Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.
When I wrote my book, I didn’t necessarily set out to be an Amazon bestselling author. I wrote the book as a way to share that financial planning is about more than numbers, that joy should be center stage when it comes to financial planning. The book resonated with audiences and solidified my brand.
Financial advisors can set themselves apart by writing a book that clarifies and communicates their unique perspective. For me, that’s joy. Your book should reflect what is unique about working with you.
Conversation Starter
Writing a book can bolster your credibility as a financial advisor, but it does something else that’s equally as valuable: It tells people who you are before you ever meet them.
I want prospects showing up to our first meeting already understanding my premise: joy first, numbers second. It’s one of the things that sets me apart from other advisors, and if prospects agree with my premise and seek me out, we start our relationship with common ground. There aren’t any surprises when I ask my tagline, “What did you do today that brought you joy?” because they understand that it is at the core of what we do.
My brand permeates everything prospects see about me, whether they’re engaging with my digital content online, watching TV, or listening to my podcast. My book is yet another extension of that.
Book Content
Structuring your book’s content so readers understand your philosophy before the first meeting requires a little bit of organization. My biggest piece of advice is to stay true to who you are and incorporate your brand’s ethos throughout.
-
Open with your reframe. In my case, it’s that most people think planning starts with money, but I lead with joy.
-
Put your philosophy up front in plain English. For me, it’s that financial planning should be personal and a path to your ideal tomorrow.
-
Use personal narrative early so readers understand why you think this way. In my book, I share my story as part of the “why” behind my values and approach.
-
Make the structure participatory. End your chapters with prompts or questions that force self-awareness and clarity. In my book, each chapter’s last question is “What did you do today that brought you joy?”
Follow the guidance above to create an outline for your book and set a writing schedule that creates a daily writing cadence. If you feel overwhelmed by the idea of writing a book, consider seeking out the services of a book coach or freelance editor to help guide your process.
I highly recommend self-recording the audio version of your book. Although it takes additional time, it is worth the effort, as it allows the audience to hear your perspective in your voice. Public libraries offer audiobooks, so you can request that your local library order copies. You put the effort into writing the book, so it makes sense to maximize those efforts by getting it in the hands of as many different reader types as possible.
Promoting Your Book
Promoting your book is an important step. I think many people expect a book to do the marketing for you, but it actually takes some work to get it off the ground. If you truly believe in the content of your book, you should be eager to spread the word about it. That might mean hiring a publicist or making the phone calls yourself, booking the signings, and reaching out to the media about your upcoming release.
Get early copies of the book, often called advanced reader copies (ARCs) into the hands of people who will read it and write an Amazon review, as well as those willing to snap a photo and post it on social media.
During launch week, we held a book signing event at a local restaurant, inviting clients as well as centers of influence. In addition to having copies of the book to sign, we had fun swag like bookmarks and pens. We also had cookies and donuts made by a local bakery that feature the book cover. We keep a stack of books in the office and often give signed copies to prospects when they come in for first meetings. This is a nice touch that provides prospects with something to take home and read about you and your firm.
Positioning Your Book
Make your pitches to television producers and journalists as an author with a fresh take on money conversations rather than as a financial advisor. Media wants perspective, and that is part of what being an author offers. When it comes to my book, “Financial Planning Made Personal,” I don’t promote it as a finance manual but instead as a mindset shift.
When positioned correctly, your book becomes a tool to share your unique perspective while providing a way for you to connect on a deeper level.
To get that message out, you need to learn how to deliver it in a value-focused soundbite-sized manner. Soundbites are like tweets — simple, short, and relevant to your audience:
- Clarity gets quoted.
- Your book should reflect the client’s point of view.
- Say what you mean in one clean line. For example, one of my soundbites was “Money is a tool to create joy.”
Once you know your soundbites, promoting your book becomes easier. You integrate the same themes from the book into your speaking engagements and podcast appearances. Your book serves as the framework for how you build your business and connect with new clients. When it provides a clear message that resonates, your book can become a catalyst for organic growth.
Consistency Is Key
Your book becomes an important aspect of your message’s ecosystem. It’s not about launch week. It’s about sustained positioning as the book is one of the best long-term credibility assets you can invest your time in.
Publishing a book establishes you as someone with a defined point of view. That consistent messaging can set you apart and open up doors. Your core message gets woven into podcast interviews, conversations with the media, on stage, and in your social media posts.
Writing a book isn’t a vanity project. It’s an opportunity to provide clarity and a way to attract clients who are aligned with your philosophy.
Lawrence Sprung, CFP®, CEPA®, is the founder and wealth advisor at Mitlin Financial.
A message from Advisor Perspectives and VettaFi: Discover something new! Click here to register for our upcoming webcasts.
Read more articles by Lawrence Sprung
Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.
