This is the Ultimate Advisor Podcast, the podcast for financial advisors who want to create a thriving, successful and scalable practice. Each week we’ll uncover the ways that you can improve your referrals, your team, your marketing, and your business operations, helping you to level up your advising practice, bring in more assets and create the advising practice that you’ve dreamed of. You’ll be joined by our hosts Bryan sweet, who is moving fast towards a billion dollars in assets under management, Brittany Anderson, the driving force for advisors looking to improve their operations and company culture, and Draye Redfern who can help you systematize and automate your practices marketing to effortlessly attract new clients. So what do you say? Let’s jump in to another amazing episode of The Ultimate advisor podcast.

Brittany Anderson 1:07

Welcome back to The Ultimate Advisor Podcast. I would like to introduce and we’re gonna get right to this today. But I would like to introduce you to my friend, Steve Gordon. So Steve, welcome to our show.

Steve Gordon 1:22

Brittany, great to be here. Thanks for having me.

Brittany Anderson 1:24

Absolutely, it is our great pleasure. So I’m going to just lay this out really quickly here. So within a few of our different businesses, we’ve been looking at how we can collaborate more and more. So through a mutual connection that we have a gentleman named Bill Barron, who is absolutely genius at helping you craft really careful, intentional offers within your business. He said, Hey, Brittany, you need to meet Steve, Steve, you need to meet Brittany, I think there’s a potential opportunity for you guys to talk to support each other. And very quickly, I realized after talking to Steve that not only is he a gem of a human, but he offers an exceptional service that our advisor audience needs to hear about, because it’s already being talked about at surface level, but it’s not gone deep enough. So Steve, I’m gonna get right to the nitty gritty. Can you lay out for me? What is it that you do? What value do you bring to advisors, and then we’re gonna go into one of my favorite topics on books.

Steve Gordon 2:22

Awesome. So there are about 300,000, give or take 10,000 advisors in the US, which means you’re in a completely commoditized industry. And to make matters worse, you’ve got to deal with compliance issues that tend to make you sound like every other advisor that’s out there. Amen. So what we do is we work with you to figure out what’s your genius, what is the what is the way that you are able to connect with your clients and make this really difficult topic of finance, kind of understandable for them. And we help you simplify that messaging and package it in a book. And then we teach you how to go and use that book, to get 10 times the number of referrals that you get now to penetrate into closed markets, you know, everybody that we talked to, wants to work with that elusive sort of high net worth individual or that business owner, those people aren’t looking at advertising to go find an advisor, they’re looking in their network, and their network is going to refer them to the guy or the girl that wrote the book.

Brittany Anderson 3:33

So Steve, I want to press on this button for a minute here. Because offline, you and I were just talking about how, you know, so many advisors, they have a book in them, they talk about wanting to write a book, but they either delay it, they you know, put it on a shelf, they work on it and try to perfect it maybe. So talk a little bit about, you know, what the journey should look like, and getting your book out there and pulling that message out, and how being intentional maybe can get you even further traction and faster.

Steve Gordon 4:03

Yeah, well, so the goal isn’t to write the book, it’s to have the book, you know, and people want to make the writing of the book into this big complicated process. You know, I’ve got my little writing cap, I’m gonna go to my coffee shop or my cabin by the lake and I’m gonna write my book, I’ll come back in three or four years, maybe I’ll be done. The problem with that is that you end up delaying the the impact that you can have in the marketplace, which means you’re, you’re actually harming people, you’re harming prospects who aren’t getting your message. Because, you know, there are people out there that need to hear your approach to we work with a lot of advisors, we’ve written a lot of books for advisors, you would think that there would maybe be only way, only one way to write about, let’s say, retirement planning. While all of the principles are the same, I can tell you that every single one of the advisors that we’ve worked with, has had a different twist on the way that they Explain it. And that little twist is what makes them incredibly valuable to the people that they serve. And would make an advisor who has a different twist, not nearly as valuable to those same people. And so it’s part of what we want to do is pull out that uniqueness, but it doesn’t need to take a long time. And so I have my record. And I was telling you before, I was just on a call this morning with somebody who had been working on his book for about four or five years. And I get that I’ve been through that process. I’ve written five books. And I wrote two more that never got published, because I was where all of you listening, you know, where you were, where you are now. And so I get the struggle. But it doesn’t have to be that way. My record for an advisor is 27 years, told me he had waited to write his book. And I just think about all of the money that was left on the table. And all the people that weren’t helped as a result. Since then, over the last 10 years of working with him, we wouldn’t we’ve written three books with him. And let me share with you the experience that he has happened as a result of his book. So he’ll have someone that is in his database, a prospect that probably maybe doesn’t know them intimately. And this person got a copy of his book five years ago, and comes in for an initial meeting, and brings the book. And this probably happens to this particular advisor a couple of times a month that someone will carry his book in, it will be dog eared coffee stained, it will have sticky notes in it highlighted. And that person has been reading and rereading and rereading page 63. Because on page 63, it perfectly addresses the one thing that’s keeping him up at night. And he comes in and just imagine for a minute what that initial conversation is like, if there’s any selling in that conversation. Not at all? No, there’s not. It’s really just getting to know the person understanding what the what the issue is why that thing on page 63 is so important to him, and then matching him with a solution. No prospecting, none of the hard work that advisors run around and have to do most of the time. You know, the book eliminates almost all of that.

Brittany Anderson 7:31

You know, I love that story. And I think you brought up a great point, too, Steve, that there’s so many people that need to be served, and they need to be served by your message and who you are. So one of the things that we’ve talked about within our different advisor communities is this maybe a little object objection that happens, where people are afraid of the vulnerability that can happen by putting some of themselves and their stories into the book. Now for me, I can speak to the different pieces of work that, you know, Bryan Sweet and I have created and how that little bit of vulnerability that we put in there has actually been, you know, the gateway to deeper relationships. So can you speak to that a little bit helping people maybe overcome that roadblock or objection they have in their mind?

Steve Gordon 8:22

Well, so the way that I like to think about what should go into a book, certainly you want to put some of your technical knowledge in there. But make it simple for people to understand, right? That’s sort of table stakes. But you do want to share a little bit of who you are as a human and why you’re doing what you’re doing. Yeah, because if you think about why people do business with you, when they’re one on one, what what attracts them to you. In this business, they can call one 800 No help and get financial products. That’s not why they’re in front of you. They’re buying you the products or commodity. I mean, yes, you know, one, you know, one company will tell you, there’s this perfectly you need. And another company will tell you that theirs is as unique and better. The end of the day, that’s not what people are looking for. They are coming to you because they can’t afford to make a mistake in this area of their life. Yeah. And they need a trusted guide. And one of the ways that you build trust is to share some things about yourself. You don’t have to reveal everything. But a book is a really great way to build a relationship with someone if you think about the experience that the reader has to get your book. Now you’ve been introduced. Let’s say they they’re handed your book by a client. Now you’re introduced instead of as a salesperson who’s going to sell them some financial product. You’re introduced as the expert who wrote the book. And then as they open the book, and they read it, particularly if it’s a short book that’s been designed for consumption Now they read a little bit of a story about you. They understand what got you into this, then they see maybe some client stories, of course, we always remove the names, but they see some client stories. So they can also see themselves on the pages of the book. Now, as they’re doing all of that, they’re getting to know you before you ever meet them oftentimes, and in a very powerful and authoritative way. And that’s why the story that I started with, with my client, having people come into his office, he’s never met, face to face. And they know immediately that he’s the one that they want to work with. There’s no doubt in their mind.

Brittany Anderson 10:41

You know, there’s something else that kind of comes out here, number one, I don’t know if anybody caught this. But when you were first talking about just the process and book writing and what it can do, and the message you need to get out there, when you said something about, like, 10-xing your referrals. So I mean, did I hear that correctly? Is that something that you’ve seen happen? I mean, that’s a big deal.

Steve Gordon 11:03

Yeah, actually, that’s a process. I wrote about my first book, which is unstoppable referrals. And, you know, I had been teaching kind of the old way of doing referrals, which is ask all of your clients every time you see them and ask everyone else that you see at the grocery store, who they know that might possibly need a mutual fund this week, right? Every time I think about that, there was this old commercial in the 90s, where it was like this cardboard guy would come under and pop up and sell software. I’m like, so do you need any software this week? I kind of feel like, that’s the way that referrals have been done since the beginning of time. And I was teaching this to business owners and in workshops, and I came back six months later and asked them like, okay, so you guys, were all fired up after the workshop? What did you do what’s happened since that was hoping for some really great juicy case studies, I was sorely disappointed, because none of them had done anything with the advice. And I started digging and, and really trying to understand it. And basically, what it comes down to is that as and I think most advisors will relate to this is like your clients are the goose that is laying the golden egg. And the fear is if you go and take too much from the goose that are no more golden eggs, that the old way of doing referrals puts them in a really difficult position, it takes a lot of value from the relationship. And you’re asking someone who is not an advisor to go do the very most difficult thing for advisors. And that’s prospect for you. You know, and so if you think about the logic of this, the way we do it the old way, where we’re creating an unpaid and untrained sales force, and expecting them to go do the most difficult job. You know, how many advisors get all the training in the world and the proposition of getting paid and still wash out in the first few years? Because they can’t prospect? Yeah. So we innovated a new way to go about referrals. And the book is central to that. So I found that when you have something like a book where you’ve packaged up all your best ideas, so the ideas can go sell you instead of you selling the ideas. Now, you can go to a client and say, No, Brittany, I’m on a mission to transform the way people think about their retirement. I believe that, that the way most people are taught to do it just completely backwards. And I have a different approach. And and that’s why I wrote this book. And I’m wondering, would you be willing to sit down with me and brainstorm who you might know that would benefit from hearing about this approach? Would you say? Yeah, what we’re gonna do is sit down and brainstorm for a few minutes.

Brittany Anderson 13:53

That’s easy. That’s not threatening. That’s simple, threatening. Yeah.

Steve Gordon 13:57

It doesn’t give them homework to do anybody ever. Show of hands for people listening, right? Unless you’re driving, don’t put your hands up. Have you ever asked a client for a referral? And then it’s like they weren’t in the witness protection program. I mean, they, they just go away. Yep. And the reason they go away is not that they don’t want to help you. It’s that you’ve put somebody who’s probably not ever been in like a sales sort of role into a sales role all of a sudden, and they’re not prepared for it. And it scares them. Because now they’ve got to go convince someone that they know to come have a conversation with you. And we call that conversation, a sales meeting. The way that we measure success of that is does money change hands, right? So there’s a ton of pressure on the old way. Well, if we do it with a book, because all we really want that person to do is introduce us if we do it with a book. We take all of that away. And now we’re giving the gift of your wisdom and expertise. is, and we’re making the client look like they’re in the know, oh, you know, an author raises their social standing immediately. So really what we’re doing is we’re aligning with all of the the poles of social status that are there and built in instead of working against them. And it what it allows our clients to do, we did just went through this with an advisor up in the Detroit area, and they were getting one to two referrals a month, actually, he said, it might be exaggerating, it might be zero to one. And I said, Okay, that’s we can we can improve on that, at least it’s at least there’s a one and then it’s hard to multiply zero, but why don’t we can multiply. So they started using this process with their book. And within two weeks, they’d had about 25 referrals from clients, whom they had asked before, but had never referred before.

Brittany Anderson 15:58

You know, the one thing the conversation that that we’ve had internally here quite a bit is around how, you know, a book really becomes this breathing business card. And, you know, it gives you the opportunity to, you know, allow people to have this, this is maybe gonna sound a little strange, but like almost an intimate moment with you, where they’re reading this, and, you know, they’re resonating and things are hitting home. And it gives them this point of reflection, and there’s so much value that I think every advisor has inside of them that needs to be put out there. So you know, Steve, I know, you talked about how, you know, you have, there’s this methodology, and this, this book is the core, if people are listening, and they’re like, Okay, I’m getting on board with the warm, fuzzy side of it, I’m getting on board with the, you know, don’t make my clients be sales people. And I’m embracing this. But I need a couple tactics like what are some some ways that people can use the book that you’ve seen be very successful, maybe outside of just the you know, client kind of gifting strategy there, what are maybe your top two other ways that people can utilize their books to expand their messaging, expand and grow their business.

Steve Gordon 17:09

So very simple one is just we call it the book a day habit, you know, we we really want all of our clients to have a clear picture of who their next 100 ideal clients are, and then send a book out a day to somebody on that list. Actually, if you do that for a year, you can reach 210 people, you reached 210, people with a book that had all of your best thinking in it, how many of those do you think would become clients

Brittany Anderson 17:34

I would say, a decent amount more than if you didn’t send anything at all

Steve Gordon 17:38

An awful lot would, and very easy, very easy to have somebody on the team follow up behind those in a very non salesy way and, and turn those into appointments. That’s a very easy one doesn’t really cost anything other than the cost of the book, the byproduct of that, and this is a byproduct of just getting the book out there in general. And it’s one of the reasons we always get asked, What’s better? Is it you know, is it a physical book? Or would it you know, should I email a PDF out, you know, we all have that folder on our computer where PDFs go to die. And I’m a big advocate of physical books, particularly because they’re so inexpensive and paperback book at, you know, wholesale cost, which is what you know, you as a business owner would buy it at two to $3 apiece. And for the size cases that advisors do. The question now is how many of these can I possibly send out my limitation is not the cost of the marketing. Now, it’s now I got to find my lists, right? Yeah, of the perfect people to send it to. So you get the book out to them. And you can see the bookshelf behind me. Everybody has a bookshelf, everybody has books on their desk, when you go into people’s offices, having that book in someone’s physical environment like that allows you to actually own real estate in their world. And all it’s going to cost you is about two to $3 to own that real estate. So every time they walk past the desk, they see the book, they’re reminded of you every time they look at it on the bookshelf, they see the book, they’re reminded of you. And I like to think of them as little seeds, right, you want to get these seeds out and planted all over the place. Because there’s a big harvest that’s going to come some of them are going to come right away. But some of them are going to come three years, five years, 10 years down the line, I like to do things that get the physical book out there. So that’s, you know, one way as you can just send them out. I also love to use them as an entry point to get speaking opportunities and all kinds of organizations that would never want to have a an advisor come in, who’s going to speak about why you should buy life insurance or an annuity or these investments, right? Because they know it’s a sales pitch. That same organization would love to have the author of a book come in, and a great example that one of our clients has been trying he This market is state employees here where I am in the state of Florida. And he has been trying to get in had been trying to get into speak for years to one of the associations of all the county employees in the state, they’re very protected, would never let him in, didn’t didn’t have any advisors and to speak, all of a sudden, he becomes the author of a book. And his book is specifically for people who are within the state retirement system. So it’s exactly for them. And he’s now the authority, and he gets invited in to speak, and he’s the only advisor that’s ever been invited in to speak. And he’s been invited back, no competition there.

 

Brittany Anderson 20:37

Wow, my own brain starts reeling, and I’m thinking I should make some notes because this is good stuff. And we’ve written I mean, I’ve written four books now have a fifth one that’s coming out later this year. And so we are 100%, on board with what you’re talking about. So one thing that we get asked a lot, and I’ll tell you, Steve, and this is part of the reason why I think this podcast in particular is going to be so valuable. For our advisor audience, we field an exponential amount of questions around books. Who should we use? You know, who should help us get the message out there? What does this look like? What’s the process? How long does it take? So we’re constantly getting these these questions around it? So one thing that gets asked probably more than anything else, is, should I write it myself? Like from scratch? The whole picture you gave of the coffee shop and the head down? And all of this? Do I write it from scratch? Do I hire a ghostwriter? Do I go with one of those companies that kind of does a write for you? So it’s like ghost writer on steroids? What would you say to that Steve, as an expert, as a professional in this space

Steve Gordon 21:43

All of those methods work, okay. And when we work with advisors, we have programs at each of those. And they’re different. They’re you know, each one is right for a different kind of person. So there are some people who really want to for just their own pride and ego, and there’s nothing wrong with that, they want to be able to say, I wrote this, and I, you know, I typed it all out, I did it, I wrote it, you can certainly do that completely on your own, we find that our clients benefit from being able to get a lot of feedback as they’re doing that. And they also benefit from what we call our rapid writing system. And so I’m a recovering engineer. And so everything gets reverse engineered. After I’d written my first two books, my first one took 30 days, I wrote it in an hour a day, my second one took eight hours, four hours, two days back to back. And the reason that I was able to write those books quickly was that I figured out how to organize a book so that it can be written very, very quickly, and, and how to trick the brain into not getting stuck. And we build that into our rapid writing system. So for people who come in and want to write it themselves, we help them get all of their thoughts organized, and then create these great prompts. That will help them just speed right through it, they’ll never get stuck. There’s never writer’s block any of that. And then for those who are like, I don’t have the time to do it, or they just feel like they don’t have the, you know, the aptitude. I mean, I get it, I was a solid C English student. You know, thankfully, I think I probably outperform that since but, but I get it if you’re if you just don’t feel like you want to write not a problem. You know, we have an interview process that we take people through, we call it better than ghost writing. Because with ghost writing, typically what will happen is you’ll find a freelancer, and they’ll, you know, maybe interview you once a week, and the whole process can take months and months and months, they’ll probably get to do some, you know, research and bring some ideas of their own back. So now you got this book that’s sort of partly theirs and partly yours. Really, we want to highlight your ideas. And so we take you through this interview process that interviews you at three different sort of levels of detail to pull it all out, happens over the course of four days, takes exactly eight hours. And then we hand it off to a writer who writes it in your voice. So that I mean, both of those are, are great ways to go about it. And we’re certainly not the only company in the world that does that. But I think both options are good, or the right person

Brittany Anderson 24:19

You know, I’m sitting here listening to that description of the process. And I would about Imagine we have some advisors on the other end doing cartwheels right now listening and really thinking about and I’ll kind of back up a little bit on where this thought came from. So, Steve, I don’t know if you’re familiar with the Colby Index A. So we’ve talked about Yeah, we talked about Colby scores a whole lot on this podcast. We talked about it all the time in our coaching programs, like that’s a high emphasis that in some other of the different types of assessments out there. So what we have found, and I’m not trying to stereotype here because there are definitely anomalies, but what we have found is that a lot of advisors tend to be really high in their factfinder and follow through. So you wouldn’t look when you think about like the fact finder, it’s it’s collecting data, it’s organizing the data, making sure you have all the details, the follow through, it’s making sure that you’re actually executing on it. But the problem can be is that when you have somebody that’s so high, in fact finding, it can just cause that follow through to be delayed. So the reason I bring this up is that when it comes to writing a book, a lot of times what can happen is if you don’t have a company like your Steve, the advisors are just going to spin on this because they have to find all the facts, all the details, even in their own process, they’re kind of digging in their own well, trying to find any leaks, any little holes, I mean, gaps, when in reality, the end reader, they don’t know what they don’t know, they don’t know what you didn’t include, all they know is there’s valuable content out there that’s speaking to them that speaking to their needs. And again, to your point, it’s the advisors duty to put that message out there, because there’s people that need to be helped. So I think your process and talking about how you can, in a few short interviews have an entire book crafted, and a great piece of content to put out into the world. I just wanted to pull them out a little bit, because I think that that’s so important for advisors to hear. And in my opinion, I think every advisor should have a book. Like why wouldn’t you want to capture all of your knowledge and the things that you’ve witnessed? I mean, Steve, I don’t know how many, how many books has your company actually produced? Now? Do you know?

Steve Gordon 26:27

We’re over 100? Just in the last two years.

Brittany Anderson 26:29

Yeah. Okay, over 100 In the last few years. So I think about you know, you here in this situation, you’ve been able to see how many different people go through the book writing process. So you’re able to take that and fine tune it and keep adjusting it. Same thing for advisors, you’re sitting here watching people, navigate business sales, go into retirement, you know, Master life’s transitions, you have all of this wealth of knowledge that needs to be pulled together and put out into the world. So I don’t mean to get on a soapbox here. But I just think what you just spoke to you, it just simplifies things so much. And it’s there’s basically no room left for excuses on why an advisor wouldn’t write it. So I just love what you do. I love the simplification of the process.

 

Steve Gordon 27:12

Oh, thank you. And you said every advisor should write a book. I actually don’t agree. Oh, yeah. So I mean, there are a lot of advisors, right. They’re not all going to write books. But the ones who should write a book are the ones who want to escape commoditization, and have unique positioning, and attract the clients that they absolutely are motivated and want to work with, who are going to create the kind of business for them because your clients create your business, right. And they’re going to be a lot of advisors that will never write a book. And they’re perfectly happy to settle for what comes along. And then there are a group of advisors who want to kind of make their mark and build a business very intentionally. And those are the ones who should write a book.

Brittany Anderson 27:54

You nailed that one on the head. And I think I get a little excited. And I overgeneralize, I channeled my inner, my dear, Bryan Sweet, where he just gets excited. He’s like everybody in the world should do. So you’re right. And I think to anybody that’s tuning in and listening to this podcast, they are the achieving brain. I mean, just from the questions that we feel the comments, the people who joined in our programs, I mean, it’s the achieving brain. It’s the people who understand differentiation and understand true value and not commoditization, because you’re you’re dead on, Steve. I mean, you look at this industry as a whole, it can be very easy for the end viewer to see us as a commodity. So I appreciate that. And I appreciate that clarification that you interjected. So before we wrap into the last question or So, Steve, if somebody wants to figure out or find out more about your process, how they can engage with you, where would they get a hold of you? Where do they find you? What does that look like?

Steve Gordon 28:46

Yeah, so they can go to milliondollarauthor.io/ultimateadvisor, and we’re going to have a page there, that will be just for your listeners. And we’re gonna give them a copy of my latest book, which is called the million dollar book, which kind of outlines the whole process of how you should put your book together and what should go in it and how to promote it and all of that, so you can kind of see, see what that might look like, if you’re interested. And we’ll also put a button on there. So if any, anyone from your audience wants to just get on a call with me directly and just chat about their idea for a book. I’m happy to do that.

Brittany Anderson 29:21

I love it. So we’ll make sure that those go into the show notes too. So everybody has access to that link. That is such an awesome gift. I love that you are gifting your latest book. I personally can’t wait to read it. So Steve, I like to make sure that we sprinkle a little bit of you know who the person is into these podcasts. So the question I want to ask is, what is one of the toughest lessons that you’ve learned in your journey through your business? Anything adversity wise that you’ve overcome toughest lessons and what was the silver lining coming out of it?

Steve Gordon 29:54

Toughest lesson in 2008 and 2009. I own an engineering consulting firm and most of our work was around real estate development. I learned tremendously difficult lessons during that time. I mean, that industry basically disappeared. All of our clients, we had about half of our clients go out of business in six months, we were okay. But it got me to a point where the silver lining in that was that it gave me the opportunity to go in a different direction. I was never the greatest engineer, I was the the engineer who could talk to people. And that really loved sales and marketing. And I that gave me the opportunity to go help other professionals in other areas, including advisors really go out and figure out how to get clients. So that’s something that we we’ve gotten really good at. And so so that’s the silver lining is that it gave me an opportunity to go in a different direction, which was awesome.

Brittany Anderson 30:48

I love that. And, you know, it’s like when you’re caught in the moment of despair and frustration and uncertainty, it can feel like a really tough place that can feel like a really dark place. But, you know, there’s so much evidence around us that things happen for us and not to us. And so I think that’s such a great example. So my last question for you, Steve, as we wrap today is if you could leave our advisor audience with only one piece of advice. And I have a little caveat here is I like people to speak from a place of experience, versus, you know, theory that they’ve heard or something else that’s been said to them. So one piece of advice for our advisor audience.

Steve Gordon 31:23

So I think the most important thing to focus on in building a practice any professional practice, but for advisors, in particular, and we’ve been really blessed, we’ve been able to, to watch a lot of really good advisors, as they’ve grown their practices as they’ve worked with us over the last 13 years. The thing that is most important is trust. And anything you can do in your business to enhance trust, and eliminate uncertainty is going to be helpful to you. To me, that’s the lens for advisors, because you deal with such an important topic for people, it’s it really other business was might be able to get away without it, but you just can’t if you’re an advisor.

 

Brittany Anderson 32:04

Amen. And you know, that’s something it’s a little bit ironic, Steve, because we talk about the trust factor a lot. And, you know, in our world, if people don’t know, like, and trust you, it’s really stinking hard to build a business. So I’m gonna give the proverbial plug since you didn’t at the end there. But I think one of the best ways to gain that trust is honestly through the work that you put out in particular books. I mean, I can’t tell you how many times and and let’s, let’s totally ignore just the the business benefits of this. But how many times you know, we’ve been told through our different writings that, you know, wow, that that got me through a really tough time, or that really spoke to me when I was dealing with this or that really inspired me to take action, the countless number of people who have come and said things like that, and where we’ve been able to see how we’ve touched a life where if we wouldn’t have taken the time to put our message out into the world to put it in print and paper that may not have happened. So yeah, I think that a great way to build trust is just through the work that you do, Steve, and I’m really excited to see the value you keep continuing to put into this world.

Steve Gordon 33:12

Well, thank you. And I think that’s a great way to put it at the end. You know, we tend to attract people who not only want to make money and grow their business, but also want to have a big impact. One of the best ways to do that is to package up your ideas so that people who might not be able to work with you for any number of reasons, will still benefit. And it’s sort of like this bonus that you know, or as our one of our mentors, Dan Sullivan likes to say a strategic byproduct of having the book. And so I’m so glad you kind of brought that out because it really is important you only impact people that you may never work with you’ll you’ll make plenty of money when you write a book. Amen. Well multiply your business, no doubt about that. But your impact will be 10x beyond that.

Brittany Anderson 33:54

So good. Well, Steve, thank you so much for taking the time to share your wisdom. Share your insights with our audience today. We sincerely appreciate it and just really value the work that you’re doing.

 

Steve Gordon 34:05

Thanks, Brittany.

Brittany Anderson 34:06

That wraps up today’s episode of The Ultimate Advisor Podcast. We’ll catch you right back here next time. Hey there, Brittany Anderson here. If you are loving what you’re hearing on our Ultimate Advisor Podcast, don’t keep us a secret. Share us with other advisors that you think would benefit from the messages that you are hearing. The easiest way to do that is to simply send them to UltimateAdvisorPodcast.com. And if you want to learn a few other ways that we could potentially serve you as an advisor, go check out ultimate advisor mastermind.com. As always, we are so happy to have you here with us as part of the Ultimate Advisor Community and we look forward to a continued relationship.