What To Do If Your Social Media Stinks Like the Cleveland Browns

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The Cleveland Browns had record of 0-16 in 2017, the worst in the National Football League (NFL). They were one of only five teams to go winless in the history of the NFL. Feel free to substitute similar teams from other years or other sports as you read this article.

For those of you who think that social media is a useless tool for financial advisors, I’m going to tell you a story about my success back when I was an advisor.

When I was in seventh grade, my friends convinced me to let a professional cut my hair. Never having used a hairdresser before, I didn’t think to specify the amount I wanted chopped off.

You know how that story ends.

Now, over 30 years later, the only one who cuts my hair is my mother.

I understand why many financial advisors are skeptical about social media. Many claim they’ve been at it for years using multiple consultants and haven’t had a single lead. Yes, that stinks as bad as the Cleveland Browns, but it doesn’t have to be this way. When I was an advisor, I was successful at getting leads online using my “Pocket Theory.”

This article explains how.

The pocket story

I call this the “Pocket Story” because I dominated a social conversation in a highly specific pocket on social media.

Here’s something really important. When I was an advisor, I focused my practice on 30- to 50-year old professional women. It’s important to point out a few things about that. First of all, I specified my focus. I’ve said this before – a specialist will beat a generalist every single time in marketing.