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The trajectory of the financial advisory profession hit an inflection point during the COVID-19 pandemic. Although the industry was already challenging for advisors prior to the pandemic, largely as a result of a changing regulatory environment and evolving products, services and technologies, COVID-19 compounded these challenges and made face-to-face business development, an advisor's bread and butter, even more difficult.
So, what are financial advisors supposed to do about this? Curl up and hide? Coast for the next decade or so before simply retiring? Not going to happen. Advisors are among the largest cohort of entrepreneurs, most of whom built their business from the ground up. They will fight to survive and thrive in their new reality.
The financial advisor's path forward requires a shift in mindset and a little bit of creativity. Now more than ever, financial advisors need strategies to position themselves as subject matter experts by leveraging all the technological and social media platforms available to them. And they need strategies grounded in content creation to better position themselves against the competition and to help them build stronger businesses for today, and for the future.
Written by two of the financial services industry's leading marketing professionals, The Ascendant Advisor is likely the most important book a financial advisor will read when building and maintaining the value of their business. It provides page after page of easy-to-learn and easy-to-use strategies for financial advisors to create engaging content, as well as offering strategies for distributing that content to the right audiences. The outcome of reading and implementing the strategies offered within The Ascendant Advisor is stronger relationships and a business that is valuable enough to pass on to the next generation, or to sell for a life-changing profit.
