Advisor Marketing Made Simple Advice Line: How To Focus Your Marketing When Your Niche Is Too Broad (Phil Weiss)
Feb 5, 2025
Phil Weiss, a financial advisor at Apprise Wealth Management, seeks to refine his marketing to better target women facing major life transitions. The discussion reveals strategies for narrowing down his niche and crafting messages that resonate with specific client pain points. They explore the significance of tailored content, the impact of leveraging podcast appearances, and the evolving role of referrals. Listeners will gain insights into enhancing their marketing effectiveness and creating materials that truly connect with their audience.
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Phil's Why Story
- Phil Weiss shared his "why" story, explaining how his father's mismanagement of finances and his mother's subsequent illness motivated him to help women.
- His parents' lack of financial preparedness and his mother's struggle with cancer shaped his mission to help others avoid similar situations.
Align Content with Pain Points
- Taylor Schulte advises Phil Weiss to align his content with the pain points of women facing new beginnings, rather than focusing on generic retirement information.
- He suggests focusing on the overwhelming nature of financial challenges and the need for clarity and solutions.
Clarify Niche Messaging
- Kendra and Taylor recommend clarifying Phil's niche, as "women facing new beginnings" and "flourishing through life's changes" are too broad.
- They suggest focusing on specific challenges like divorce or widowhood to create more targeted messaging.