In this episode of Bridging the Gap, Matt Reiner welcomes Paul McManus to explore the challenges and opportunities for aspiring authors in the financial advising industry. Paul emphasizes the importance of overcoming imposter syndrome and building a strong foundation before marketing a book. He highlights that writing a book should be seen as a powerful tool for establishing authority and accelerating sales, rather than just generating royalties. Both Paul and Matt stress the need to deeply understand your audience, including their fears and desires, to create content and marketing strategies that resonate.
Paul shares the long-term benefits of a well-crafted book, such as establishing credibility and generating client referrals. He recounts a success story of a client whose book significantly boosted his commissions and led to speaking engagements. Matt relates to these experiences, discussing his own battles with imposter syndrome and the complexities of creating engaging content. The episode provides practical strategies for effective storytelling, targeted market research, and prioritizing authority in marketing efforts. Key takeaways include the importance of conducting market research to understand the target audience, using a book as a sales tool to establish authority and filter prospects, and focusing on marketing oneself as an authority to enhance client attraction and business growth.
Paul and Matt leave listeners with a clear message: writing a book is a strategic tool for financial advisors to establish authority, attract clients, and grow their businesses. They stress the importance of understanding the audience, leveraging the book for marketing, and focusing on building credibility through thoughtful content and engagement. Their insights and personal experiences provide valuable guidance for advisors looking to overcome challenges and harness the power of authorship in their professional journey.
Timestamps From This Episode
[12:46] Establishing authority across marketing, sales, and client attraction through speaking and authorship is crucial. While podcasting and guest speaking are popular, in-person speaking engagements to the right audience remain highly impactful, despite being more challenging to secure.
[23:50] The commitment to realizing a book’s potential involves not only writing and promoting the book but also continuously investing in marketing, writing content, and building a brand around the book. It’s about becoming a thought leader and using the book as a foundation to expand further, going beyond just the writing process and into long-term value.
[29:59] Financial advisor outlining importance of defining market. Creating authority and differentiation through writing a book.
[34:42] Failure due to overconfidence and lack of research. Simplify complex topics and create intrigue to succeed.
[41:54] Identify audience, empathize, find inspiration, then write.
Subscribe, rate, and review Bridging The Gap here. About the Show
Bridging the Gap is a financial podcast hosted by CEO Matt Reiner focused on bringing together leaders from the finance and the technology industries to focus on innovating the financial services industry.
Host
Matt Reiner, CFA, CFP®
I’ve been fortunate to be around the wealth management business for over 25 years. Along with this, I’m also the CEO of a tech startup. These experiences have given me a bird’s eye view of both the technology and financial services spaces.
Guest
Paul McManus, Author and Podcast Host
𝐃𝐢𝐬𝐜𝐨𝐯𝐞𝐫 𝐭𝐡𝐞 𝐅𝐚𝐬𝐭, 𝐄𝐟𝐟𝐢𝐜𝐢𝐞𝐧𝐭 𝐖𝐚𝐲 𝐭𝐨 𝐖𝐫𝐢𝐭𝐞 𝐚𝐧𝐝 𝐏𝐮𝐛𝐥𝐢𝐬𝐡 𝐘𝐨𝐮𝐫 𝐁𝐨𝐨𝐤 𝐰𝐢𝐭𝐡 𝐓𝐡𝐞 𝐒𝐡𝐨𝐫𝐭 𝐁𝐨𝐨𝐤 𝐅𝐨𝐫𝐦𝐮𝐥𝐚
The Short Book Formula is the ideal solution for financial professionals who want to write and publish their books quickly and efficiently. Our unique approach allows you to get your message out to the world in record time, without sacrificing quality. Our formula will help you create a book that stands out and resonates with your ideal prospects.
𝐌𝐚𝐤𝐞 𝐚 𝐋𝐚𝐬𝐭𝐢𝐧𝐠 𝐈𝐦𝐩𝐚𝐜𝐭 𝐰𝐢𝐭𝐡 𝐘𝐨𝐮𝐫 𝐁𝐨𝐨𝐤
Writing and publishing a book is a great way to make a lasting impact on your readers. With The Short Book Formula, you'll be able to create a book that stands out and is highly effective in conveying your message. Our approach will help you make sure that your book is compelling and engaging, so that your readers will become clients and champions of your business.
𝐀𝐭𝐭𝐫𝐚𝐜𝐭 𝐘𝐨𝐮𝐫 𝐈𝐝𝐞𝐚𝐥 𝐏𝐫𝐨𝐬𝐩𝐞𝐜𝐭𝐬
The Short Book Formula will help you get your message out to the world and attract your ideal prospects. By following our methods, you'll be able to make it blindingly obvious to your ideal prospects that you are the only logical choice for them, and that you have a tremendous amount of value to bring to the table. With The Short Book Formula, you'll be able to create a book that will help you stand out and attract your ideal prospects.
The Short Book Formula is the ideal solution for financial professionals who want to write and publish their books quickly and efficiently. Our unique approach allows you to get your message out to the world in record time, without sacrificing quality. Our formula will help you create a book that stands out and resonates with your ideal prospects.
𝐌𝐚𝐤𝐞 𝐚 𝐋𝐚𝐬𝐭𝐢𝐧𝐠 𝐈𝐦𝐩𝐚𝐜𝐭 𝐰𝐢𝐭𝐡 𝐘𝐨𝐮𝐫 𝐁𝐨𝐨𝐤
Writing and publishing a book is a great way to make a lasting impact on your readers. With The Short Book Formula, you'll be able to create a book that stands out and is highly effective in conveying your message. Our approach will help you make sure that your book is compelling and engaging, so that your readers will become clients and champions of your business.
𝐀𝐭𝐭𝐫𝐚𝐜𝐭 𝐘𝐨𝐮𝐫 𝐈𝐝𝐞𝐚𝐥 𝐏𝐫𝐨𝐬𝐩𝐞𝐜𝐭𝐬
The Short Book Formula will help you get your message out to the world and attract your ideal prospects. By following our methods, you'll be able to make it blindingly obvious to your ideal prospects that you are the only logical choice for them, and that you have a tremendous amount of value to bring to the table. With The Short Book Formula, you'll be able to create a book that will help you stand out and attract your ideal prospects.
