Advisor Marketing Made Simple

Episode: Advice Line – How To Grow Your Brand When Marketing Isn't Your Passion (feat. Ryan Brueck)

Hosts: Taylor Schulte & Kendra Wright
Guest: Ryan Brueck, Clear Wealth
Date: September 17, 2025

Episode Overview

In this “Advice Line” episode, Taylor and Kendra coach financial advisor Ryan Brueck, co-founder of Clear Wealth in Iowa, through the challenges of marketing a growing firm when marketing isn’t your passion. Together, they explore the realities of building brand awareness on a limited budget, clarify the difference between serving multiple client types and marketing to one, and identify next steps for advisors who want to grow but don’t enjoy marketing tasks. This candid conversation is packed with practical tips, encouragement, and tough-love truths for any advisor struggling with growth.

Key Discussion Points & Insights

1. Clarifying the Growth Vision and Ideal Client

• Ryan’s Goal:
  • “I am trying to grow the brand to be a well respected, well known brand, the Clear Wealth brand across eastern Iowa… I think clearwealth can definitely be one of those independent firms to break through.” (01:02)
• Defining Ideal Client Profiles (ICPs):
  • Young high earners (income $300k+)
  • Windfall recipients (inheritance, divorce, life insurance)
  • Pre-retirees/retirees
• Current Client Mix:
  • 20% high earners, 50% retirees, 30% windfall (02:28)
• Kendra’s Guideline:
  • “We can serve many. But we market to one.” (04:59)
• Taylor’s Nuance:
  • “Windfall feels more like a pain point than a full ICP… a lottery winner is very different than someone with an inheritance or a divorce settlement.” (06:08)

2. Brand Awareness and Organic Growth So Far

• Ryan’s Efforts:
  • Tried Facebook ads, Instagram videos, LinkedIn; never went “all in” on one channel, no consistency. (09:00)
  • “Word of mouth has been a big differentiator for southeastern Iowa.” (09:43)
• Obstacle:
  • Marketing feels like a chore; prefers client work: “That’s not something that fills my bucket… working with people fills my bucket. Not the marketing thing.” (11:50)

3. The Solo (and Disconnected Team) Dilemma

• Structure at Clear Wealth:
  • Two independent practices under one umbrella. Ryan is in growth mode; Lance (co-founder) is near capacity. (13:11)
• Taylor’s Observation:
  • “It’s very clear to me…it’s kind of this disconnected practice. It doesn’t feel like this united firm and team…It just becomes this really complex problem here. Somebody has to be responsible for growth and somebody has to be responsible for serving clients.” (14:15)
• Internal Challenge:
  • Need for clarity: “Are we growing Ryan or are we growing this brand?” (16:31)
• Ryan’s Realization:
  • “We want to grow the brand, but Ryan doesn’t like marketing. Lance isn’t doing the marketing…Who, how are we gonna grow it?... We gotta put the work in to do it.” (17:04)

4. Marketing for Advisors Who Don’t Love Marketing

• Alternatives to Classic Marketing:
  • Referral platforms (SmartAsset, Zoe Financial): can be costly; do most heavy lifting up to the intro call. (15:47)
  • Community involvement, education-based marketing (adult classes, workshops): an authentic way that doesn’t feel “salesy.” (17:36)
• Taylor’s Key Distinction:
  • “There’s a giant difference between owning the business and owning a financial planning business and being a financial planner all day long.” (21:01)
• Advice:
  • You can do both roles up to a point—but the business needs someone focused on growth for scale. (21:47)

5. Practical Steps & Next Actions

a. Time and Budget Constraints

• Current Marketing Capacity:
  • “10 to 15, maybe 20%” of time per week (20:17)
  • No clearly defined marketing budget; $1,500/month marketing platform “would be a significant investment.” (20:55)
• Kendra’s Framework:
  • “For a lot of advisors, when it comes to marketing, you have time and you have money…a good starting point is coming up with a time budget.” (23:20)

b. Choosing a Channel and Medium

• Kendra:
  • “If you like relationships…the way I like to think about how to choose a channel is, I like to start with a medium first… If you like relationships…hosting in person educational workshops, networking with COIs, presentations at churches.” (24:08)

c. Systematizing Client Service to Free Up Time

• Taylor:
  • “Step one is systematizing your client service model so you have more chunks of time to dedicate to marketing and growth.” (25:09)
  • Shares their process of “surge meetings” and client communication—suggests 24 households is manageable for block scheduling and systematization. (26:20)

d. Niche Down and Message Consistently

• Taylor’s Real Example:
  • “Every other advisor would come in and just be this generic advisor. And I came in and said I specialize in working with Henry’s…that stuck.” (27:21)
• Advice:
  • Pick a single ideal avatar—your language at every community event should reinforce that focus. (27:53)
• Ryan’s Agreement:
  • “Step one…systematizing…Step two, yes…I need to continue to niche down and get involved. I really like the idea of just getting involved in the community.” (28:53)

e. Intentional Community Involvement

• Taylor’s Warning:
  • “Just be sure if you’re going to do these kind of boots on the ground marketing activities…you do have a marketing strategy to it…not just hoping people refer you.” (30:00)
• Guideline on Niching:
  • “I don’t want you to leave here feeling like you have to get so narrow…age, income, handful of pain points…covers a wide range.” (30:43)

f. Communicate Client Service Standards

• Taylor on Documentation:
  • Describes “client engagement standards” and annual service calendar: “The client engagement standards reads like a client agreement…a systematized client service model…an annual service calendar should demonstrate you’re doing certain things at a certain time every month for the client.” (33:36)

Notable Quotes & Memorable Moments

• Kendra: “We can serve many. But we market to one.” (04:59)
• Taylor: “Windfall feels more like a pain point than a full ICP.” (06:08)
• Ryan: “All I had to do was just turn on the camera and hit record? That sounds a lot easier… but that’s not something that fills my bucket.” (11:31–11:50)
• Taylor: “There’s a giant difference between owning the business and being a financial planner all day long.” (21:01)
• Taylor: “You can do both for up until a certain point. For me, it was about 50 households where I’m like… I need to start thinking about other people.” (21:30)
• Kendra: “If you like relationships … there are things you can do in your community, in person educational workshops, networking … presentations at churches.” (24:15)
• Taylor: “Every other advisor would come in and just be this generic advisor. And I came in and said I specialize in working with Henrys… and man, did that stick.” (27:21)
• Ryan: “Step one…systematizing… Step two… niche down and get involved. I really like the idea of just getting involved in the community.” (28:53)
• Taylor: “Make sure when you’re doing what you enjoy doing, you still have a marketing strategy to go along with it.” (30:00)

Actionable Takeaways & Recommended Resources

• Systematize your client service process to create time for growth activities.
• Pick a single client persona to focus your marketing (even if you serve more types).
• Choose marketing channels that align with your strengths (community involvement for “people” people).
• Develop and communicate clear client engagement standards and annual service calendars.
• Ensure all brand-building activities in the community have a defined strategy and are targeted to your chosen persona.
• Remember: Building a recognizable firm requires either passionate, sustained marketing by you or hiring/outsourcing that function.
• Resource Episodes:
  • Ep. 44: How to Drive Predictable Leads Online for Your Firm (feat. Devin Watts)
  • Ep. 33: Should You Narrow or Broaden Your Marketing Niche? (feat. Jason Koh)
  • Interview with Tiffany Charles – strategic, intentional boots-on-the-ground marketing

For Listeners Who Haven't Heard the Episode

This episode serves as an honest, encouraging, and practical roadmap for financial advisors facing the all-too-common struggle: wanting to grow, but not loving marketing. Ryan’s challenges and the hosts’ advice will resonate with any solo advisor torn between serving clients and building brand awareness. Whether you’re overwhelmed by options or unclear where to start, the episode offers clear next steps and real-world encouragement: start small, focus on one ideal client, systematize your business, and use your natural strengths to authentically connect in your community.

Skip the guesswork and pressure. This episode proves that marketing success doesn’t require loving every part of the process—but it does require clarity, consistency, and a willingness to try new things until you find what fits you.