8 Marketing Principles Every Advisor Should Know (And Actually Use)
By Blair Kelly, Niki Clark Marketing
Approximate read time: 7-8 minutes
Key Takeaways
Your audience wants to know, “What’s in it for me?”
Make your offerings clear. Sure, you’ve got a great product, but how does it benefit them? Make sure they know. You can talk all you want about what you can do and how amazing your products are, but your audience wants to know how your products and services can actually help them.Avoid vagueness.
Be clear, not vague. Speak directly to your reader—show them you understand their struggles. Do more than pitch a product; tell a story.Don’t just sell your services. Tell a story.
People crave connection, so take them on a journey as you solve their problem. You never know when your stories are going to resonate with someone else and make them want to work with you.
Ready for Marketing Tips That Actually Work?
You know what the financial world doesn’t need? Another boring marketing checklist. That’s why we’re sharing eight principles that are worth your time and your audience’s attention.
1. think cycles, Not Funnels
Funnels are linear. They guide leads from A to B. But cycles? They build momentum. Think of your marketing like a flywheel with shareable content, multi-channel outreach, and smart repurposing that keeps your message in motion and your business growing.
Ready to attract leads and gain momentum?
Create content that connects:
To create content that connects, focus on one audience, one topic, and one pain point. Deep dive on your ideal client. Find out what they need or don’t need. You’re not trying to speak to everyone. (And you shouldn’t try to.) Quality over quantity wins every time. Make every piece of content valuable, actionable, and worth sharing.
Use multi-channel strategies:
Meet people where they are. Some love email. Some scroll social. Others prefer a phone call. Show up consistently across platforms, but adjust your message to fit each one. It’s not one-size-fits-all. Everyone is different, and the way you market to them should reflect that.
Repurpose your content
Already written a blog? Turn it into social posts. Hosted a webinar? Create some video highlights. Do you have a LinkedIn post that performed well? Expand it into a blog. If you’ve created something good, don’t just post it once. Make that content work harder for you.
2. Sell the Customer on ROI (Return on Investment)
It’s not enough to say you manage money. Your clients want to know “what’s in it for me?” So, paint the picture for them. What changes once they start working with you? Maybe it’s Less stress or clearer decisions, more confidence in their financial future. They’re not just buying services, they’re buying a stronger path for themselves and their family.
Answer the one question they’re all asking: “How does this make my life better?”Whether it’s saving for retirement without guesswork, preparing for a child’s education, or finally understanding where their money is going, bring those outcomes to life. ROI brings peace of mind, freedom, and confidence. Make that clear when speaking with your prospects.
Tip: Use real client success stories, testimonials, and data here. Case studies are great here. They show value in action and help prospects to see themselves.
3. Build a Unique Offer
There’s a lot of noise out there. Don’t just offer what everyone else does. What’s your UVP (Unique Value Proposition)? How can you differentiate yourself from other advisors? Create an offer that solves a problem for a specific person. It should feel like, “Whoa, this was made just for me.” That’s the kind of relevance that gets results.
4 Ways to Craft a Standout Value Proposition
Focus on the Client Benefit: Start with the most important question: What’s in it for them? Make it crystal clear how you help solve their financial challenges. Don’t make them guess. Show them exactly what they gain by working with you.
Highlight What Makes You Different: Once the benefit is clear, spotlight what sets your firm apart. Maybe it’s hands-on education, personal access, or a certain niche. Offer real value that’s not only different, but better.
Back It Up with Logic: People need a reason to believe. Use your credentials, experience, and results to show why you’re the right person for the job.
Lean Into Emotion: Share a client success story or something personal that ties into your “why.” When people connect with you on a real and authentic level, they stick around.
4. Use Your Leverage (a.k.a. Work Smarter)
Marketing today runs on leverage. There are tons of tools you can use to streamline your job. AI tools, scheduling platforms, and virtual assistants can make your life much easier.
Some of our favorites include:
Canva: An excellent tool for creating eye-catching social media images and graphics
ChatGPT: Or a similar tool to help draft content
Grammarly: For improving the tone and professionalism of your written communications
HootSuite: Or something similar for scheduling your social media content.
Tip: AI is everywhere. Let it do the heavy lifting, but don’t let it silence your voice. When you use it to create content, ensure you “make it your own.”
5. Write For One Reader
When you can connect with a particular person, that’s marketing done right. When you focus on a specific person or niche, your message becomes more relevant and way more powerful. So, ask yourself:
Who is your dream client?
What keeps them up at night?
What do they wish someone finally understood about their finances?
Now, picture having a real conversation with this ideal client. That’s the tone you should take. Keep it conversational, empathetic, and focused. Authenticity always wins. When people feel seen and understood, they’re more likely to trust you, and that is the foundation of every great client relationship.
6. Solve Urgent Problems, Not Hypothetical Ones
When meeting with someone, start with the problem they’re feeling today. People aren’t wired to act on hypothetical problems; they act when the pain is present and real. That’s why the problem-solution format matters. What struggle are they facing right now? Figure out how to solve that. Remember that empathy wins, so show them that you understand. The next step is to share what you can do to take this away.
7. Humans Crave Stories
Humans are wired for stories, not statistics. Bring your marketing to life with real people, relatable problems, and solutions that lead to happy endings. Real connection always beats perfection. You never know when one of your stories will connect with someone else. They may hear what you’re saying and think, “Hey, that sounds like me, maybe this is someone who finally understands what I need.”
8. Clarity > Everything
A confused prospect never buys. Keep your message clear, focused, and benefit-driven. What’s in it for them? Get them to the next step with ease. Don’t hide your calls-to-action. People are busy, and they don’t want to spend time searching, unaware of what’s next.
Your Marketing Playbook Starts Now
Marketing doesn’t have to be complicated, and it definitely shouldn’t be boring. Starting from scratch? Tightening up your current strategy? These eight principles are your go-to playbook. So go ahead, toss out the typical and start showing up like the advisor your clients want to hear from.
