Creating Trust Through The Power Of Online Content

good morning everybody how are we okay thank you for uh honoring me with your time this morning I hope it'll be useful U thank you Tina for the introduction that means I can probably skip uh the next one uh the theme of this whole uh conference which I don't know about you but I'm I think it's the best ever I know we say that every year but there seems to be an incredible uh Vibe this year of um togetherness maybe it's because we you know we've sort of got all the RDR stuff out the way now and now we can just get on with what we really know we've been doing since uh day one but the theme is inspiring trust and we all know many of us will be business owners here but we all know that to build a successful business a viable business even this is uh essential it's a prequisite the problem we're fighting against though is that there is a singular lack of trust in the public eye towards our industry now that's I use that term obviously in its widest sense um and it's not hard to see why as an industry we haven't exactly covered ourselves in glory there are many other examples of things where trust has been betrayed but all that said we know that if we get in front of a client we know that we can instill in them a trust so powerful that they are prepared to Bear their souls to us to trust us with a lot of money sometimes and that is what I love about this job most it's that oneon-one with clients and we know we can instill that trust in people but is it possible to inspire that kind of trust first or get somewhere near it at least before they've even met you my answer to that obviously is yes and if it is true then that has to be an advantage in a world which is obviously cynical for these and many other reasons now you may have all the clients you want or need um you may not want or you may not feel that you need uh crap I've just realized something so sorry that's annoying I always do that forgive me no I won't start again just run it back you run it back it's difficult to I'll come back later to the fact that video is difficult to edit if you screw up I'm about two minutes in um you're yeah yeah that's right so basically people don't trust us but we know that they can and uh this is how you do it thank you very much tear that down a little bit can you just kill me a so you might have all the clients that you've uh that you want or need but there is an advantage you can gain through uh your efforts online which I'm going to sort of talk to you about it's not necessarily about gaining more new clients but it is about differentiation in this ever more cynical world you can Elevate yourself above your peers um and sort of set yourself uh set your stall out in this uh new world so very quick um bio this is me when I was 16 I see this picture and all I see is eyebrows I don't know whether you can do it's like they're alive um so that's 1991 uh I like to overachieve in everything I do so you'll notice a full set of stars on my badge there um I did an Electronics degree I couldn't stand it and failed it and so I got a job through a friend who worked for the CIS trudging the South Wales Valley not far from here at all other side of New Port and up the gwent valley um collecting IB insurance premiums okay I hated it always rains in South Wales um so I got wet a lot but they put me through the fbcs I then went to the Royal and worked in their uh estate agency division mortgage and life uh Insurance primarily made the leap then to the light side as an IFA and shortly after that my Cornish wife felt the call that all Cornish girls feel which is to go home and so we moved from Cardiff to one mile from Land's End place called senan Cove which is uh the best beach in the country bar non and I'll have no argument about that um we now live a little bit in land from that but um I like many of you sat the cfp in 2006 and it was a light bulb moment for me like ah this is how it really should be done um but shortly after that um combination of things happened uh I had a kind of epiphany that's probably over egging the pudding a little bit

where I realized as Tina said in the introduction that I really just didn't want to spend my career helping rich people get rich richer um there's nothing wrong with that at all but it wasn't what I wanted to get out of bed for I also had a sort of a few people say to me at about the same time you know you're really good at explaining that you know uh so that was nice to hear and it sort of happened the same uh a few times within a short period and then I read a book uh a book called crush it Dreadful title uh by a guy Gary vaynerchuk who long story short used online video to teach the world about wine um and became an internet phenomenon and the message of the book is the media are there now for you to get your message out free or almost free and so those three things came together and I set up meaningful money um why I genuinely wanted to get good information out there I didn't think I would get any clients from it I didn't think anybody would turn up the watch I have to say um I wanted to get good information out there it fits my natural bent to sort of help people and share I'm definitely got some Venus in me for those that were in John cre session yesterday there's also my father is definitely a Saturn so if I get quite legalistic and say you must do it my way then that's sort of saine I'll broke no argument about things as well but my it fits my natural bent to share and help people I knew that it would generate for me a profile of some kind within the profession that doesn't really turn me on particularly it's a useful uh sideline really but I did hope that it may be a kind of a springboard to the National stage I'd love to be known as the guy that can explain Financial things simply um maybe okay might be you but having said that this year meaning Forman is the second largest source of new business inquiries to my regulated company which is Jackson so there have been Financial benefits as well which pleases my business partners no end so why might you want to do something similar to that well hopefully by the end of the session you'll know whether you want to and if you do then why you ought to be thinking about it so I'm going to share really about what I've learned I'd love to say I'd learned it intentionally but I've only learned it by trying and failing and doing and learning uh as I've gone along but the thing which made me sit back in my chair and had so many neurons firing I thought I was gonna die is when I had an email which included this two sentences now this is from people I'd never met I'd never heard from and they said having watched several of your videos we feel like we know you and can trust you will you work with us it was a good day because you know this might actually have some power so what I'm going to do is break it down so I'm going to talk about the knowing and the trusting bit first and how that got these people to what we used to call a buying signal um and then just sort of how you might do the same okay so what does it mean to know obviously we're not talking about the biblical uh sense here and actually they don't say that they know me they say that they feel like they know me important distinction to know somebody you need to have shared experiences spent time with somebody to get to know them then there is a kind of a resonance you know we've all been uh in situ ation where we've met somebody for the first time and there's been an immediate click you immediately get on with somebody um and you feel like you've known them forever it takes time to get to that stage usually that sort of immediacy is quite unusual and there's a difference between knowing somebody and knowing of them or knowing about them subtle but important difference my 9-year-old uh daughter Kate asked me on the phone yesterday she said Daddy how many people are there and I said know about 600 something like that do you know everybody there daddy no how many do you know why is it important for a nine-year-old to know that and I said well I don't know I probably know by name and reputation maybe a third of those a couple of hundred people and I said I only know about 50 and of those I probably only know well maybe 10 um but the sort of degree of knowing uh you can sort of bring people along the path to feel like they know you and it's not manipulation it's just working with our natural bent to want to get to know people knowledge of course leads to trust or lack of trust if what we know about somebody means that we don't trust them but we live increasingly in a cynical World um we are overwhelmed by branding messages and advertising messages I mean my kids are insanely cynical I don't know about yours

so of an advert comes on from L'Oreal um and says about you know this new formula neutri sort of Peto camide XY Q10 which is going to make my hair look lustrous um they beat me to it now and say well that's crap isin it Dad so obviously been using wrong words in front of my children but um you know they're more cynical than I am which is saying something and because we're bombarded with these message we are more sparing in our trust so there's two reasons why trust is uh more sparingly given one is because for many people their trust has been betrayed so think of um for instance perhaps Toyota you know incredibly reliable cars and yet a couple of years ago Mass recall because their accelerators were sticking you know millions of cars recalled it affects our trust Toyota have obviously a massive advertising and branding budget but we've learned not to believe that anymore Equitable life perhaps you know the solid institution uh which turned out not to be so you know we are more cynical than we used to be uh because we've been let down and because of the sheer volume of messages that we now have to filter through so what I'm going to do is take you through a survey um not I'm going to ask you to do a survey there is a survey which has been done by about. com and when I read it I thought fantastic that's my ifp talk sorted so um what this survey did was ask people how they relate to Brands online and what has to be in place in order for a consumer to trust a brand and it established 10 elements of trust when dealing with uh a person or brand online and those 10 elements were split into three categories so firstly the fundamentals the thing which absolutely must be in place without which trust in uh online content provider cannot happen secondly the confirmers the things that once you have decided to trust just reinforce that decision and then once you've got somebody to that stage the things which differentiate you so let's rattle through these firstly the fundamentals so firstly transparency your motives for what you do online I'm going to come on to how you do that in a minute remember but your motives for what you are doing online must be clear to those consuming so if the goal of your online content is to sell something that's fine if your goal in your online content is to just inform people that's fine too but don't dress one up as the other so don't you know um put up an information site which is actually a very thinly veiled sales pitch people will not trust you if you do that don't disguise one for the other relevance so you the stuff you're putting on your website needs to be on topic obviously don't put yourself out as talking about one thing and then talk about something else but you need to it needs to be evident that you understand your consumer's needs and their situation and that you then meet those needs with what you're putting online the format that it's in the information that you provide is needs to be easy to use and apply uh people don't want to waste time hunting for the information so don't bury it put it front and center uh make sure it's not given grudgingly if you want people to trust you need to gush a little bit and put yourself out there that people will appreciate that and obviously what you put needs to be correct um people won't assume you know what you're talking about anymore people now validate everything they read online and the primary means that they do that is through their social graph so if for example you were writing a blog post L late at night about holding property in a sip and instead of writing commercial you write residential right and you put up a post saying you can hold the residential property in the six which we all know you can't do um if then somebody reads that they may think wow what a great idea and then perhaps go on Facebook and bear with me you know they might do and say hey apparently it's possible to put your home and your pension it'll take about you know 3 seconds for somebody to come back and say no you bloody can't it's ridiculous and your message then has been you know quashed by people's social graphs so just as they would um you know ask people they know in real life you know ask a knowledgeable person to validate what you put they will now do that online people are becoming aggregators taking the different messages and forming their own decision from uh across the sources so make sure your content is accurate so once those things are in place then we're talking about the confirmers things which reinforce the decision that somebody's already made to trust you so the first one is uh awareness so just recognizing your name is not enough I mean nobody knows who I am for crying out loud I'm buried at the end of the country um but we all know that the best source of new business for

us is uh referral from an existing client well if uh somebody um finds you on your website through a comment that somebody else that they know has made then that's an extra kind of reinforcement so if they know about you because somebody they know and trust knows about you that's um you know it gets you into the second round the social element again and then forgive me typo it's not it's relatability as a content provider you need to be able to sort of um see things from the from your consumer's point of view uh you need to sort of respect them and lead them like a knowledgeable friend so if you're buy a second hand car and you've got a mate who's a mechanic you might take him with you to sus the car out um you need to be that person so whatever your topic is they need to see you as a sort of respected and knowledgeable friend who will lead them um and that's what I'm trying to do with the video you it's like let's walk through this stuff together so these things confirm or reinforce the decision of somebody to trust you and then these are the things which really are the sort of Source on the top these are the things which differentiate you so obviously your expertise having Authority in your field perhaps Awards might help with that um but you need to be perceived as having essential value lifechanging life enhancing content it needs to be content which advances your consumer towards their goal they need to be able to attribute their progress to your information if you can win that kind of trust you're golden for instance I did um an episode a couple of episodes recently on uh how to budget right this is not sasses or spouse or bypass trust this is how to ensure you spend less than you earn that was my favorite of um it's name Behavior Gap sketches you know income must be greater thank you than or equal to expenses you and I all know that financial planning as much as we love to um glory in our own expertise essentially comes down to spend less than you earn put the rest away protect what's important and have a plan to run to okay your clients need to know that or your consumers but I did a couple episodes on budgeting um and one of them was a screencast which is where you share the screen on your computer and I provided for download the spreadsheet that I use that I sit down with my wife at the beginning of every month and we look right okay what's coming up this month that we need to put in it's dead simple you know money in what has to go out what's left to actually spend and that's what we do every month it's the way we ensure that we don't spend more than we earn so that we can secure our own future and that um spreadsheet was provided download it's one of the most commented on ever I've had lots of emails saying I finally feel in control thank you so much all I did was provide an Excel sheet took me about 20 minutes to put together but if you can if they if people can attribute their own progress towards their goals to your information then you've cracked it provide Choice give uh sort of more than one way for somebody to achieve what they want to achieve not just more products but perhaps choice in the way they consume your content so perhaps a choice of video or a podcast or written stuff obviously video is my primary uh medium but I'm sort of starting to get the videos transcribed and things like that give people choice as to how they consume your information and choices might apply it fairness this is more about sort of pros and cons really um not being too preachy um and also acknowledging your own weakness so budgeting actually happened to be something that I was awful at fortunately I married a woman who's very good at it um I sometimes sort of Revel in the irony that I do what I do now when I used to as a student go to a cash and close my eyes and hope that it would give me money awful really um I'm much better now honest um but I acknowledge the fact that I like at least 90% of the population finds it difficult sometimes to get to the end of the month without having spent everything that's come in so people relate to that so acknowledge your own weaknesses be honest and open and if you are weak in a certain area feel free to sort of provide outward links to other people who perhaps are better than you at that it humanizes you know and then finally exclusivity it offers something which provides a sense of community I mean Martin Lewis wrote the book on this really love him all Lo him money savings expert is essentially a bunch of articles but what it's really about is the forums where people are fanatical in their fervor um so he didn't answer that many questions obviously he's got moderators and stuff but the community is what that website is really about and why it's so valuable so offer something which

provides uh Community there two of people who I uh listen to and read often one is Gary vuk who wrote the book and that sort of got me going on this and another is guy called Cliff ravenscraft who's the podcast answer man they both do cruises for their followers that that's Community if you can get you know 100 people to pay six grand to go on a weeklong cruise for with you just because they think you're race it's fair to say you've cracked the community thing so that might be going a bit far but you know what I mean you can establish Community um there's another guy called David Ramsey who you will I the love him or Lo him I think he actually talks a lot of sense about personal finance but he also Peppers it very heavily with sort of uh Southern americ um yeah Southern State Deep South Evangelical Christianity so you have to sort of cut through that um but his followers are as fanatical as he is so Community is good okay so all these things that we talked about will get people to the stage where they trust you and what they then do is they use that trust to filter all the Myriad messages that are coming at them every day so all the um messages the adverts the things they know they need to be doing the things they're searching for they use these things to filter that out and what you want to do is to sort of pass that filtering process 84% of the respondents to this about. com survey said they won't even enter what they call the purchase funnel until they trust a brand or an online information provider they use these trust cues if you like these have to be in place for them even to begin to think about parting with money and that's only going to increase as the world becomes increasingly online and social there's no such thing now as One-Stop shopping people aggregate so they'll read they'll think I need something you know I don't know I need a kitchen device of some kind um I'll read reviews but I'll re read reviews from three different places then I'll go on to Facebook and Twitter and ask what other people think about the one I'm thinking of buying then I'll go on to Amazon or something uh like kelu or something where I can compare prices and only when I filtered all that information do I get to the point where I'm going to buy that's just increasingly happening you want to be a part of that um not necessarily kitchen AIDS but you know what I mean um when it comes to sort of building Trust reviews are really powerful so I just want to mention something called vouched for which is a new service which have been recently sort of relaunched which is kind of like a Trip Advisor for ifas if you don't know about that it's vouched for. co I've just sort of got involved with it actually so I don't have any reviews yet but it's where you can give clients that uh you've worked with um you send them there and they review you um it's going to be very important I think okay so obviously by hook our Krug and without any intention to do so I got these clients down in beyon C to write these words to me um which was just a great day I thought fantastic that is a buying signal I'd never heard from these people before but I got them from complete Stranges to giving me a fairly significant amount of money to invest and to arrange long-term care uh funding for her Father which you know and I did all that before actually meeting them in the flesh it was all done by a Skype video I have now met them um and they become friends and real Advocates of what I'm doing so um I'm very grateful to them so how right this is what you really want to know now you do you follow all that there's a lot of information there but all I wanted to do is to bring out what I've sort of what I have obviously done without trying to do it Tred to sort of find the things which um which I've done and hopefully you'll be able to apply so uh where are we doing we've got 20 minutes left I want to try and get some time for Q& A um or if there are our questions and early finish um I call this the section of Threes because it's basically a bunch of three bullet point slide so here we go any content that you create must do ideally one or actually ideally one of all three of these must inform entertain entertainment on its own is fairly worthless uh the best one of course is to inspire to action if you can do all three if you can provide useful information in an entertaining way and a punch at the end which gets people to make take action then you've cracked it three things your content must do ideally all three of them there are three types of online content there will be a little bit of overlap from Monday guys so apologies if you're in the Monday session um written blogs podcasts and video written blog as you know is a bunch of Articles listed in reverse order the most recent first um podcast is an audio conversation essentially and video everybody knows what video is which one is best for you will dependent on your temperament and your natural strength so pick one and do it well um let's look at some pros and cons of each

um a written Blog has probably the lowest barrier to entry I don't want to um belittle the skill behind good writing anybody can write but few people can write well um so it's easy to do in terms of the actual action most of us can use a word processor and if you can then you can do a written blog but uh good writing is a real art uh Because the Internet is a essentially made up of text even though it's very graphic heavy these days underneath all that it's all just uh text called HTML um written blogs excuse me are very search engine friendly search engine optimization so you can pepper your text with keywords which will drive you up the rankings that's it's like a dark art SEO but if you get it right it's very powerful and once you have put in place a written blog it's easy if you do make a mistake you can go back in and edit it and immediately republish so that's a real benefit um you know not just grammar and typos and things like that um but uh you know if you happen to make a really obvious up um so those are the sort of Pros cons there's uh lots and lots of competition you know there are something like 140 million blogs out there um obviously there's a lot less than that on Personal Finance or whatever but that might not be what you want to write about um so there's a lot of competition it's difficult to stand out as a result this is actually a of all online content it's easy to get going but it's difficult to maintain as human beings we are good starters and poor finishers as a rule okay as I mentioned on Monday I think I started or tried to start three blogs before I finally found a thing that I was good at and still enjoy enough to do two videos a week um so it's easy to start but difficult to maintain and as I say good writing really is an art it does take work um not sure if that's really a con perhaps I was scratching around for a third Con on that one uh podcasts Pros it is just like chatting we all of us probably talk for a living essentially you know deep down that's what we do um and you might not think you can talk about a subject for half an hour but you bet any one of you in here could if it's something you care about um no one but no one is doing podcasting in our field regularly there are a couple of advisers Jeremy Deeds is one who occasionally does an audio boo which is a short sort of two three minute burst generally quite sort of poor audio quality if you listen to a good podcast it's um it's just like Mana for the ears it's fantastic so uh but there's hardly anybody doing it and nobody specifically in our field that I know of feel free to correct me on that if you found somebody that I haven't and the great thing about podcasting is it's a really convenient way to consume information and there's been 350 million iPods sold 85 million iPhones plus all countless Millions non-apple MP3 players and smartphones I don't know how many million gym memberships there are in the world how many million or billion people have a commute into work of at least 25 minutes this is dead time that you can fill with your information because it's audio you don't have to you can do other things while listening cons it's technically more challenging um at least to do it well you know knowing things about microphones and recording and stuff like that but there's plenty of information out there that you can find to learn to do it obviously once you've um put up a podcast you can't sort of edit it and take some words out in the middle you'd have to take it down and do that and put it back up not very easy and because it's audio it's less search engine friendly but the good podcasters will transcribe or at the very least put show notes um on a sort of blog post um to help with the search engines how about video then well as um as human beings we are wired to subconsciously take into account all aspects of a person that we are talking to so shape and size so people watch me on video they know I'm you know three stone over a weight and I'm a yorkman living a long way from home um but they can see the whites of my eyes they know that I smile a lot and um and you can relate to people I mean I might completely turn some people off that's fine um but you know people can see the whole you on video and there is uh a marked sort of increase in the level of Engagement when people can watch you can use graphics for emphasis so often I stand to the side of the frame and um bring in a graphic just to emphasize what I'm doing um and arguably of all the media it's the most engaging for the reasons above but it's the most technically complex um uh you know there's not only the visual side there's the audio side obviously you see I'm extremely good at that because I forgot to turn the flipping thing on um but there is the editing after that um but it's all doable I just learned as I went along I happened to like computers so I sort of fell into that quite naturally but there are other people who could do that bit for you it's um very difficult to edit once posted so if you do make a

mistake I've done this I've put something up and then I've listened to I've watched it back and thought Oh my God I can't believe I said that took it down again and then had to re-shoot which is annoying and probably the biggest downside of video is that it's the most attention intensive you can't really drive a car and watch a video at the same time it's not a good idea um you know you have to watch and so you're engaging pretty much fully with that just as you're all engaging fully with me now um you know it's quite attention intensive so that can be a downside okay three dos things to make sure you do with your online content key rule is to be consistent post regularly I'm rattling through these so um bear with me obviously write talk film about what you know people will spot a fraud a mile off so don't try and um blag your way uh through your online content stay on message um a subset really of be consistent whatever you decide to talk about stick with it three more dos use the social networks you hear a lot about this that at this conference not least because the chief exec many of the board of the ifp are social media devotes um but social media is there to listen yes to get your word out but not to push this they are not broadcast media so Facebook Twitter and things like that um are listening tools really and conversational tools make sure you engage via comments obviously on your own website that's a given but especially on websites similar to yours but you know uh maybe slightly different so there are some fantastic Finance bloggers out there um guy called money VOR I don't know his real name um but he This brilliant site and so some really good comments he gets so you know just going in there he hates advisors actually um so I've had some good conversations with him and his sort of commenters but you know if you talk sense if you engage if you add to the conversation people will follow you back to your website get your own domain okay this is a bit of a throwaway one there so make sure you're not Pete matthew. blogspot. com but just spend less than 10 quid a year and get your own domain three don'ts three things not to do don't spam your consumers that should be obvious right don't um just push all the time that's not what it's about don't pitch too high keep your language understandable and your tone at the right level and certainly Don't Preach I realize I'm preaching that you okay it's my Evangelical Christian not bringing I'm afraid um but um you know remember what I said about being a trusted friend wouldn't sort of lambast you for not doing something right they would guide you along and that's what you need to be doing with your online content three excellent examples of people doing it right Martin Bamford uh has a tendency to polarize opinion which is another uh piece of evidence that he's doing it right um banford just he writes regular posts at least one a day usually less than 300 words that's the reason he's Far and Away to my mind the most often quoted advisor in the national press he has an opinion he puts it on his website I know that his website is a primary driver of new business to his firm okay so he's uh arguably the best in our industry at written blogging Michael Hyatt is nothing to do with our industry uh I mentioned it briefly on Monday but uh he's something like the seventh most visited blog in the world half a million monthly unique visitors um awesome content he has a podcast he's three times a week he blogs um really good but his podcast is superb not only for its quality of audio and things like that which I really appreciate but his content which is what it's really all about so check out michaelhyatt. com and then oh no how did that get in there um an example of uh video which is not me um is this guy talk about a niche this is Dave dugdale he has a website learning DSLR video. com right so if youve got a DSLR camera his entire Niche is using video to teach people how to shoot video on the DSLR camera the internet is a broad and wide place you can find a niche he makes a very good living out of this by having affiliate links to equipment and things like that he does very well and he's great you know he just gets in front of the camera um says it how it is teaches people how to do things he's fantastic I watch him a lot whatever your thing is there's a site which will teach you how to do it three objections okay I get these quite often if you're producing content online because the entire world can see it the people who come to you are going to be of indiscriminate quality possibly certainly that was the case for me I turned some people away but you're going to do that anyway you

know if you put an advert in the Press you're going to get indiscriminate sort of results from it so that's they're just going to feed into your natural filtering system as a business anyway um but if like all marketing if you pitch it right then you should get the right kind of response um second objection it just takes too much time you know um how does Martin banford write all those articles every week I'll let you answer that um you I'm busy writing running a business I don't have the time to do this totally understand that um if you think it's important you'll make time it's like anything I realized in May uh you know I'm managing director of Jackson we're a small provincial firm but there's six advisers four staff uh battling with all the same things that you are it takes time um and I realized I was spending my evenings sort of behind my laptop working on my stuff for Meaningful money and you know I got 12-year-old and 9-year-old daughter so um I thought before I my wife divorces me for never speaking to her in an evening I need to change something and so I decided do I asked myself do I want to car carry on with this uh bear in mind that Jackson is the thing that pays my mortgage you know that's the primary uh part of my business life but I really feel very strongly about this so I want to carry on so now I get up at 5: I just decided I wanted to do it so I get up at 5 work till 6:30 on my stuff have breakfast take the dog go to work for 8: work till 5:00 and then come home and spend the with my kids but I want to do it so I make time you will too if you want to do it hopefully you'll see that there are benefits final one is that there's nothing new to say everything's been said about personal finance um that's just nonsense um because even if it's been said before you've never said it before and your uniqueness is what will make you stand out three very good resources copy blogger. com this is on their homepage if you just scroll down a little bit so tutorials on how to write good copy um how to do email marketing properly how to build good landing pages um fantastic resource completely free um the best book I mentioned this on Monday the best book on the subject read it it's a stepbystep guide to doing this stuff right by the master Michael Hyatt and then finally again Gareth Thompson he will build you the website which will make this easy at cat potato three final ideas be a consumer first does anybody body know what Google Reader is and does anybody use it tell you what folks this is probably the most useful thing I say to you all morning um You probably have several websites that you check regularly right I do I check in regularly with about 130 sites okay now you couldn't possibly go to 130 different websites every day all these sites will have an RSS feed you just need to find it a little icon it looks like an orange square with what looks like a sort of Soundwave on it and what that will do it's a feed of all the posts on there you plug that into Google Reader just go to reader. goole. com um and it will aggregate them for you so you can put them in folders and organize them how you want and all you do then is scan headlines so you can group them so I'm a bit of a nerd so I have lots of websites about Apple and Macs and podcasting and stuff like that and I just scan headlines the first thing I do every morning so be a consumer first the only reason I know about this stuff Michelle you asked me that how do you know about that it's only because you know I'm reading from other people and now you're hearing it from me so become a consumer first and you'll know how to do this how to be a provider second why not do a site Pro for professionals I'm aiming at ordinary people who just need to know how Finance works but if in your area you want to be targeting um accountants or lawyers in a particular field why not just set up a site for them and send them a link and say look we started this site we got 10 articles on there we're going to be posting every week or something like that um and see what that does for your referrals and start a podcast before I do because there's nobody else doing it slides video at least everything except the two minutes are going to be on uh this site including links to some of the stuff that I've talked about so pm. com ifp 2012 send me an email more than happy to answer any questions we just haven't even begin to scratch the surface absolutely the world is listening there has never been a time in history where you can be published where there's nobody being a gate keeper for your message where there's nobody editing it there's nobody saying you're too fat or you're too ugly or you got a stupid accent you can get out there and do it and people will listen 70 people every day watch one of my videos which is staggering to me you know it's sort of uh a little over 2,000 every month um and the thing which keeps me going is the comments and the emails and stuff that I get the same people saying thank you for helping me and you can do the same okay so thank you folks very much for listening absolutely out of breath U but I hope that's been

helpful fire any questions at me by all means but we've got Q& A if you have any Michelle it breaks me to ask you this question but um a lot of advis are sort of stumbling AC compliance social media how do you feel with that or you have to I don't think there's any more issue with compliance than there is if you um on social media go to a dinner party okay and somebody ask you about it all the social media are really is one big conversation so as long as you're not daed enough for somebody send you 140 character tweet and says what should I do with the 50 Grand that I've just inherited and you say well I would do this if I were you then you're asking for trouble you know be aware of the financial um promotions rules but meaning for money is generic I have disclaimers on there I'm not daff but meaning for money is generic so just exercise the same common sense as you would in any ordinary public situation you'd be fine I honestly think I mean the big providers you know perhap the networks and stuff I understand their paranoia on this because they got a lot of people to watch um but you know just exercise Common Sense there's no more danger for compliance in my mind to using social media if you just exercise the same common sense as you would normally David you said that David not me to what degree do you your my videos uh onepage notes I put them on an iPad just on I have a little bracket that goes under the camera um they were getting too long they were getting to about 8 minutes so that's far too long in YouTube world so now I'm keeping the under four minutes bullet points only but you know I mean you could do that easily it it flows a little better so I need hooks particularly if I'm sort of running through an example or something I'll need to have the figures um there but um it it's mostly just bullet point no so I can just get a hey how do you deal with the logistics the world big you engage living in good question picked up clients in Yorkshire bexy sea in East Sussex buckinghamshire um Oxfordshire all of those are very long way from penans um everywhere is a long way pen takes me two and a half hours to get to exitor for Crown out loud most of you people think the S the Southwest ends at exitor okay you got another two and a half hours before my house you get to Penzance it's another 15 minutes to my house but anyway um Skype video or FaceTime um as I said the meetings you know I did the entire process on video all right I've met them since I don't believe you can uh thank you can complete you just have a relationship I would want to see everybody in the flesh at some point so then you know I go up to London three four times a year so I'll just try and do it at the same time or up to the branch Chairman's meeting I saw a client in liing to spar on the way so just got to plug it in but I can't keep doing that but you know I'm sort of approaching the limit of how many clients I can deal with anyway but that's why I have staff any else David but is there not an issue there if you build person potentially that's absolutely right that's not something I hav an answer for I'm going to I'm eventually going to hit saturation it's not no but it's a real issue so I mean hopefully because I you know I'm the MD of Jackson what I'm trying to do is to put my stamp on that firm you know we only take advisers who work the same way as I do um and so hopefully I'm using my brand to influence my firm um so hopefully that will work one more problem that you just described seems to me to be one you need to oh potentially absolutely it comes down to motive though I genuinely never thought I would get any business out of it this was something I did on my own time I wanted to help the people who were no me couldn't afford me um to understand the basics to equip themselves to take control of their money that's what really gets me out of bed in the morning so well yeah exactly but then you know I provide a link to vouch for maybe they can find an advisor I'm writing an ebook into how to get advice what to spot what the first meeting should be like how to spot a shark You Know audio triggers some things that people say which you might want to be wary of right we've all had advisors the meekings who came to me dealt with a certain large National wealth man management firm okay had four meetings never got given the terms of

business and um only got told the charges when they were being handed the application form when they were told the charges that people physically kicked them out of their house were disappointed disheartened concerned that they might get ripped off by the next people they turned to where did they turn online they found me fortunately I was able to deal with them but my overriding uh passion is that these people can help themselves right the RDR will I I'm really I'm pleased with the RDR but it will disenfranchise a lot of people who need advice I'm convinced of that so I'm just trying to do my small bit to bridge that Gap but it won't Bridge it completely all right guys thank you very much for your time I really appreciate it