Advisor Marketing Made Simple with Kendra Wright | Beyond Referrals Episode 29

IN THIS EPISODE, YOU’LL LEARN:Why the fastest growing advisory practices get less referrals What the “referral coasting zone” is and why it’s quietly the most dangerous place for an established practice to beWhy asking for referrals more often makes them less efficient, and what to do insteadWhy a clear niche is the biggest single lever for referrals, marketing, and COIsHow target market COIs open up growth beyond CPAs and estate attorneysWhy your LinkedIn should work like a landing page for your ideal client, not a billboard about youA real client story: from cold calling 130 prospects a day to booking meetings straight off LinkedIn in six monthsEmily breaks down the 2026 Kitces Research study, How Financial Planners Actually Market Their Services, with her own take on what it means for established advisors heading into 2027.📄 Read the full Kitces study here: https://www.kitces.com/kitces-report-financial-planner-advisor-marketing-tactics-strategies-referrals-centers-influence-networking/ Want to look at your business development strategy together? Reach out to [email protected] Connect more with Emily: Free Advisor Brand AssessmentEmily's LinkedInEmily's InstagramEmily's YouTube ChannelWonderlab StrategyWant to be on the show or nominate someone? Reach out to [email protected]

IN THIS CONVERSATION, YOU’LL LEARN:What Al Granum, the father of our industry, actually taught John about emotion, motivation, and why information alone never moves people to actWhy the future of the advisor is digital fluency plus human mastery, and what that means in practiceThe communication skills that create clients who refer, advocate, and never leaveWhy silence in a meeting is one of the most powerful tools an advisor has, and why most advisors are terrible at itHow to build an idea bank and use stories, visuals, analogies, and drawings to make your advice actually landThe Margaret story, a $6.2 million lesson in connection before contentHow AI should change the way advisors prepare for every single meetingJohn Gatewood spent decades as a top advisor at Northwestern Mutual, was personally mentored by Al Granum, and is now the author of The Listening Advisor: Winning Loyal Clients Through Authentic Human Connection. He is the founder of The Listening Advisor training company, where he offers keynotes, workshops, and individual and group coaching for advisors who want to become elite communicators.Learn more and book John at thelisteningadvisor.com Connect more with Emily: Free Advisor Brand AssessmentEmily's LinkedInEmily's InstagramEmily's YouTube ChannelWonderlab Strategy Want to be on the show or nominate someone? Reach out to [email protected]

IN THIS CONVERSATION, YOU'LL LEARN:You’ve been in the business ten-plus years. The referrals keep coming, but they aren’t the clients you actually want, and because referrals are your only pipeline, you can’t say no. So you hire more people to service them, and the business gets heavier instead of better.In this episode, I talk about why so many established advisors drift into passive growth, and why the answer isn’t going back to the grind. Then Bill Utnage, who built and sold service businesses on referrals, shares how he built a small, highly trained team that outperformed bigger competitors by going an inch wide and a mile deep.In this episode:Why established advisors stop prospecting, and what it costs themThe passive trap: taking whatever walks in the doorGoing wide vs. going deep, and why bigger teams aren’t the only pathWhy clarity has to come before any referral systemConnect with Bill · Get his book Referability Roadmap free at Damascus Road Referral Systems (just cover shipping)Connect more with Emily: Free Advisor Brand AssessmentEmily's LinkedInEmily's InstagramEmily's YouTube ChannelWonderlab StrategyWant help building your own growth playbook? Email Emily at [email protected]

IN THIS EPISODE, YOU’LL HEAR:Why simplicity is a business strategy, not just an aestheticHow confidence actually works, and why action comes before it, not afterThe real cost of where you direct your attentionWhy discipline separates people with great ideas from people who act on themWhat happens when you hold your dreams looselyThis is a solo episode recorded for Emily’s 33rd birthday. No guest, no structure, just 33 honest lessons from 33 years of living, building, and figuring it out. The kind of thing she’d say to a friend over coffee.Connect more with Emily: Free Advisor Brand AssessmentEmily's LinkedInEmily's InstagramEmily's YouTube ChannelWonderlab StrategyWant to be on the show or nominate someone? Reach out to [email protected]

IN THIS CONVERSATION, YOU'LL LEARN:How Nathan built his practice from the ground up and sold it at 4.25 times recurring revenue with seven offers on the tableHow he crushed it with in-person seminars early on and what that era of building actually looked likeThe difference between a capacity problem and a follow-through problem, and why most advisors misdiagnose which one they haveHow the transfer of trust works when clients start relying on your team instead of just youThe difference between building a lifestyle practice and building an enterprise, and why AI means you may not have to chooseHow to remove yourself as the bottleneck to your own growthNathan Parkhouse built a practice from the ground up and sold it at 4.25 times recurring revenue with seven offers on the table. Today he coaches advisors on removing themselves as the bottleneck to growth,  helping them build practices that are both valuable enterprises and great lives.To connect with Nathan, find him on LinkedIn.Connect more with Emily: Free Advisor Brand AssessmentEmily's LinkedInEmily's InstagramEmily's YouTube ChannelWonderlab StrategyWant to be on the show or nominate someone? Reach out to [email protected]

IN THIS CONVERSATION, YOU'LL LEARN:Why peak performance as a leader starts with presence, not tactics or metrics, and what that actually looks like in practiceHow to prospect like a fiduciary financial planner, and why that reframe changes everything about who you attract and how relationships beginWhat it takes to keep growing, keep competing, and keep showing up at the highest level in this industryPhil's perspective on how financial services has evolved across nearly three decades, and where it is goingThe human story behind one of the most well-known leaders and executive coaches in the industryPhil Bender spent 29 years as a Managing Partner at a Fortune 100 firm and is one of the most respected executive coaches and leaders in financial services. He is the founder of Sea Captain Performance and the kind of person you want in your orbit, with a podcast, multiple books, and a body of work that is worth your time.To connect with Phil, find him on LinkedIn and visit Sea Captain Performance.Connect more with Emily: Free Advisor Brand AssessmentEmily's LinkedInEmily's InstagramEmily's YouTube ChannelWonderlab StrategyWant to be on the show or nominate someone? Reach out to [email protected] 

IN THIS CONVERSATION, YOU'LL LEARN:Why differentiation starts with unlearning who you think you need to be as an advisorHow to think about your marketing funnel in three simple questions, no automation requiredWhy niching doesn't just attract better clients, it develops IP and competitive advantages nobody else can replicateHow to choose the right channel for your specific ideal client instead of trying to be everywhereWhat a compliance-friendly marketing strategy actually looks like in practiceWhy specificity is the engine behind every advisor who has built a standout brandKendra Wright is the founder of Rebel Media Agency and one of the most respected marketing minds in the financial advisory space. Michael Kitces credited her with driving a 58% lift in his growth rate. Carl Richards called her a marketing unicorn. She has worked with hundreds of advisors and built a reputation for making marketing feel simple, strategic, and actually doable.Go follow Kendra and her podcast, Advisor Marketing Made Simple. And if you are serious about your marketing, reach out to Rebel Media Agency.To connect with Kendra, find her on LinkedIn or visit Rebel Media Agency.Connect more with Emily: Free Advisor Brand AssessmentEmily's LinkedInEmily's InstagramEmily's YouTube ChannelWonderlab StrategyWant to be on the show or nominate someone? Reach out to [email protected]

IN THIS CONVERSATION, YOU'LL LEARN:What the dream practice actually looks like, and how Jack built itHow Csenge Advisory Group is using AI across client screening, meeting prep, follow-up, execution, and even client gifts, and doing it rightWhy you should be revisiting and reevaluating your tech stack every single yearThe philosophy of just helping the client in front of you, and how AI makes that possibleHow live events have become one of the most powerful growth and retention strategies in the firm, with clients flying in from across the country to attendWhat to look for when hiring in an AI-first world and why interpersonal skills matter more than ever alongside technical onesWhat a multigenerational practice actually looks like and why deep local roots combined with a nationwide client base is a rare and powerful combinationJack Csenge, CFP® is a leader of Csenge Advisory Group, one of the most well-known and admired wealth management practices in their area with a $4 billion multigenerational client base. His dad started the firm and Jack has built it into something truly special.Want Jack's recommended tech stack list? Reach out to Emily directly and she will send it to you.To connect with Jack, find him on LinkedIn.Connect more with Emily: Free Advisor Brand AssessmentEmily's LinkedInEmily's InstagramEmily's YouTube ChannelWonderlab StrategyWant to be on the show or nominate someone? Reach out to [email protected]

IN THIS CONVERSATION, YOU'LL LEARN:Why AI is the asteroid coming to wipe out the dinosaurs, and what that means for your practice right nowThe great wealth transfer and where Gen Xers, women, and the next generation of clients fit into what is happeningWhy we are already 100,000 advisors short of meeting today's demand and what has to changeWhat the next generation of advisors actually wants and whether the industry needs to completely reimagine the opportunity it is offering themWhy most people are listening to respond rather than listening to actually hear, and how that is costing them in business and in lifeMatt's strong, specific, well-informed takes on where social media fits into the future of this industryListen to this episode with a notebook. Pause it. Write things down. Come back to it.Matt Halloran is the Chief Evangelist at Zocks and the author of Shut the F Up and Listen. He has over 25 years in the financial services industry and one of the sharpest, most honest perspectives on where it is going that Emily has ever encountered.To connect with Matt, find him on LinkedIn, go follow him right now.Connect more with Emily: Free Advisor Brand AssessmentEmily's LinkedInEmily's InstagramEmily's YouTube ChannelWonderlab StrategyWant to be on the show or nominate someone? Reach out to [email protected]

IN THIS CONVERSATION, YOU'LL LEARN:Why growth does not create problems, it exposes them, and what that means for how you diagnose what is actually wrongWhy slowing down before your next hire or investment is the fastest path to real growthThe ScaleSmart framework: People, Priorities, Processes, and how to use it before adding more resourcesWhy brand clarity and mission alignment are a competitive advantage in the age of AIHow to identify where the real friction is in your firm before throwing more money at the wrong thingWhat the Working Genius tool is and why Charity uses it with every team she works withThis episode is specifically for managing partners, managing directors, ensemble owners, and firm leaders responsible for growth and performance.Charity Williams is the co-founder of Empire Growth Partners and has spent ten years consulting high performance organizations and eight years working inside them before that. She brings both the inside view and the outside lens to firm growth and performance.To connect with Charity and learn more about Empire Growth Partners, find her on LinkedIn.Connect more with Emily: Free Advisor Brand AssessmentEmily's LinkedInEmily's InstagramEmily's YouTube ChannelWonderlab StrategyWant to be on the show or nominate someone? Reach out to [email protected]