In this episode of The Purpose-Focused Advisor, Rob Brown welcomes Paul G. McManus, author of The Short Book Formula and host of The Influential Advisor podcast. Paul and Rob share how financial advisors can differentiate themselves in a competitive marketplace through authority marketing, writing concise, impactful books, and leveraging podcasts. Discover actionable insights on how to accelerate trust with clients and establish yourself as a leader in your niche.
Key Takeaways:
- Understanding Authority Marketing (06:49) – Authority isn't about ego; it's about intentionally standing out with expertise and influence.
- The Power of Short Books (10:40) – Writing a short book (12,000–25,000 words) can make advisors more relatable, trusted, and memorable.
- Building Trust Quickly (13:51) – Authority marketing accelerates the speed of trust, making client acquisition smoother and more efficient.
- The Ideal Authority Marketing Sequence (23:41) – Start with writing a book, move to podcast guesting, and then consider hosting your own podcast to build credibility.
- Using Books as a Strategic Tool (29:39) – A book isn't just for royalties; it serves as a tool to create meaningful client relationships and improve conversions.
Paul G. McManus: "The whole impact of authority marketing—it’s not about ego or saying, ‘Hey, I’m great; people know my name.’ Fundamentally, it helps you accelerate the speed of trust."
Rob Brown: "When I talk with advisors about things they’d like to do in their business, the reason they don’t succeed is they haven’t taken the time to be intentional—about creating systems for what they’re setting out to do."
About Paul G. McManus: Paul G. McManus, a best-selling author and authority in the financial services industry, specializes in helping financial advisors become bestselling authors and build authority-based marketing systems to attract ideal clients. He is the author of The Short Book Formula: A Financial Professional's Guide To Writing A Book In Six Weeks To Attract Ideal Clients and the upcoming From Author To Authority: Master LinkedIn, Gain Visibility, and Attract Premium Clients. Paul's expertise in authorship and authority marketing makes him a leading resource for financial professionals seeking to attract high-value clients.
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