How to Successfully Combine Multiple Marketing Platforms with Thomas Kopelman

Today's guest is Thomas Kopelman of AllStreet Wealth, a financial planner who's turned the art of content creation into a science. Thomas unveils how content marketing — from blogging  to podcasting, from social media to YouTube channels — can be used to create a magnetic brand that attracts ideal clients. In this episode, Thomas is sharing how he manages to market his business consistently and effectively while maintaining a full client load.

Connect with Thomas:

Blog: The Long Game Blog
YouTube: Thomas Kopelman
Podcast: The Long Game Podcast
Twitter: @TKopelman
LinkedIn: Thomas Kopelman
Website: AllStreet Wealth
Kitces Article: Repurposing Digital Marketing Content: How I Grew My RIA Revenue To $16K/Month In Less Than 14 Months

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Transcript

Speaker 1: 0:06

Welcome to the Finance Marketing Podcast, a show that empowers finance professionals to market their businesses in ways that feel good and actually achieve results. I'm your host, hilary. I've been working with folks in financial services to develop marketing strategies that work and create results-oriented marketing content since 2020. And I've learned a lot about what works in finance marketing, what doesn't work and where financial services pros get stuck. Join us each Friday as we explore real, effective ways to market your finance business and connect with folks who truly embody your ideal clients.

Speaker 1: 0:43

Today, I'm chatting with Thomas Kopelman, who is the co-founder and lead financial planner at AllStreetWealth. In addition to being a financial planner, thomas is the head of the community at wealthcom. He's been listed as a top 100 advisor by Investopedia for the last two years. He hosts the podcast the Long Game. He writes a blog and is an avid content creator, with over 21,000 followers on Twitter. Now, thomas and I connected about three years ago on LinkedIn, when he was still relatively new to content creation, and since then, he's expanded his marketing strategy from blogging and posting on LinkedIn to Twitter, youtube, podcasting and more. He does so much in the realm of marketing, so I'm very excited to share this conversation with you so you can learn just how he manages to do it all while still serving a full roster of clients. Thomas, thank you so much for joining me on this episode of the Finance Marketing Podcast. I'm so excited to have you.

Speaker 2: 1:39

Yeah, I'm glad to be here. This is the first time we've ever met. I think we've been talking on social media for like three years at this point, but glad to sit down and have a conversation and talk about marketing, one of my favorite things to talk about.

Speaker 1: 1:53

Yeah, I feel good at it and you were one of the first advisors that I really did connect with on LinkedIn when I first started showing up. I think, like you said, about three years ago, and if I'm right in thinking, that was when you first kind of got serious about LinkedIn. Is that correct?

Speaker 2: 2:11

So I've been creating content for a little over four years, I think at this point, and I started really small. That was the big thing is like. I used to work with Justin Castelli. He's a great advisor. He was like, hey, I want you to learn everything you can through me and the mistakes that I've made, and I want you to start with one long form content. So I did a blog and then just start getting that on social and having a couple posts a week. So I started there, started pretty small and with LinkedIn, because every advisor had always said, like LinkedIn is for getting clients and Twitter and the other platforms are for where you connect with advisors, and so I just believe that for the longest period of time. So LinkedIn was like the first area I focused and you know I did pretty well with LinkedIn, but obviously I've made a bunch of transitions since then and found better success in other platforms.

Speaker 1: 3:03

Oh, interesting. Okay, I'm so excited to dive into this conversation. Before we do, I would love if you could just give our listeners a little bit of your background story. So you worked with Justin Castelli. Now, of course, you have all street wealth, and so I would love for you to just tell us about what you do now and kind of how you got to where you are today.

Speaker 2: 3:23

Yeah. So I started at a broker dealer right out of college. You know, same experience as most people, you know sell it to everybody, you know. You know, go to your friend's wedding and come back with leads. Go to networking events, come back with leads. And you know, I hated it, to be honest, Like I was so many times. I just wanted to get out of the industry. I was just like, you know, this is a terrible setup, this isn't how it's meant to be.

Speaker 2: 3:44

And then I had this realization, you know, maybe a year in, and that was like you know, everybody talks about how valuable financial planning is and how much people need it. And the realization was like, if financial planning is that valuable, then why am I selling it versus attracting people who need it? Right? And so then I was like, okay, well, how do I do that? I don't think going to an event and saying, hey, you know you need to work with me, Let me pitch myself and see if it works. You know, I don't think I was attracting anybody that way. So I was, you know, thought about it. I'm like, okay, social media is probably the best way to do it Right. I'm like I'm going to be in a long lead funnel. People are going to learn from you. And then they're going to say, hey, I got X pain point, I need you to help me. And so if I just educate them until they hit that pain point, then I'm probably going to be the person they reached out to, so doven on social media.

Speaker 2: 4:32

But I guess my journey was I knew I had to leave the broker dealer because it was like can't have a podcast, can't have a blog, everything on social has to get approved. They would, you know, rewrite my stuff. It'd be terrible. They would tell me, oh, you can't use that tone or we don't like this, and I'm like all right. Well then you know, this just makes no sense to me. I don't see how to grow a business in today's day and age without social no-transcript.

Speaker 2: 4:52

Next step I got to go to Justin. Justin never really wanted to hire other people. He always wanted to be a solo advisor. But I like basically begged him to do it and he eventually was like sure, but we kind of always knew that like this probably wouldn't last that long, Like it would be a stepping stone for me until I'm ready to launch my firm. And then one day he was like dude, like I just feel like I'm the worst boss, I'm spending no time helping you and I'm like this is great. Like I get all the freedom I have the resource when I need the help. Like this is all I want. He's like I just feel like it's better if you want your own firm. Like I feel so much guilt all the time about not being there to help you, not being a good boss, and I was like oh man, I don't know if I'm ready for that. And then launched all street and Things have been smooth sailing ever since the launch.

Speaker 1: 5:36

That's amazing. So all street you primarily serve millennials, right?

Speaker 2: 5:41

Yeah, I typically. You know my average clients like 30 to 50 years old. I have a couple that are lower, I have a couple that are higher, but pretty much all of them are accumulators, really a tilt towards business owners. And then we have some other dual income households with that that like just a lot of equity compensation.

Speaker 1: 5:58

Okay. Well, so you went into your career knowing you were gonna be a financial advisor and then Through that you realize like you have to grow a business somehow, marketing social media I, I think correct me if I'm wrong you very much also think of yourself as a marketer now too. Is that right I?

Speaker 2: 6:18

Mean I would say so I feel like it's kind of where in one of my areas where I feel like I'm an A plus at and, yeah, I like to spend a lot of time in that area. I also think the industry is just generally really terrible at marketing, like that's why I was like I saw this area and I was like there aren't any advisors educating people on social. All of the people Advising about money on social are creators, not advisors. And you know I asked you all this all the time. I'm like name 10 advisors that are really good at social media marketing and I'm glad to be one of the people on the list, but most people can't even come up with 10 Right, and so I'm like that's a really unique opportunity in this lane and we always see the kids is you know they all statistics that it's like you know 99% of advisors have never got a client from social media.

Speaker 2: 7:04

But I was on kids as podcast recently and I was like you know, I just don't think that's a fair study. Like if I asked a hundred people, I knew that picked up a basketball in their life, if they've been to the NBA, not even 1% would say they would right. Like you can't ask people who don't really do it, don't really spend time doing it, don't really try to get good at it, have no consistency If they've succeeded at it because you know they've never really done the steps to be successful at it. I mean, I think I can name 25 advisors who work hard at it. All of them are getting pretty good results, but it is a system that does take a decent amount of time to generate good results from right, okay, so let's talk about that a little bit and I want to go back to you.

Speaker 1: 7:45

Started on LinkedIn and then you've since expanded, I know, to Twitter, slash X, maybe others that I don't know about, but I think are those your two kind of bread and butter.

Speaker 2: 7:56

Yeah, I would say those two, and then I've started on YouTube in like the last, like four months and that's. That's obviously a really long Engine. It takes a lot of time to build YouTube to be what you want it to be.

Speaker 1: 8:09

Mm-hmm. So how did you find the time in the early days and how do you find the time now, now that your Client base is so much larger and you have client work and meetings and things like that?

Speaker 2: 8:19

Yeah, I think early on it's easy right, like you have so much free time that, like, what else should you be doing with your free time other than bettering yourself and your education and then teaching people that through content but I think it's just through the repetition I've gotten significantly better at it.

Speaker 2: 8:35

So I remember the first few months of this like to get three LinkedIn posts in a blog post a week would take me like 10 hours of time. Now today, you know, I basically have three tweets a day. Right now I'm doing a thread every single day on Twitter for three months. I have two LinkedIn posts every day, I have a podcast a week, I have a blog a week and I probably spend five hours a week on social media total to do all of those things. And it's just because I've been doing it for so long that you know I've built the reps that everything is easier and I've learned to just put out really good like. Put out good content. Don't focus that last amount of time on making it perfect, because the other day, like, nobody ends up noticing the difference when they're skimming your social media. That I think, at the end of the day, if I can put out the most content, then I'm winning, mm-hmm.

Speaker 1: 9:23

Well, you said something interesting at the beginning of our conversation that I kind of want to circle back to. You said that you know someone had told you LinkedIn is the place to get clients and then Twitter and other platforms were the place to I. We tried to helpful connect with other financial advisors. Has that been the opposite for you?

Speaker 2: 9:42

Yeah, totally. So I think you know, I think LinkedIn is this amazing network and amazing platform, but it's really a B2B channel in my mind. Like I think you selling advisor, like I'm going to help an advisor do marketing great platform for them, right? Like most people on LinkedIn are trying to sell and who are they trying to sell to other business owners, but our consumers spending time on LinkedIn learning.

Speaker 2: 10:05

And for me? I don't. I spend zero. I spend the least amount of time I possibly can on LinkedIn because I feel like all it is is I'm being sold to and kind of fluff. But I go to Twitter and I follow great estate playing attorneys, great real estate agents, great tax professionals and I actually spend time learning there. And so you know, I think this was over a year, maybe two years ago. It was like a little like about two years ago today, like this month, that I was like maybe there's other people like me that are trying to learn through Twitter and that maybe that's my best channel. So I started. I'm like I'm going to go all in. I have 800 followers, I am going to post a thread a day for you know a month, and that's going to be really hard for me, but I'm going to do that. I'm going to try to build a little bit.

Speaker 2: 10:47

And ever since I went in on Twitter, like my business has completely changed. Like, at that point, I was probably at like I don't know $5,000 a month of client revenue at that period. By then, you know, the next year, beginning of last year, I was probably at like 12. So I was like, okay, 7,000 a month of revenue grows pretty good and then by the end of last year I did 54,000 in December of last year, just revenue. Right now I'm at, like I don't know, somewhere between 35 and 30 or 32 and 35 of reoccurring revenue a month. And then we have a lot of clients who do like just get a financial plan. So you know, probably should average this year somewhere between 40 and 50,000 of revenue a month and probably do over 500,000 in our basically our second full year of being open.

Speaker 1: 11:39

That's incredible, congratulations. First of all, would you like, how much of your business would you credit purely to social media and other marketing channels, like your blog and your podcast and things like that, versus getting referrals from the clients that you did start to get?

Speaker 2: 11:58

Like 95% to social over referrals. Like we do get referrals, but because we work with such a niche area of like you are in your 30s, you're making 500,000 plus an income, etc. Like a lot of our clients, friends don't fit us. Their life isn't complex, they don't make enough money to pay the $12,000 a year minimum fee. So we do get referrals, but a lot of times we have to refer them out just because they're not perfect for us. But we drive everybody in through Twitter. So, like last year alone, I had like 175 prospects from Twitter and about 120 of those were good fits for us. 120, 130, like good fits fit the criteria and that we were able to meet with and grow with.

Speaker 1: 12:40

Okay, now I want to ask you where your long form content kind of fits into the pieces of your marketing puzzle. So you had a blog for a while. Do you still blog?

Speaker 2: 12:52

I do so. I write my blog every single week. I've written a blog every week for five years, I think, and I post like kind of like a hook about it on LinkedIn and then try to drive people to the blog. But on Twitter I just turned that blog into a thread. I know nobody's gonna leave Twitter, but I can put it all on there and so I like I do a ton of long-form content. I think at the end of the day you win with long-form content. I think you need a mix right, because you can't put five long-form piece of content a day. But I can do a lot of short form. But if I can have like an original blog, an original podcast, you know, a thread, a newsletter, like long-form content I really think is how you drive deeper relationships and really show the depth of your knowledge. So I Absolutely do a ton of long-form content. Okay.

Speaker 2: 13:40

I was these threads I'm writing right now. So there'll be like 60 to 80 threads. I'll put out at one a day until they're all done and the average one is like 40 plus tweets long. It's a lot of content, but I think it shows just the depth of the knowledge that we have.

Speaker 1: 13:59

Mm-hmm, one thing that I just want to highlight before I ask you a follow-up question is that you know, on LinkedIn you can do one thing to drive traffic to the blog, but on Twitter you have to approach it totally differently. Like you know, the people on Twitter are not gonna want to leave Twitter. I think that's so smart if you really have to like. Yes, it's fine to repurpose and reuse content, but you have to repurpose it in the right way for the platform right, because otherwise it's just not gonna work. So I just wanted to highlight that that you said that. What is your blog called?

Speaker 2: 14:30

It's just Thomas Coleman. Calm like my like brand is the long game. That's what my podcast is my website used to say it, but now I've just kind of it's Thomas Coleman calm. I just actually relaunched last month with Trayton building me a new website and it's I really like it oh that's great.

Speaker 1: 14:47

Well, I want to hear about the podcast as well, and then I definitely want to talk about your newsletter, because I think that's one piece that a lot of advisors are really Reluctant to get into, and and I am a huge believer in newsletters and email lists. But before that, let's talk about your podcast. You were sharing some really impressive stats with me before I hit the record button, and so I'd love to know, kind of how you grew the podcast, what inspired you to start the podcast, what you've learned about how you have to actually market a podcast for it to be successful All that good stuff.

Speaker 2: 15:19

Yeah, I feel like a podcast felt very natural to me because I'm not naturally a writer Like I've always felt like I'm a terrible writer and writing is a lot harder for me than speaking, like I think I can. You can throw it Any fan of your playing topic to me and I could go speak about it for 30 minutes, to be honest, and so it was a really easy way to do that. The podcast has gone really well, especially. I mean, the more followers I have, the better. It is right. Like two years ago, my total followers like three thousand. Right now my total followers between LinkedIn and Twitter is, like you know, 32 or 33,000. So, like, obviously that's a pretty good funnel. But the podcast has just under 50,000 downloads. We are probably getting like 150 or so listens about a year ago. Now. We're getting about 750 different people to listen per week. A little over a thousand total episodes listened per week. An average episode skits like 700 Right now. Like, obviously, if you look to the toll stats, it's like four or five, but that's because it has all of the old episodes that people don't necessarily go back a couple years on. But the podcast is simple. It's like we just want to educate and talk to people about all the financial planning topics that are relevant to the audience that we work with, and some of them are me and my co-host. I read last month I brought on Jacob Turner as my co-host. He was the eighth pick in the MLB draft out of high school. Now he's a financial advisor, for athletes and business owners were really good friends and so he brings in a new audience. He also brings in some really high level guests of people that he's friends with, which is cool. So it's only about five episodes in, so I'm really excited to see the growth that Happens from it, but really to grow it.

Speaker 2: 16:58

I think a lot of people think, oh, I'm gonna have a podcast, I'm gonna post about it once, everybody's gonna subscribe and everybody's gonna listen, and that's just really not at all how it works. And so you know we've learned is the. I think so many advisors do terrible job of Marketing their long-form content. They'll just be like, check out this week's blog post, right, and they're like a link and it's like you got ten views, right, nobody's going because you didn't do anything to get their attention. Same with the podcast, right, if you just post new podcasts this week about HSA's. You know that's not gonna do as much as them actually seeing clips or videos that like hit interesting points.

Speaker 2: 17:32

And I think the other thing people to fail realize, even if they don't leave to then go listen to the podcast I educated them through that video. So maybe I didn't get the perfect win on both sides, but I still got a win and so it's the same. In my YouTube I have long-form YouTube videos. I cut up three to four clips from that of points that I educated people on because even if they don't go watch the YouTube, I have four videos I just was able to post on native on the social channel that they can learn from as well.

Speaker 1: 17:56

Mm-hmm. So you're obviously a big believer in repurposing content, am I right?

Speaker 2: 18:03

Yeah, I have a whole kids this blog that I wrote about it. It's like a 22 minute read or something, but I read, I non-stop, repurpose, like, of these threads. I'm writing half of them I've already written before. I'm just editing the hooks, I'm editing the post to make them better. But if I go back and I wrote that post a year ago, you know, last January I had 7,500 followers on Twitter. Now I have, you know, 22,000. So a lot of my followers have never seen my best content. And this is where the people say well, what about your other audience? Like, what if they realize that you posted that before? And I'm like, if my, if my followers remember a post I had from a year ago, then I'm absolutely killing it on my content because I don't remember anybody's posts from a year ago. Right, like there's nothing. Is that fresh in your mind when you see a thousand posts a day?

Speaker 1: 18:51

Right, no, it's so true. You really do have to get out of your own head, I think, when you are reposting content and realize that nobody has paying that much attention to you to have memorized what you posted, even six months ago.

Speaker 2: 19:03

Even if you look at Morgan Housel, right, like people know, morgan Housel is one of the best marketers, one of the best writers. His podcast review. Look at his book. His book is all of his blog posts written slightly differently. If you look at his podcast, it's all of his blog posts, chapters of his book talked about again in his own voice. Right, like, people don't have 10,000 original views. Right, they have a few original views that are about them, what they believe in, and you re say that over and over and over in different ways. Like that's what good content is.

Speaker 1: 19:33

So can I ask you what you think you would attribute that big jump in your followers? I mean, when you say you know, one year I had 7,500 followers, now I have 32. What did you? Did you say 32,000?

Speaker 2: 19:47

Well, yeah, I have like 22. 22 on Twitter right On Twitter.

Speaker 1: 19:51

Um, was there a moment in time where you noticed kind of a big jump, or is that all been very gradual and just a product of being super consistent?

Speaker 2: 19:59

I think it's a lot of just gradual and super consistent. Like there's a couple times, like last early January, I had like a 1500 followers in a week, just from like a couple big posts that blew up. But in general, like I look, I get like a thousand followers a month, which is still a pretty good amount of growth, right. I mean that's per year, 12,000 new followers and that slowly grows. So like if that's a thousand, then eventually it's like 1200 a month and you know you keep doing that. I think it's activity, right. Like I think people don't follow accounts that barely ever talk they don't know when they're going to talk. Like people when they follow me know that they're going to get a ton of new posts every single day. Like I would be shocked if doc to anybody who follows me that sees my content, that says like they don't learn something new from me every single week. And I think if my goal is to drive new business, that's the goal that I should have.

Speaker 1: 20:53

Yeah, I appreciate that perspective because I think it can be so defeating in the beginning when you're getting one new follower a week or three new followers or five or 10 new followers a week. But it really is just that consistency and, yeah, you just grow that number.

Speaker 2: 21:07

Well, that's the time where it's really important to realize that most of your followers are coming from engagements on other people's content.

Speaker 1: 21:13

Right.

Speaker 2: 21:14

You have to be engaging, adding valuable insights, talking about things Cause, like, if you have seven followers, like there's not very many people and that's not going to get pushed to very many other people, but if you have really good comments on bigger pages, other people might see you and start to follow you. But the beginning is definitely, you know, the hardest part.

Speaker 1: 21:31

Yeah, absolutely. Well, let's pivot a little bit. I'd love to ask you about your newsletter because, like I said, I don't see a lot of advisors pushing people into a newsletter, and so I'd love to know, one, what inspired you to do that and, two, what has resulted from that newsletter that that keeps you going? And your newsletter is fantastic. I think I was one of the first ones to sign up for it and I often open the newsletters, so I think I think that's probably my weakest part of my marketing strategy.

Speaker 2: 22:03

To be honest, I'm at this point where, for the least, the last while I I'm really like instead of like being wide and my focus of a bunch of different things, I'm trying to be narrow in the lane that I'm doing the best in, and so I spend so much time focusing on making my Twitter better, improving, putting more content out, et cetera, because that's where the most results are coming. I think my newsletter is a very untapped channel. I almost never. I think I have one post a week that auto goes out that just reminds people that I have a newsletter, but I don't really drive anybody to it.

Speaker 2: 22:36

This year I'm working on creating an ebook that's going to be like the ultimate guide for business owners and it's going to be like entity selection to manager your finances, the taxes, your retirement accounts to insurance is like a big book and I think that will be a good funnel.

Speaker 2: 22:49

But I really have my my newsletter and I also post it through LinkedIn and like on LinkedIn I like 8,000 people subscribed to that newsletter and then I have about 2,000 ish on from my from convert kit, where I have people sign up and I only post once a month.

Speaker 2: 23:05

And I actually just saw somebody who was like, hey, if you, if your newsletter is once a month, you might as well not even have one, and I thought it was kind of funny and maybe a fair point. But I'm like I don't want it to just be my blog, because I do post. My blog already posted the thread, so people are they already seeing that? Is that too much? It's been something I've been thinking about this year as an area of improving, but it's something I would rather outsource over time, of like, do we just take my blog and post it? Do we do more? Because if you've been following for a while, I've really started to condense less and less out of it, to be like the areas that more people are spending the time on, but considering moving to just weekly and doing just the blog as the post. But I haven't, I haven't made a decision yet.

Speaker 1: 23:53

Okay, can I offer my advice Unsolicited? I'd love to hear it. What I find to be most successful in newsletters is when they're really story-based, and I'm seeing more and more of this in LinkedIn posts, and I think that a lot of times, the they translate really well to newsletters as well, because that's what people want to read when they open their inbox. They want to read engaging stories, and so I haven't been on your blog in quite a while, and so you'll have to refresh my memory. Is your blog mostly informational or is it mostly story-based? If it's not mostly story-based, that would be a good way to differentiate your newsletter slightly and then even drive each newsletter to the weekly blog post as well.

Speaker 2: 24:35

Yeah, I mean my blog is very every week is different, like I'll have, like two weeks ago, I had a story about how a client's going to save $100,000 in taxes through this plan, right. But then I have other ones that are, like, you know, top 11 tax planning moves for business owners, and then I'll have one about, you know, the qualified business income deduction and how to utilize it, and then I'll have a story, so like it's a mix of it. But I think that's what holds me back is like I'm not going to be able to write a new story every week on my newsletter, like right now, I have to be super efficient to put out all the content that I do have. That I'm like, if all these other channels are working and that's going to be take a lot of time, is that the best use of my time? You know that's the hard part is I feel like I can't be a great podcaster, YouTuber, twitter, linkedin, business owner. I write newsletters to my clients, keeping them updated on things and what not as well, too.

Speaker 1: 25:29

Well, I think that's a great point too, is I mean, if everything else is working, and I always say this as well if one thing is working really well, why would you, you know, risk that one thing suffering a little bit to add on something else that you don't even know yet if it's going to work as well or not?

Speaker 2: 25:43

So yeah, and that's like right now. That new thing for me is YouTube and it takes a lot of time to do long form videos and short form videos, but I'm like that's the most untapped area, I think, and they actually has good search ability. So I've been going in there. I have a video editor there who's helping do a lot of that work, but, like I'm just slowly building more revenue, outsourcing more things, building more revenue, outsourcing more things that makes sense to outsource.

Speaker 1: 26:11

Can I ask you, because I think a lot of listeners would be curious to know, what are the things that you started outsourcing? What will you not outsource? I think that's kind of helpful for people to hear.

Speaker 2: 26:22

Yeah, I don't think I'll ever outsource my social media because I think, at the end of the day, people view like social media as marketing. But it's really personal branding in our industry. Like, at the end of the day, here's who I am, here's what I believe, here's how I talk, get to know me, do you want to work with me? And so I think outsourcing my own voice is never going to be my voice and so I would never do that. I think could I eventually hire a copywriter to take what I've done really well and slightly modify it, but keep my voice potentially. But I think, like you know, I outsource admin work in my business. So client meetings, you know, scheduling, making sure they have everything uploaded for us, their agendas, creating those reaching out to prospects.

Speaker 2: 27:03

I've outsourced all that. I have a CFP in the background who does some work. I have a full time hire that's also a planner and an EA who does a lot of work in the business. Like, I still have to do all the high level recommendations and I have to do all the client meetings, and I think I'll always say that way because I do love that part. And then I've hired out video editing as well. Like you know, I built a new personal website. Like I hired Trayton, obviously, to do that. I hire out some visual design stuff, so a decent amount.

Speaker 1: 27:33

Cool. Well, what's next for you? I mean, is writing your own book on the horizon, or what do you think is next?

Speaker 2: 27:42

There's a lot of things right now. I'm trying to manage all of them because I have this. I also have my job at wealthcom as the head of community there.

Speaker 2: 27:48

So like that still requires a lot of time running their podcast, doing meetings, going to conferences. You know we launched our personal finance course last year. We use that as a bunch of learning. We're actually launching a course for advisors on social media marketing specifically Sometime this year. Myself, rachel, camp and Trayton are all building that out. I think I'm really excited about that and how that's going to go.

Speaker 2: 28:12

But right now is just really busy time because I have my bachelor party in a couple of weeks, I get married in May, I have my honeymoon in May, but the goal is that we'll launch that course and that I'll have like this ebook, hopefully sometime this year. It's kind of one of those things that, like you know, this last month I wasn't as busy as normal and so I got a ton of other things done and then now all of a sudden I got like seven prospects in the last week and we're still in annual reviews and now things are gonna be busier. So, like I have these long form projects that as time opens up, I work on them and chunk away at them and give them, give myself just like a latest deadline, but I know once I write it, somebody to take it and make it visually appealing and branded, et cetera, is gonna take a decent amount of time too, so I just don't know for sure when that'll be.

Speaker 1: 28:55

Yeah well, congratulations on your wedding. That's exciting. Where are you guys going on your honeymoon?

Speaker 2: 29:01

We're gonna stay in Lusia.

Speaker 1: 29:02

Oh fun.

Speaker 2: 29:04

Yeah, I'm really excited about it, and we also. We bought up a house and it was being built and it finishes this Wednesday, so then we move into that next week. So there's just been a lot of moving pieces these last few months.

Speaker 1: 29:16

Yes, for sure. Well, this has been a really great conversation to kind of wrap us up. I know you have meetings occasionally with financial advisors to kind of like share your marketing insights and expertise with them. So I would love to ask, for me and my listeners, what's your number one piece of advice to someone who's just starting out?

Speaker 2: 29:37

Yeah, I think. I think I mean there's one steps tough, because I think there's like all the steps of like, figure out your niche, figure out who you're gonna talk to, what are the main problems that you're trying to solve, create content answering those questions and make for one, make sure it's really geared towards them. Two, make sure it's on a platform or an area where they are. And then three, get out of your own head and just put out as much content as possible, cause in the beginning, nobody's reading, nobody's listening. Those are your reps. Those are the time to get better at it. The more that you can put out, the better.

Speaker 1: 30:09

I love that. I know right. It's like get all your practice out when nobody's looking. That's literally the best thing you can do, exactly.

Speaker 2: 30:16

And focus on the hook. That's the one thing I always talk about. Like if you're, you can put out the best tax planning posts of all time, but if you'd never grabbed anybody's attention in the beginning, you failed. Like on these threads I spend like 20 minutes trying to edit the thread. You're just the hook of the thread. As much time as it takes me to edit and write the rest of it is how much time I spend on trying to get people's attention.

Speaker 1: 30:35

Yeah, I always say I spend 20% writing like the bulk of something and 80% writing the headline or the hook or the subject line or whatever it might be. So that is fantastic advice. Yeah, yeah, fantastic advice. Anything else, thomas? Where can people find you?

Speaker 2: 30:54

Yeah, everybody can find me at T Copeland on Twitter or Thomas Copeland on LinkedIn. I do office hours, like maybe once every two months, where every advisor can come to ask questions, et cetera. We normally have like 30 to 50 advisors come to each one, so it's super good. And then I also do like one hour paid consulting, which has been super popular Cause it's not like, hey, you're bringing me on, we're gonna meet every month, blah, blah, blah. Hey, these are really high level big questions I really need help on, and I've been doing a ton of those recently of just one hour power hour. Let me help you, and people have been really liking those too.

Speaker 1: 31:28

Okay, awesome. Well, we will put links to all of that in the show notes. I'm also gonna link to your kitsis article on repurposing content, because that sounded super helpful. And yeah, thank you so much, thomas, this has been a really fun conversation.

Speaker 2: 31:42

Yeah, thanks for having me on. It was really fun doing it.

Speaker 1: 31:45

Thank you so much for joining us on this episode of the finance marketing podcast. If you're eager to market your business in a way that feels good and actually gets results, sign up for the finance marketing podcast newsletter in the show notes so you never miss another episode. If you liked what you heard today, please be sure to subscribe to the show on your favorite listening app and leave a review on Apple podcasts. We'll see you back here next Friday. Here we go.