The True Program

True is a niche marketing program for financial advisors—based on the strategies of nationally recognized personal branding coach, Judi Rosenthal—that features videos, worksheets and insights on attracting clients and growing your business.

The Art of Personal Branding in Three Steps

truewho—Define your ideal client

Any well-engineered marketing strategy begins with a comprehensive definition of a target. In Step 1 of the True philosophy, Judi helps you ask yourself the right questions to clearly define our ideal client. Who do you relate to? Who do you like to work with? Who can you best serve with your unique strengths and talents? Look at existing clients you love working with, as well as the ones you prefer not to work with, and list the reasons.

Once you have defined a crystal-clear image of your ideal client, you can frame a pitch that speaks directly to that person so that he or she will either self-identify as your ideal client or think of someone they know.

After you complete the worksheet below, you will be ready for Step 2—articulate your brand in words.

Complete the Worksheet

trueyou—Articulate your brand in words

Once you know who your ideal client is, how do you become special to that client? You do it by crafting a perfect pitch that can immediately be understood by the people who count. You have to find your common ground and you must show that you understand their financial needs and objectives so that you can provide suitable investment recommendations for their situation.

In Step 2, Judi focuses on techniques of self-assessment and helps you identify key areas of importance. Then, you will be ready—and able—to articulate who your ideal clients are, where they are, and what they care about, because these are the building blocks of your perfect pitch.

Once you complete the worksheet below, you will be ready for Step 3—articulate your brand through your actions.

Complete the Worksheet

truedo—Articulate your brand through your actions

In the Step 3, Judi guides you through the art of niche marketing. You will learn to develop a strategic marketing plan that is laser-focused on your ideal clients. You have probably relied on the “anyone and everyone” approach throughout your career—defining literally anyone who has any money to invest as your potential client.

Judi discusses another key concept of niche marketing—focusing on ideal clients through words and actions that are highly relevant to them. You can’t be all things to all people, so making yourself highly visible to the clients you want to attract puts the odds of success in your favor.


Complete the Worksheet

Marketing to Women Investors

truewho—The New Financial Consumer

In the next phase of True, Judi applies her philosophies to a large-and-growing consumer segment—women. You will learn how to present yourself consistently, avoid common mistakes and fine-tune your marketing outreach to resonate strongly with the female prospects that fit within the scope of your ideal client definition. The first exercise in this segment deals with identifying and removing unconscious biases from your personal and sales communications that may be damaging how you are perceived by prospective clients. You may be surprised by what you learn.

Complete the Worksheet

trueyou—True Communication

Building trust with women investors requires you to be in tune with their needs: and women want to be heard. When you ask open-ended questions—and truly listen to the answers—there is an opportunity to learn valuable information that you might otherwise miss. Judi shares techniques for building trust and encouraging women to disclose their unique financial roles and expectations.

Complete the Worksheet

truedo—Sealing the Deal

Judi teaches the psychology of event planning and her best practices for successful event structuring, content marketing, educational topics and more ways of putting your brand into action. Learn how to incorporate events as part of your broader marketing strategy to acquire and retain women clients.

Once you're finished with all modules in this series, it's time to focus on strengthening and perfecting your brand. Stop by Judi's blog, TrueStory and visit Tips & Tools for more videos and other educational content for improving your marketing plan and building your practice.

Complete the Worksheet

truestory

Judi’s blog is a series of entertaining stories, best practices, and observations on the unending challenges of being a financial advisor.

There’s more than One Way to Learn (and Teach) about Money

There’s more than One Way to Learn (and Teach) about Money

Women look for the practical applications of financial planning. If it makes life more manageable, you can bet they’ll be interested.

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The Art of the Event

The Art of the Event

Marketing is more a skill than a talent. Stretch the definition of an event and you may discover untapped skills to bring to your practice.

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Looking for marketing ideas? There’s gold in your client base.

Looking for marketing ideas? There’s gold in your client base.

The best marketing tools are right under your nose. Asking clients for feedback, preferences and ideas can perfect any strategy.

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Self-Assessment: It Isn’t Just for Beginners Anymore

Self-Assessment: It Isn’t Just for Beginners Anymore

Putting your best face forward means putting your true self out there. Clients can see through the smokescreen and are more likely to connect with someone who is relatable.

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Converting Unconscious Bias into a Welcoming Presentation

Converting Unconscious Bias into a Welcoming Presentation

Unconscious bias—especially toward women investors—can wreck a relationship before it starts. These tips will help you become a master of your own mind.

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In Client Outreach, Make Sure the ‘You’ Comes Through

In Client Outreach, Make Sure the ‘You’ Comes Through

You are extraordinary. The problem is that most clients probably have no idea.

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Exceptional Marketing Events: Thinking Outside the PowerPoint

Exceptional Marketing Events: Thinking Outside the PowerPoint

Here’s an uncomfortable truth: most marketing events are boring. Who isn’t tired of bad steaks, dark rooms and market-volatility PowerPoints? Is there some rule against mixing business and pleasure when you’re on the hunt for solid prospects?

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Ask Judi: How to Manage a Client’s Expectations About Fees

Ask Judi: How to Manage a Client’s Expectations About Fees

Q: A colleague described a new way of breaking down their services and compensation for clients, which goes like this: “I get paid in three ways. There are fees for my financial planning advice; there’s my commission when you invest money; and there’s also payment when you send me referrals.” What do you think of this lay-it-all-out approach?

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Hear From Your Peers. Events for Clients, Events for Your Brand

Hear From Your Peers. Events for Clients, Events for Your Brand

Every business is a brand and needs brand management. Full stop.

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Prospecting for Your (Business) Health: Push Past Pain to Do it

Prospecting for Your (Business) Health: Push Past Pain to Do it

For several years I've been traveling the country, talking to financial advisors about client acquisition. Sometimes I feel like a dentist. How many dentists tell their patients to floss, cut back on sugar and never smoke while they're filling those patients' cavities? (I hope my dentist isn't reading this!)

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Killer Follow-up

Killer Follow-up

Staying top-of-mind with prospects can be daunting. After all, you're not Neil Young! But it can be easier than you think. Judi examines various aspects on what makes great follow-up.

The First Rule of High-Octane Prospecting: Prepare

The First Rule of High-Octane Prospecting: Prepare

My colleague, Joe, writes as much business as any of our peers, if not more. His sales goals expand each year, even though he's already a top performer. Megalomania, you might think. But Joe doesn't want the world. He just knows that the more he practices prospecting the better he and his figures get. So he practices constantly.

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WOW: Give ‘Em Something to Talk About (and Never Ask for another Referral)

WOW: Give ‘Em Something to Talk About (and Never Ask for another Referral)

I funded my college education with a waitressing job at TGI Fridays. As stewards of the customer experience, the employees coveted “wow” pins. We earned them by giving customers that extra, personalized attention that inspired them to come back, and bring their friends. That’s when I learned there’s no asking for loyalty; it must be inspired.

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Operation Bounce Back: Refining Your Rejection Reaction

Operation Bounce Back: Refining Your Rejection Reaction

I hate rejection. It makes me boil, bubble, toil—and very troubled. Memories of my worst rejections are swathed in shame and plain meanness. I still curse the lady in New Hampshire who made me beg for $350 until 11 p.m. on a Friday night, when I had a two-hour drive home (you bet she knew this). She had the gall to ask for her money back not twenty minutes after I left her kitchen table, via voice mail. If my sales voodoo worked, her ears are still burning 15 years later. And she’s no better off financially, either.

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A Few of My Favorite Pitches

A Few of My Favorite Pitches

I believe conventional wisdom gets some networking principles exactly backwards. The best example, I think, concerns the scope of a personal pitch. When you craft that one sentence to describe what you do, how specific are you supposed to be?

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Your Best Year Ever: A Roadmap

Your Best Year Ever: A Roadmap

New Year's resolutions are fine and dandy. They show a person's heart is in the right place. But honestly, how often do these night-of/day-after declarations deliver any lasting change?

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The Art of Altruistic Networking

The Art of Altruistic Networking

I think by now there are more sound bites about ‘elevator pitches’ than there are elevators. I understand why people believe they need rapid-fire delivery of what they do and how they do it. We’re all deluged by information: to stand out, you have to be on point, snappy and memorable, right?

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Ask Judi: Launch a Website?

Ask Judi: Launch a Website?

My rule is “strategy before tactics.” This post digs into developing the right stuff for ideal clients.

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The First Rule of High-Octane Prospecting: Prepare

The First Rule of High-Octane Prospecting: Prepare

The key to making sales is preparation. Selling requires planning and the ability to maintain a frame of mind that helps you execute on your plan.

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Ask Judi:  Should You Continue to Quid When There’s No Quo?

Ask Judi: Should You Continue to Quid When There’s No Quo?

Are you working with a CPA or attorney who happily receives all your referrals, but never refers anyone in return? It’s time to initiate the ‘conversation.’

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Ask Judi: Liking the Client, Not the Referral

Ask Judi: Liking the Client, Not the Referral

Target marketing vs. grey areas: Judi shares what to do with referrals who don’t fit your ideal profile.

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Mission: Motivation—Your Business Success Depends on It!

Mission: Motivation—Your Business Success Depends on It!

Successful salespeople do more than what competitors don’t want to do. They channel their core motivational drivers, often resulting in genuine personal satisfaction.

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Mastering the Call to Action—the ASK

Mastering the Call to Action—the ASK

To get what you want, you have to ask for what you want. Just make sure you know what you’re after…

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Ya Gotta Make ‘Em Love Ya

Ya Gotta Make ‘Em Love Ya

It’s not about you; it’s about your story. So make it compelling, conversational and connect to the audience.

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The Long (Rich and Successful) Road to Networking Wins

The Long (Rich and Successful) Road to Networking Wins

How do you strike a balance between business first and relationship building? You do it by putting giving before getting.

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Hitting the High C’s: How Charm with Chutzpah Spells Success

Hitting the High C’s: How Charm with Chutzpah Spells Success

Finding the right balance of chutzpah and charm will help you win friends and sell with confidence. Who doesn’t love that?

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Tips and Tools

View Judi’s videos and download the accompanying worksheets to access the tips and tools needed to build your personal brand and more effectively market your business.

Target Marketing in 3 Steps

In this series of videos, Judi demonstrates the value of her True philosophy and illustrates the three steps of the program: defining your ideal clients, crafting a perfect pitch and living your brand.

Reveal Your Ideal

Reveal Your Ideal

Judi's systematic approach for defining and identifying high-value "ideal" clients."

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Your Perfect Pitch

Your Perfect Pitch

Using self-assessment and empathy as the building blocks of a perfect pitch.

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Live Your Brand

Live Your Brand

Judi shows you how to focus on actions that reinforce your brand and build referrals.

Download

Marketing to Women Investors

In phase two of the video series, Judi applies the True philosophy to a large-and-growing consumer segment—women. You will learn how to present yourself consistently, avoid common mistakes and fine-tune your marketing outreach to resonate strongly with the female prospects that fit within the scope of your ideal client definition.

Client Acquisition

Client Acquisition

A welcoming atmosphere and an accurate, consistent marketing message go far in determining your success in winning women clients.

Download
True Communication

True Communication

An accurate and consistent message builds trust—your No. 1 objective when marketing to women.

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Event Planning

Event Planning

If done properly, events can be a perfect venue for building client relationships.

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Judi Rosenthal

Judi Rosenthal is a New York-based financial industry consultant and self-promotion coach renowned for her ability to win sales in any situation. She is also a recognized authority on niche marketing and coaching financial advisors in the techniques of amplifying sales through a well-engineered personal brand.

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Judi Rosenthal
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