In their classic marketing book The 22 Immutable Laws of Marketing, Al Ries and Jack Trout declared: 

“Be first. If you can’t be first, create a new category in which you can be first.”

Today in business—and especially in financial services or insurance—if you can’t be the biggest advisor in your community, be the first advisor in your category—the one your specific target market thinks of immediately when they need the help you provide. 

Unfortunately, too many advisors are the best-kept secret in their community. And the one thing you don’t want to be is invisible. 

The “Invisible Advisor” Problem

I can’t tell you how many times I’ve looked at an advisor’s presence online while preparing for a conversation with him or her only to find… nothing. 

• No website. 
• No distinguishable presence on LinkedIn or Facebook. 
• Maybe a half-completed profile with a blurry selfie (if there’s even a photo at all). 
• A generic title like “Financial Advisor” or “Wealth Manager” with no unique message. 
• Contact information that’s incomplete or hard to find. 
• A network of 43 connections 

And they’re wondering why their phone isn’t ringing and why their calendar isn’t filling up. 

Let me be clear: You can be successful without an online presence. Many veteran advisors have built thriving practices through referrals and in-person networking. But here’s the reality of today’s marketplace: 

Prospects Confirm Their Decision Online

It’s rare that clients who are thinking about hiring an advisor will find you because of your website or LinkedIn or Facebook profile. 

👉 But when someone hears about you—or meets you—the first thing they do is look you up online.

Studies show that this is true for just about everyone these days, from Boomers to Gen Z. If they don’t find you—or worse, if what they find is generic or unprofessional—the likelihood that they’ll make (or keep) an appointment with you drops dramatically. 

Your online presence isn’t about getting found by strangers—it’s about confirming credibility when people are already considering you. And it either reinforces your credibility or raises doubts before you ever get the chance to speak. 

5 Steps to Stop Being Invisible

If you’re not getting enough new appointments or introductions, fixing your digital footprint is one of the fastest levers you can pull. Here’s where to start on LinkedIn: 

1. Create a Powerful Banner
   Your LinkedIn banner is prime real estate. Use it to tell your target market exactly who you help and how. A simple, clean design with a clear message beats a blank space every time. 
2. Post a Professional-Looking Headshot
   A blurry selfie taken at a barbecue doesn’t cut it. Your photo should be current, professional, and welcoming. People want to see the face they’ll be trusting with their money or their future. 
3. Ditch Generic Titles in Favor of a Specific Tagline
   “Financial Advisor” or “Wealth Manager” doesn’t set you apart. Which of these is more powerful: 
   • Wealth Manager
   • Helping women who are their family’s financial decision-makers make the best choices with confidence.
4. Make Yourself Easy to Reach
   Include complete and current contact info—phone, email, and scheduling links. Don’t make people work to connect with you. 
5. Use Your ‘About’ Section to Speak to THEM First
   Too many advisors start with “I have 20 years of experience…” Instead, open with your ideal clients and their biggest need, and only then talk about you and how you solve their problem. 

The Foundational Questions

Don’t waste time, energy, or money trying to generate more leads until you’ve answered three essential questions: 

1. Who is your ideal client?
2. What do they want or need most?
3. Why should they choose you over anyone else?

Once those are clear, every marketing effort you make—will be specifically designed for that target market and will land with greater impact. 

✅ Don’t let being invisible cost you the credibility and opportunities you deserve. Your clients are already looking you up online. Make sure what they find makes them say, “This is the advisor for me.”

In my 90-Day Marketing Tune-Up Program, among other things, we drill deep into your values and business to uncover your true niche, sharpen your messaging, and build the foundation of an online presence that supports everything else you do to grow your practice. 

I occasionally have one or two open slots in this one-on-one program. If you’d like to explore whether one is a fit for you, get on my calendar, and we’ll set up a time to talk. 

In the meantime, keep REACHING…