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Promoting Good News

How to enhance your "Expert financial advisor" brand by promoting good news.

Why is it so important to promote good news?

According to me, a “Trusted Advisor” is one held in such high esteem that the client will do what the advisor recommends with full confidence that the advisor is acting in the client’s best interest.  

Creating the “trusted advisor relationship” between yourself and your clients is obviously critical.  

One way to do that is to become – and be seen as – an expert in your field.  In fact, at the foundation of establishing the “trusted advisor relationship” is this fact: you must first be perceived as an expert financial advisor.

One of the best ways to create this perception is to promote your own successes.  Whenever you win an award or receive some other sort of official recognition, you should let your clients and prospects know without delay.  

I know, I know – sometimes it’s difficult to “toot your own horn.” But when good news happens, it’s critical that you get out that news to everyone you know.  If something good happens, and your clients, prospects, and associates don’t know it, the perception never happens. According to me, if the tree falls in the forest and no one hears it, nothing happened.

For example, take the annual Barron’s Top 1200 Financial Advisors list, which is released every February or March.  Every year, literally dozens of my clients – some of the best and most successful FAs in the industry – are named to this list.  What do they do?  They immediately send out a letter informing their clients and prospects.  What happens?  Their clients are impressed.  They invest more money.  They follow advice more readily. They provide referrals.  

Their prospects are also impressed.  They call to schedule an appointment. So whenever you win an award or receive recognition, do what they do: promote the good news to everyone you know.

To help, I’m happy to give you some free goodies.  

Promote Good News Letter: This is my standard letter for promoting good news.  

Promote Good News – Barron’s Variation: I originally wrote this letter for one of my clients who was named to Barron’s Top 1200 Financial Advisors list.   

Promote Good News Checklist: Exactly what it sounds like.  A list of steps you should take to promote good news and brand yourself as an expert financial advisor.


I went to work with AG Edwards in 1998.  Ten years later to the day I went into my managers office and told him that the S&P was lower than the day I had started there; but my business had nearly tripled.

Partnering with you and your organization was one of the best decisions I’ve made in this business.  – Jim McDonald

Bill Good Marketing – Helping advisors create the “Trusted Advisor Relationship” for 40 years

My company has a long history of helping advisors with their branding.  We provide coaching, strategies, and other resources to help advisors implement “branding best practices” so that they can create stronger client relationships and attract more prospects.

Here’s just a glimpse of what we have to offer:

  • Our constantly-refined and updated “Trusted Advisor Process”
  • Our 4,000-piece Letters Library, which contains all the marketing material you need to brand yourself as an expert advisor, a good citizen, and a trustworthy, caring individual
  • Specialized coaching to create a customized branding plan
  • Our “Staging the Office Checklist” enables advisors to create an office environment in tune with their brand
  • Our “Building a Stronger Web Presence Checklist” does the same thing, except online
  • And much more!