The Ultimate LinkedIn Strategy for Financial Advisors: Attracting 30+ Inbound Leads Monthly

"If you want to be liberated from selling, if you want to prescribe rather than sell, then you need to focus on building your authority and becoming a leader in your field.” - Dan Kennedy

In 2016, marketing consultant Mike Schultz conducted a survey of nearly 200 business book authors and published his findings in a benchmark research study titled "The Business Impact of Writing A Book." The results demonstrated the significant return on investment that comes from authoring a book:

• 94% reported an improvement in their brand
• 95% generated more speaking engagements
• 96% attracted more clients
• 94% generated more leads
• 87% were able to charge higher fees
• 87% developed a more desirable client base
• 76% closed more deals

With such overwhelmingly positive results, the better question might be, why wouldn't a financial professional write a book?

You are very likely an expert in your field with valuable insights and experiences to share. Writing a book can help establish your credibility, showcase your knowledge, and provide a new way to attract your ideal clients to you. 

Client Case Files: "Sarah's Journey to LinkedIn Domination by Becoming a Published Author"

*If you missed our last installment of Sarah's journey you can get caught up here: The LinkedIn Niche Formula For Financial Advisors: Uncover Your Unique Market and Flourish

During our Zoom meeting, I noticed that Sarah seemed a bit uneasy. "What's on your mind, Sarah?" I asked, concerned. 

She sighed and replied,

"After our conversation last week about targeting nurses on LinkedIn, I got so excited about the idea that we never discussed how I'd actually get them interested in my services. I really want to work with nurses, but the last thing I want to do is chase them down. That's just not my style."

I smiled and said, "I was waiting for you to bring that up, Sarah. I think you're ready for the next step. Have you ever considered writing a short book?"

Sarah's eyes widened, and she appeared confused. "Writing a book? I've never thought about that. Do you think it could help me reach more nurses and grow my practice?"

I replied, "Absolutely! Writing a short book specifically for nurses can showcase your knowledge and expertise while demonstrating your understanding of their unique financial needs. Plus, you can use LinkedIn to share your book and easily engage nurses all over the country."

Sarah hesitated, "That sounds interesting, but I'm not sure I'm confident enough to put myself out there as an expert."

I assured her, "Don't worry, Sarah. I'll be here to guide you through the process.”

Common Challenges Financial Professionals Face

• Time: Writing a book takes time, and it can be difficult to find the time to do it.
• Content: It can be challenging to come up with the right content for your book and to organize it in a way that will be useful and engaging for your readers.
• Where to start: It can seem overwhelming trying to figure out where to begin when writing a book, and it can be challenging to stay focused and organized throughout the process.
• Publishing resources: There are many options for publishing a book, and it can be difficult to know which one is right for you and to find the right resources to help you with the process.
• Confidence: It can be intimidating to put yourself out there as an expert and to share your knowledge and experience with others. Imposter syndrome can make it hard to believe in your own expertise and to have the confidence to share it with the world.

The good news is that these are common concerns that many have. In the next section we are going to provide you with solutions so that you can write and publish your own book in as little as six weeks.

The Power of Brevity – Mastering the 9 Principles of The Short Book Formula for Lasting Impact

In a world where time is the most precious commodity, brevity is the key to unlocking the true potential of your business book. Shorter books pack a powerful punch, delivering vital insights concisely and leaving a lasting impact on readers.

The Short Book Formula consists of nine essential principles that will guide you in crafting a book that resonates with your ideal target audience, quickly capturing their attention and providing actionable insights in a digestible format.

Principle #1: Keep It Short

 Here are a few examples of famous non-fiction books that adhered to this principle.

• “The Art of War” by Sun Tsu (96 pages)
• “The Prince” by Niccolo Machiavelli (94 pages)
• “Go for No! Yes is the Destination, No is How You Get There” by Richard Fenton (80 pages)

A short book also enables readers to more easily apply the content to their own unique situation. By limiting the length of the book, authors can focus directly on their target audience's needs and interests instead of rambling about topics that may not be relevant or useful. This helps ensure that readers receive maximum value from their investment in the book, allowing them to get started quickly with implementing strategies for success.

Principle #2: Keep It Focused

 When you're writing a shorter book, you can't afford to include fluff or filler content. Every sentence should serve a purpose and move the story forward. It is important to choose one main topic or theme and focus on it. This will help keep the message focused and ensure that each sentence serves a purpose in furthering the ultimate end: them reaching out to you to do business.

Principle #3: Use Client Stories and Case Studies To Make It Compelling

 To drive the message home, it is useful to include specific client examples and case studies which will help readers understand the concepts more clearly. These examples and case studies provide vivid descriptions and detailed facts, giving readers an emotional connection with what they are reading. Using these types of resources can help create a captivating story that resonates with readers on a personal level, as they can relate their own experiences to what they have read.

 What if I can’t use actual client names in a case study?

That’s perfectly okay. One thing I recommend you do is simply change the name and tell the story, or even create a composite story of a few of your clients that highlight the results that you have helped them achieve.

Principle #4: Write for People Who Believe What You Believe

If you write about what you believe, you will attract people who believe what you believe. This is how you magnetically attract your ideal clients to want to reach out to you as a result of reading your book. People want to do business with those who they feel they can legitimately trust.

Principle #5: Make it Multimedia

Video is an incredibly effective way to establish "know, like, and trust" with a complete stranger. It allows the viewer to see and hear the person they are interested in forming a relationship with. Seeing someone's facial expressions and body language can quickly form an emotional connection that might take much longer to form over text. It also serves as a personal touchpoint, allowing potential clients to feel as if they know the person on the other side of the screen.

Here is an example of an "author interview" I included in my own recent book: The Short Book Formula. I share it here to serve as an example.

You can then elevate your reader's experience with a seamless transition from the physical book to engaging video content by incorporating a QR code. This innovative feature enables readers to effortlessly access multimedia elements, enriching their understanding and overall enjoyment of your work. Simply scan the QR code, and let the immersive video experience unfold.

Principle #6 Publish it to Amazon

Publishing your book to Amazon is a great way to get your book out into the world without having to go through the traditional publishing route. By using Amazon, you can make your book available to potential readers quickly and easily. Not only does this make it easier for interested prospects to purchase and receive a physical hard copy of your work, but it also eliminates the need to deal with agents and publishers who may not be interested in publishing your work.

Principle #7 Be Clear From The Beginning About Your Intentions

Let the reader know from the beginning that this is an introduction to your services and a conversation starter. And that’s why you wrote the book. Do not shy away from stating this!

Nobody likes “bait and switch.” So, by being upfront with your reader about your goals for the book and what they can expect to get out of it.

Principle #8 Make it direct-response

Direct response describes a form of marketing that is designed to get a response from the recipient. Unlike most marketing, which is typically one-way in the direction, direct response marketing is meant as a two-way “conversation” between the sender and the recipient. Your goal as an author should be to engage with your reader and inspire them to take action. The Short Book Formula is all about getting your readers to take the actions you prescribe.

Register now—your dream clients are waiting on the other side!

Principle #9 Don’t go it alone.

Working with an experienced guide can be incredibly beneficial for those looking to write and publish their book in as little as six weeks.

With us, you will receive personalized attention and guidance to ensure that the book is in your voice, that it resonates with your ideal reader, and most importantly, gives you a positive return on investment.

We understand what it takes to create a successful narrative guaranteed to capture the attention of readers. Furthermore, our marketing services help ensure that your message is spread far and wide so you can start experiencing the rewards of your hard work as soon as possible.

Our Million Dollar Producer Author Program is designed to help you go from start to finish in writing and publishing your book in as little as six weeks.

Conclusion

Crafting a book in just six weeks can seem daunting, but the rewards are well worth the effort, especially for financial advisors looking to attract ideal clients on LinkedIn. By creating a book that showcases your expertise and offering direct-response calls-to-action, you can establish yourself as a thought leader and generate leads, appointments, and revenue from your ideal clients.

This strategy is powerful because it allows you to demonstrate your value to potential clients before they even speak to you. By providing valuable insights and practical advice in your book, you can establish trust and credibility with your audience. And by including calls-to-action, you make it easy for interested LinkedIn connections to take the next step and reach out to you.

Paul G. McManus is an accomplished author and expert in helping financial professionals grow their businesses. With over seven years of experience working exclusively with financial professionals, Paul has helped his clients generate more than $50,000,000 in fees and commissions.

As the author of three books, including The Short Book Formula: A Financial Professional's Guide To Writing A Book In Six Weeks To Attract Ideal Clients, and Million Dollar Producer: The Secret Playbook For Financial Professional's To Land High-Value Clients Using LinkedIn, Paul has become a leading authority for financial professionals on using writing and LinkedIn to attract high-value clients.