businesses forever.
That's really what our company is. We're influence
accelerators, but we're really influence
habit creators for achieving influence acceleration.
That's really what we are. So if we
can help you any way, shape, or form,
go get her done on, James Clear

(34:41):
website. It actually has resources.
After you've read the book, it's in the
book. There's some great resources. It's actually what
we're using to grab all these laws and
lots of fun. Anyway, hopefully, that was a
good episode. Hope I really liked it. Matt's
gonna give you some cool stuff here, so
don't hang up. I just wanna I just
wanna wrap up the this with 3 things.

(35:04):
The first thing is,
you know, this is an issue.
It's time to make the change. Right? So
maybe this is the episode that makes you
all realize that you have been making these
mistakes and there's a way to solve these
mistakes. And part of that is really looking
at habits in a different way. The second
thing is making sure that you are stop

(35:26):
being the marketer that you aren't and just
lean into being the expert you are. And
that's what great content marketing can do for
you. So many of you really overthink it.
What we are wanting you to do is
we want you to actually keep it simple
and just say the things that you say
on a regular basis to the people you
love and care about or the people you

(35:46):
want to love and care about. One of
the greatest ways for you to
actually implement the habits and the things that
we talked about in the show is realize
you should probably outsource it to somebody else,
which is us, of course, because we've done
this 1,000 and 1,000 of time.
Listen. If you just wanna know more about
our managed influence acceleration service where you show
up, get behind the microphone,

(36:06):
do your show, drop the mic, and we
take care of almost everything else, you need
to just go ahead and reach out to
me. You can DM me on LinkedIn. You
can go to proudmouth.com and just fill out
a quick form, or you can email me
at [e-mail].
So anyway, we'd love to talk to you
about all of that. Please, please, please go
to proudmouth.com
and also join PodRocket Academy. And for Kirk,
this is Matt, and we'll see you on
the other side of the mic very soon.

(36:29):
Thanks for listening to the Top Advisor Marketing
podcast brought to you by Proudmouth.
If you wanna know more about how you
can be your own loud, visit us at
proudmouth.com
and sign up for the PodRocket Academy.
Through courses and office hours led by a
professional podcast producers and digital marketers, you will
learn everything you need to know to become
the trusted subject matter expert you were meant

(36:49):
to be.