Like many of you, I value expert collaborators. This year I met marketing guru, Matt Ledoux, writing genius and founder of the marketing content firm Captains of Content. This month’s article is a Genius Interview with Matt (a first!). Scroll down for top take-aways, followed by the full Genius Interview.
Don’t want to read online? Download the full Genius Interview in PDF
Top Genius Take-Aways (Interview Excerpt)
What we provide is simple, we create professional content that isn’t padded with the typical extras.
For example: When writing for a website, we can also consult on your website design, but we don’t try to sell a whole new website. We don’t build websites. We focus on the content. If they want to remodel their site, we can help with design and write the copy, but we don’t press people to start all over.
You are very clear that a client does not need a complete overhaul to get results. That’s the way I work with clients. We focus on what they want first and get that done. Then we move on to the next thing. I’ve seen you work with my clients in a similar way. You determine what marketing content is best now and deliver that.
I think that makes your firm uniquely valuable. Typical marketing firms are like many coaching firms, they’re expensive and massively disruptive. When clients come to me after one of these, they’re exhausted, financially drained and didn’t get the results promised. They could not run their business, serve clients and overhaul everything simultaneously. You uncover and deliver the most important thing first and so do I.
There’s a lot strategy in the value prop. That’s where Barbara comes in. She’s able to uncover the brand. Once that exploration is done, then my firm brings the brand to life with compelling language and design.
Yes! Most financial advisors have been taught to develop a tag line. But, it often feels fake and so they don’t use it. I work with clients to uncover their true differentiators. They’re thrilled to have something that’s authentic and compelling.
The biggest mistake financial firms make is writing their marketing materials in industry jargon. We’ve done extensive testing of language with a financial website with over 13M visitors a month. We’ve seen what works and what doesn’t.
3 Quick Tips for Financial Marketing:
- Use short sentences.
- Write at a 7th grade language – you can test your language level here: http://www.hemingwayapp.com/
- Write as if you’re talking to a best friend.
Build Your Brand by Barbara Kay, The Journal of Financial Planning
Do You Write Like a 7th Grader, If Not You Should by Matt Ledoux, Advisor Perspectives
Matt, thanks for sharing your marketing genius. Contact Matt at Captains of Content if your marketing vision is already unique, compelling and concrete. Matt and his team will take your vision and create the magic words.
If your vision is not yet laser focused and clear, contact me. We’ll clarify your brand first. Then we’ll bring in Matt to project your magnetic brand across all your marketing.