<img height="1" width="1" src="https://www.facebook.com/tr?id=1679314142361781&amp;ev=PageView&amp;noscript=1">
Skip to content

    Achieving Professional Scarcity and Professional Contrast

    Achieving Professional Scarcity and Professional Contrast
    Apr 24
    2023
    Practice Management

    Recently I had the chance to join a very good friend, mentor and colleague of mine, Duncan MacPherson of Pareto Systems, on his podcast “Always On”.

     

    I joined Duncan to discuss the state of our industry as it continues to change and evolve with increasingly new technology and virtual based offerings. While technology in our business is an amazing thing, it can underscore opportunity gaps when it comes to perfecting and elevating the client experience while ultimately increasing the enterprise value of a firm… These things are the very foundations of the work we do with our advisors at USA Financial.

    Key topics discussed:

    • Why The Words Matter
    • The Human Nature Component in every client interaction
    • Creating Professional Contrast in an era where “in person” is getting lost while it is being valued more and more by clients
    • The difference between being “Referred” and “Introduced”
    • How Practices are becoming “Introduction Only”

    If you find the information interesting and want to discuss further, contact me here.

    Author Info

    Related Posts

    The Power of Storytelling: 3 Essential Stories Every Financial Advisor Needs
    Marketing

    The Power of Storytelling: 3 Essential Stories Every Financial Advisor Needs

    In this episode of Financial Advisor Marketing Playbook, Mark Mersman reveals how storytelling can transform your marketing and client relationships. Learn the three foundational stories every advisor needs: your origin story to build trust, your client transformation story to demonstrate results and empathy, and your philosophy story to define your beliefs and differentiate your brand. Discover practical tips for crafting these narratives and integrating them into your website, meetings, and marketing strategy.
    Building a Client-Centered Practice: Insights from Duncan MacPherson & Pareto Systems
    Practice Management

    Building a Client-Centered Practice: Insights from Duncan MacPherson & Pareto Systems

    In this episode of the Rare Advisor, host Aaron Grady sits down with Duncan MacPherson of Pareto Systems to unpack the “Always On” client experience from The Blue Square Method—showing financial advisors how to move from personality-driven to process-driven, scalable firms. You’ll learn the four quadrants (Onside, Onboard, Ongoing, Onward), why a documented fit process and onboarding sequence create professional contrast, how the 12-4-2 service model competitor-proofs relationships, and why systematizing moments of truth builds advocacy and referrals. We cover turning know-how into intellectual property (playbooks/SOPs), becoming “fee-worthy” and referable, leveraging the Pareto principle for AAA clients, and shifting from B2C to B2B growth.
    From SEO to AEO: How Financial Advisors Can Rank in ChatGPT & Google AI
    Marketing

    From SEO to AEO: How Financial Advisors Can Rank in ChatGPT & Google AI

    In this episode of The Financial Advisor Marketing Playbook, Mark Mersman explores the fast-emerging concept of Answer Engine Optimization (AEO)—how advisors can adapt their websites and content strategies for the AI-driven search era. As traditional SEO gives way to AI search tools like ChatGPT and Google’s AI Overviews, Mark explains what this shift means for financial advisors and how to stay visible in a world where consumers ask questions directly to AI instead of clicking through search results. He shares practical, actionable steps—like writing with user intent in mind, expanding website depth and breadth, structuring Q&A sections, and earning external credibility—to help advisors ensure their content is surfaced in AI-powered search results. If you want your firm to show up when prospects ask financial questions to AI, this episode is a must-watch.