Marketing Is Being Brave: Why Authentic Content Wins More Clients

Advisors spend years earning credentials and almost no time showing people who they actually are. Wade Shields thinks that is the whole problem.

Wade came to Elite Consulting Partners after ten years in New York City making documentary and branded content for Google, Ernst and Young and the American Cancer Society. The process he used there and the one he uses now starts the same way: figure out what the real story is before you make anything. He calls it brand forensics and it is the foundation every advisor skips.

The first half of the episode is about what average advisor marketing actually looks like and why it is not working. Market updates getting two likes. Broker-dealer content no one asked for. A wall of certifications that tells someone where your niche is but nothing about who you are. Wade lays out why 96% of prospects are doing their own research before making contact and what happens to referrals when what they find looks exactly like what everyone else is putting out. The question Brian puts on the table is worth sitting with: it is not just how many referrals you are getting, it is how many referrals quietly walked away.

The second half gets practical. Video outperforms every other content format seven to one and the barrier has nothing to do with equipment. When advisors sit down to record alone they focus on themselves and the result is stiff, flat content that misses the mark. Wade uses an interview approach on every production day to replicate the natural conversation an advisor already has with clients. The story of the teleprompter client is the best illustration: scripted and polished, no emotion, went nowhere. Unscripted and honest, clients are still quoting it back.

The episode closes on the definition that ties everything together. Your brand is not about you. It is about how people feel when they work with you. Marketing is the assets built from that and where they go. And none of it works unless an advisor is willing to stand for something and put it out into the world. That is what Wade means when he says marketing is being brave.

Questions answered in this episode include:

Why are advisors who post credentials and market updates getting two likes and no calls?

What is brand forensics and why does it have to happen before anything else gets made?

Why do 96% of prospects research an advisor online before they ever reach out?

How does video outperform every other content format seven to one?

Why do advisors freeze up in front of a camera when they are perfectly comfortable in a client meeting?

What happened when a client showed up to a production day with a teleprompter and what changed when the script went away?

What is the real difference between branding and marketing and which one has to come first?

Chapters:

00:00:52 — Introduction: Wade Shields and What Brand Forensics Actually Means

00:03:53 — What the Average Advisor Gets Wrong About Marketing

00:08:08 — The Referrals You Never Knew You Were Losing

00:08:57 — Why Video Outperforms Every Other Format 7 to 1

00:13:50 — Getting Advisors Out of Their Heads: The Interview Approach

00:17:56 — When Perfect Kills Good: The Unscripted Content Story

00:28:44 — Branding vs Marketing and the Final Takeaway

Learn more about Elite and our resources:

Elite Consulting Partners | Financial Advisor Transitions

https://eliteconsultingpartners.com

Elite Marketing Concepts | Marketing Services for Financial Advisors

https://elitemarketingconcepts.com

Elite Advisor Successions | Advisor Mergers and Acquisitions

https://eliteadvisorsuccessions.com

JEDI Database Solutions | Technology Solutions for Advisors

https://jedidatabasesolutions.com

Elite Wealth Management Insights Report

https://eliteconsultingpartners.com/insight-report

Listen to more Advisor Talk episodes

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