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Podcast Transcript

Episode 99, Season 1

Adele Martin discusses marketing and social media you must be using in our advice businesses


Adele Martin: 00:00 And so, that has been our issue for a little while. And what I’ve learned was, and this is a mistake that I make, and I’m happy to admit when I’ve made mistakes so that they’re all just lessons. I thought chucking people at a problem would actually solve the problem. “I’ll just employee blah, I’ll just blah.” Chucking people at a problem does not actually solve it.

Fraser Jack: 00:20 Hello, and welcome to the Goals Based Advice Podcast where I have conversations with pioneers of the new world of financial advice. I’m your host, Fraser Jack. I want to say thank you so much for tuning in today. I’d also like to thank our supporting partner Advice Intelligence for powering this podcast.

If you’re enjoying this show, then please help me spread the word. Find your colleagues that don’t listen to podcasts, and teach them just how you find and listen to your at shows. I would also love it if you could leave me a review on iTunes.

In this episode, I chat with superstar Adele Martin. Back for a second appearance on the show from episode three and now episode 99. We talk about her business marketing, and how she combined her podcast with her Instagram stories to get more clients than she can cope with. Now, she’s working on scaling her business, and was happy to share just so much with us. Let’s hit play on this fast-paced, quick fire episode, jam packed with great ideas for your business.

Welcome to the show, Adele.

Adele Martin: 01:21 Thanks for having me!

Fraser Jack: 01:23 Oh, sorry. I should say welcome back to the show, because you’re on episode three.

Adele Martin: 01:27 I was, so I must’ve done something right for you to have me back again.

Fraser Jack: 01:31 Well, that was 12 months ago. I’m sure a lot’s changed since then.

Adele Martin: 01:34 Yeah. Wow. 12 months. That has gone quick. I think I didn’t have a child last time we spoke, and now I do.

Fraser Jack: 01:40 Yeah. You’re raising a whole new human being.

Adele Martin: 01:43 Yes.

Fraser Jack: 01:45 So last time we spoke, you were working from home, you were location independent, you were growing your business using Facebook group predominantly. What’s changed?

Adele Martin: 01:54 Yeah, still location independent. So, still 100% virtual. So, with clients and also with the team as well. So, what’s changed is how we are finding clients now. How they’re coming to us. So, I think this is the thing with social media stuff moves very, very quickly, and so you have to always making sure you’re changing and adapting.

So since then, the two new strategies which are working very beautifully together is the podcast and Instagram stories. So, the two have worked a little too beautifully. We are now at capacity. We are [inaudible 00:02:23] white list for clients that want to join us because we are at capacity, which is a great problem to have.

Fraser Jack: 02:29 What a wonderful problem to have. Now, so you mentioned Instagram stories and podcasting. Are you still doing the Facebook, or is that something you’ve stopped?

Adele Martin: 02:37 No, I’m still doing the Facebook, so definitely still part of it. I just know that I get ... I think Instagram stories in particular is much more personal. So, whilst it takes a little bit more work because sometimes you have to DM people and stuff, it’s much more relationship based, and that’s where all the eyes I think are going is the Instagram stories. So yeah, that definitely is a key part of it, and the podcast.

So, the other thing that I’m always concerned me about Facebook group, and Instagram for that matter, is that I don’t own that. Whereas, I own the podcast. And so, the podcast I own, I control, and I direct everyone back to the website, which is, again, my real estate [inaudible 00:00:03:11]. I don’t own the social media networks. I’ve always been very cautious about having all my eggs in one basket, and if Facebook changes the rules tomorrow or goes down. So yeah, whilst I still am using Facebook groups, I wanted to make sure I diversify so we reduce that risk if something does change.

Fraser Jack: 03:25 Yeah. This is a really key takeaway, isn’t it? The idea that anytime you use a social media platform, or any platform that’s not necessarily yours, the rules could change, and everything [inaudible 00:03:37].

Adele Martin: 03:38 Exactly. So, that’s one of the reasons why I’m always making sure anyone that joins my Facebook group, we’re getting email information before they join so that I can then [inaudible 00:03:46] to them on emails and stuff as well. So yeah, very, very true. We don’t own Facebook, we don’t own Instagram, so we have to make sure we’ve got other strategies apart from just those two.

Fraser Jack: 03:55 Yeah. Okay. So as you mentioned before, the email address, that’s really important. Tell us about how you get it, and keep it, and store it, and use it.

Adele Martin: 04:03 Yeah. So for me, clients, especially new clients, really are a little bit skeptical of anything on financial advising, or finance industry in general. So, they’ll actually need to hear from you several times. You need to nurture them often before they’ll take the sale. And so, one of the things that ... And I totally understand that. With all the stuff that’s been happening in the Royal commission, you can’t really blame people for being really distressful. So, they’re not often going to see you once and necessarily take action straight away. So, one of the things that I do is make sure we nurture them, and give them some amazing value so they build up that [inaudible 00:04:35] and trust factor.

So, when I do anything, whether it’s something in PR, or whether it’s something on my podcast, or any sort of stuff that I do, that top of the funnel stuff, all that stuff directs them back to my website. So, to AdeleMartin.com. Once on AdeleMartin.com, we talk about joining The Savings Squad. We talk about getting you the lightest money news, about being part of challenges, all that sort of stuff so they join The Savings Squad. I don’t say to Facebook group because that might actually one day change. Maybe it won’t be a Facebook group. We also email them as well as doing other stuff as well. So, I just talk about being The Savings Squad.

They then give me their email address to join The Savings Squad, and then from there we direct them to the Facebook group. On top of that, we also once they’re in the Facebook group, we do a whole [inaudible 00:05:20] of stuff. We direct them to learning modules that are in there. We’re doing regular stuff each week. Taught us Tuesdays. We’re celebrating wins and sharing stuff. So, do lots of stuff inside that Facebook community to get in front of them all the time.

We also four times a year run money master classes, or two to four times a year run money master classes to those guys as well, which then leads them on that financial planning path journey. They then might buy our goals program, My Money Buddy. They then might become financial planning clients and work with us one-on-one. So yeah, that is part of the process.

We’re also along the way, not just making sure they’re getting information inside the Facebook group, they’re also getting information via our email. So, we send out at least a monthly newsletter. We do not call it a newsletter. No one wants to open your newsletter. No one cares about your newsletter. We spend a lot of time on the subject heading, making sure it’s something that they actually want to click and open. Spending time on the subject heading is as important as the email body itself. Otherwise, people won’t open it.

So yeah, we spend ... Our open rate since we’ve implemented that strategy have gone from 20% through to 40, 50%, and that’s something that we’ve worked on really hard is our newsletter. Because if it’s a good newsletter, people will actually read it, but don’t call it a newsletter because people switched off. Everyone does it. Call it something exciting. Change the subject heading, and make it something that people want to read.

Fraser Jack: 06:37 So then, not the newsletter. Now, you mentioned a few different ideas of Savings Squad, Money Buddy. You’ve got these names for them. What are they, and [crosstalk 00:06:45] ... Yeah, yeah. So, start with what are they?

Adele Martin: 06:47 Yeah, yeah. Good question. So, I’ve got three elements to our business. We’ve got the stuff where people are sort of wanting to know a little bit more about us. That’s our free offering. That’s The Savings Squad Facebook group, and then also the podcast which launched a year or under a year ago. So, the two sort of work jointly together, so that’s The Savings Squad people. that’s the free stuff.

And then, maybe once they’ve gotten to know us a little bit, they then become one of our money buddies. So, our My Money Buddy program is a self-paced program where you get educated around budgeting, and goal setting, and we have a private Facebook community, and we use some software to track their expenses and stuff as well. So, we use, yeah, so we do all that inside there.

And then, the third one is we have our financial planning clients. My Money Independence program where they work with us long-term towards that financial independence. And so, that’s where they work with us one-on-one. So, I’ve got those three offerings.

Now, sometimes people come straight into they might see me once and buy my money buddies off the website. Hear me once on something and it resonated with them. And so, we often will have people buying from the website without me to have to ever talk to them, or them being in The Savings Squad, or anything like that. They’ve just heard me [inaudible 00:08:01] straight away.

Sometimes, too, people go straight into the financial planning one-on-one. They know that they actually don’t want to do anything themselves. They don’t have the time, energy, discipline, and they want to work one-on-one. So, sometimes people come straight in there as well. So yeah, it’s just a matter of knowing where the client is at, and what’s best going to serve them. But typically, people would see me for a little bit, then they would come on that little journey, My Money Buddy and then financial planning.

Fraser Jack: 08:29 Yeah, so fantastic little journey towards your key product, which is your financial planning clients. But this stepping stone product where the Money Buddy actually preparing them, getting themselves ready. That’s an online course that you created?

Adele Martin: 08:43 Yes, it is. So, the My Money Buddy, what I’ve also love about as well is not just does it help them, it also means that they’re very financial planning ready. So, all the data and stuff is already entered, so they can enter their super, they can enter their house values, their income and expenses, tracking all that sort of stuff. So, by the time they come to us, a lot of that legwork’s already been done. So, it cuts down a little bit of time, and that back and forth, and data collection. So, it is a lot easier by the time they become financial planning clients when you’ve done that middle bit as well.

Fraser Jack: 08:43 Yeah, and you do some goal setting in that course?

Adele Martin: 09:15 Yeah, we do. So, I speak about it’s not about budgeting because millennials don’t want a budget. They don’t want anyone telling them they have to budget, and they want to live this Instagram sort of lifestyle. And so, they don’t want to budget. So, I’ve actually that’s a mistake that I made early on is I was using all this language around budgeting, saving, and stuff like that. Nobody cares about that. They care about the [inaudible 00:09:33] and the goal.

And so now, my language and stuff is much around it’s more we construct new goals and goal setting. And so, yeah, so we speak about how do you set goals, and making sure they’re aligned with your values, and things like that. And then, helping them track towards those goals. So, maybe it’s saving for a wedding, or maybe it’s renovations, or a new house, or whatever. So yeah, that’s all part of that program.

Now, if they’re wanting to know can I afford to, what if we do this, and all those more detailed questions, and wanting someone to bounce it, and projection and stuff, that’s when they need to see us financial planning. But often it’s just cashflow stuff. They just want to know if they can afford a $10,000 holiday or that sort of stuff, and they can do that themselves in the My Money Buddy program.

Fraser Jack: 10:16 Fantastic. And how many, you said it’s self-directed, but how many hours of content is it?

Adele Martin: 10:20 So, we have five modules that they go through. Each module has probably four or five little videos that go for about three minutes each. And then, there might be some new templates, and spreadsheets, and stuff attached to those modules as well. So yeah, we’ve delivered it through a program called Teachable. So, we are doing a whole review of all our technology, so I don’t know whether we’ll be still using Teachable going forward. There’s definitely some other plays and stuff on the market that we’re looking at now. So, we’re doing a whole technology review at the moment.

Fraser Jack: 10:52 Fantastic. Okay. So, that’s the products. We’ve got that products sorted. Now, let’s go back to the marketing scenario where you’re directing people towards your product. Tell me about the podcast. I think you do that fortnightly, is that right?

Adele Martin: 11:01 Yeah, so we do it fortnightly, and that for me has been super fun. It’s a way rather than having to do everything one-on-one with people, I’m always about how can I deliver more value, but not also exhaust myself at the same time. So where possible, I always look at one to many, which is what the podcast lets us do.

So, the podcast is we’ve seen huge growth. A couple years ago I think on I saw this podcast train taking off, and I knew it was going to be big here in Australia. So, it was something that was on my to-do list, and yeah. I’m super glad that I’ve done it because it’s been so many benefits. Apart from the fact that I actually really love doing it. The other benefits are that these clients listen to it all. And so, by the time they come and see me, they’ve listened to me speak for 26 hours, and it’s a very, very intimate.

So, they often will binge it. They tell me it’s like Netflix. “I listened to it all at once.” So, by the time they come and see me, they already feel like they know me. They already know how we work and operate, and I’m getting my sales have gone through the roof because I’m getting the type of clients that suit me, and that we work really well with. So yeah, it’s been great from that point of view.

It’s also been great from if I speak at different events, and someone wants a question around how to invest in their kids, or self-made superfunds, or whatever, or I get a DM on Instagram about something, I can send them the episode where we spoke to the mortgage broker, I can send them the episode where we ... It’s just been so good to cut down the amount of time. So, it let’s me if I had those conversations with Instagram stories, or Facebook messenger, or wherever, I can just send them links and they can listen to it.

So, it’s been really good from a prospecting point of view to help educate my clients. I can just send them certain episodes. One of the questions we get asked all the time is, “How do I pick a superfund?” I can send them that episode. Or “Do I need private health insurance?” I can send them that episode. So, that’s been really good from that point of view.

And then, the other thing is for our existing clients as well it’s a way for you to keep in contact with them is that podcast and stuff as well. So yeah, for me it’s been grateful, new clients for reducing the amount of work they’ll have to do. But also, just super fun. And also, you can be a bit strategic with the people that you get on. You’re now getting in front of their audience as well. And so, they’re sharing it on their stories, on their Facebook to their audience. And so, you’re getting new followers and stuff because it’s going out. So, if you’ve been a bit strategic with who you get on, that can help as well.

Fraser Jack: 13:16 So, you’re talking about a lot of different topics and subjects. Are you talking to some of your group, your financial planning clients, or Money Buddy?

Adele Martin: 13:24 Yeah. I’ve had one of my clients on there. And that’s one of the things that I do really well in Instagram stories, and also I’ve done on the podcast, is I want to make my clients the rock stars. I want them to be the superstars. I want to promote them and their wins as much as possible. So, especially when they’re in business. So because for me, a lot of my clients that I work with have small businesses, particularly some of the women have these side hustles that they’ve got. I want to be able to promote them and help them as much as possible.

But also, if they’re celebrating their wins, I want to congratulate them. They don’t pay off 12 grands worth of credit card debt, or I’ve got one at the moment 100 grands worth. You don’t do that without some work and some sacrifice. And so, to be able to celebrate and acknowledge that, with their permission of course, I think making them the rock stars, I think they love it, their friends community love it, other people see it’s real. And so yeah, I’ve had one of our clients on the podcast, which has been great talking about side hustles, and that’s definitely something that I’ve got a couple more clients lined up that I’d love to have on the podcast as well.

Fraser Jack: 14:18 Yeah. I see it as a wonderful way because of course they’re going to come on it, they’re going to be the rock star, they’re going to share, aren’t they? With their community. And it’s just it’s continually promoting their achievement with your help.

Adele Martin: 14:29 Yes. No, it has been, yeah, really, really great to be able to do that. And then, for them to share it. And yeah, it just feels good. It send warm fuzzies. You feel good, they feel good. And so, yeah, it’s just, yeah, really making them the star because they are. They’re the ones that are kicking the goals, doing the work. We just help support them. So yeah, it has been fun, and I’ve definitely got a few more lined up for next year that we want to get on.

Fraser Jack: 14:52 Yeah, I definitely think podcasting is a wonderful thing for financial planners and advisers to do. And part of that is regularly, you’re fortnightly, you’re 12 months in as well. Congratulations.

Adele Martin: 15:03 Yup. Thank you.

Fraser Jack: 15:04 And so, tell us about how much time it takes, and what it’s like to just commit to that all the time.

Adele Martin: 15:09 Yeah. So initially, I wanted to do weekly, and then when I actually I thought about it, I thought that seems like actually a lot of work weekly. So, the other thing that I ... So, that was probably one thing to make sure you could commit to it to do it fortnightly.

The other thing is I don’t want to have to do all the technology. I know some of the other advisors love that technology stuff. I just could not care less about it. So, I wanted to find someone. All I do is record it and that’s it. And so, somebody else does the rest of it. Now, that actually is done fairly cost-effectively. I think it’s a couple hundred bucks an episode. They put it on to iTunes, they put it onto Spotify, all that sort of stuff. They take it, they edit. I have to tell them where to edit it. They don’t sort of have that financial planning background to understand where to edit and stuff. Most of my stuff I do pretty raw and I don’t edit anyway. So, unless there’s a title summing stuff up.

I think the first person I interviewed had about 40 swear words, so because I had to edit that because when I went under the category of no swearing so that you can have a few [inaudible 00:16:03] so that you [inaudible 00:16:07] you’ve got some ready to go. So yeah, it definitely takes some process and procedures to do it right. But now, we have good systems now for it. So, we’re ahead.

The other thing I’ve done is starting to have some full episodes. So, next year thinking about what I might change, what I do differently. I think I’m actually going to keep the episodes much shorter. So next year, we’re going to keep them to shorter. So whilst I could talk for 45 minutes, an hour, I want to mix up the episode and have more short episodes. Because what I’ve observed from the statistics, they’re the ones that actually people listen to more. And so, people want those 12 minute ones. They’re in the car, they’re on the commute dropping the kids to school. They want that sort of bite-sized one. So yeah, that’s where we’re looking to do a little bit of relaunch next year and changing things slightly with it.

Fraser Jack: 16:48 Yeah. It’s kind of different for different people, isn’t it? But I think at the end of the day, you just do what works for you, and you try different things, and sometimes that works and sometimes it doesn’t. And at the end of the day, as long as you keep producing, or keep that consistency of them coming out, you’re going to end up with a huge bank of knowledge and information that you can share.

Adele Martin: 17:05 So, if you want to do weekly, great. If you want to do monthly. The other thing you could do is a series. So, I know a few people not in financial planning basically just do a series. Commit to one series, two series, and just do a few throughout the year. So, you’re going to do what works for you, your business, your lifestyle. But yeah, there’s been huge, huge growth in podcasts. So, I think I saw a stat the other day that 10% of Australians listen to podcasts every month. I think it might be even higher than that now. I read something that 22% listen to it.

Fraser Jack: 17:32 Yes. So, it’s not just great for those who are listening now, but that’s just before ... It’s great to have a bank of information there. In the past, people will come in at two years from now, and then all of a sudden go back and listen to a whole lot of episodes that you did in the past. And all that content’s just still available, which is great.

Adele Martin: 17:48 Yes. Yep.

Fraser Jack: 17:49 Now, you piggyback that with Instagram stories. How does that work?

Adele Martin: 17:54 Yeah. So, Instagram stories, for those that may not know, is it basically is you putting a post up, but it disappears after 24 hours. So, it only last 24 hours. So, they sort of borrowed it from SnapChat. So, it’s become very, very popular on Instagram. And yes, people like the idea of, oh, they have to watch it. Because if they don’t watch it, it goes. And so, yeah, that Instagram stories really works well with people because they have to watch it.

So, if you put something on your Facebook page, well, I could get to it at some point they might get to it, or your Instagram page they might get to it. This story, they have to watch it or it goes. So for me, it almost becomes like a reality TV show is how I feel with some of the ones that I watch. So, the ones that do Instagram stories really well, it’s like you feel like you know them. You feel like you’re checking in. You know what’s happening in their life. It’s not a [inaudible 00:18:42] promotion. So, the ones that I see do it badly is promo, promo, promo. That for me is not the purpose of Instagram stories. It’s to build up and to develop that relationship. So, it’s very much an intimate setting. It’s a relationship.

So yeah, we’ve got some strategies that we do with Instagram stories. So, it’s not just me eating my lunch or anything boring like that. Nobody cares about what you had for breakfast. So, I can give you some of the ones that we’ve shared that has had the most traction if you like.

Fraser Jack: 19:07 Yeah, that’d be great. I’d love to hear about the strategy, and how you put that together, and how do you set that up for the month ahead, and all that stuff.

Adele Martin: 19:14 Yeah. So, with all of our social media, we try and plan it a month ahead. Doesn’t always work, but that’s the plan is to try and do it a month ahead. So, my way I work best is just to do a big brain dump. I don’t want to have to be making stuff pretty in camp, or anything like that. So, I do a big brain dump on a Google spreadsheet, and then my team go in, take my idea, and polish it up. And so yeah, that’s how we’ve sort of worked best with it.

And so, you can actually, on Instagram, you can schedule the stories and posts using Planoly. So, Planoly is the way you can do on the Instagram stories so you can plan it out like that. I don’t always use Planoly for stories. I just often just do them on the fly live. So, some of the ones ...

So, after I’m done that big brain dump, I know exactly what I need to post for this day. So, I try to also think when I’m posting what’s coming up? Is there financial planning week? Is it Christmas? What sort of theme? And so, we try and keep it like that as well. Try and keep it as much topical. And then, it might be the reserved bank meeting on Tuesdays or whatever. So, we try and keep all that sort of stuff [inaudible 00:20:15]. So, I think ahead, look at the calendar ahead. International women’s day’s another one. All that sort of stuff just to see what might be coming up. We could give something more relevant.

And then, some of the stuff that’s had the best sort of traction on Instagram to help story, to help build up that stuff is the best one was I shared the favorite tool that I use with clients. So, we all have tools. Maybe it’s a spreadsheet, maybe it’s a software program. What is a tool that you use with clients? That was one of the ones that got the most traction.

I also shared my first client story. So, I shared what it was like when I was quite young, that those clients story. What worked, what didn’t work, what I’d do differently. I also shared personal goals that I’m working on as well. So, it is building up that very much that intimacy.

Work With Me Wednesday, if had more time, would love to do that every Wednesday because I’ve got heaps of messages around Work With Me Wednesday. They loved seeing what I did on a Wednesday. Dropping my son Eddie off at daycare, and then setting up the day virtually, and then some of the client stuff I was working on. So yeah, and some of the stuff we’re doing to improve some of our goal setting stuff. So yeah, that Work With Me Wednesday I got lots of positive responses from that.

We also what I love about Instagram is just engaging and interacting on Instagram stories. So, I’ll often do a ask me anything. And so, I’ll then take some of the questions and maybe do a little video or something from it as well. I also like to do things like you can do polls, you can do this versus that. So, I’ve had cash versus AfterPay, and they vote on what they want. I had Sydney versus Melbourne, or shares versus property, and it gets people to engage and vote.

And so yeah, that’s the stuff that’s been working. Sharing client wins is another one as well because you can tag the client on the Instagram stories. Sharing our retain or ritual that we do every week in the business. So, I talk about our team huddles that we do every day, and I took a little screenshot of the team huddle. So yeah, that’s the sort of stuff that you can do. It’s not around what income protection insurances. We definitely do little bits of tech stuff, but the large majority is around building that trust so they know that you’re a real person, and sharing some of the amazing results and wins that our clients have.

Fraser Jack: 22:25 So, really treating people like they’re part of the family, or part of the business, or part of the conversation every day. Essentially, as you said, it doesn’t have to be a lot. It’s just like you said, this is how we do our team huddles, or whatever it might be, or this behind the scenes stuff seems to be quite popular in a lot of different genres that we look at. Lot of people think, oh, that’s how it works, or that’s how somebody does that thing. And it’s just they kind of feel like they’re part of the team, or when they do join as a client they know what’s happening.

Adele Martin: 22:57 Yeah, exactly. And so yeah, I always think what do I look at? Where is my attention going? Because that’s what we should be doing in financial planning. So, who am I following and what are they doing, and can we bring more of that into the financial planning world?

Fraser Jack: 23:11 And do you often ask, like when you said you do polls, are you asking this or that, but in a question format, do you want me to answer this question or that question?

Adele Martin: 23:20 No. The one I did was actually with pictures. So I did a little thing where they could click on these picture or click on the other picture. And so, it could say 80% of people thought that one, or 20% of people ... and yeah. So, those people like to know, “Oh, I wonder how this answered this. I wonder how they answered this.” So, people want to do the quiz because they want know how everyone else answered. So yeah, that sort of stuff. But we do do questions, which is how much ... maybe it’s something about a gender pay gap. What is a gender pay gap? Either this much, this much, and this much, and they can select the one, and then it’ll tell them what the correct answer is.

So yeah, Instagram is constantly bringing out story features, [inaudible 00:24:02] features. So, polls, and quizzes, and stuff all the time. So, that’s one of the other things. Make sure your Instagram app is constantly updated because if it’s not updated, you might be missing out on some of the extra features. Because sometimes they’ll say, “Oh, I can’t do that.” And I’m like, “Well, you need to update your app.” So, make sure you update your app because they’re constantly improving stuff.

Fraser Jack: 24:18 So, off the back of these stories, you’re posting stories. People are sharing them and commenting on them. Are they commenting in a public zone, or directly with you?

Adele Martin: 24:27 Often directly with me, but sometimes I do share it. And so, if it’s something, so if they do share it, then that is actually where one of the influencers that I work with, she shared a story, and from that story I actually had two clients then join My Money Buddy. So, it was a story that wasn’t really related to gender pay gap. It was about super balances. It wasn’t really related to budgeting. It was about super balances, and how women’s super balances behind, and all that sort of stuff. I’ve showed people where the average Australian super balance is, and so they could see where theirs is.

So, that must’ve sparked something in people for them to go, “Oh, I need to do something about my own situation. Not just super, but my own situation,” even though super was the initial trigger. And so, we had two My Money Buddies off the back of that. And that was just a post. So yeah, it definitely other people sharing it, if it’s the right person and their audience trusts them then to make that sort of recommendation, then they can definitely turn to the clients very quickly.

Fraser Jack: 25:29 So, tell me about ... This is obviously working. You’re getting plenty of, more than you can handle, new leads coming in just between these two. How much time do you spend really between The Savings Squad, the free Facebook group, the podcast, and the Instagram stories? What is your day or week look like when you talk about how much time you spend on it?

Adele Martin: 25:49 Well, what’s good about having a baby is that you get super efficient. So at the moment now, I have three days a week where I can dedicate to this. I would set the team up for the day. We have a little huddle, and then I have my creative time for an hour or two. In that creative time, we’re doing all this sort of podcasting stuff, or community management, Instagram stories, that sort of stuff. And then, in the afternoon I would have anywhere from two to three client appointments. So, that is a typical day, and that is, yeah.

And so, yeah, eventually our biggest issue at the moment is being able to get the work done once a client comes on board. And so, that has been our issue for a little while. And what I’ve learned was, and this is a mistake that I make, and I’m happy to admit when I’ve make mistakes so that they’re all just lessons. I thought chucking people at a problem would actually solve the problem. “I’ll just employee blah. I’ll just blah.” Chucking people at a problem does not actually solve it. So, that is something that I have had to come to.

I have now taken a step back, really worked on our system and processes using a system called Monday. So, Monday is a task management system, which is much more adaptive. It lets you put in external contractors, and power planning, and so all updates get done on this for each client rather than it’s not getting lost in email, and who knows where stuff’s up to. So, we’re doing that, and that is definitely working.

We’ve also pulled apart all our meetings to make sure that we are running the same sort of meetings each time. Standard questions, standard stuff the client needs to get to us each time so that we have more consistencies, or making sure we’re getting the data and all the data capturing in early so we don’t get to SOA stage and are missing stuff. So, we’ve done a big pick apart of our processes, and that definitely is helping now which is great. And so yeah, that’s definitely helping now.

But we are doing a full technology review just to make sure we’re using our technology as efficiently as we can because we do have a lot of it. Not only that, but there is new stuff that comes out all the time. So, are we still using the most current ones? Is there something else that we can move to? For example, we’ve had Infusionsoft for a few years, and I know now there’s definitely other players that might have some more merit than Infusionsoft.

Fraser Jack: 28:07 Yep. And now, so a good sort of three days a week you mentioned of your time. But you’ve got other planners, haven’t you, in the group.

Adele Martin: 28:07 I do.

Fraser Jack: 28:18 Yeah. So, when it comes to your financial planning clients, you’re doing a lot of that upfront work for the marketing of the business, and new clients coming in. And you’ve got another plan, but it’s just full-time on the planning clients?

Adele Martin: 28:29 Yeah. So, he works on the planning clients, but also on some of our existing clients on getting the work to the power planning team, and that compliance sort of role. Yeah. Eventually what I would love to be able to do is have individual coaches or advisors that work with each specialty. I’d love to have someone that works with our small business clients, and I’d love to have someone that works with our families, and how those their specialties where they might initially come to me, but then they work with their specialist coach. So yeah, that is what we’re planning, and what we’d love to be able to move to that.

Fraser Jack: 29:02 Fantastic. Thank you. Now, while you’ve been very helpful, I appreciate it. Now, which is what you do because you’re such a helpful person. You’ve just won an award recently, haven’t you?

Adele Martin: 29:11 I have.

Fraser Jack: 29:11 [crosstalk 00:29:11] such a helpful marketing person.

Adele Martin: 29:15 Yeah. I was very, yeah, a little bit shocked to have won the XY Community Award, The Brain’s Trust Award. Yeah, for marketing, which now I was, yeah, I was like wow, that’s amazing. But yeah, for me marketing is just all around education. If we can educate potential clients more, then that will get advice. And we all know, you can only drive this together, and we all know how much better off clients are from having worked with us. We know all the stories. We just need to be louder than all the newspapers out there sprouting all the bad stuff. We need to be louder and share. Be louder than the Royal Commission. Share all our stories. All use social better. And so, if we can do that, if we can have more education, then we’ll be able to help more Australians get advice.

Fraser Jack: 29:59 Yeah. Couldn’t agree more. Now tell me, speaking of helping you, you also did a bit of work with financial advisors and licensees as well?

Adele Martin: 30:06 Yeah, so I’ve got a couple of people, a couple of ways that’ll help people. One is mentoring one-on-one, which I’m not currently taking any clients for that at the moment. So, I have a small people that, one or two advisors I can work with one-on-one. That is all currently closed. But the best way that I can support people is through working with dealer groups. So, dealer groups or fund managers. So, there’s a couple of ways that I’ve done that is speaking events and things like that. Workshops. The problem I find with that is that people actually don’t implement something. They listen to you, but actually don’t take it away and implement. So, I’m working with a couple of secret projects at the moment where we’re actually going to be able to help people implement the stuff.

Sorry, it’s not just about becoming a conference junkie, and coming to a conference, and getting excited and pumped up. But then, after you’re going back you’re not doing anything. So, I’m working with a couple of people at the moment. A couple of, can’t say anything too much, but to hopefully help people be able to implement this stuff rather than just getting the information. Because giving information doesn’t help anyone unless you actually apply it. So, I’ve got some stuff coming up which I hopefully can share in the new year.

Fraser Jack: 31:11 Yeah, you’re absolutely right. Giving information just helps with the motivation, but the actual how, and that’s the scary part for a lot of people, the how. Where do you start? What’s the actual thing that you do? How do you hit play? How do you hit record? How do you hit all these things and make it work? So, congratulations on doing that. I can’t wait to see when that comes up.

Adele Martin: 31:30 Yeah, thank you. And so for me, it’s also about I know most advisors at the time for it how we can utilize our team both here and offshore to get this stuff done quickly and cost-effectively without being more time and more burden on the advisor. So, I’m very, very conscious of that, and said that’s what this program also had to be is around how we can train our team to be able to help us with it rather than go to any advisor with more stuff to do.

Fraser Jack: 31:52 Well, I’m looking forward to when this is not a secret anymore. So, I can’t wait. Now, I just wanted to touch on the fact that you’re producing all this content, and we’ve spoken a lot about how it’s for marketing and bringing new clients in, but how does your existing clients engage with your podcast and your Instagram stories?

Adele Martin: 32:10 Yeah. So, I was actually quite surprised. Eventually, I always did it as a client attraction, but it also helps us with retention as well. So, it was this year that I actually got featured on the project from the Instagram stories. So, they actually saw me on Instagram, and they rang me, the project rang me, and I was able to go on and talk about first time buyers, and some of the changes that was happening. That, then all my clients shared that story on Facebook or Instagram. “This is my advisor.” They took screenshots of it, of the program, and shared it.

And so for me, it sort of helped build my credibility up, and reinforced that with my current clients. And so, that for me was a massive bonus from some of these social [inaudible 00:32:48] is that, yeah, definitely helps with your current clients. And also, [inaudible 00:32:53] I had with clients, they sometimes repeat back stuff I’ve said in videos. And so, I talk about having a money date, and treating money like your best friend. And I’ve never done that in a financial planning one-on-one meeting with this client, but they knew all that. So, they have been listening, they have been paying attention. So, it’s a way for you to keep in contact with them between your appointments as well.

Fraser Jack: 33:14 I heard a really good phrase the other day about having a conversation with your partner. What it was called, talking money with your honey.

Adele Martin: 33:21 Oh, very good. That’s good. I love that. Talking money with your honey. Yeah. Very good.

Fraser Jack: 33:25 Yeah, it’s quite clever, isn’t it?

Adele Martin: 33:26 Yeah.

Fraser Jack: 33:27 So, one of the things I wanted to ask you is what are the big things for you next year? 2020. We’re starting a new decade. What are the things that you’ll be focusing on in 2020?

Adele Martin: 33:40 Yeah. So, 2020 I am focusing on how we scale My Money Buddy. So, how we can get that in front of more people. I have a couple of things coming up. Again, I can’t really say. A couple of pitches, and so hopefully they go well. But a couple of things I’m working on to get My Money Buddy in front of more people. So, that is our one to many programs. That’s what I can scale without heaps of labor intensive, and I can really have an impact and help more people that might not necessarily be able to afford to see a financial advisor one-on-one, or that don’t trust them, or that are too embarrassed, they want to do with themselves, or whatever. So, that becomes a good stepping stone. So yeah, concentrate on scaling that. Some big things working on there.

And yeah, that’s my big focus for next year is that. And again, on processes and systems during our tape review. Getting it so that if I’m not there, everything still happens. And so yeah, we’ve worked hard on that, and we’re probably 90% of the way through it. We just got a little bit of polishing up to do with the tech review next year, but that’s what we’re concentrating on on next year is that sort of process. But yeah, My Money Buddy, very passionate about that, and passionate about getting that in front of more people.

Fraser Jack: 34:49 Yeah, that’s a great focus to have. Making sure that, again, you build it, you get the systems and processes in place, and you can scale the heck out of it. You can just bring more and more people on. It’s fantastic. Congratulations on that. What are your big tips for advisors in 2020? What do you think the main thing that advisors need to focus on in 2020 is?

Adele Martin: 35:10 Firstly, watch the language that they use and stop complaining. So, what you tell yourself affects how you feel, which affects the actions that you take, which affect results. So, I am constantly hearing advisers say, “It’s so hard. It’s so hard. The Royal Commission. I can’t [inaudible 00:35:25] ...” Just stop saying it. Stop saying it, stop saying it, stop saying it. So, if you keep saying something, is it like this, you know when you buy a red car and all of a sudden everyone has a red car? If you keep complaining, that’s all you’re focused on and that’s all you’ll be able to see, and you’ll be filtering out half of the amazing opportunities that are out there. So, watch your language, stop complaining, and actually be really thankful for the amazing role that we get to play in clients’ lives.

So, there’s very few professions that get to have the impact that we have. We don’t have to drive a truck in the mine every day. We don’t have to stand on our feet every day. We get to be in air conditioning, and help people achieve their goals. So, I think we should take a step back. And yes, there’s all that noise and whatever’s happening, but feel really lucky and blessed for that, for the role that we get to have.

The other thing I think we need to do is first not be thinking everything has to be perfect. So, I’m a big, big fan of a phrase, and I use this over and over with my clients and my team, progress not perfection. Yes, you’re going to do your first podcast, your first Instagram story, and it’s going to be terrible. Who cares. I use this analogy my son is learning to walk at the moment, and if he falls over five times, well first time he fall over if he never started to walk again he’s never going to learn to walk. Part of learning something is actually falling over, and stumbling, and getting better. And so otherwise, none of us would be walking. We’d all be still sitting.

So, the same thing happens with if you’re trying Instagram stories, if you’re trying podcasts, whatever it is, you’re not going to be a mastered at it first time just like you weren’t a master when you first tried to walk. And so, big fan of progress not perfection. So yeah, that would be my tips. Don’t wait for it to be perfect, just go. And then, watch your language. Be very, very careful of the language that you’re using. [inaudible 00:37:14] internally what you say to yourself, but also out loud with your team, with your partner and stuff as well.

Fraser Jack: 37:19 Absolute words of wisdom. Thank you, Adele Martin. [crosstalk 00:37:22] Again, legendary. Yeah. The reticular activation system I think they call it was exactly right. You get what you focus on. And yeah, you’re quite right. We’ve both put out plenty of podcast episodes, and then gone back and cringed at them later. But you know what? Other people say they were great and enjoyed them, so it’s fantastic.

Adele Martin: 37:41 And who cares. If people don’t like your stories, like your videos, tell them not to watch it. Who cares?

Fraser Jack: 37:46 Like you said before, you’re self-selecting, aren’t you? You get people that are listening that actually want to enjoy listening to your voice, or want to meet you, or get used to your style, or whatever it might be. So, when they do finally meet you, they actually like you rather than having to win that battle again.

Adele Martin: 38:01 Exactly. Yeah.

Fraser Jack: 38:02 Well, thank you so much for coming on the show. I really, really appreciate all your words of wisdom. Some amazing stuff there with the Facebook, sorry, the Instagram stories. Again, with Facebook, but also the podcast. I’m really proud of what you’ve done with that podcast, and I’m really glad that your listeners are engaging with it. So, congratulations.

Adele Martin: 38:21 Aw, thank you, and thank you for having me. Always happy to have a chat.

Fraser Jack: 38:24 Well, let’s do it again sometime.

Adele Martin: 38:25 Yeah.

Fraser Jack: 38:26 Let’s not wait a year.

Adele Martin: 38:27 No, let’s do it again. Excellent. Sounds good.

Fraser Jack: 38:31 All right, thanks Adele.

Adele Martin: 38:32 Okay, thanks.

Fraser Jack: 38:33 Bye.

Adele Martin: 38:35 If you haven’t already, I’d love you to subscribe to the podcast on your podcast platform of choice. And to continue the conversation, head over to our social media channels. We’ll catch you next time.





Disclaimer: This document is a transcription obtained through a third party. There is no claim to accuracy on the content provided in this document, and divergence from the audio file are to be expected. As a transcription, this is not a legal document in itself, and should not be considered binding to advice intelligence, but merely a convenience for reference.