Hi Reader,
It has taken me a little longer than expected to recover from FinCon.
I came home and immediately hit the ground running with two packed weeks of networking, follow-up calls, proposals, and introductions. I also managed to accidentally make myself sick from overdoing it, which ❌ I do not recommend as a business development strategy.
But, I have accomplished a TON during these couple of push weeks, so there's that.
I finally discovered what my book will be about, and... it is not podcasting! I booked calls with a few people who can help me get to the next level, made 20+ introductions across my network, and sent several proposals.
Busy doesn't even begin to describe it.
And somehow, in the middle of all that, I realized I still had not shared my favorite photos from FinCon 2026!
So, here you go. You are the first to see them!👇
If you missed the memo, FinCon is in Dallas next year, and I am already planning special events leading up to it and during it!
As soon as tickets go on sale, you are going to hear about it from me. Stay tuned for Dallas get-togethers, content-focused networking, and events specifically for people creating in the financial space.
You have been warned. Lovingly.
3 Referral Lessons for Advisors From The Latest Kitces Research
Michael Kitces and the Kitces Research team recently published a helpful article on what really drives client referrals for financial advisors, and advisor friends, this one is worth your time.
A few takeaways stood out to me immediately, especially through the lens of podcasting.
1. Clients Need To Recognize Your Value Before They Can Refer It
It is not enough to do excellent work. Clients need to understand the value of that work clearly enough to explain it to someone else.
Podcast strategy application: Create episodes that help clients and referral partners name the problems you solve.
That could look like:
- “When To Bring A Financial Advisor Into A Business Sale”
- “What We Actually Do During A Retirement Income Review”
- “How We Help Widows Make Financial Decisions After Loss”
- “Why Business Owners Wait Too Long To Plan Their Exit”
These episodes are not just for strangers on the internet. They give your existing clients and referral partners better language to describe what you do.
2. People Refer Better When They Know Who You Serve Best
The Kitces article points out that advisors who verbally articulate their ideal client persona see stronger referral-driven growth than those who do not.
Podcast strategy application: Make your ideal client obvious.
If your show could be for anyone with money, it will be harder for listeners to think of the right person to send your way.
Use your episodes to make your niche visible:
- Who do you serve?
- What life stage are they in?
- What transition are they navigating?
- What problem keeps coming up?
- What decision do they need help making?
The more specific your content becomes, the easier it is for someone to say, “I know exactly who needs this episode!”
3. Referral Follow-Up Matters More Than Most People Think
The research also highlights the value of thanking clients thoughtfully when they refer.
Podcast strategy application: Use your podcast as part of your referral follow-up system.
When someone sends a referral, do not only say thank you. Send something useful.
You might say:
“Thank you again for introducing me to Sarah. Based on what you shared, I thought this episode may be helpful for her before we talk.”
That kind of follow-up reinforces your expertise, supports the referred prospect, and makes the referring client feel even better about sending someone your way.
Your podcast can become part of the referral experience, not just a marketing channel.
PSA: You Don't Launch a Podcast Because You're Trying to Become An Influencer
This week on Podcasting For Financial Professionals, I am sharing a fresh episode about an objection I hear from time to time:
“I am not interested in becoming an influencer.”
Good news! That's NOT why a financial professional would launch a podcast! 🤪
This is where I think some folks deeply misunderstand the online media space... as a financial professional, you'd be launching a show to attract and nurture your ideal customers, not because you're trying to be the next Mr. Beast.
Influencers have a completely different business model. Their revenue often depends on sponsorships, affiliate partnerships, platform growth, brand deals, and audience size.
That is NOT what financial professionals are going for by getting on camera and producing content their prospects need to hear.
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You Don't need to become an Influencer
Demonstrate discernment, be the calming voice in times of stress, educate toward building their confidence, and establish trust faster than if they only heard from you 1-2x per year.
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You are still a financial advisor, CPA, fractional CFO, bookkeeper, money coach, or financial educator. You are still in the business of serving clients, nurturing prospects, building relationships, and doing excellent work.
A podcast simply gives people a better way to understand how you think before they meet you.
As Eric Brotman wisely said, “Don’t quit your day job.”
In this context, that means your podcast should not pull you away from serving clients. It should support the work you are already doing by helping the right people trust you faster.
Spend a couple of hours a month recording useful conversations or short solo episodes. Publish thoughtful content in audio, video, or written form. Then, spend the rest of your work time doing activities that grow the business in the short term: lead generation, follow-up, referrals, prospect nurturing, client service, and strategic relationships.
You are not trying to become internet famous.
You are trying to become easier to trust.
🎧 Listen to the new episode here: You Don't Need to Become an Influencer
The Big Takeaway? Your Content Should Make Referrals Easier
Between FinCon, the Kitces referral research, and this week’s podcast episode, here's the gut check:
Is your content making you easier to understand, remember, refer, and trust?
Influencers focus on audience size, impressions, and, basically, how much attention a piece of content they can get because that's their currency. That's what makes them money.
You're different - you've got an established business model that requires a handful of people to trust you deeply. So, your content's JOB is to establish clarity for viewers/listeners. Your content should make it obvious:
- who you serve
- what problems you solve
- how people can introduce you
- what makes your perspective useful
That is where podcast strategy becomes powerful! 👊💥
A well-designed podcast can help prospects feel familiar with you before they ever book a call with you. It can give referral partners something useful to share with your ideal clients in their network. It can give clients better words and deeper understanding for what they can bring to you. It can support follow-up after networking, conferences, and introductions.
But only if the show is built with intention, which is what I help you do. Talk soon!
Cheers 🥂