Natalie Grassi on running educational workshops for financial adviser clients – MAF190


On the show this week I talk to Natalie Grassi from White Glove Workshops

We chat about how White Glove turned to digital marketing to relaunch their educational workshop business, helping financial advisers to get in front of more potential clients.

Welcome to episode 190 of the Marketing and Finance Podcast.

Natalie Grassi on running educational workshops for financial adviser clients - MAF190

 

What you’ll hear about in this episode

  • Why White Glove educate rather than sell
  • How White Glove came about and reinvented itself for the digital world
  • The techniques they use to get workshop attendees
  • The challenges they faced when moving into digital marketing
  • How they overcome compliance issues
  • How White Glove are different

Who is Natalie Grassi?

Natalie has been a seminar success coach with White Glove Workshops for the last two years. She was an elementary school teacher for eight years and is passionate about educating.

White Glove share her passion, so she feels she can educate the financial advisers she works with on how to successfully host successful workshops and seminars. She also loves knowing that those advisers are helping thousands of people by educating them on complex financial subjects.

Summary of our chat

Natalie says that White Glove works to educate people rather than sell to them. They have a requirement that advisers are strictly educational in presentations to customers. They want them to share the passion for educate without being salesy or promoting themselves. It encourages people to meet with the advisers and want to work with them.

Founders Dean and Mike Thurman are cousins and financial advisers. They used the ‘pay and pray’ workshop model – spending money upfront on promotion – to build a successful firm. When these stopped working, they moved to using digital marketing to drive people to workshops, which was so effective they began to offer it to other advisers.

White Glove use a variety of platforms for digital marketing, such as LinkedIn and Google AdWords. The team looks for new ways to find the best prospects for financial advisers. Digital marketing means the target customer sees the workshop invitation multiple times, unlike with direct mail, increasing the chance of them wanting to learn more.

Their biggest challenge was rapid growth. They went from coordinating 100 events across the US per month to 500 in the US and Canada. They had to find the most effective and efficient way to scale and find people with the same vision to help them grow.

White Glove ensures everything is educational, so they’re confident that they’re in line with compliance regulations. They have a team to work with compliance departments and carry out rigorous research. Individual advisers must share their presentation with their own compliance department and White Glove makes any adjustments needed.

Natalie says the company is unique, because they do all the seminar planning for their advisers. They take on the financial risk upfront and offer the next seminar free if there’s no take-up. They use digital marketing and competitors don’t, and they’re 100% invested in the adviser’s success.

Natalie’s Top Tips for Financial Advisers

There’s an incredible opportunity available to advisers at the moment. Every day between now and 2030, 10,000 baby boomers will retire. They need help from advisers now more than ever.

Advisers should get out in front of people, because you could be the best adviser in town, but if your lobby is empty, you won’t be able to help people or grow your business. Natalie suggests advisers invest in their business, whether that’s through seminars or another marketing avenue.

Seminars aren’t easy to do, because they take skill, courage and a willingness to put yourself in front of the public, but done well, with passion and integrity, can be the most enjoyable way to grow a practice.

A marketing campaign or product which grabbed Natalie’s attention

Natalie loves Airbnb, which allows more people to experience travel, and says the collaborative consumption model is a great way to give people what they want. She bought her first property recently and now generates income through Airbnb.

Recommended business book

Natalie recommends Dale Carnegie’s How to Win Friends and Influence People, which she describes as offering timeless advice. It has super simple suggestions that you can immediately implement in your personal and professional life the improve your interactions with people you interact with daily.

She’s also enjoying The Challenger Sell: How to Take Control of the Customer Conversation, by Matthew Dixon and Brett Adamson, which is teaching her to be more assertive with her clients and to know that she is the expert.

Links and contact details

They have a limited number of $500 dollar vouchers available to listeners in America and Canada to spend with the company – either mention the Marketing and Finance Podcast in the chat facility or contact Natalie directly.

If you enjoyed – Natalie Grassi on running educational workshops for financial adviser clients – please leave a comment or a review on iTunes.

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How to do simple research on a tight budget – MAF189

Research is one of the most important parts of a simple marketing strategy.

But if you haven’t got the deep pockets of a big corporate it’s not practical is it? This week we’re going to look at how to do simple research on a tight budget.

Welcome to episode 189 of the Marketing and Finance Podcast.

How to do simple research on a tight budget – MAF189

What you’ll hear about in this episode

  • Why research is important as you put together your marketing strategy
  • The difference between qualitative and quantitative research
  • 4 ways of getting research done without the deep pockets of big corporates
  • Using open ended questions to get the emotional responses that reveal the true insights you need to make a breakthrough

If you enjoyed – How to do simple research on a tight budget – please leave a comment or a review on iTunes.

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Bella Williams on the Fierce Girl’s Guide to Finance – MAF188


This week I talk to Bella Williams, founder of the Fierce Girl’s Guide to Finance.

Bella makes finance simple and we talk about how and why she set up her blog and the success she’s had with it.

Welcome to episode 188 of the Marketing and Finance Podcast.

Bella Williams on the Fierce Girl's Guide to Finance - MAF187

What you’ll hear about in this episode

  • What attracted Bella to financial services
  • Why it’s important to simplify complex terms
  • How Bella set up her website
  • Why you need to plan your communication messages
  • Why she’s passionate about helping women understand finance
  • Bella’s advice for women wanting to work in finance

Who is Bella Williams?

Bella is the founder of the website “The Fierce Girl’s Guide to Finance.” She studied English, History, French and Latin before falling into corporate and financial PR. She worked for a range of clients, including financial advisers and wealth managers.

Having seen the financial world from all angles and developed a ‘nerdy love’ for it, she gained qualifications in applied finance to increase her knowledge. She now runs the PR and communications department for a fund manager at home in Sydney.

Summary of our chat

Bella says she likes taking complex information to simplify it and explain it to people, and has done this throughout her career. She says she came to financial services because money is at the core of so many things and she finds it fascinating how everything fits together.

Bella believes there’s a need for people who can simplify financial complexities for everyday consumers. Financial communications people add value by making technical language easier to understand. She thinks it’s harder to write something simple than something complex, because you have to explain a concept within certain constraints.

While working on an initiative for financial literacy, she ran some sessions for PR colleagues to explain finance. These went well and inspired Bella and a friend to create videos on the same theme. She then turned these into blogs in a chatty, simple style, as if she was talking to a friend in a bar.

It’s important to map out what you want to say before you start. Bella recommends identifying your overarching message as the one thing your reader will take away. Then, choose three subpoints that would also be helpful for them, and the supporting points for each. Create a narrative structure and build them into a story.

Many women feel disempowered and disconnected from their finances, but Bella wants them to reframe money from being bad and scary into positive, empowering and enabling. Her challenge is to help women decide to invest in their future, because they aren’t conscious of the choices they’re making when it comes to spending.

Bella’s advice for women wanting to get into financial services is to just do it! Her own career shows that you don’t have to run portfolios or use spreadsheets to work in finance. There are many career options within the industry, and while there’s a shortage of women, choosing the right organisation makes a difference.

Marketing Campaign that grabbed Bella’s attention

Bella says she’s obsessed with Ellevest in the US, which is an investment service aimed at women. They have strong reasoning for why women need different products relevant to them. The founder, Sallie Krawcheck, is also a strong supporter of women in finance and business in general. She’s keen to help women-led companies to get more investment money, so it has a social cause too.

Recommended business book

Bella says she rarely reads business books, but listens to a lot of podcasts. Her favourite is The School of Greatness (search for it on iTunes), where the host, Lewis Howes, interviews successful people on what they think is the key to greatness. The guests encourage her to think differently about business and life.

Links and contact details

If you enjoyed – Bella Williams on the Fierce Girl’s Guide to Finance – please leave a comment or a review on iTunes.

And if you know anyone who would enjoy the show – please share it with them. You can use the buttons below to share on social media.

Don’t miss an episode of the MAF Podcast – subscribe now.

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