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The Finance Marketing Podcast
Each week on The Finance Marketing Podcast, join host Hillary Gale, an expert financial marketer and copywriter, as she explores in-depth conversations with top financial advisors, coaches, therapists, course creators, and marketing experts to unveil the secrets behind successful marketing strategies in financial services.
Every Friday, discover the art and science of effective marketing through insightful stories and strategies. From content creation to branding, from paid advertising to organic social media, from email campaigns to website optimization – we cover it all. Our guests share their journey of growing their practices with precision, purpose, and experimentation using a range of marketing tools and techniques.
Whether you're looking to enhance your audience engagement, boost your business growth, or refine your marketing approach, The Finance Marketing Podcast is your go-to resource.
Tune in weekly to transform the way you market your finance business, connect authentically with your audience, and achieve consistent growth.
The Finance Marketing Podcast
How Financial Planner Aaron Buchner Created the Boldest Brand in Finance
In this episode of The Finance Marketing Podcast, Hillary sits down with Aaron Buchner, founder of Cactus, a financial planning firm with the distinctive tagline "prick-free financial advice." Aaron shares his journey from running a generic financial planning business to creating a bold, personality-driven brand that stands out in the typically conservative financial services industry. The conversation explores how Aaron successfully navigated compliance challenges while building a brand that authentically represents his approach and attracts his ideal clients.
Key Points:
- How Aaron transformed from using the standard "Buchner Financial Planning" name to creating the distinctive "Cactus" brand
- The year-long process of working with a marketing team to develop a brand that truly reflected his personality
- Practical strategies for working with compliance departments to get edgy content approved
- Why removing finance-related terms from his business name (wealth, financial, etc.) helped avoid pigeonholing his services
- The "forgiveness rather than permission" approach that has worked for Aaron in certain marketing situations
- How his authentic branding has attracted clients who appreciate his personality, resulting in more enjoyable client relationships
Connect with Aaron:
- Instagram: @aaron.b.cactus
- Threads: @aaron.b.cactus
- LinkedIn: Aaron Buchner 🌵 CFP - Cactus
- Website: Cactus
- Podcast: No Pricks Allowed
- Join his newsletter: Your Weekly Jab
Related Episodes:
- How to Make Your Compliance Department Your Biggest Marketing Ally
- How Financial Advisor Mark Hansen Built a Brand That Starts Conversations
- Building Authentic Brands and Relationships with Finance Wrangler Pam Prior
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