Welcome to the Financial Advisor Success Podcast, where you go behind the scenes with financial planner,

speaker and consultant Michael Kitsis to hear stories of how leading financial advisors

navigated the inevitable challenges that arise on the path to success and get insight from leading

industry consultants about how to break through to the

next level in your advisory business. And now here's your host, Michael Kitsis. Welcome, everyone.

Welcome to the 48th episode of the Financial Advisor Success Podcast. My guest on today's podcast is

Gail Graham. Gail runs an eponymous marketing consulting firm called

Graham Strategy that works with both advisory firms and B2B vendors serving financial advisors

on how to more effectively craft relevant marketing messages to reach their target clientele.

What's fascinating about Gail, though, is that she's had a similar marketing role in a wide

range of advisory businesses, from the private wealth

division of PNC Bank to Fidelity's private client group and later as chief marketing officer for

the mega RIA United Capital. And through the journey, Gail has gained some very incredible

insights about what it really takes to effectively market an intangible like financial planning

services. In this episode, we talk in depth about

how to more effectively communicate financial planning and its value from the importance of using

plain language that people understand. So instead of saying, I'm a fiduciary, simply say,

here's how it works. I'm personally liable if I give bad advice. To the benefits of converting

your value proposition

to a physical proposal sheet and bringing a sample financial plan to every prospect meeting,

because it literally makes the advice value proposition more physically tangible. So the benefits of

including proof points that actually validate your value proposition to prospective clients,

...