Financial Advisor Success Ep 157: Building Your Own Personal Brand To Complement And Not Compete With Your Advisory Firm with Peter Lazaroff
Dec 31, 2019
Peter Lazaroff, Co‑CIO and shareholder at Plancorp, built a personal brand through blogging, newsletters, and a book to grow his practice and speaking calendar. He explains niching content for the right clientele. He covers negotiating brand ownership within a firm, compliance-ready publishing routines, measuring lead ROI, and the discipline and tradeoffs of sustained content creation.
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From Meeting Notes To A $100M Book Of Business
- Peter built a $100M book by turning daily research notes into a weekly email and using networking meetings to collect signups.
- He tracked opens/clicks in Excel, followed up with engaged contacts, and converted relationships into clients over time.
Personal Blog As An Additional Doorway To The Firm
- A personal blog is another independent doorway to the firm, not necessarily competition with the corporate brand.
- Peter used ownership and transparency to align incentives: become a shareholder, publish on the firm blog first, then expand to a personal site.
Use Newsletters To Scale Post-Meeting Follow Up
- Do use email newsletters as a low-friction follow-up after networking and ask to add people to your list at the first meeting.
- Monitor opens/clicks to identify engaged prospects and prioritize outreach to those who consume your content.