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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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

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In this episode of The Finance Marketing Podcast, Hillary sits down with Dr. Joshua Wilson, an award-winning wealth advisor with a PhD in Behavioral Finance who drives growth for financial firms by applying his proprietary NeuroBehavioral approach that connects with prospects at a subconscious level. After successfully building, leading, and selling his own practice, he now helps advisors and FinTechs achieve sustainable growth through his proven strategies. During this conversation, Dr. Wilson shares powerful insights about moving beyond rational differentiation to create emotional connections with clients through authentic storytelling, explaining why personal narratives are more effective than listing credentials or services when attracting ideal clients.

Key Points:

• Why traditional "rational" marketing approaches focusing on services, experience, and credentials often fail to differentiate advisors
• How clients make decisions emotionally first, then rationally — and how advisors can leverage this in their marketing
• The power of vulnerability and authentic storytelling in creating connections with potential clients
• Practical strategies for uncovering your own powerful stories and determining how to share them effectively
• Why your "ordinary" experiences and struggles are often your most powerful marketing assets

Connect with Joshua:

• LinkedIn: Dr. Joshua I Wilson, CMT®
• YouTube: Dr. Joshua I Wilson & the Untamed Ethos Podcast - YouTube
• Instagram: @dr_joshuawilson
• Twitter/X: Joshua I Wilson, PhD, CMT (@Dr_JoshuaWilson) / X
• Facebook: Untamed Ethos Podcast with Dr. Joshua Isaiah Wilson

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We always appreciate reviews on Apple Podcasts!

In this episode of The Finance Marketing Podcast, Hillary sits down with Rob Brown, founder of Truest Fan Coaching and author of "Truest Fan: Live, Love, and Lead with Purpose and Impact," to discuss how financial advisors can differentiate themselves in an increasingly crowded and standardized profession. Rob shares his concept of developing a Signature Solution — a unique, branded process that reflects an advisor's personal approach to financial planning and helps them stand out. Listen to learn how creating your Signature Solution can transform your marketing, strengthen client relationships, and help you avoid becoming what Rob calls a "human robo-advisor."

Connect with Rob:

• Website: TruestFanCoaching.com
• LinkedIn: Rob Brown
• Book: Truest Fan
• Truest Fan Scorecard

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We always appreciate reviews on Apple Podcasts!

In this episode of The Finance Marketing Podcast, Hillary sits down with Heidi Clemons, an Accredited Financial Counselor (AFC), to explore the unique role that AFCs play in the financial services ecosystem and how they can be valuable referral partners for other financial professionals. Heidi shares insights on building financial foundations for clients through counseling, coaching, education, and financial therapy, while highlighting how AFCs collaborate with CFPs to provide truly holistic financial wellness. Tune in to learn how financial professionals can expand their referral networks and better serve clients who struggle with financial behaviors and money management.

Connect with Heidi:

• Website: HeidiClemons.com
• LinkedIn: Heidi Clemons, MA, AFC®, MQFP®

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In this episode of The Finance Marketing Podcast, Hillary sits down with returning guest Brian Thorp, founder and CEO of Wealthtender, to explore Wealthtender's new Testimonial Marketing Studio, which helps advisors confidently and compliantly promote client testimonials across their marketing channels. Testimonial Marketing Studio provides customizable templates with all required disclosures built in so you can build trust with potential clients without worrying about noncompliance.

Connect with Brian:

• Website: Wealthtender
• LinkedIn: Brian Thorp
• Testimonial Marketing Studio: Wealthtender | Testimonial Marketing Studio
• Book: Growing Your Advisory Business with Online Reviews: Playbook for Financial Advisors & Wealth Management Firms

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We always appreciate reviews on Apple Podcasts!

In this episode of The Finance Marketing Podcast, Hillary sits down with returning guest Tiffany Sattler, a LinkedIn ghostwriter for financial professionals, to discuss the critical importance of setting clear goals for your LinkedIn presence. Tiffany explains why many advisors struggle with LinkedIn effectiveness by failing to understand where the platform fits within their overall marketing funnel. Whether LinkedIn serves as your top, middle, or bottom funnel marketing tool fundamentally changes how you should approach your profile, content strategy, and engagement tactics. Tune in to discover how to develop a sustainable LinkedIn strategy that aligns with your broader marketing goals and creates meaningful opportunities beyond just direct client acquisition.

Connect with Tiffany:

• LinkedIn: Tiffany Sattler

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