Mike Moen
@_mikemoen_
Founder of Pop Machine Agency and Funhouse Dev Studio, developing a marketing platform for solo and small firm RIAs.
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The biggest threat to your firm isn’t a bear market. It’s your own generic messaging. Markets recover. First impressions don’t.
Advisors say they want ideal clients. But they keep posting content built for everyone. You can’t attract a niche you refuse to commit to.
If your marketing sounds “professional,” it probably sounds forgettable. ❌👂
Great advisor marketing isn’t loud. It’s aligned. Message, niche, website, content, follow-up. When they point in the same direction, momentum happens.
Growth requires visibility. Visibility requires vulnerability. Most advisors aren’t stuck they’re hiding behind “compliance” as a shield.
Advisors: If your message sounds identical to every firm in your ZIP code, the prospect assumes your value is identical too.
Most firms skip straight to marketing tactics and skip the strategy. Why?
But you don’t have the marketing budget to reach everyone with your message. Specialize hard.
Do those tiny nuances differences in your services between you and your competitor actually matter to your clients? Maybe they should. But do they?
If you work in a professional firm, what you think makes you different from your competitors is so small and so technical that it would take too much education to prove they exist.
Tax prep is tax prep. Estate planning is estate planning. Portfolio management is portfolio management. The difference isn’t in the service, it’s in the story you tell around it.
If people trust the builder, they’ll forgive the beta. Founders forget: your reputation is your UX.
The best feedback hurts a little. That sting is signal. You just have to decide if it’s truth or noise. 🤷
I have 10 tools built into this thing. Doing final check on each is taking forever. Counting down. 10 - checked. 9 - stuck for hours. Weird errors. 🤦♂️
Once it finished the mvp I never once went back and tweak it. I just stopped and went to the next thing.
Built the mvp in a month. Took another month to build the Auth. Took another month to do final test and deploy. Is this normal?
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