Winning Online Retail with Position & Purpose with Marty Cornish

This episode of Fractal Marketing with Gerard Doyle is called “Winning Online Retail with Position & Purpose” and today’s guest is Marty Cornish, Founder of Defence Sporting Apparel (DSA).

Marty starts the conversation with an introduction to DSA and his military roots. He then shares the marketing success he has enjoyed with Facebook ads, email marketing, and direct messaging. Marty also shares the difficulties he is having with Facebook political ads and his plans for 2020 to enter foreign markets, most notably the US, UK, New Zealand, and Canada.


13:44 “Now, we’ve had our last product launch which was really effective. The first day of the launch, we sent a message and then on the last day when we’re closing off the product launch or the campaign, we go, look, last chance. We’re closing up. And just two, start of the campaign and end of campaign. So you’re not overbearing a message. You’re not spamming them and you’re building that urgency at the end too which is quite effective for us.”

17:05 “So then, going after audience insights, I started really noticing that my community is really into the outdoors. Like a lot of the other brands up there, their following is very outdoors and that’s when I started testing. So we came up with the great outdoors collection. The interesting thing I learned, my expectation on what I thought would be my existing community would buy. We did the edm’s and we got zero dollar sales.”

23:25 “I think maybe the campaigns, we will have it there because I think it fits in but I think we’re going to reduce our skew codes and kind of be more focused. At the end of the day, my mission, this year, is to take DSA, really break into the US, UK, and New Zealand and Canada markets.”

35:54 “A big part of my focus this year is we’ll get some insiders breaking through the US market with DSA because it’s such a bigger market. It’s such a bigger market cap. It’s going to be a challenge which I’m excited about and I think that’s where it gets exciting, that B2C, tapping into that audience because they’re very patriotic.”


06:49 Branding: How to appeal to the right target market

12:13 Extending into more niches

20:41 Creating a trusted brand and scaling

24:42 Market validation and supplying defence forces

29:14 Measuring referrals and exploring resellers

36:39 Facebook issues with political advertising in the US





Online Marketing for Financial Advisors

As a financial advisor, your goal is to grow your business, manage the needs of your existing clients, save time and make more money. It’s time to think about optimizing your marketing channels. The financial service industry is slow to adopt online marketing practices. Earlier, a skilled salesperson would meet with prospective clients in person and this would work because advisors were in control of all the information that investors needed to make the selection decisions. But things are now changing. The internet makes this culture obsolete. When it comes to generating leads, traditional marketing efforts like seminars and referrals won’t cut it anymore.

What does online marketing entail?

  • Search engine optimization
  • Simple notification service or short message service
  • Social media
  • Paid ads (PPC) and placements
  • Webinars

Here are a few things to know about online marketing-

Inbound Marketing

The biggest trend that is impacting the way financial advisors market their services is inbound marketing. It uses a combination of social media, free offers, email marketing and blogging (which is considered content creation marketing) to connect with clients who might be interested in the products/ services you offer. The past has largely witnessed advisors relying on outbound marketing strategies to win new clients like seminars, direct mail, and telemarketing. These are rendered ineffective as more and more people are now using the internet to find and select financial professionals.

Your website should be an extension of you

Your homepage has 10 seconds to deliver a compelling message that will cause clients to want to learn more. If you fail to make an immediate impression, your clients will move on. People do not want to have to search for information on your website. A person should be able to know exactly what is it you do by glancing at your webpage. How to achieve this? by designing your website strategically to generate leads and ensure a positive organic user experience.

Video marketing is very effective

Video marketing is rapidly becoming a dominant force on the internet, surpassing the written word. It is a highly effective way of conveying information quickly and creatively. It is after all the next best thing to a meeting with a client in person. Social media platforms like Facebook and Instagram have live video streams that will help you communicate instantly with clients creating a highly engaging user experience.

Blogging gives you a voice

Outbound marketing tactics can lead to rejection rates that exceed 95%. Additionally, they are disruptive because you are contacting people who do not wish to be contacted. Bogging is by far the single best way to generate traffic for your website. It keeps the content on your website fresh and helps remarkably with SEO value. If you produce stellar blog content, you can easily solve financial problems for clients, establish yourself as an expert in the field, increase traffic and produce contact data for your drip system.

Engaging with your audience is crucial for your firm’s digital presence. You have to actively market your business where people spend most of their time if you wish to build brand trust. Also, it helps immensely with referrals. People are more likely to trust other people who have used your services than you. Online marketing, after all, is not a set it and forget strategy and it most definitely is not an overnight phenomenon. While content is definitely important, it’s just a piece of an overall campaign that aims to move a prospect closer to the advisor over time. Generate awareness of your firm and recognize that your prospects will evaluate your services before signing on. The ultimate aim of online marketing is to successfully get clients onboard. From there, it’s a slow but effective process.

Financial Advisor Marketing Agency

In order to get your message in front of clients, capture their attention in a crowded marketplace, financial advisors need to be able to determine and then communicate what makes their firm truly unique. Just as you have mastered your industry-specific craft, marketing agencies are experts in selling and communicating. By leveraging the right agency’s skills and expertise, you can make a more powerful impact. No matter the size of your firm, an agency will ultimately elevate your brand. 

Here are a few things you might want to consider — 

  • Explore and understand what different marketing agencies can do for you
  • Learn what working with an agency entails — roles, expectations, processes and typical schedule.
  • Find prospective agency partners, weigh all odds before selecting the right fit for you. It’s also okay to consult other people. 
  • Understand how to approve, review and prepare to deploy marketing materials
  • Evaluate your project and plan to refine

Why should you consider working with a financial advisor marketing agency?

Today’s financial advisor marketing needs to include education on the complex, volatile landscape that makes financial planning so vital in order to attract new clients and prospects who do not completely realize they need financial support. If they understand this need, they will be more likely to seek support. This is why working with a professional, expert agency can be so crucial for business growth and expansion.


 An agency working with strategic, agile minds and professionals dedicated to financial advisor marketing will know how to research the market, identify differentiators that set any advisor apart from the others while analyzing the competition. Then working with the information gathered, you can implement a data-driven marketing strategy using the agency’s recommendations. 

What are the types of financial advisor marketing services available?

Strong branding

strong branding is vital if you wish to connect with and attract clients today since finances are a very volatile topic. An agency will help you create a strong brand identity that will effectively appeal to a targeted demographic.

Social media marketing

The only non-negotiable virtual presence that every advisor must have is a professional updated website. However, consumers are far savvier than ever and a prospective client will have definitely done their due diligence on you before they avail your services and for financial advisors, the process of getting in front of prospective clients has been a social endeavor. 

Thus, social media will not only augment how you present yourself to the public but it will be a highly effective means of interacting/connecting with others especially if you’re yet to crack the code of networking events. Another benefit is that even those you’re not interacting with will be able to see how you communicate with others. 


Community events

Despite the increasing popularity of digital marketing, traditional forms of marketing like face to face networking is still highly valuable, especially for financial advisors targeting a specific geographic area like a county or a town. Whether it’s by hosting a block party or sponsoring a local charity event or getting involved with some other creative endeavor, advisors can market their services to people through these community gatherings. They might also want marketing materials or branded business cards to make the most of these events.

Content marketing

Your website is important because of the compelling content you include in it, one that is responsible for attracting traffic and conversions. Strong, professional comprehensive content both online and offline will help you build a reputation for credibility and expertise in the industry. A professional agency will help by creating, planning, sharing and promoting relevant content that builds professional awareness. 

You likely struggle to successfully market your firm unless you have a degree in marketing. Successful financial professionals know that investing in the right marketing solutions will only yield positive outcomes and lead to a steady increase in revenue for years to come. If you wish to strategically implement strategies while adhering to complex compliance department requirements it’s time to get in touch with a marketing agency. 

Scaling Your Business Using A Remote Team – with Meryl Johnston

This episode of Fractal Marketing with Gerard Doyle is “Scaling Your Business Using A Remote Team – with Meryl Johnston”. Meryl is the Founder of Bean Ninjas, a bookkeeping and financial reporting firm, and today leads an in-depth discussion on how to achieve success using a remote team that works with members from anywhere in the world.

Meryl shares the birth of Bean Ninjas, her insights on making her first hire, and the sheer hustle it took to grow the company into a 20-person strong organization. She talks about how specializing in Xero was a huge step for the business and looks back on the masterminds that helped form the company into what it is now. Meryl is a Chartered Accountant who specialises in cloud accounting software “Xero”. The business is now 4 years old and has a distributed team of 15 based in 6 countries around the world. Bean Ninjas were recently awarded the prestigious Xero Bookkeeping Partner of the Year for Australia in 2019. Prior to Bean Ninjas Meryl worked at international accounting firm BDO, ran a consulting business and taught accounting at a local University.


01:31 Bean Ninjas and their early adoption of remote teams

08:07 Making the first hire and its birthing pains

12:52 Marketing: finding and maintaining new clients

16:47 Bean Ninja’s creative courses

21:26 Gaining recognition and building the community

30:03 Discussion on masterminds

34:56 Marketing advice you wish you knew back then


07:41 “It’s just we want everyone to be productive and successful and so we have conversations with everyone about, do you need another monitor or are you happy with work from home or do you want us to pay for a coworking space? So it’s a bit more individualized at the moment.”

09:45 “And in hindsight, I probably would hire a VA much further down the track and hire the more senior people possible to help create the processes and take ownership of departments and hiring other people rather than getting the most junior person as, well, the cheapest person that you can as the first hire.”

13:16 “And so we followed that methodology and launched in a week and got our first customer in a week. And really, we got that customer from posting in a Facebook group about our story that we were launching this new business. We had created a web site in a day and we were just having a crack. And so people kind of liked the story behind that and that’s how we got our first customer. And then it was hustle.”

21:26 “We were really proud. In 2019, Xero selected us as their Australian bookkeeping firm of the year. So out of all the bookkeeping firms in Australia, we were number one. It would’ve been very difficult to do that if we were splitting our focus across multiple pieces of software.”

30:37 “The very first mastermind I was in was for accounting firm owners who wanted to think differently and that’s where I found my first co-founder was in that mastermind. We founded Bean Ninjas together. So that was a huge benefit that we found each other… And then built enough trust through those regular calls that we felt that we would be good business owners.”

35:02 “It would be to focus more on sales. So in our early days, it was direct sales that brought in customers and I probably spent a bit too much time on brand building and content which is a long term strategy. And so I’m glad I did because all of that work that I put into content really helped but it didn’t pay off until 2 or 3 years down the track. And really, we needed to be making sales.”


BeanNinjas Website

The 7 Day Startup: You Don’t Learn Until You Launch” Book by Dan Norris

Connect with Meryl on Linkedin 

Dissecting a successful course and book business with Anthony Metivier, the creator of the Magnetic Memory Method

People with excellent memories and memory championship winners are not too different from you and I. 

They just use a combination of techniques to enable their minds to memorize things.

You might find it hard to remember names, facts, equations, lists, tasks you need to take care of, a new language and so on.

But if you follow the right techniques, you can remember almost anything you want.

On this episode, I’m talking with Anthony Metivier is the founder of the Magnetic Memory Method, a systematic, 21st Century approach to memorizing foreign language vocabulary, dreams, names, music, poetry in ways that are easy, elegant, effective and fun.
An author of over 10 bestselling books, Metivier holds a PhD in Humanities from York University, an MA in Media and Communications from the European Graduate School, and an MA and BA in English Literature from York University.

But we cover more than just memory, we talk about how Anthony has created a huge multi-channel content machine that funnels people into his memory course.
But more than that, Anthony explains why his purpose and altruistic goals are the secrets to his success.

Anthony’s YouTube is a great resource