A narrow focus on growing your business is key to developing a successful brand strategy, according to Susan Quinn, CEO of strategic marketing and design firm circle S studio.
The Synergize podcast explores the evolving role of the financial advisor in an emerging AI-driven world. Host and TradePMR Chief Client Growth Officer Bill Coppel brings together thought leaders and industry experts across a range of disciplines to share insights designed to help registered investment advisors thrive in the industry of tomorrow. You can listen and subscribe for free on Apple Music, Spotify, and YouTube.
On Episode 7 of Synergize, Susan Quinn, CEO of circle S studio, a strategic marketing and design firm serving growth-minded companies, explains how AI is unlocking the door to a new era for advisors.
This new frontier, which she calls the “experience age,” calls for a refreshed approach to advisors’ marketing strategies and techniques.
Technology is transforming client expectations, which is catalyzing changes in how advisors are marketing and positioning their services. Invitations are replacing hard sells; authentic storytelling and informational content, focused on specific investor needs, is fundamental to converting prospects into clients.
Quinn outlines what advisors can do to focus on growth — and it starts with a detailed review of their marketing strategies. Less is more for today’s advisors, a concept she explains in the excerpt below, which has been lightly edited for clarity.
Susan Quinn, CEO of circle S studio:
In the work that I've done throughout my career, I’ll ask a simple question in strategy sessions with advisors, “Tell me about your best clients. If you were to categorize them, what would they look like?”
I often hear, “Well, we do everything for everyone.”
Really? OK, you're a generalist. The universe is everyone.
That's so unrealistic. You cannot do that. You have to narrow your focus.
It sounds counterintuitive, but once you narrow your focus, that's where we see the most growth happen. You can't be an expert in everything.
Advisors can help themselves by considering how they can specialize and how they’re unique. It’s OK to ask yourself those questions. They’ll help you tell your story.
Ryan Neal, TradePMR Senior Editor: I love that. Something I've heard you say is that the brand that got you here may not be sufficient to get you there. What you mean by that, and what do firm leaders and advisors need to be thinking about as they evolve and grow over time?
Susan Quinn:
If you are at the top of your game, or think that you are, look at what you may be missing.
What has changed since you started your business? If you're the only rainmaker, then who else is going to do that?
No matter where we are in the journey, tap the brakes, step back, and ask these questions: What are we doing well? What do we need to keep doing? What's different? And what do we need to start doing?
You can find the full conversation along with every episode of Synergize here. Be sure to subscribe on Apple Music, Spotify, or YouTube.
About TradePMR
For more than two decades, TradePMR has worked with growth-minded independent registered investment advisors (RIAs), providing innovative technology tools and support designed to transform their businesses. The privately-held brokerage and custodian services provider (Member FINRA/SIPC), based in Gainesville, Fla., works to streamline investment advisors' operations through comprehensive custodial, operational, and trading support. For more information, visit www.TradePMR.com.
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Disclosures:
This content is provided for general informational purposes only. The views expressed by non-affiliated guest speakers are their own and do not necessarily reflect the opinion of TradePMR or its affiliates. Olin Business School is not an affiliate of TradePMR. TradePMR and its affiliates do not endorse any guest speakers or their companies, and therefore give no assurances as to the quality of their products and services. TradePMR does not provide investment advice, tax advice, or legal advice. Trade-PMR, Inc. is registered with the Securities and Exchange Commission (SEC) and the Municipal Securities Rulemaking Board (MSRB). TradePMR provides brokerage and account services to registered investment advisors. Custodial services provided by First Clearing. First Clearing is a trade name used by Wells Fargo Clearing Services, LLC, Member SIPC, a registered broker-dealer and non-bank affiliate of Wells Fargo & Company.
