Steal My Strategy

Your voice matters.Especially in the workplace.Stephen Shedletzky—or “Shed” to his friends— helps leaders make it safe and worth it for people to speak up.For more than a decade, Shed contributed at Simon Sinek, where, as Chief of Staff and Head of Brand Experience, Training & Product Development, he led a global team of speakers and facilitators.A sought-after speaker, coach, and advisor, Shed has led hundreds of keynote presentations, workshops, and leadership development programs around the world. In this episode, we chat about the secrets behind igniting leadership brilliance and fostering psychological safety in the workplace.We explore:How our environments can pressure us into being unethicalWhy having a speak-up culture fuels innovation, transparency, and collaboration.How to create an environment where clients feel comfortable speaking up about their financial concerns, goals, and worriesThe techniques Shed uses for building trust and rapport with clients, colleagues, and teams, enhancing collaboration, communication, and mutual respectAnd the ONE strategy Shed shares that is the foundation for true effective leadershipLINKS to check out:Shed’s WebsiteShed’s Book “Speak Up Culture: When Leaders Truly Listen, People Step Up”Connect with Shed on LinkedInShed’s YoutubeThis episode was brought to you by: snappykraken.com helping advisors create meaningful connections that drive business.

Generating fresh leads is essential to growing a financial firm.But how do you actually do it?In most cases, it takes months and years to build lead-gen systems that really work.But you can shortcut that timeline by learning from advisors who have already done it. In this special episode, Robert Sofia interviewed 3 advisors who generate 50-200+ leads per month and asked them to share their secrets.Guest List:Jennifer Lawson | Director of Client Experience, Russell Total Wealth & WellnessChristopher Mediate | President & Financial Advisor, Mediate Financial Services, Inc.Patrick Strubbe | Founder & Managing Partner, Preservation Specialists, LLC.We Explore:How they consistently fill their pipeline with fresh leads, 24/7The follow-up systems used to convert leads into booked appointments and clientsThe highest converting traffic sources for lead gen in 2024 (and the ones to avoid at all costs)And so much more!Links to Check Out:Download your copy of the 2024 State of Digital ReportThis episode was brought to you by snappykraken.com helping advisors create meaningful connections that drive business.

Keeping the train going, host Robert Sofia and Snappy Kraken CMO, Angel Gonzalez, continue to break down the State of Digital 2024. The largest and most comprehensive data analysis on advisor marketing…ever. In this episode, we discuss why advisors need to be comfortable using video in 2024, the marketing campaigns that delight and deepen relationships with clients, and the data behind text message marketing.Is your firm leading the curve, or lagging behind? DOWNLOAD YOUR COPY of the 40-page report.We Explore:What key industry leaders are saying about video marketing.How advisors can unlock the power of video to build ultimate credibility across social platforms.How advisors can “inspire” their clients in ways that deepen relationships.The unfortunate ways that lead advisors to become “one-trick-ponies” and the strategies to avoid them.The single word you can add to your email subject lines that doubles open rates.This episode was brought to you by:  snappykraken.com helping advisors create meaningful connections that drive business.

Let’s jump right back in!Snappy Kraken has just unveiled the most extensive data analysis on advisor marketing to date. Join host Robert Sofia and Snappy Kraken CMO, Angel Gonzalez, as they break down the 40-page report in this exciting new series.In this episode, we chat about the top 5 performing marketing campaigns and why they work, the strategy behind email performance, and the subject lines that get the highest open rates.Is your firm leading the curve, or lagging behind? Download your copy now to see how your firm measures up.We Explore:Why blasting your newsletter to EVERYONE is actually hurting your business.The trust-building factors you need to think about when sending communications to your audience.A Google Trends “marketing hack” to influence content that will resonate with audiences.Why “clickbaity” email subject lines crush your credibility and what you can do to avoid the spam folder.And the one mindset shift advisors must make to build strong, meaningful relationships.This episode was brought to you by:  snappykraken.com helping advisers create meaningful connections that drive business.

State of Digital is BACK!Snappy Kraken has just unveiled the most extensive data analysis on advisor marketing to date. Join host Robert Sofia and Snappy Kraken CMO, Angel Gonzalez, as they break down the 40-page report in this exciting new series.In this episode, we’ll explore the key strategies for advisors to expand their audience effectively.Is your firm leading the curve, or lagging behind? Download your copy now to see how your firm measures up.We Explore:The major differences between building an audience and a community.Which traffic sources are the best for getting eyeballs on your content.The 4 sure-fire ways advisors can use SEO to get better resultsAnd the one critical thing advisors can do right now, to see a 400% increase in opt-ins.This episode was brought to you by:  snappykraken.com helping advisers create meaningful connections that drive business.

Branding, in a word, is a story, and personal branding is YOUR story.It doesn't matter what the industry; you're brand is the key to differentiating yourself from everyone else.There's no one better to help hone in on building your brand than Ramon Ray.Ramon is an in-demand motivational speaker and event host; and a leading expert on personal branding and small business growth. He was even invited to the White House to speak about personal branding to the staff of the Executive Office of the President.In the episode, we chat about branding, building credibility, and getting attention from your target market on social media.We Explore:Why it’s important to build relationships before offering the sales pitch.How to create the perfect “One-liner” for potential leads.Why focusing on making your current client base “super happy” is better for your business.The key differences between customer service and customer experience.Why you shouldn’t underestimate the simple tools of email and business cards.And the ONE strategy to secure meaningful client interactions for your business.Links to Check Out:Check out Ramon’s book - “Celebrity CEO - How Entrepreneurs Can Thrive By Building a Strong Personal Brand.”Ramon’s WebsiteSee Ramon Speak at the Jolt! Conference in Las VegasFollow Ramon on TwitterFollow Ramon on FacebookThis episode was brought to you by:  snappykraken.com helping advisers create meaningful connections that drive business.

For the first time, we have a multi-guest appearance to deliver an organic, insight-driven discussion.Today's episode shakes up the format a bit, but I promise it'll be full of big ideas and even BIGGER takeaways you can use in your business.First, there's Patrice Kelly, Chief Creative Officer at Snappy Kraken.She's been the strategic driving force behind Snappy Kraken's branding and an award-winning designer behind their marketing campaigns.Also, welcome back, Andrew Davis. He's a best-selling author & keynote speaker who's built and sold a digital marketing agency, produced for NBC, and has even worked for The Muppets. Andrew and Patrice will share the spotlight in a conversation about the importance of design and creativity to get the RIGHT attention, how being true to yourself leads to greater success, and why design should be a part of your story from day one.We Explore:Why it’s better to start with “One Big Idea” than to start small and build on it.How to celebrate being different without feeling uncomfortable in your industry.What “Where’s Waldo” teaches financial advisors about how to stand out and get noticed.Understanding the subconscious behavior of “Twinning” and how you can avoid it.And the one strategy Patrice & Andrew want you to steal that will help you overcome the hesitancy of taking risks.Links to Check Out:Andrew’s WebsitePatrice’s Award-Winning Marketing CampaignsLing’s CarsAndrew’s YouTube Channel

Branding is powerful.It influences behavior, builds credibility, gives you or your business a unique identity that aligns with your audience's values, and ultimately grows a community of loyal, raving fans.In this bonus episode of the Steal My Strategy Podcast, we've uncovered a discussion host Robert Sofia had with Brittney Castro during a recorded webinar.Brittney is a Certified Financial Planner, speaker, host, and brand ambassador. She's worked alongside top brands like Chase, Mint, ETrade, CNBC, Gemini, AirBnB, Zoom, and more.Together they peel back the curtain on the importance of branding, Brittney’s secrets for maintaining a unique identity, and where financial advisors can start to cement their brand into the minds of their audience.We explore:The 2 things you can do RIGHT NOW to build a powerful brandWhy consistency matters most to building a ubiquitous brandHow to “never drop the ball” with your marketingThe surprisingly simple ways to increase the production value of your videosWhy “niching yourself” makes you stand out from everyone elseThe “not-so-serious” approach to social media marketing that drives more engagementLinks to Check Out:Brittney’s WebsiteConnect with Brittney on InstagramConnect with Brittney on TwitterRobert’s book: Blend Out: From Ordinary to Irresistible: How Advisors Can Market Like the Greatest Brands in the WorldThis episode was brought to you by:  Snappykraken.com, helping advisors create meaningful connections that drive business.

We bring you another special episode of Steal My Strategy, where we're republishing an episode of the Conquer Risk Podcast with permission. A weekly show created and hosted by our friends over at Potomac Fund Management.The Conquer Risk Podcast is a suite of distinct shows that take an intelligent and irreverent approach to conquer financial advisors' many challenges. In this episode, Potomac Fund's Chief Marketing Officer, Christopher Norton, interviews Patrice Kelly, Chief Creative Officer of Snappy Kraken. They break down creativity, how to develop it and look outside the industry for inspiration.The insights they shared aligned with the theme of our show and it would be a crime not to share. They explore:How "non-creatives" can flex their creative muscles. You'd be surprised how easy it can be.Why "turning off your brain" can help you be more creative.Learn the process of brainstorming that can help you find your core message.How to relieve yourself from the pressure of being creative.The surefire way to unlock a pool of endless inspiration.And so much more!Links to Check Out:Learn more about Potomac Fund ManagementYouTube ChannelConnect on TwitterConnect on LinkedIn

Today’s debate: “culture.” Is it a meaningless buzzword or a value-driven, transformational environment for employees?Our guest Colin Cerniglia helps discern what separates a culture of excellence from misaligned, robotic organizations.Colin is the Talent Acquisition Manager at Snappy Kraken.With his passion and expertise in the sports industry, Colin is a leader in adapting strategies and coaching techniques that can be used in business.He shares powerful stories from the Yankees that illustrate the crucial elements of excellence that can lead to trust and transformation.We Explore:The same techniques the Yankees use teach us about powerful leadership and building strong teams.Why staying proactive in the hiring process, even during slow-downs, is beneficial for your business.How to set proper expectations when starting or maintaining a podcast.The secret behind some of Snappy Kraken’s own recruiting processes.Learn the hardest thing that plagues almost all businesses and how to overcome it.And the one strategy Colin wants you to steal that instantly aligns you with your employees.Links to Check Out:Colin’s WebsiteColin’s Book: Culture of Excellence: What We Can Learn from the Yankees About Leadership.Colin’s YouTube ChannelThis episode was brought to you by:  snappykraken.com helping advisors create meaningful connections that drive business.

As technological innovation continues to propel us into the future, it’s getting harder to stay human.Especially when it comes to connecting with your clients and prospects.Luckily, there’s hope thanks to the help of technology strategist and certified futurist, Crystal Washington.Crystal works with organizations that want to leverage technology to increase profits and productivity. Working with companies including Google, Microsoft, GE, and others in the USA, Africa, and Europe.In the episode, we chat about blending digital and real-world tactics to increase the value of your brand, simplifying the complex web of social media, and where the future of social media is headedWe Explore:Why “spying” on your clients and prospects can actually better your business.The key to mastering technology without feeling overwhelmed.Understanding how trends impact businesses across industries and how advisers can adapt in the long term.The key to showing up stronger and more often on Google and YouTube.Practical tips for using technology to build and maintain strong client connections without sacrificing the personal touch.How to use technology to influence your client pool to skyrocket referrals.And the one strategy Crystal wants you to steal to catapult your client relationships to raving fan status.Links to Check Out:Crystal’s WebsiteConnect on TwitterConnect on YouTubeCrystal’s Book: One Tech Action: A Quick-and-Easy Guide to Getting Started Using Productivity Apps and Websites for Busy ProfessionalsCrystal’s Second Book: The Social Media WHY: A Busy Professional's Practical Guide to Using Social Media Including LinkedIn, Facebook, Twitter, YouTube, Pinterest, Google+ AThis episode was brought to you by:  snappykraken.com helping advisers create meaningful connections that drive business.

No, we can’t literally read minds, but what we can do is read people to understand their emotions, desires, and needs.It boils down to one thing, empathy.You are making yourself vulnerable, putting yourself in their shoes, and asking the right questions.That empathy leads to deeper connection advisers crave because your audience feels like you understand them.As if you’re reading their mind.Your clients and prospects are desperately looking for someone who understands them.A good communication strategy depends heavily on how well you can connect with them. Here are 5 Strategies to Understand and Connect with your Target Audience Better.Guest List FULL Episodes:Adam BensmanBrandon VossSteve SimsEkaterina WalterRobert SofiaThis episode was brought to you by:  snappykraken.com helping advisers create meaningful connections that drive business.

“Imagine the audience in their skivvies.”This silly adage is an attempt to make your audience less intimidating, but it’s not your audience that’s intimidating. It’s your presentation.People’s attention is about as elusive as Bigfoot himself.And even if you do manage to snag their attention, it’s even more critical that your message sticks.When you’re able to communicate your message properly, it empowers your audience.We get it; public speaking doesn’t come naturally to everyone.Don’t worry.Whether you’re a newbie at presentations or a seasoned pro, these three strategies we stole will empower you to conquer any presentation.Guest List:Carl Richards - Taken from Episode 6Andrew Davis - Taken from Episode 4Carol Lempert - Taken from Episode 5Links to Check Out:Connect with Carl RichardsConnect with Andrew DavisConnect with Carol LempertThis episode was brought to you by:  snappykraken.com helping advisers create meaningful connections that drive business.

Stories are meant to be shared.And we all have one.Whether you’re telling a story or want to be a part of one, that desire drives the need for new experiences.With greater experiences comes a more extraordinary story.Steve Sims is the visionary founder of the world’s first luxury concierge service.   He makes the impossible possible and has been quoted as “The Real-Life Wizard of Oz” by Forbes & Entrepreneur Magazine.In the episode, we chat about creating impactful client experiences on a budget, shifting your focus from you to them, and why true connection is the best way to build and maintain relationships.We Explore:What taking a submarine to the Titanic and dining out at your favorite restaurant have in common.  The answer may surprise you.Why money actually “shuts doors” to new opportunities.How to get your audience bought into the story to keep them coming back for more.The selfless way to create the same emotional impact whether you have a million dollars or 1,500.Why our own mindsets limit us to achieving true connection and what you can do to change it.The one strategy Steve wants you to steal lays the foundation for strong client-advisor relationships.Links to Check Out:Steve’s WebsiteSteve’s YouTubeBluefishing: The Art of Making Things Happen By Steve SimsSteve’s Podcast, The Art of Making Things HappenAn Entrepreneur’s Advantage with Steve SimsThis episode was brought to you by:  snappykraken.com helping advisers create meaningful connections that drive business.

Irresistible brands empower people.Not just their customers but their employees.When you genuinely provide support and value to enrich the lives of your audience, that’s when you become irresistible.Ekaterina Walter is a business and marketing innovator, international speaker, and author of the Wall Street Journal bestseller Think Like Zuck and coauthor of The Power of Visual Storytelling.She’s a marketer at heart and a massive advocate for authentic, meaningful connections, whether it’s with your ideal audience or business relationships.In this episode, we chat about how storytelling isn’t just for marketers anymore, aligning brand advocacy authentically, and why a true connection is the best way to navigate the digital space.We Explore:What it means to be an “intrepreneur” and how it pushes the limits for innovation.How brand storytelling has evolved and its impact on every aspect of the customer experience.The authentic approach to “taking a stand” that empowers your brand.What it means to take your brand from “fixed” to “fluid” and what you can do to keep it that way.The 2 story types that connect with people in a more meaningful, emotional way.How the “tell don’t sell” approach connects deeper with not only your audience but your employees.And the one strategy Ekaterina wants you to steal right now, to establish a stronger, emotional connection with your audience.Links to Check OutEkaterina’s YouTube ChannelConnect on Twitter Forbes ArticlesThink Like Zuck: The Five Business Secrets of Facebook's Improbably Brilliant CEO Mark Zuckerberg By Ekaterina WalterThe Laws of Brand Storytelling: Win—and Keep—Your Customers’ Hearts and Minds By Ekaterina Walter & Jessica GioglioThe Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand By Ekaterina Walter & Jessica GioglioDon’t miss your chance to see Ekaterina speak live at the Jolt! Conference May 4-6th, 2022.This episode was brought to you by:  snappykraken.com helping advisers create meaningful connections that drive business.

Difficult conversations are inevitable. People often avoid them because of the stress or anxiety it brings.Here’s the thing, avoiding them doesn’t make them go away.Instead of sweeping them under the rug, learn to master any conversation with powerful negotiation techniques. Brandon Voss is the President of The Black Swan Group, a strategic business advisory firm that focuses on business negotiation.Their negotiation strategies stem from the same tactics used by the FBI in hostage and kidnapping situations.In this episode, we chat about how to master these negotiation techniques to lead difficult conversations with confidence for more productive and practical solutions.We Explore:Techniques used by the Special Ops, CIA, and FBI teams that deal with kidnappers and hostages and how you can apply them in your business.What do the “anxiety triggers” say about a conversation, and what you can do to avoid them. Why staying curious in difficult conversations leads to productive outcomes.The 3 letter word that instantly kills a conversation and what to replace it with differentiates you from everyone else. How to address and diffuse negative accusations against you in a level-headed way.What powerful conversation method that “unlocks the flood gates” of truth talk.How to navigate negative difficult conversations with clients and prospects with confidence and tactical empathy.Why the tone of your voice influences emotions, and what you can do to stay positive and collaborative.And the one strategy Brandon wants you to steal right now that actively engages people in any conversation.For Brandon’s FREE weekly newsletter simply TEXT “Black Swan Method” to 33777Links to Check Out:Brandon’s Website The Black Swan GroupNever Split the Difference Negotiating as if Your Life Depended on It By Chris VossBrandon’s YouTube ChannelThis episode was brought to you by Snappy Kraken: helping financial advisers create meaningful connections that drive business.

In this very special episode of Steal My Strategy, we're republishing with permission an episode of the Standard Deviations Podcast. A weekly show hosted by Dr. Daniel Crosby, a psychologist and New York Times bestselling author who looks at money, mind, and meaning through a psychological lens. In this episode, he interviews Robert Sofia, CEO of Snappy Kraken and host of Steal My Strategy. They discuss marketing concepts and how they hold up through a psychological lens. It was too good not to share.We explore:How to get attention in a way that doesn't fall flat or come across as precious, corny, or insincere. Ultimately building familiarity without becoming too repetitive.The one big promise financial professionals can tell their clients they will deliver on.How to craft irresistible offers that your clients and prospects can't refuse. The crucial steps advisers can take to both be trustworthy and reach their target market.Why you can't rely on trust to scale your business.And so much more!Dr. Daniel Crosby Links to Check Out:Standard Deviations PodcastDr. Daniel’s BooksYouTube ChannelConnect on TwitterConnect on LinkedInThis episode was brought to you by:Snappy Kraken: helping financial advisers create meaningful connections that drive business.

The true job of a marketer can be summed up in one word…Listening.Listening allows you to fully understand your audience better than anyone else, which then allows you to create compelling new offers and experiences that impact the growth of your business. Adam Bensman is one of the country’s top copywriters & marketing consultants with a desire to communicate complex messages and offers in a simple way that connects with people.His passion for communication and expertise in the roofing industry makes him a sought-after marketing coach across industries to help bridge the gap between a business’s true value and its ideal audience to win more clients.In this episode, we chat about the importance of emotion to hook your ideal audience, the communication style to craft a compelling offer, and how to sustain predictable business growth.We explore:The 7-Step formula to being authentic, confident, and winning clients.Why breaking the #1 rule in marketing will leave you “gambling the fate” of your business.How to break through the “ceiling” you may be unconsciously putting on your business.Understanding your audience’s wants vs. needs and crafting an emotional offer that speaks to that directly.How to use empathy to “agitate the pain” and connect with your audience.Defining “search triggers” and the role it plays in getting noticed and building credibility.The importance of “I know” vs “I care” styles of communication and finding the perfect balance to get prospects in the door.How to avoid the “bait and switch” marketing tactic in a way that delivers more value and gets people coming back for more.And the one strategy Adam wants you to steal that builds stronger brands, boosts credibility, and drives interest from your audience.Links to check out:Adam’s YouTube ChannelPositioning: The Battle for Your Mind - By Jack Trout & Al RiesThey Ask, You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer - By Marcus SheridanThis episode was brought to you by:Snappy Kraken: helping financial advisers create meaningful connections that drive business.

Whether you’re making a lifestyle change, decluttering, or giving client presentations, simplicity changes lives.It’s complexity that often leaves people unsatisfied.Carl Richards is a Certified Financial Planner™, creator of the “Sketch Guy” column, appearing weekly in The New York Times since 2010, and author of  “The Behavior Gap.”Carl is widely known for simplifying the complex subject of finance by creating easy-to-understand sketches.In this episode, we chat about how to navigate emotional situations productively, eliminating distractions that leave audiences empty, and how elegant simplicity can change not only your life but the life of your clients.We explore:What the best training in the financial industry doesn’t prepare you for.  The answer may surprise you.How to simplify your message with custom illustrations.  Good news, you don’t need to have an art degree to do it.The one presentation format that you should STOP right now.  We’ve all fallen victim to it.The 2-word phrase that breaks client trust and the 2-word phrase that solidifies it.Why having a “diagnosis before you prescribe” mentality will take your client relationship to the next level.How to reignite, and ultimately keep, the spark of innovation alive.The exercise you can do right now, that will determine if you’re differentiating yourself from your competition…not just in your community, but nationally.And the one strategy Carl wants you to steal that increases happiness personally and professionally.Links to check out:Behaviorgap.comthesocietyofadvice.comArticles in the NY TimesKitces & Carl Ep. 35: Favorite Questions To Ask A Prospective Client To Build TrustBehavior Gap RadioThis episode was brought to you by:Snappy Kraken: helping financial advisers create meaningful connections that drive business.

Steve Jobs, Dwayne “The Rock” Johnson, Bruce Springsteen, and Chris Rock.What do they all have in common?Captivating stage presence.Carol Lempert, an actor & playwright turned business coach, shares the secrets she learned on Broadway and Hollywood for becoming more charismatic, persuasive, and captivating in any situation…a must for any professional or business leader.Carol’s tools and expertise have led her to speak for big brands like Google, TD Bank, Pfizer, and more.In this episode, we chat about how to be camera-ready at any time, exercises to present like a star (live or virtual), and how to craft better business stories that connect.  We explore: The 4 ways to measure your presence and how to supercharge it.Techniques used by Hollywood screenwriters to create an irresistible business story.   One simple “hack” you can use right now that helps connect deeper with your audience over Zoom.Why being “sunshine and roses” all the time can hurt your client’s experience and what you can do to gain their trust.How to use your past failures to create a more relatable and emotional connection with your audience.The 2-step method that allows you to be 100% present in any situation or conversation.And the one strategy Carol wants you to steal that elevates trust and emotional resonance.And more!Links to check out:Learn more about Carol at https://carollempert.comCarol’s YouTube Channel: Stories that Sell.     Explore More: Why Everyone Should Take Acting classesThis episode was brought to you by:Snappy Kraken: helping financial advisers create meaningful connections that drive business.