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By Blair Kelly Webinars

Webinar Replay: The #1 Missing Ingredient to Attract New Clients With Justin Castelli CFP®

15 minute read
Webinar Replay: The #1 Missing Ingredient to Attract New Clients With Justin Castelli CFP® Featured Image

In this webinar, Chief Evangelist of Twenty Over Ten & FMG Suite Samantha Russell and Justin Castelli, CFP® founder/financial advisors at RLS Wealth and co-founder of The ACG, based in Fisher, Indiana discuss the power of storytelling and how you can integrate it into your marketing strategy. 

Social media and email and all the things we do online operate in the same way that our offline experiences happen.

We want to connect with human beings over stories, so stories should be at the heart of your marketing. When you are trying to get people to start engaging with you, then start with a question. It’s a great way to have people comment, tag local businesses, start a conversation and allow people to connect with you. 

Justin Castelli's story

Justin didn’t decide to go independent until he was with a 403b company, and he wanted to be completely in control. It wasn’t until 2010 that he decided to focus on marketing and branding after he watched The Reformed Broker, on here, it was where he saw finance explained in a fun and entertaining way.

Upon founding RLS Wealth Management, one of the first things that he did was start blogging, where he is hyper-focused on authenticity and being himself. He launched his blog in 2016, and he wanted to discuss what was going on and let people get to know him. This then turned into a podcast and many other things.

When it comes to blogging, he noticed the most comments are about pop-culture, sports references, personal stories, etc. and they are all woven into the content. When you write a blog, you get a feel for who someone is, and you can make it more conversational if you want to. 

He didn’t initially have a niche but now he wants to serve a more “mindset driven” approach. They want to take control of their lives, entrepreneurs, trailblazers, risk-takers, etc. So, it’s more about a mindset of who they work with rather than a specific demographic. 

It didn’t take him long to get a lot of clients, but it took a while to get a lot of traction. Nowadays, people don’t want to be “sold to.” They want to find a fit on their own and based upon who gives us the best information is who we are going to potentially work with. 

How Do You Use Digital Marketing to Attract HNW or UHNW Investors? [16:53]

UHNW are probably still going to Google to find an advisor, so when it comes to this, it’s a great idea is to have a library of content that will help them out, so you want the content to reinforce what you are doing for clients, especially with a large amount of wealth and finances. 

If you want to attract a certain audience, then make sure you are writing to your audience and their pain points and answer their questions or problems, not somebody else’s. 

All About Your Benjamins [20:26]

For his vision for the content section, “All About Your Benjamins,” he wanted to write and let people get to know him while also providing them with educational content. When he figured out his niche, he pivoted his blog and launched a podcast that entrepreneurs would want to listen to. So, whatever venture or niche he is pursuing, he will launch a blog and a podcast that caters to that niche.

It’s important to commit to a schedule where you feel comfortable, so you can start by making it a goal to write one blog post a month. Once you are comfortable doing that and then you can increase it a bit. You can change up your frequency and find out what works best for you. 

How to Get A Bigger Foot in Your Local Community [26:05]

If you trying to get a bigger foot in your community, then you can go to social media and tag the organizations that you are going to be working with. If you do this, people will start to see you as the person who posts things in the community and knows what is going on, so it’s a great way to get exposure. 

When it comes to digital marketing, the highest performers are those that are adding original content to your blog at least twice a month, but you can get very similar results with just once a month, as well. 

If you are using Twenty Over Ten, you can add in your own content, and additionally, we have Content Assist, and you can take any of the content and completely make it your own by speaking to your niche, catering it to be in your “voice,” adding in keywords, etc. 

You can schedule a demo and connect with any of our team members one-on-one in order to find out more about this. Reach out to marketing@twentyoverten.com with any questions or schedule a demo


Authenticity is something that is very important, and he shares photos of his boys where he gets donuts with them every Friday. He posted a picture of them one time on Twitter, and it got a lot of feedback, so he kept doing it and it has really generated a lot of engagement.  He builds a relationship with these people even if he hasn’t met them, just by sharing these personal photos on social media. It’s key to intertwine both personal and work-related content in order to make it fun and social. 

You never know the type of audience that you will grow by posting stuff that is personal too, and you may meet someone else who shares similar interests, which in turn can help form a relationship. 

The Art of Story Telling [34:06]

Justin read “Storyselling for Financial Advisors: How Top Producers Sell” to learn more about the power of storytelling in your marketing. The story you are telling is your “Why.”

  • Why are you a financial advisor?
  • How do you help your clients?
  • What’s it like to work with you?
  • How are you as a human being?

There are different types, but you are telling your own personal story while educating people along the way.

Know That Mistakes Happen and That’s Okay [35:40]

Some examples of these are:

  1. Comparing yourself to others
  2. Flash briefing
  3. Subscription course
  4. Overcommitting to the frequency of blogs that you post

Make sure you listen to your own metrics and find out what works best for you. You need to figure out how you are going to market something and see what works best for your audience and what helps you to connect. If something is not working, then it’s okay to pivot and find something else that works. You do have to try new things and then quickly you can pivot. 

When it comes to ads, make sure you are utilizing retargeting, so that you can get in front of an audience who has already seen your work. 

You may have to get creative with how you target your ads that are unique to your audience where you can put yourself in with other creative ways. 

What Really Gets Qualified Prospects Engaged?[44:41]

Think of your idea content and writing about the problems that you know they have. What are their pain points? Find out more about what they are and try to educate them. Don’t make the content “salesy” but rather educational and entertaining. 

  1. Capitalizing on trends and being more spur of the moment
  2. Immediate engagement via email campaigns
  3. Daily social posts-30 minutes every Monday to schedule content
  4. Growing practice to 2 team members

In order to save time, it’s important to try and schedule out some of your social media posts, so the time that he spends engaging with people so he can connect with people, while the content schedule is on autopilot. 

With Lead Pilot, you can schedule content out to post social media and content all in one panel. You can schedule your own blogs, your own video, etc. but you can easily do it all in Lead Pilot, as well. 

You can create different lists and smart segments that auto-update and customize the messaging, use hashtags, tag people, etc. You can post it now or schedule it later. This helps you to schedule out bulk a lot of the pieces. So, you can use our content and schedule it out in bulk or you can use it to schedule your own content. 

How Can Lead Pilot Help You?

Learn more about email marketing, drip campaigns, content, lead scoring
and so much more. 

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Let someone get to know you. At Twenty Over Ten, our “Meet the Team” blog posts are very popular, and at RLS Wealth, they include a Spotify playlist, so that people can get to know more about the team. You can really get creative so that other people can relate to you and get to know you, making someone more willing to work with you.

Key Ingredients for Success [54:29]

1. Be yourself-authenticity is always attractive 

Who you are on your blogs, podcasts etc. needs to be who you are when they meet you as well. 

2. Be genuine in all that you do

Do things for the right reason, so in order to educate people and teach them more about a topic. 

3. Have an opinion, share it, and experiment with ways to share

People want to know that you stand for something, take a stance and share what you believe in. 

4. Don’t forget your first job, which is being a financial advisor

Don’t lose sight of your first job which is being a financial advisor. 

Wrapping It Up

We hope that you enjoyed learning more about Justin’s tips and tricks so that you can start to integrate storytelling into your marketing. Check out his website here: https://justincastelli.io/ and connect with him on Twitter, as well. 

If you want to learn more about Lead Pilot, then go to twentyoverten.com, schedule a demo and connect with our team to find out more about the email marketing, drip campaigns, content, lead scoring and more that you can do with Lead Pilot. 

Learn More About Lead Pilot

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About the author

Blair Kelly

Blair is a digital marketing assistant at Twenty Over Ten and has a passion for uncovering what drives online traffic and the highest engagement. She follows more animals on Instagram than humans and her greatest achievement is her daughter, Grey.


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