Driving Business Success, One Relationship at a Time
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Editor’s note: This article is part of the Gold Quill spotlight series, highlighting award-winning communication projects recognized for their strategic excellence and measurable results.
With over 800 of the nation’s top advisors in their network, Advisors Excel, an independent marketing organization, knows its clients are some of the most sought-after in the industry. This means Advisors Excel is constantly striving to partner with advisors in a way that no other organization can match, provide financial products and platforms, services, and personalized coaching. As a result, the Advisors Excel team acts as an extension of the advisors’ offices assisting with back office and marketing needs, including time-tested strategies, turnkey and custom marketing solutions, and an unending stream of ideas and best practices.
When looking to strengthen ties with one of its elite financial advisors, Advisors Excel aimed to do much more than forge another business relationship. The office wanted to show him something extraordinary, a deep understanding of his challenges paired with a unique, actionable plan to help him succeed. The result was “Make It Worth the Trip,” a personalized booklet demonstrating Advisors Excel’s commitment to addressing the advisor’s specific needs and walking beside him every step.
Understanding the Road Ahead
Running and growing a small business in the competitive Kansas City market is no easy life, especially for an independent financial advisor like Advisors Excel’s client. After an in-depth conversation, Advisors Excel identified three primary hurdles:
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Maximizing brand presence: The advisor aspired to establish himself as the go-to financial advisor in his area while amplifying his influence and reach.
- Building the right team: Finding and hiring skilled, reliable talent without adding lengthy, resource-heavy processes to his plate was a top priority.
- Scaling and succession planning: The advisor was adamant about building a sustainable business that left a lasting legacy for his children to inherit.
Advisors Excel didn’t stop at acknowledging these pain points. It set out to craft a personalized plan showing the advisor exactly how his goals could be achieved, with Advisors Excel as his guide.
A Unique Solution for a Unique Advisor
The “Make It Worth the Trip” booklet wasn’t a one-size-fits-all approach. It was a personalized roadmap designed to speak directly to who the advisor is — not just as a business owner, but as an individual. Advisors Excel channeled his passion for RVs into the booklet’s design and messaging to make an immediate and personal connection. However, the real impact came from the content itself.
Each section of the booklet outlined clear, actionable steps to solve the advisor’s challenges. From detailed strategies to increase his brand presence in Kansas City to innovative approaches for hiring and training, every piece of advice was tailored to his business. Along with these steps, the booklet underscored Advisors Excel’s promise to be by his side, offering support and expertise at every turn.
Ultimately, the Advisors Excel team wanted the advisor to understand the project wasn’t just about giving advice. It was about showing that Advisors Excel truly understood his struggles and had a step-by-step plan to help him overcome them.
A Meaningful Destination
The booklet delivered on its promises and achieved every one of its objectives. It showcased Advisors Excel’s extensive industry knowledge and marketing expertise, emphasized the strategic partnership between the advisor and Advisors Excel, and reinforced trust through personal touches that made a large organization feel approachable and invested.
The personalized content and strategic roadmap didn’t just resonate; it strengthened the bond between the advisor and Advisors Excel. They have remained an active and enthusiastic member of the Advisors Excel community, working with the firm’s creative team on multiple projects throughout the year. This ongoing collaboration is a testament to the trust and engagement cultivated by the original initiative.
The creative team received glowing feedback from the advisor who remarked, “Appreciate all your help, seriously!” The strategic actions outlined in the booklet have since helped propel the advisor’s business to new heights. Shortly after he was inducted into the Advisors Excel Hall of Fame, the highest level of recognition honoring those who’ve done at least $100 million in production. As a result, he has laid a solid foundation for the legacy he wants to achieve.
The Journey, Not Just the Destination
At a time when advisors are inundated with offers and distractions, “Make It Worth the Trip” proved that personalized communication and actionable support can break through the noise. Advisors Excel didn’t just tell the advisor that it understood his challenges; it showed him with a clear plan of action and the promise of an unrivaled partnership.
For Advisors Excel, this project was a testament to its mission of helping good financial advisors grow into great business owners while strengthening personal connections along the way.
The success of “Make It Worth the Trip” underscores the value of relationship-building in financial services or any client-facing industry. It’s not just about offering products or services; it’s about becoming a trusted partner who truly understands clients’ needs and is willing to help carve a path toward their ambitions. When that kind of care and dedication is offered, clients know one thing for sure — this is a partner who will go the extra mile to do the right thing and ensure the client never stops growing.