In this episode of The Finance Marketing Podcast, Hillary sits down with Gary Sinderbrand, a former Merrill Lynch advisor and founder of BetterPath Training, helping top financial advisors reach their full potential. He is also the host of the podcast: If the Public Only Knew.

Drawing from his extensive experience at Merrill Lynch and UBS Private Wealth, Gary shares why traditional value propositions have lost their effectiveness and how advisors can differentiate themselves by creating "constructive doubt" in prospective clients' minds through provocative questioning and intentional listening.

Key points covered in this episode:

• Why most value propositions sound like gibberish to potential clients and how to stand out through a different approach
• The power of listening 80% of the time rather than pitching services, and how this builds trust and demonstrates intelligence
• Specific questions advisors can ask to make prospects question whether their current financial strategy is truly aligned with their goals
• The three types of advisors: those who make things happen (top 10%), those who watch things happen, and those who wonder what happened
• How to maintain discipline and not let clients' emotions drive investment decisions during market volatility
• The importance of managing client portfolios based on required returns to meet specific objectives rather than arbitrary benchmarks
• Strategies for senior advisors to plan their legacy and transition their practice to the next generation

Connect with Gary Sinderbrand:

• LinkedIn: Gary Sinderbrand
• Website: BetterPathTraining.com

Podcast: If the Public Only Knew

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In this episode of The Finance Marketing Podcast, Hillary sits down with Matt McManus, founding partner of Triplecrown Wealth Management, to explore how he built a thriving practice by specifically focusing on serving first responders. Matt explains his approach to "guerrilla marketing" where he builds a consistent community presence – showing up at events, running recognition programs, and being authentically involved – which has proven more valuable than traditional marketing tactics in building trust with the first responder community. Tune in to discover how finding and committing to a specialized niche can transform your financial advisory business through clearer marketing messages and deeper client connections.

Matt’s 12 approaches to guerrilla marketing:

1. Host seminars geared toward your target market.
2. Create a recognition program. We started the First Responder of the Month program.
3. Appreciation weeks—We do coffee with a cop during police appreciation week in May.
4. Get involved in charities that are important to your market.
5. Attend regular gatherings of your target market such as weekly or monthly dinners.
6. Get involved in their fundraisers—even if you don’t play golf, for example, every fundraiser needs help behind the scenes.
7. “Surprise” them with something thoughtful—every summer during a slow period I will drive around the city and drop off cases of water and Gatorade to the police stations.
8. Host a client and some of their friends at a local sporting event.
9. Host a client appreciation event.
10. Go to industry conferences.
11. Do in-service days or educational days at their employer.
12. Go to their social events such as retirement parties.

Connect with Matt:

• LinkedIn: Matthew McManus
• Facebook: Matthew McManus, Financial Professional
• Podcast | Pension Protectors: Spotify, Apple

Matthew McManus offers securities through Equitable Advisors, LLC, member S.I.P.C., Equitable Financial Advisors in Michigan and Tennessee, and offers annuities and insurance through Equitable Network, LLC. Equitable Advisors and its affiliates do not provide tax or legal advice. Financial Professionals may offer products and services and/or respond to inquiries only in state(s) in which they are properly registered and/or licensed. This podcast does not constitute financial advice or an offer of any kind. Triplecrown Wealth Management, LLC is not owned or operated by Equitable Advisors or Equitable Network.

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We always appreciate reviews on Apple Podcasts!

In this episode of The Finance Marketing Podcast, Hillary sits down with Aaron Buchner, founder of Cactus, a financial planning firm with the distinctive tagline "prick-free financial advice." Aaron shares his journey from running a generic financial planning business to creating a bold, personality-driven brand that stands out in the typically conservative financial services industry. The conversation explores how Aaron successfully navigated compliance challenges while building a brand that authentically represents his approach and attracts his ideal clients.

Key Points:

• How Aaron transformed from using the standard "Buchner Financial Planning" name to creating the distinctive "Cactus" brand
• The year-long process of working with a marketing team to develop a brand that truly reflected his personality
• Practical strategies for working with compliance departments to get edgy content approved
• Why removing finance-related terms from his business name (wealth, financial, etc.) helped avoid pigeonholing his services
• The "forgiveness rather than permission" approach that has worked for Aaron in certain marketing situations
• How his authentic branding has attracted clients who appreciate his personality, resulting in more enjoyable client relationships

Connect with Aaron:

• Instagram: @aaron.b.cactus
• Threads: @aaron.b.cactus
• LinkedIn: Aaron Buchner 🌵 CFP - Cactus
• Website: Cactus
• Podcast: No Pricks Allowed
• Join his newsletter: Your Weekly Jab

Related Episodes:

• How to Make Your Compliance Department Your Biggest Marketing Ally
• How Financial Advisor Mark Hansen Built a Brand That Starts Conversations
• Building Authentic Brands and Relationships with Finance Wrangler Pam Prior

To make sure you never miss an episode, sign up for The Finance Marketing Podcast Newsletter and subscribe to the show on your favorite listening app.

We always appreciate reviews on Apple Podcasts!