A Marketing Playbook that Disrupts Traditional Models with Megan Carpenter

Mar 1, 2022

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Marketing is all about connecting with your audience in a way that resonates with them. One of the best ways to do this is by being authentic and vulnerable. People can see through a false persona. They do not want to see or hear perfect marketing, they want to see and hear real people. How can businesses leverage these qualities to connect with their customers in a meaningful way?

In today’s episode, Jack talks with Megan Carpenter, CEO and Co-Founder of FiComm Partners, named to InvestmentNews' 2020 40 Under 40 List, and a sought-after speaker at a wide range of financial services industry events.

Under Megan's leadership, FiComm is today a multi-million-dollar business that partners with its wealth management clients to differentiate their businesses and firms through telling meaningful stories. With more than 15 years of financial services experience, she is one of the drivers behind the industry's conversation around modernizing advisor communications. Megan is recognized for her exceptional accomplishments, leadership, and contributions within the financial services industry.

Megan talks with Jack about how FiComm helps clients grow their businesses, why authenticity, vulnerability, and humanity are important in marketing, and how the concept of “New Skool” challenges the traditional ways of doing things in the finance world.

Key Takeaways

[03:02] - How Megan juggles motherhood and business ownership.
[05:01] - The role FiComm plays in helping clients grow their businesses.
[07:53] - What New Skool means to FiComm.
[10:55] - How authenticity is manifested in marketing.
[14:10] - What authenticity means to consumers.
[18:10] - How “impact” outranks “reach” in marketing.
[19:40] - How FiComm and its clients have grown tremendously over time.
[23:55] - What makes a good marketing playbook.
[25:26] - Megan's three takeaways.
[26:51] - Some interesting things about Megan.

Quotes

[08:09] - "The best way to have marketing success is to create really authentic content that resonates with the people that you want it to resonate with. So New Skool is about bringing vulnerability and authenticity to an otherwise very old school industry." - Megan Carpenter

[16:15] - "I think there are a lot of marketing professionals in our space that want to make (content) feel more complicated. I think marketing is very intuitive and isn't really that difficult when you just break it down." - Megan Carpenter

[18:48] - "I could care less if a thousand of the wrong people are watching a video that I produced. I'd much rather have one of the right person. It's about reach versus impact. It's about being in conversation with people instead of just broadcasting information. It's about developing relationships instead of t trying to demonstrate credibility." - Megan Carpenter

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