ADVISOR MARKETING

Susan Theder

These are the top marketing questions advisors are asking this year.

DVISORS ARE CHASING GROWTH IN 2025, BUT THEY’ RE stretched for time and facing much more demanding clients. They want to know how to differentiate themselves in their marketing materials and how they can do it in an efficient way and measure their results. They also want to make sure their efforts are in compliance with regulators’ demands.

If you’ re focused on attracting more right-fit prospects, here’ s a place to start: With five of the biggest questions that cut to the heart of the matter.

1. How do I clearly articulate my value so prospects see how my firm is different from the one down the street?

Advisors asking this question will want to start with the problems their ideal clients care about most. When you talk to people about what you do, you don’ t want to lead with your bio or your credentials. Instead, you should explain the pain points you help relieve and the outcomes you help people achieve. A strong value statement answers three questions:

• Who do you help?

• What problems do you help clients solve?

• What result do they get when they work with you?

If you’ re describing what you do and you say something like“ We manage client investments,” you might instead want to try something like,“ We help grow wealth so clients have the freedom to enjoy life.” Or instead of saying,

In your marketing materials, you’ ll want to avoid buzzwords like“ holistic advice” or“ financial freedom.”

“ We help clients save for retirement,” you could say,“ We help clients live a retirement where their choices aren’ t dictated by money.”

Instead of saying,“ We create comprehensive financial plans,” you might now say,“ We create road maps to help clients rest easy knowing they’ re on track.”

In your marketing materials, you’ ll want to avoid buzzwords like“ holistic advice” or“ financial freedom.” It’ s better to use common, conversational language, words you would use with your friends and family. And you’ ll want to repeat your core messages everywhere— on your website, in your social media, in your email and in conversation.

2. Where do I start if I want to build a marketing funnel that leads to booked meetings, not dead ends?

First, you’ ll want to pick a key topic that your ideal client wants to learn more about. Then you’ ll want to create a simple lead magnet— a checklist, short guide or educational video series. After that you can add an opt-in form on your website or landing page that allows you to collect names and email addresses. If someone downloads your materials, you can then follow up right away with a thank-you email and offer them a next step, such as a phone call. Don’ t let leads sit in your list without contact. Advisors who are disciplined about doing quick follow-ups see more meetings.

16 | FINANCIAL ADVISOR MAGAZINE | SEPTEMBER 2025 WWW. FA-MAG. COM