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April Rudin, Founder and President of The Rudin Group, is a financial services and wealth management marketing strategist. She is a regularly featured source of expert commentary to international news and business outlets, trade publications and broadcast media. April is recognized as an “Influencer” in both wealth management and fintech.
Takeaway Quote:
“The more open and transparent advisors are, and the more they can move away from clichés, the more success they will achieve.”
Show Timeline:
1:07 An introduction to The Rudin Group and the realizations that led April to do this work
4:41 Why April believes in ‘segmenting, but not over-segmenting’, when it comes to marketing
9:10 Ideas on how to strike the right balance between customizing your marketing but not excluding potential clients
14:22 Three reasons why centers of influence are one of the biggest referral opportunities for advisors
17:58 How to avoid having to ‘pitch’ yourself in your center of influence marketing
22:36 Thoughts on marketing to Gen Xers vs. to millennials
28:34 How advisors can connect with the next generation of clients in more meaningful ways
32:48 One step you can take now to bring your marketing game to the next level
Links:
Website: www.therudingroup.com
LinkedIn: https://www.linkedin.com/in/aprilrudin/
Twitter: https://twitter.com/therudingroup
Want more?
Stephen Wershing: www.TheClientDrivenPractice.com/checklistblog
Julie Littlechild: www.absoluteengagement.com/blog
Episode Transcript:
Julie Littlechild:
Welcome to another episode of Becoming Referable, the podcast that helps you be the kind of advisor people can’t stop talking about. I’m Julie Littlechild and this week Steve and I are speaking with April Rudin, the founder and president of marketing consultancy, the Rudin Group. April has a really interesting perspective and she focuses on the intersection of fintech, wealth and next gen clients which is really quite fascinating. We talk to April about the trends that are impacting how you need to market to high net worth clients and we do a deep dive on high net worth boomers and millennials. April brings a really interesting perspective on how you can build referral relationships with centers of influence, how to build trust and how to ensure that the fit is exactly right. And with that, let’s get right to the conversation with April.
Julie Littlechild:
April, welcome to the show. So happy to have you here today.
Steve Wershing:
Yeah, welcome April.
April Rudin:
Oh thanks. I’m really looking forward to this conversation so thanks for having me today.
Julie Littlechild:
Oh we’re excited. Just I’ve got so many questions for you but I thought it probably makes sense to just start with a little bit about the company and the work that you do. Just give us a little context for the conversation.
April Rudin:
Sure. Last month marked my tenth anniversary in business. I had the idea of taking a look at wealth, next gen and technology and the convergence of all of those areas. I looked around at financial services marketing and particularly wealth marketing and was really underwhelmed. There was largely undifferentiated website clichés. We put clients’ interests first, stock photos and so 10 years ago I set out about changing that. We offer full service marketing from branding and messaging architecture, content creation, digital social strategy and PR. Only financial services marketing, particularly wealth and wealth management. Working with advisors every single day.
Julie Littlechild:
It’s interesting because you’re talking about, I think you said wealth and next gen and technology which often we would need to have three separate conversations to cover all those topics typically. It sounds like you’re talking about how they come together. Am I getting that right? And the impact that that would have. Could you tell us a bit about that?
April Rudin:
Sure. That’s something I feel very passionately about. The idea is that 10 years ago it was obvious to me that there was a wealth transfer and I think probably everyone read about it but either underestimated it or didn’t think about it. Next geners, as the mother of two millennials, I could see that they were making decisions and behaving differently than previous generations with certain decisions. And then technology, having been in technology most of my life, I could see how that was really changing so many different businesses. And sort of the last bastion was wealth and wealth management. My idea was and I think we can see it much more clearly today than 10 years ago, that wealth management services were going to be disrupted. How they were bought and how they were sold would be really changing.
Julie Littlechild:
And so when you were coming in, you didn’t see those discussions happening. We would talk about how technology is going to make us more efficient for example and we’d talk about how do we market to older people. But obviously you saw some opportunity that perhaps some advisors weren’t seeing at that time. Is that fair?
April Rudin:
Yes, absolutely. I think it’s the whole idea of differentiation and really planners having a plan, a marketing plan and thinking about their businesses. I think that when I first started my business 10 years ago, most advisors were pretty much satisfied with their book of business. If you ask them, people would think that they had enough clients to sort of last. They were busy enough. They made enough money. Although certainly that’s a generalization but I think today, people realize that baby boomers are drawing down in their assets. Millennials and others who are entrepreneurs are creating new wealth. There are sort of niches out there with women and diversity and so many different things that can create opportunities for advisors to really bring on more clients and have more satisfied clients for longer periods of time.
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