The Financial Advisor Marketing Playbook is a podcast/video series for high-performing financial planning professionals that are committed to improving their craft, helping their clients, and growing their business. Hosted by Mark Mersman, this series contains a wide variety of content – from quick win ideas to long-form interviews, each episode provides actionable marketing ideas and insights that can be implemented easily into your practice. From digital marketing to traditional…
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Most financial advisors are not struggling because they chose the wrong marketing tactics. They are struggling because they are trying to do too many things at once. In this episode of the Financial Advisor Marketing Playbook , Mark Mersman explores the Four Burner Theory and shows how advisors can apply it to marketing, practice management, and business growth. Learn how to prioritize…
What if one of the most important promises a financial advisor could make is that they'll eventually lose a client money? In this episode of the Financial Advisor Marketing Playbook , Mark Mersman sits down with Josh Kneller of Atlas Capital Management to discuss investor behavior, managing expectations, market volatility, and advisor communication. Josh shares why advisors should stop chasing…
What can financial advisors learn from Disney? In this episode of the Financial Advisor Marketing Playbook , Mark Mersman sits down with former Disney leader and customer experience expert Vance Morris to discuss how advisors can create memorable client experiences that drive loyalty, referrals, and retention. From Disney's obsession with detail and service recovery to creating anticipation,…
Most financial advisors host client events, but very few create experiences that clients actually remember and talk about. In this episode of the Financial Advisor Marketing Playbook , Mark Mersman challenges advisors to rethink traditional events and start designing memorable experiences that build relationships, spark conversations, and drive referrals. Learn how to apply the principles of the…
Some of the best marketing lessons for financial advisors do not come from within the industry. In this episode of the Financial Advisor Marketing Playbook , Mark Mersman breaks down what advisors can learn from iconic brands like Disney, Chick‑fil‑A, Costco, Buc-ees, Ritz‑Carlton, and Apple. From creating anticipation and delivering consistent experiences to knowing your audience and simplifying…
Many financial advisors struggle to explain what it really means to be independent without sounding technical, negative, or self‑focused. In this episode of the Financial Advisor Marketing Playbook , Mark Mersman walks through how to position independence in a way that builds trust and resonates with clients. He explains why structure‑based explanations fall flat, how outcome‑based messaging…
Most financial advisors sound the same and that's a problem. In this episode of the Financial Advisor Marketing Playbook , Mark Mersman breaks down why vague phrases like "comprehensive financial planning," "holistic," and "personalized solutions" fail to resonate with today's prospects. He explains how advisor‑centric messaging creates confusion and indifference, and why shifting to clear,…
Mark Mersman sits down with longtime friend and advisor marketing expert Matt Halloran, now Chief of Angels at Zocks, to unpack how artificial intelligence is reshaping financial advisor marketing, client experience, and growth. From freeing up time through smarter systems to using AI-powered insights for better content, niching, and follow-up, Matt shares real-world examples advisors can learn…
Most financial advisor client events fall flat—not because the information is wrong, but because the experience is forgettable. In this episode of Financial Advisor Marketing Playbook , Mark Mersman breaks down why traditional seminar-style events often fail and how advisors can design client experiences that drive pride, connection, and organic referrals. Drawing from the principles of the…
In this episode of the Financial Advisor Marketing Playbook , Mark Mersman breaks down the dramatic shift happening in lead magnets for financial advisors in 2026. Generic retirement guides and broad educational PDFs no longer convert in an AI‑driven world where consumers want speed, clarity, and personalization. Mark explains why specificity beats size, how identity‑based marketing increases…
