Kendra Wright on "Finding" Great Copy and Revamping Your Website to Attract More Ideal Clients
Dec 10, 2024
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Kendra Wright, owner of Rebel Media Agency and former rock 'n roll marketer, shares unique insights from music to finance. She emphasizes the power of great copy and how it should reflect the voice of clients. The conversation dives into effective website strategies, showcasing real-world examples to help financial advisors enhance engagement. Kendra also highlights the importance of storytelling in marketing, utilizing client reviews, and crafting websites that resonate with ideal clients, ultimately showcasing how authentic communication drives success.
Kendra Wright emphasizes that great copy should focus on solving client problems using their authentic language for effective marketing.
The transition from rock 'n roll to financial marketing highlights the importance of creativity in revamping traditional approaches to client engagement.
Wright advocates for simplifying marketing language to increase accessibility, recognizing that many clients read at or below a sixth-grade level.
Utilizing real photographs instead of stock images helps build trust and connection, making financial services more relatable to potential clients.
Deep dives
Kendra Wright's Unique Journey into Financial Services Marketing
Kendra Wright began her marketing career in the rock and roll industry, driven by a passion for traveling and engaging with diverse personalities. At just 18, she was already promoting rock bands across the country, but her path shifted toward financial services through serendipitous opportunities. Transitioning into this industry almost a decade ago, she honed her marketing expertise through relationships with influential figures, including Michael Kitsis. Today, Kendra focuses solely on financial services marketing, aiming to bring creativity and a unique flair to a niche often perceived as conservative.
The Role of Music in Creating Marketing Experiences
Wright emphasizes the power of music in shaping the atmosphere during events, drawing on her own experiences while organizing conferences. She recalls how carefully curated playlists can set the right tone and engage attendees, demonstrating the connective power of music. By sharing instances where incorporating reggae music received positive feedback, she highlights the importance of thoughtful music selection in corporate settings. She proposes that advisors leverage music as a tool to resonate emotionally with clients and enhance their event experiences.
Innovating in Financial Marketing through Cross-Industry Inspiration
Wright encourages financial advisors to look outside their industry for innovative marketing strategies that have proven successful in other sectors. She cites the Future Proof festival as an example of this approach, suggesting that presenting conferences as festivals can create a more vibrant and engaging atmosphere. The discussion also touches on creative client engagement methods, such as unique whiskey launches, which illustrate how thinking outside conventional norms can capture attention. By examining successful practices in other fields, advisors can introduce novel concepts that breathe fresh life into their marketing strategies.
The Importance of Effective Copywriting in Financial Services
Wright highlights the critical nature of copywriting in financial services, noting that effective messaging should focus on solving clients' problems rather than solely presenting qualifications. She stresses the importance of understanding clients' pain points, encouraging advisors to move beyond demographic data to identify the specific challenges their ideal clients face. By capturing clients' authentic language and concerns, advisors can create more relatable and impactful marketing materials. This approach ensures that copy resonates with clients, attracting those who align with the services offered while repelling those who do not fit.
Using Direct Client Input to Enhance Marketing Copy
Wright advises advisors to derive their marketing language directly from their clients to create authentic and compelling messages. By conducting interviews or reviewing client testimonials, advisors can extract the terminology clients use to describe their needs and experiences. This process not only makes the copy more relatable but also cultivates a sense of connection and understanding between the advisor and potential clients. Achieving this alignment between marketing language and client vernacular can substantially improve an advisor's effectiveness in attracting the right clientele.
Keeping Copy Simple and Accessible for Clients
Wright argues that financial advisors often craft marketing materials that are overly complex and jargon-heavy, emphasizing the need for simplicity and clarity. She cites research indicating that a significant portion of American adults read at or below a sixth-grade level, urging advisors to write copy in straightforward language that is accessible to all clients. By prioritizing readability, advisors can ensure that their messaging resonates with a broader audience. Emphasizing the need for straightforward communication not only simplifies the decision-making process for clients but also strengthens their confidence in the advisor's guidance.
The Importance of Photos and Visuals in Financial Marketing
Wright stresses the importance of using real photographs and visuals in financial marketing to build trust and connection with potential clients. Instead of generic stock photos, she encourages firms to feature authentic images of their team and client interactions, providing a more genuine representation of their services. This approach fosters a sense of familiarity and relatability, as prospective clients can envision themselves as part of the financial planning journey. The use of engaging visuals, coupled with effective messaging, can significantly enhance an advisor's online presence and impact.
Guest: Kendra Wright, owner of Rebel Media Agency, a marketing company specializing in financial professionals. In her prior life, Kendra worked in rock ‘n roll marketing for some of the biggest names in music (Willie Nelson, Motley Crue, Matchbox Twenty, and more).
In a Nutshell: Great copy means you'll never experience a failure to communicate. Great copy is simple. Great copy is found and it comes from the mouths of your clients and prospects. Your job is to transfer what you find to your website and client communication.
As important as social media, podcasting, YouTube, and email have become, your marketing plan is incomplete if you don't have a professional homepage that tells prospects who you are, who you serve, and what outcomes people can achieve by working with you.
And let's not forget, people come to you because they have a problem, a question, and they want help. How clearly does your website show that you know their questions, you know their pain, and you know how to solve their problems?
On today's show, Kendra Wright and I do a deep dive on finding and communicating great copy and we put several financial advisor websites under the microscope and discuss what they did well and where they could improve.
This one is best watched on the YouTube video.
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