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Personal branding · Finance and legal

Somebody reads you for six months before they ever write to you.

Personal branding for a financial adviser or planner is the visibility of a person a household will trust with their savings, built without returns, testimonials or client names.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

A professional shares her expertise in a recorded interview

In one paragraph

Personal branding for a financial adviser or planner is the visibility of a person a household will trust with their savings, built without returns, testimonials or client names. GullySales writes and runs it from a regular conversation, and routes everything through your compliance check before publication.

Also written for

Financial adviser, Financial planner, Financial consultant, Financial advisor.

Where this sits

For financial advisers and planners

Where it usually goes wrong, and what we would do.

  • “The decision takes months and none of it is visible to you”

    A thirty-eight year old with stock options and a home loan listens to podcasts, reads threads and watches strangers argue for half a year. Then they write to one person. You never see the six months.

  • “The one thing they ask is the one thing you may not show”

    Everybody wants to know what returns you got. The advertising rules for registered advisers exist precisely to stop that answer, so the only proof left to you is how you reason.

  • “Free advice online is your competitor and your source”

    The finance creators have already taught your reader the vocabulary. They arrive knowing what an expense ratio is and wanting to know whether you are going to sell them something.

  • “How you are paid sits behind every other question”

    Fee-only, commission, or both under different registrations. The reader is trying to work this out and assumes the worst when you do not say. Put it in the opening paragraph.

What we do

What we deliver for financial advisers and planners.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. A profile stating your registration and your fee model

    Registration category and number, qualifications, and how you are paid, in the first screen. The required disclosures carried where they belong rather than in small type.

    Result: A reader who spent six months being suspicious can stop being suspicious about you.

  2. The interview about a conversation you keep having

    An hour with you on the question clients keep asking, usually about a decision they are afraid to get wrong.

    Result: Writing about the situations people are actually in, which is rare in this field.

  3. Writing about process, with no product in it

    How a goal is turned into a number, what a review meeting covers, why the plan changes when a parent needs care. No fund, no scheme, no recommendation.

    Result: Material that survives a compliance read without being drained of meaning.

  4. A standing list of what will never be published

    Returns, screenshots, client messages, anything identifying a household. Agreed once, written down, and applied to every draft.

    Result: No argument about whether a particular post is allowed.

  5. The compliance route agreed before the first draft

    Who reviews, in what order, how long they get, and what happens when they object. Built into the publishing calendar rather than bolted on.

    Result: Pieces go out on time instead of sitting in a reviewer's inbox for three weeks.

  6. Your associates given readers of their own

    Profiles and writing for the planners in your team, so a household is not waiting for one diary.

    Result: A second adviser can take a first meeting without the enquiry going cold.

How the result is measured

  • Enquiries that name you or came through your profile
  • Searches for your name, from Search Console
  • Profile views and connection requests from your industry
  • Speaking invitations, press enquiries and podcast requests
  • Posts published against posts planned, and what held up the rest

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full personal branding page

How it works

How the work runs for financial advisers and planners

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Work out whether this is even your bottleneck

    The first conversation covers how enquiries reach you today. If the company's own site is the weaker link, that comes first, and we say so.

  2. 2

    Search your own name with you

    We look at what a buyer sees today: every profile, old listing and photograph. Some of it you will want taken down, and some of it only you can take down.

  3. 3

    Agree what you will and will not say

    The subjects you know cold, the ones that belong to your clients, and the lines your regulator or association draws. Written down before anything is published.

  4. 4

    Rebuild the profiles

    The bio page, LinkedIn and the directories that matter in your field, done once and done properly.

  5. 5

    The routine

    Interview, drafts, your approval, publication. The interview is the only part that needs you, and it is the part that cannot be skipped.

  6. 6

    Hand it over

    The subject list, the drafting notes and the calendar are yours. If you would rather keep it running yourself, that is a fair outcome.

Before you hire anyone

The first thing to do yourself.

It costs nothing, and it shows what a buyer sees before they ever call you.

  1. Search your own name and your practice or business name in a private browser window, and list the first ten results.
  2. Open your profile on each major platform and check that the name, photo, description and contact details agree.
  3. Ask two people who recently chose you what they looked up first, and write down their answers.

Judge any provider

What to ask any agency or ghost-writer.

Useful whoever you choose, including us.

  • Who writes my words, and do I approve everything before it goes out?
  • Which of my own details and claims will you need to check with me before publishing?
  • What will you not write because of the rules my profession follows?
  • Whose account do the profiles and the content sit in, and what happens to them if we stop?
  • What do you count as a result, and what will you not promise?

Where this fits

Three pieces of sales work, in this order.

GullySales builds every engagement from three pieces of sales work. This page is not one of them, but the same three steps apply to the business behind it.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
What do the rules actually allow me to publish?
In general terms, the regulator's advertisement code for registered investment advisers restricts claims about returns and past performance, restricts testimonials, and requires some material to be cleared before release. The detail differs by registration type and has been amended more than once. Your compliance officer or the supervisory body gives you the current position, and it is your registration at risk, not ours.
Can I use a happy client's message?
Treat it as a no until your compliance officer says otherwise in writing. Testimonials are among the most heavily restricted things an adviser can put out, and a screenshot in a story counts as one. There is usually a way to describe the situation without the person or the quote.
I would rather run advertisements and buy leads.
For a transactional product that is the cheaper route, and we would tell you so in the first conversation rather than take the work. A household handing over a retirement corpus is not bought that way, and a lead who has never read a word of yours arrives cold.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on what is being changed and how many of the people who matter see it. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever the work touches, such as your profiles, your website or your accounts, and time with the people who can answer our questions.

Finance and legal

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