063: From Author to Authority: Leveraging Your Book for Business Growth with Paavan Kotini

In this podcast episode, I welcome a special guest my older brother, Gabe McManus. Gabe joined our team as a book coach this year, bringing his deep passion for personal finance and his unique background in theater and editing to help financial advisors craft compelling narratives for their books.This episode dives into Gabe’s journey from an avid personal finance enthusiast to a professional book coach, highlighting his approach to helping financial advisors find their unique voice and reach their ideal audience.Gabe's Journey: From Finance Enthusiast to Book CoachPersonal Finance as a Hobby: Gabe discusses his love for personal finance and the hundreds of books he’s read on the subject, ranging from classics like Rich Dad Poor Dad to The Millionaire Next Door.The Importance of Storytelling: With a background in performance, he shares how he helps advisors translate complex financial ideas into engaging stories that resonate with readers.Helping Financial Advisors Publish BooksThe Power of the “One Big Idea”: We discuss how impactful books are often anchored by a single compelling idea, I share how our latest book projects are focused on helping advisors clarify their message to resonate with potential clients.Overcoming Financial Stress: He recounts his own experiences with finances and how sequencing money management decisions can relieve financial stress. He reflects on stories from our clients, showing how the right financial guidance can transform lives.Creating Financial Harmony in Relationships: We explore how the principles in books we’ve worked on, such as managing finances with intention, can foster healthier conversations about money between couples.The Role of Financial Advisors in Personal FinanceBeyond Investment Products: Gabe explains how working with advisors has shown him the holistic support they offer, which goes beyond mere product recommendations to include guidance on wealth building and financial independence.Pre-Selling Through Books: I talk about how a well-written book can serve as a powerful tool for advisors to pre-sell their services by sharing their expertise and philosophy before they ever meet with potential clients.Takeaways for Financial AdvisorsEvery Dollar Should Have a Purpose: We discuss the concept of giving each dollar a purpose, a core tenet of the books Gabe and I admire, which helps clients build wealth over time by automating their savings and investment processes.Write Your Own Financial Legacy: For advisors considering writing a book, Gabe and I emphasize the importance of identifying their unique message and leveraging it to inspire change and attract clients.Creating a Ripple Effect: Gabe shares stories of how his clients’ ideas have influenced him personally, even affecting his conversations on the golf course and beyond.About Our Guest: Gabe McManus is a Theatre Arts Teacher and Book Coach with a passion for personal finance.You can learn more about his work: https://www.linkedin.com/in/gabe-mcmanus-0350505b/About Your Host:  Paul G. McManus is an accomplished author and expert in helping financial professionals grow their businesses. With over eight years of experience working exclusively with financial professionals, Paul has helped his clients generate tens of millions of dollars in fees and commissions.Claim your free audiobook copy at: www.theshortbookformula.comSupport the show

Can financial professionals become go-to experts without resorting to hard-sell tactics? Tune in as we uncover the secrets behind Paul G. McManus’s short book formula, a strategy that has generated over $100 million in revenue. We'll discuss how keeping your book concise, writing in plain English, and targeting a specific niche can transform your financial services business. Learn more at: https://www.theshortbookformula.comClaim your free audiobook copy at: www.theshortbookformula.comSupport the show

In this podcast episode, I welcome Jesse Raynes, managing partner of Inception Financial, to discuss the often misunderstood world of solar tax credits. This episode provides valuable insights into an often-overlooked tax strategy, showcasing Jesse's innovative approach to helping clients reduce their tax liability using solar tax credits. It also highlights how financial advisors and CPAs can leverage this strategy to add value for their clients while addressing the growing demand for renewable energy solutions.Jesse's Journey: From Actor to Solar Energy ExpertCareer Transitions: Jesse's eclectic background includes professional acting, managing high-end nightclubs and restaurants, and eventually entering the solar industry in 2008.SolarCity and Tesla Experience: Jesse spent several years at SolarCity, later acquired by Tesla, where he played a key role in growing the sales team from 14 to 1,000 professionals.Founding Inception Financial: After leaving Tesla, Jesse founded Inception Financial, driven by his personal experience in reducing his own tax liability using solar tax credits.Solar Tax Credits: A Misunderstood Tax StrategyUnderstanding the Basics: Jesse explains that solar tax credits involve owning solar systems as a business through an LLC, generating both tax credits and depreciation benefits.Comparing to Other Strategies: He contrasts solar tax credits with real estate investments and 401(k) contributions, highlighting the unique advantages of this approach.Benefits for Clients: The strategy allows clients to redirect money that would otherwise go to the IRS into owning income-producing assets, while also reducing their tax liability.Collaborating with Financial Advisors and CPAsAttractive Features: He discusses why family offices, wealth managers, and CPAs find this strategy appealing, including its codified nature and potential for client differentiation.Misconceptions Addressed: Jesse clarifies common misconceptions, such as the strategy being limited to personal home use or being part of a fund structure.Risk Mitigation: He explains how Inception Financial has structured their business to minimize risk for clients, even in the unlikely event of the company's dissolution.Key Takeaways and Future OutlookBipartisan Support: Jesse highlights the long-standing bipartisan support for solar tax credits, dating back to 1978, and their importance in addressing energy needs.Encouraging Exploration: He emphasizes the value of learning about this strategy, even for those who may ultimately decide not to pursue it.Personal Passion: Jesse shares his enthusiasm for his current role, combining his background in solar energy with the satisfaction of helping families save money.About our Guest: Jesse Raynes, managing partner of Inception Financial.You can learn more about his work at: https://www.inception.financial/about-us/About Your Host: Paul G. McManus is an accomplished author and expert in helping financial professionals grow their businesses. With over eight years of experience working exclusively with financial professionals, Paul has helped his clients generate tens of millions of dollars in fees and commissions.Claim your free audiobook copy at: www.theshortbookformula.comSupport the show

In this podcast episode, I welcome back Paavan Kotini, author of "Effortless Wealth: The SWAN Approach to Unlocking Wealth for Busy Professionals". Paavan shares his journey of writing and publishing his first book, and reveals the innovative ways he's leveraged it to grow his business.Paavan's JourneyBook Writing Process: Paavan discusses how working with our team helped refine his initial ideas into a concise, impactful book.The Power of Authorship: Enhancing Professional CredibilityAuthority by Association: He highlights how being an author has elevated his status among clients and peers.Conversation Starter: The book serves as an in-depth business card and "salesperson in print".Innovative Marketing and Distribution StrategiesStrategic Partner Engagement: Paavan shares how his strategic partners use the book to introduce him to potential clients.Client Appreciation: He uses personalized, signed copies as gifts for clients.Creative Promotions: Paavan created bookmarks with QR codes and used the book as a prize at events.Community Involvement: He reached out to local libraries for author showcases.New Opportunities and Business GrowthSpeaking Engagements: The book has led to increased invitations for speaking and board memberships.Next Generation Support: Unexpectedly, the book has attracted interns interested in finance careers.Referral Enhancement: It's become an effective tool for generating introductions and referrals from strategic partners.Book Series: Paavan is already planning his next book, which is generating additional interest.The Impact of Bestseller StatusCredibility Boost: Achieving Amazon bestseller status has added another layer of credibility to Paavan's profile.Opportunity Driver: The bestseller status is driving more speaking engagements and business opportunities.Key Takeaways for Financial AdvisorsLeverage Your Book: Use your book creatively in all aspects of your business and marketing.Engage Partners: Collaborate with strategic partners to maximize the book's reach.Continuous Marketing: The book doesn't market itself - be proactive in promoting it.Think Long-Term: Consider writing multiple books to sustain thought leadership and relevance.About our Guest: Paavan Kotini is the author of "Effortless Wealth: The SWAN Approach to Unlocking Wealth for Busy Professionals".You can learn more about his work at: https://www.effortlesswealthbook.com/About Your Host: Paul G. McManus is an accomplished author and expert in helping financial professionals grow their businesses. With over eight years of experience working exclusively with financial professionals, Paul has helped his clients generate tens of millions of dollars in fees and commissions.Claim your free audiobook copy at: www.theshortbookformula.comSupport the show

In this podcast episode, I welcome Evan Mayer, CEO and founder of Fortuna Wealth Management and host of the "For Advisors by Advisors" podcast. Evan shares his journey from the bank channel to independent financial advising, and offers insights on podcasting, advisor success, and the value of continuous improvement in the financial services industry.Evan's Journey: From Bank Channel to IndependenceCareer Beginnings: Evan spent 16 years in the bank channel before going independent in 2019.Transition to Independence: He discusses the benefits and challenges of moving from an employee model to an independent advisor model.Growth and Expansion: Evan's firm has grown from 2-3 people to 12 in the last two years.The Power of Podcasting for Financial AdvisorsPodcast Origins: Evan started "For Advisors by Advisors" about three years ago, inspired by a chance conversation.Content Strategy: Focuses on creating dialogue between advisors rather than just Q&A.Value for Listeners: Serves as a platform for advisors considering independence or exploring different options.Key Takeaways for Financial AdvisorsThe Importance of a Process: Evan emphasizes having a defined process as crucial for growth and success.Continuous Improvement: Regularly reassessing and improving one's skills and knowledge.Client Education: The value of teaching clients something new in every meeting.Referral Generation: Focusing on providing excellent service rather than directly asking for referrals.Evan's Advice for Advisors Considering IndependenceConsider Your Business Model: The best channel depends on your specific business and goals.Evaluate Compliance Restrictions: Independent channels often offer more flexibility in marketing and client communication.Assess Your Passion: Independence may be worth it for those who view their work as a hobby and passion.About our Guest: Evan Mayer, CEO and founder of Fortuna Wealth Management and host of "For Advisors by Advisors" podcast.You can learn more about his work at:https://www.raymondjames.com/fortunawealth/about-us/bio?_=evanAbout Your Host:  Paul G. McManus is an accomplished author and expert in helping financial professionals grow their businesses. With over eight years of experience working exclusively with financial professionals, Paul has helped his clients generate tens of millions of dollars in fees and commissions.Claim your free audiobook copy at: www.theshortbookformula.comSupport the show

In this episode of The Million Dollar Producer Show, I welcome Tom Schwab, author of Podcast Guest Profits: Grow Your Business with a Targeted Interview Strategy and founder and CEO of Interview Valet. Tom shares his insights on leveraging guest podcasting as a powerful tool for building authority and growing your business.Tom's Journey: From Engineer to Chief Evangelist OfficerCareer Transition: Tom's journey began as an engineer running nuclear power plants, teaching him the importance of systems and processes. He later transitioned to corporate America and eventually founded Interview Valet.Chief Evangelist Officer: Unlike typical CEOs, Tom sees his role as evangelizing for his category, clients, and company, demonstrating the power of guest podcasting in building a brand and business.Guest Podcasting: A Strategic ApproachImportance of Authority: He emphasizes the need to build authority in the marketplace before attempting to sell services. He discusses how writing a book and then using guest podcasting to promote it can create a significant impact.Effective Marketing: Tom shares his experience that guest podcasting has become the number one driver for his business, providing high-quality, pre-sold leads that are ready for impactful conversations.Interview Valet: Enhancing Guest PodcastingService Offerings: Interview Valet helps clients by scheduling targeted podcast interviews, optimizing content for marketing, and repurposing interviews for maximum impact.Client Success: He recounts stories of clients, like Eric Weinheimer, using virtual book tours and podcast interviews to effectively promote their books and services.Key Takeaways and Future DirectionsMarketing Evolution: Tom addresses the changing landscape of marketing, emphasizing the importance of pragmatic and practical approaches that build genuine connections and trust with potential clients.Actionable Steps: He encourages listeners to visit Interview Valet’s dedicated page for Million Dollar Producer Show listeners, offering resources such as an assessment quiz, a copy of his book, and a scheduling link for further discussion.About our Guest:  Tom Schwab, author of Podcast Guest Profits: Grow Your Business with a Targeted Interview Strategy and founder and CEO of Interview Valet.You can learn more about his work at: https://www.linkedin.com/in/iamtomschwab/https://interviewvalet.com/About Your Host:  Paul G. McManus is an accomplished author and expert in helping financial professionals grow their businesses. With over eight years of experience working exclusively with financial professionals, Paul has helped his clients generate tens of millions of dollars in fees and commissions.Claim your free audiobook copy at: www.theshortbookformula.comSupport the show

In this episode of The Million Dollar Producer Show, I welcome Frank LaRosa, CEO of Elite Consulting Partners and one of the founding members of the Financial Advisor Success Syndicate, to discuss his journey from financial services to founding a successful consulting firm.Frank's Journey: From Financial Services to ConsultingCareer Beginnings: He started his career in the financial services industry at Prudential Securities, moving on to become a producer and manager at Smith Barney and Morgan Stanley. His passion for helping financial advisors grow their businesses led him to management roles.Founding Elite Consulting Partners: After being shown the door at Morgan Stanley, Frank decided to start his own recruiting and consulting firm, initially named Elite Recruiting and Consulting. Recognizing the importance of viewing clients as partners, he rebranded to Elite Consulting Partners in 2014.Elite Consulting Partners: A Unique Approach to Financial Advisory RecruitmentFocus on Financial Advisors: Elite Consulting Partners works with financial advisors and wealth managers, offering a unique consulting approach. They prioritize finding the right fit for both the advisor and the firm, ensuring long-term satisfaction and success.Growth and Expansion: Starting from his home, he grew the business into one of the largest firms of its kind, with a team of approximately 65 people. The firm's success is driven by its commitment to doing what's right for the financial advisor, with a strong emphasis on collaboration and long-term relationships.Elite Marketing Concepts: Enhancing Financial Advisors' Personal BrandsThe Importance of Personal Branding: He emphasizes the significance of personal branding for financial advisors. He shares his experience in leveraging social media, podcasts, and videos to build a genuine and relatable brand.Launching Elite Marketing Concepts: Recognizing the need for customized marketing solutions, Frank launched Elite Marketing Concepts. This division offers tailored branding and marketing services, helping advisors create unique and impactful online presences.Key Takeaways and Future DirectionsThe Power of Collaboration: He highlights the importance of working closely with financial advisors to understand their goals and provide comprehensive support. This collaborative approach ensures that advisors receive the guidance and resources they need to succeed.Embracing Technology: The pandemic accelerated the adoption of technology in the financial services industry. Frank discusses how Elite Consulting Partners leveraged tools like Zoom and podcasts to maintain and grow client relationships during challenging times.Long-Term Vision: Looking ahead, Frank is excited about the future of Elite Consulting Partners and Elite Marketing Concepts. He remains committed to helping financial advisors achieve their goals and adapt to the evolving landscape of the industry.About our Guest: Frank LaRosa, CEO of Elite Consulting Partners and one of the founding members of the Financial Advisor Success SyndicateYou can learn more about his work at: https://eliteconsultingpartners.com/meet-our-founder/ Paul G. McManus is an accomplished author and expert in helping financial professionals grow their businesses. With over eight years of experience working exclusively with financial professionals, Paul has helped his clients generate tens of millions of dollars in fees and commissions.Claim your free audiobook copy at: www.theshortbookformula.comSupport the show

In this episode I welcome Mike Saunders, the author of Authority Positioning for Financial Professionals, to explore the concept of authority marketing and how it can significantly impact financial advisors' success.Mike's Journey: From Financial Services to Authority PositioningCareer Beginnings: Began his career in the financial services field, working for JP Morgan Chase in the mortgage banking industry. His path took a turn when he started providing lines of credit for financial advisors' clients, leading him to realize the importance of authority positioning.Transition to Marketing: After the economic crisis of 2007-2008, he pursued a MBA in Marketing and started his own firm, focusing on helping financial advisors grow their businesses through authority positioning rather than traditional marketing tactics.Authority PositioningUnderstanding Authority Marketing: Mike explains that authority marketing isn't about replacing existing marketing strategies but enhancing them. By positioning oneself as a trusted expert, all other marketing efforts become more effective.Components of Authority Positioning: Mike describes the 'Authority Positioning Portfolio,' which includes various elements such as interviews, books, media features, and podcasts that collectively build a professional's credibility.Practical Applications: By creating content that educates prospects and existing clients, financial advisors can establish themselves as experts. Mike uses podcast interviews to delve into key educational points, which can then be leveraged in marketing campaigns.Guest Podcasting and Media FeaturesImportance of Guest Appearances: He highlights the value of being a guest on podcasts and media channels. These appearances elevate the professional's status and reach new audiences, reinforcing their authority.Strategic Alliances: Authority positioning is crucial in building relationships with centers of influence, such as CPAs and estate planning attorneys. Having a well-developed authority portfolio makes it easier to establish these valuable connections.Zero Moment of Truth (ZMOT)Pre-Framing Prospects: The concept of ZMOT emphasizes the importance of what potential clients find about a professional online before making contact. A strong online presence with authority positioning assets can significantly influence their decision.Leveraging Current Clients: Beyond attracting new clients, authority positioning helps maintain relationships with current clients, ensuring they stay loyal and continue to trust the advisor's expertise.Taking ActionOvercoming Imposter Syndrome: Mike encourages financial advisors to overcome self-doubt and take steps towards building their authority. With services designed to be easy and enjoyable, professionals can quickly see the benefits of authority positioning.About our Guest: Mike Saunders, MBA Authority Marketing StrategistYou can learn more about his work at: https://mikesaunders360.com/Paul G. McManus is an accomplished author and expert in helping financial professionals grow their businesses. With over eight years of experience working exclusively with financial professionals, Paul has helped his clients generate tens of millions of dollars in fees and commissions.Claim your free audiobook copy at: www.theshortbookformula.comSupport the show

In this episode, I welcome Anton J. Anderson back to the show for the third time. Anton,  CEO of Elite Resource Team and co-author of "The Art of Collaboration: When 2 Tribes Stop the War".He shares his journey, the unexpected challenges he faced, and the valuable lessons he learned while writing his book.Anton’s JourneyCareer Evolution: Anton discusses his decade-long focus on the team-based model and how it shaped his expertise in creating collaborative environments for financial advisors and CPAs.Author’s Challenges: He reveals the surprising difficulties he faced while condensing extensive knowledge into a concise, impactful book.Mindset Shifts: He emphasizes the importance of refining communication and mastering content through the process of writing.he Power of the Book: Enhancing Professional CredibilityAuthority by Association: Anton highlights the strategic advantage of co-authoring the book with CPA Paul Latham and featuring forwards by well-respected professionals like John Kuttin and Jackie Meyer.Leveraging the Book: He discusses how the book serves as a cornerstone for various communication strategies, enhancing personal and professional branding.Effective Marketing and Distribution StrategiesBook Signings and Events: Anton shares the success of incorporating book signings at events, utilizing visual aids like branded table runners to maximize promotional opportunities.Media Recognition: The book’s release as an Amazon bestseller attracted attention from notable industry sources, leading to increased visibility and credibility.Niche Focus: Anton advises fellow advisors to write books on unique, niche topics to stand out in a crowded market.Collaborative Opportunities: He encourages leveraging the book to build stronger relationships with CPAs and clients, creating a synergistic effect in professional networking.Key Takeaways and Future DirectionsEmbrace the Power of Authorship: Anton underscores the substantial return on investment from writing a book, not just in financial terms but in enhanced status and opportunities.Continued Innovation: He hints at upcoming projects and initiatives that will further solidify the book’s themes and continue to promote collaboration and advanced planning in the industry.About our Guest: Anton Anderson is the CEO of Elite Resource Team.You can learn more about his work at:https://elitert.com/https://www.linkedin.com/in/antonjanderson/https://www.antonjanderson.com/Get a copy of his book:  The Art of Collaboration: When 2 Tribes Stop The WarAbout Your Host:  Paul G. McManus is an accomplished author and expert in helping financial professionals grow their businesses. With over eight years of experience working exclusively with financial professionals, Paul has helped his clients generate tens of millions of dollars in fees and commissions.Claim your free audiobook copy at: www.theshortbookformula.comSupport the show

In this episode, I welcome Michael Sir, president and co-founder of One Protection, and Carter Kowalski, account executive at Secura Consultants, to discuss the critical importance of disability insurance and its role in comprehensive financial planning.Michael's Journey: Early Life and Career Transition: Growing up on a farm in Iowa, Michael saw the impact of health issues on family stability when his father had a heart attack. This fueled his passion for disability insurance.Professional Focus: As president and co-founder of One Protection, Michael provides software that helps financial advisors sell disability insurance effectively.Carter's Path: Career Start: Carter transitioned from healthcare management to insurance, finding a passion for helping clients secure their financial futures through comprehensive income protection.Role at Secura Consultants: As an account executive, Carter helps advisors navigate the complexities of disability insurance, ensuring clients are well-protected.Secura Consultants and One Protection: A Collaborative ApproachUnderstanding the Need: Michael and Carter emphasize the often-overlooked importance of disability insurance, highlighting real-life examples where proper coverage made significant differences.Three-Legged Stool Approach: They discuss the synergy between advisors, product providers like Secura Consultants, and presentation tools from One Protection to ensure clients receive the best service and coverage.Key Success Stories and LessonsImpactful Cases: Carter shares a story about a medical professional who maintained financial stability despite an unforeseen condition, highlighting the importance of adequate coverage.Advisors' Reluctance and Solutions: Michael explains why many advisors hesitate to offer disability insurance and provides practical solutions to integrate these critical conversations into their practice.Innovations in Disability InsuranceTechnological Advancements: The episode explores technological innovations that have streamlined the underwriting process, making it easier and faster for advisors and clients.Presentation Tools: Michael introduces One Protection's virtual presentation software, designed to educate and engage clients, making the insurance process more transparent and accessible.Guiding Principles and Professional InsightsMichael's Philosophy: Emphasizing the importance of doing the right thing and having tough conversations about financial protection.Carter's Approach: With a focus on positivity and client-centered service, a positive attitude has helped him build trust and deliver impactful solutions for clients.About our Guests: Michael Sir, president and co-founder of One ProtectionCarter Kowalski, account executive at Secura ConsultantsYou can learn more about their work:https://www.linkedin.com/in/michael-sir-54b7a3120/https://www.linkedin.com/in/carter-kowalski-21a74b103/About Your Host:  Paul G. McManus is an accomplished author and expert in helping financial professionals grow their businesses. With over eight years of experience working exclusively with financial professionals, Paul has helped his clients generate tens of millions of dollars in fees and commissions.Claim your free audiobook copy at: www.theshortbookformula.comSupport the show