Repurposing content for profile & profit, with Danny Matthews
The only thing holding you back from innovation and happiness is you.
With barriers to entry falling across every profession, Financial Planners have no excuses when it comes to developing new propositions, crafting compelling client experiences, and communicating their messages across multiple platforms.
My guest today made the move from mortgage adviser, to fintech pioneer, to graphic designer.
Danny Matthews joins us for this episode of the Financial Planner Marketing Playbook to chat about:
-why Financial Planners need to learn from the customer experience engineered by leading global brands
-how he gave himself permission to learn the skills for a new career
-the most effective way to cut through the noise on social media, turning one piece of pillar content into many
Danny is founder of the Content Amplifier service, a way to turn a weekly 3-minute video into 40+ pieces of content.
This content repurposing model has massive application for Financial Planners who need to raise their profile online, make their voices heard, and amplify their message.
I got a huge amount of value out of this conversation with Danny, where we talked about the absence of innovation in financial services, how we are often our own worst enemies when it comes to making change, and the opportunities presented by modern brands who decide to pivot into new markets.
Here’s my conversation with Danny Matthews, founder of Content Amplifier, in season two, episode one of the Financial Planner Marketing Playbook.
This is the Financial Planner Marketing Playbook season two episode one with Danny Matthews, founder of Content Amplifier.
The only thing holding you back from innovation and happiness is you.
With barriers to entry full in across every profession, Financial planners have no excuses when it comes to developing new propositions, crafting compelling client experiences, and communicating their messages across multiple platforms.
My guest today made the move from mortgage advisor to FinTech pioneer to graphic designer.
Danny Matthews joins us for this episode of the Financial Planner Marketing Playbook to chat about why Financial Planners need to learn from the customer experience engineered by leading global brands, how he gave himself permission to learn the skills for a new career, the most effective way to cut through the noise on social media, converting one piece of pillar content into many, and much more as well.
Danny is the founder of the Content Amplifer service. It’s a way to turn a weekly three minute video into 40 plus pieces of content.
This content repurposing model has massive application for Financial Planners who need to raise their profile online, make their voices heard, and amplify their messages.
I’ve got a huge amount of value out of this conversation with Danny, where we talked about the absence of innovation in financial services, how we’re often our own worst enemies when it comes to making change and the opportunities presented by modern brands who decide to pivot into new markets.
So here’s my conversation with Danny Matthews, founder of content amplifier in season two, episode one of the financial planner marketing playbook.
So tell me when you and I first spoke, you were a mortgage advisor and you’re not anymore about your background and what’s happened since then?
Oh man. So so I really wanted to be a designer when I was a kid. It was the kind of the childhood dream as it were, was to move to Japan and be a character designer and maybe move into animation and stuff. I’ve always been into Japanese animation and all the abstracts are the Japan anyway, and it just never happens. I kind of, it was always a thing where I was either discouraged and, no, sorry, I wasn’t discouraged, but I wasn’t encouraged or support it through going into a creative industry from school. So, I mean, I had a few creative jobs or businesses if you like, at a tattoo shop for a little bit. I always found myself volunteering to be the guy who did the letterheads or something like that.
So I always like to keep my hand in it. And I think that’s really Prince’s Trust at one point. Sapper eco-friendly print and design business when the whole eco thing started coming about for whatever reason just didn’t happen. So like everyone usually does. I just went and got a job. Turns out it was for ’em so I was like account administration for a guy who did private medical insurance. So I stood with him for a few years and thought, actually I’m quite into this. I like the industry I’m really used to what he does is it as his job and my job and getting used to it. So I thought I could do with doing what he does. And that was an advising position. So and it just, there wasn’t the opportunity there. So I ended up starting a group medical insurance department in another company, did individual medical insurance.
And that’s when I moved down from Birmingham to the Cotswolds. Stayed there for a few years and ended up leaving to set up on my own with an old colleague. And I got into mortgages basically through expanding that to protection and then to mortgages purely because the phone calls and figuring out that everyone’s covering a mortgage with this insurance. Maybe we should get qualified in the move if there’s an opportunity there. Yeah. So that’s what happened. We just kind of, it was a natural progression, a natural natural expansion and the brokerage. Yeah. And we both kind of parted ways at that point. And started our own thing, fell into financial services because it was my parents’ occupation. But very few people leave school and think, yup. Financial services, that’s the career. So it was an accidental career for you as it is for many people.
I think almost everyone I know never planned it. But as you said, you always had that creative side and certainly the last foray you had, influential services was very much on the side of innovation. So tell us a bit, a little bit about what we did before you made that transition to the graphic design.
So after I joined, got qualified in mortgages and very quickly realized that I was driving an hour or two to see a client and then spending time with them and then drive them back. And then if the application fail that I’d be back to square one and got paid yet. And it just got a little bit frustrating. And as someone new to the industry, I thought, well, you know, there’s because of the difference in regulation levels of medical insurance to mortgages, I was thinking, how come I can submit a life insurance application online in like 15 minutes?
And yet it takes me 15 hours to do a mortgage. So I started to look at the different says I’ve always been interested in technology in the sense that I quite like gadgets. Like drones for example. I mean, I’m into that, but never really deep into the workings of everything. So I’ll just talk a little bit of time out of mortgages to understand what’s going on behind these computer screens and what goes on behind the web and trying to understand how coding languages work together and software works together and thought, do you know what I’m going to, I’m going to see what I can do. So I ended up building a proof of concept called Mortgy, which was basically a bunch of third party software linked together through API. Most people know what API is now, but just the way of two systems talking to each other.
And I just kind of almost talked my audience online, like on Facebook and LinkedIn, talk through what I was doing as I went along. There was no, it was kind of dressed up as a company launch, but really it was a proof of concept. I wanted to see if I could, you know, the fact find online. So certainly time basically. And that’s what happened. And as I was doing it, it generated a lot of interest. People were curious to see what was happening. Nothing really like it was happening and financial services, although it was in the background, it just wasn’t a public thing that much yet. And I got approached by a couple of people to either invest in it or buy it or do something to, to kind of help themselves. And then I ended up taking a contract for a mortgage broker in London to basically rebuild it properly, which was kind of how it went.
So I showed them a proof of concept and they went, yeah, we need this because we’re going to go tender for a government contract. And really it’s going to be our hands off filtering process from local authority to mortgage application. So, and that’s, so that’s what happened. What, why do you think there’s so little innovation relatively speaking in the financial services sector? Because with the crisis of respect on it, it shouldn’t have taken you to come up with that and to learn how to build it and make it, that should have been around for years, some of your system. And so why, why do you think that’s missing? From our profession. It was always really interesting to me once I really got into it and I would, I would create let’s say a form on Typeform and I thought, but anyone can do this and they have been able to for God knows album.
I just think this, there’s probably no, I noticed that there wasn’t anything to make us excited about it. So take out all the technical stuff and all the mindset bits and pieces about people being stuck in industries and not really evolving or wanting to change. I just think there’s not that much encouragement to say you can do this kind of thing. There’s no one in the financial services industry or wasn’t at the time that was saying it can be done, go for it. Or I think people are quite stunned by regulation. I certainly was for a short period of time through many conversations about online signatures and all sorts that can understand that they weren’t being used. One thing that was really funny is then I remember speaking to someone senior and at NatWest and the Financial Conduct Authority backwards and forwards conversations about online signatures and I just couldn’t understand why I can forge a signature written for someone to click a button, type in their passport information or driver license number and for them to sign a document digitally with it, time, date and location standards and verified by the passport office.
Why they wouldn’t accept it. The conversation was just wild, you know, in the grand scheme of things. So yes, I think encouragement is a big thing in the industry if you take everything else out. Yeah. And just not, it’s really tough to see the opportunity when you’re the day to day, day to day grind. We need, we do need to remove ourselves from our position sometimes in financial services I think.
But you gave yourself permission to explore and be curious about these different bits of technology and develop what you did. You gave yourself permission again to make a big career leap from financial services to design.
Yeah. Living your dream, which is fantastic. So what, what prompted you to say, you know, that’s it, I’m going to do this, I’m going to chase my dreams.
I noticed when I took on the contract, I notice pretty quickly that I would become the project manager, creative director, the director, project manager for the developers, the designer. I realized pretty quickly I would be taken on quite a lot and started to build a small team around me to execute it. But I would be steering this whole thing. And at that point I realized that this was something I really wanted to do. Unfortunately the thing that actually made me take the leap was that to get this project off the ground and to get it fulfilled, it meant me working crazy hours, traveling a lot, really dealing with emotional stress I hadn’t dealt with before. Yeah. Just, just very, very difficult. And actually I found myself in central London just numb from the waist down with like strangers pulling me off the floor cause I just, I couldn’t take it anymore. So actually, even though it was something in the back of my head that I wanted to do, I never really realized it until I was wallowing in South petty at home and realize that I should probably look at what I’m doing with my life. I had a bit of an existential crisis.
Yeah. It often takes those big sort of wake up calls though, doesn’t that, yeah. To push us to the next thing. Yeah. What I found interesting, I remember when you made that transition, and again you were documenting the journey, won’t you on social media, on Facebook in particular, you were, you’re doing these fantastic sort of time-lapse images of graphic designs as you were learning the process.
Oh yes. So, so we realized when I realized I can, I can go and be a graphic designer, that’s fine. It was my 30th birthday. I thought, how do I, how do I get experience in an industry I’ve never been part of that I have no portfolio for. And my CV doesn’t say anything to do with design anyway cause I’m self taught, I’m not even qualified. So I thought, what can I do? So joined a load of them creative groups and designer groups on Facebook. And I said, guys, I’m looking to get into it. Like give me some pointers. And someone said, you literally sign up on a website and they send you a brief by email once a day for 30 days and you design the logo. And what I decided to do was I decided to time myself. So I thought, I can’t spend all my time on this.
I need to find a job or I need to find business or whatever. So I thought, Oh, I’ll set a timer for an hour. And then and then I used to shrink the hour down to 30 seconds and just record my screen. And it was really a learning process for me. And also I went through it. I think it was about day eight. I wrote about it on LinkedIn actually, but I think it was about day eight when I had people contacting me saying, here’s a pretty good, do you think you could do me something? And I started taking on clients. And I think by day 16, day 18, I probably had 16 jobs on the go and I was like, I don’t know. I really don’t know what I’m doing now. Like I’m way out of my depth. And that was when I thought, do you know what the best thing for me to do is to get in the industry? So I joined a design and print company weirdly which I was originally going to do with the Prince’s Trust 12 years before, right. And joined them for a year and really got to know how an agency works and how the process is and how they charge and the fees and all kinds of stuff. And it only took a year for me to outgrow the position to be honest. And then that’s when I started the studio.
What, what do we find really interesting about that story? Your story down is how I think in the modern world with social media, with the internet, with the likes of YouTube and all the tutorials you can find on there with online forums and groups, the barrier to entry to do anything these days is just nonexistent. It’s really just ourselves, isn’t it, on ourselves to say, Oh, I can do this. I just have to go out there, find the tutorials, what’s the right video, speak to the right people and I can learn to do it. You break it down into its constituent parts, you become proficient in each of them. And as I say, you grant yourself permission to become a graphic designer, a financial planner. Behavioral coach wants to do it.
Yeah. And it’s free for everything now. Everything, if you want it to become a basket trow share, you probably could. You could probably learn pretty quickly. Yeah, I’m pretty sure there’s something out there for everyone. It’s just, yeah, there’s just say giving yourself permission to say, I’m going to do this. I think a lot of the time it’s and I struggled with this as well. It’s thinking, I’ve been in financial services for 10 11 years, what the hell are people going to think? You find like all of a sudden designing logos and they’re like, God, you jumped from that quick but what’s going on? And there was a little bit of fear there in the judgment of other people and what I would do about that and how it would feel. And so the one there was, I would say a bit of a transition in that sense psychologically, but it really didn’t last very long.
Well, once you start getting that sort of feedback and when people are seeing your work and asking if they can become a client, I guess that’s a validation quite quickly.
Exactly. That was really good. I, I think if I don’t, I didn’t have so much traction with people asking for work and inquiring. I don’t think it would have given me the encouragement I needed to say, actually I think I can do this. And I mean, in all honesty, it still happens now. Every now and again I do do a job and someone gives me slightly negative feedback and I’m like, ah, I could do better than that, or I miss something or I misspell something and don’t check it properly. These things happen. It gets easier to deal with it, but you know, it still happens and it still has a bit of an effect. It’s how we grow though, isn’t it? Yeah, and we’ve, we’ve talked about this before in videos we’ve made in blogs, which is imposter syndrome and actually the more success you taste and experience, the worst that becomes in many cases.
And it’s something I know Planners face, am I, am I really good enough to be doing this, to be managing this much money to be giving recommendations that have this much impacts and it’s saved any sector. We, we spoke a moment ago down here about the lack of innovation in financial services. My perception is there’s also a lack of great design in the financial services profession. Would you agree with that? Is that, is that a fair statement?
I think what is going on, I think people don’t realize is that there’s that great saying from Steve jobs, right? Designers about some how something works, not just how it looks. Actually I think people are really starting to understand what that actually means. And I speak to people often about the aesthetics of design, but actually what I try and push people towards is the purpose of the design of what it actually does for people in financial services.
Now I think we’re starting to understand that it’s not just about how something looks, but if you can create an experience for someone to go through that is a pleasure, then you can design them. And it’s as simple as, you know, some of the banking apps now like Starling, you can do things in the app and press buttons that somewhere in your brain it goes, Oh, that was good. Well that was nice. Like signals like like a water drop or something bounced. There’s somewhere that is the kind of thing that creates a really beautiful experience for people and you don’t realize that that gives you brand equity and that gives you customers. I think people are starting to tweak now and we’re seeing a lot more designers at C level and board level, which is really interesting because that means that people are starting to understand that it’s, it’s a business tool and not just something to make you look in so many words.
Something I’m very conscious of, and I’m not sure how many Financial Planners are aware of this, but I don’t think any longer Financial Planners are competing with Financial Planner A or B you’ll see down the road, I think they’re competing with the likes of BMW, Apple, global brands that really have considered this aspect of design and experience because we’re so used to it. Oh, we were so used to getting on you iPhone or iPad and the unboxing experience and the simplicity and how well considered the whole experiences. Yeah. We think in what we’re still competing with the one man bands IFA down the road. It’s not the case anymore, is it?
Oh God, now I actually, I’m going to start publishing some articles, see which were originally going to be a book that I started to write as part of my journey through building more gay and other system front of the company and, and meeting so many people in the industry.
And I interviewed a lot of them along the way. One of them in particular, a guy called David Greer from 11 Fs that gave so much insight into how things are working and what people are thinking. I started to write it down, so I think it was originally going to be a book called shift or delete. And it was about how leaders define what disruption is and how they survive through challenges. So stop publishing them soon. But one thing that really struck me is that disruption usually starts with a company that’s outside of the industry that targets a very small niche or a small section of customers and slowly builds out from there. And one thing that really struck me is when when Apple announced that they were going to start, start giving out bank cards to people and on the, on the app and I thought if they’ve got a billion customers and they’ve created this amazing experience that we have through handling their phone, their devices, their hardware and their software and all of a sudden they become a bank.
They’ve just completely destroyed like part of a section of the industry that is so devoted to high street bank because they essentially get their favorite device and their favorite company all of a sudden doing banking and no other company can compete with that. Especially that what banks and financial services firms are going to struggle with isn’t competing with each other. It’s competing with these companies that have built an experience outside the industry and all they’re doing now is just customer acquisition. In that example of Apple, they all, they just have to flick a switch literally overnight and they gain a billion banking customers. They just say from now on, Apple pay is a bank job done and that’s really scary. Scary. But also exciting. Yeah, just meant to go for it. For your audience or anyone else,
You can look at it two ways. I haven’t, you know, I buy threats am my state or is this, is this also an opportunity for financial planners to look at the way disruption works now look at how low will these barriers to entry are. Look at how quickly you can scale to your first million or billion customers. I think actually I could have a piece of that if I wanted to also talk to you about content repurpose in because you’ve launched something recently, which I think keeping a close eye on. I’ve been fascinated by being really pleased to see how much attention it’s been getting. But it’s your service Content Amplifier. So tell us, first of all, tell us a bit about Content Amplifier? What it is, what it does?
So in the content online, so should media kind of world. We, we have seen a lot happen over the last five or 10 years. The platforms are changing. But one thing is that I find really fascinating is that the, the purpose of the platforms from a business perspective hasn’t changed in that it’s geared for the, for the consumer’s benefit. So we’ve, and we’re starting to understand that now, which means that the quality of content is less important and the quantity of what you put out and in what media form is a lot more important than what it used to be. The only problem is no one has the time, money or inclination to do it. And for someone like me who allocates 90% of revenue from social media, and that’s a big deal, and about a year ago, a customer, a client of mindset, I have a group on Facebook of a few hundred people that I do a training for once a week.
Is there a chance you could create like a workbook or an ebook for at night? I could send them and make them work from it? I said, yeah, great. And slowly that turned into a regular thing where I would take his video or not create something out, whether it was content or free giveaways or downloadables for his website to get email addresses and leads. I know for the last 18 months or so, he is become a seven on the way to an eight figure business and it fascinated me that how little work he does and how big a business he runs in a very, very small niche. So I started to figure out what we were doing and what the structure was behind it and I realized that actually a lot of people, if they could just record a little video, they could pull out so much from that as like a pillar content that many people know.
This is the guarantee content module, which is pretty much what it is and what happens is someone records a video that’s three to 10 minutes long that is educational for their audience. It’s inspirational or it’s value led in terms of you’re giving something away or or inviting people to do something with you. And content amplify was created. To give Browns a way to amplify that across all the platforms, not just one. So most people, what people usually do is they go, I’ll pick one or two platforms, I’ll put out content on the maybe once a day to three times a day. Hopefully that will generate enough interest. And usually because it’s because people find it hard to come up with content. What I actually do is go, what do I do? What do I do? Oh, it’s Valentine’s day, I’ll post about that. Or it’s like Easter or best about that.
Or something happened with the interest rates today. I’ll post something like that, which is all well and good, but really it’s goes so far down the feed so quickly then that people just miss it. So we’re not touching the amount of people we need to to actually make a difference within the business. So content amplifiers, basically you do a video and then content is repurposed from the video and it’s repurposed in five media types and you can post it to 15 different platforms, video or audio, text, graphic and [inaudible] for example. And you can post this anywhere from Spotify to Pinterest to Facebook, to LinkedIn. So instead of you trying, I mean if you, if you think you post three times a day to Facebook and you probably duplicate it to LinkedIn for example, you’re posting about 1200 times a year, whereas content amplifier helps you to do one video a week and post three times a day, seven days a week, 365 days a year. So that gives you over 2000 pieces of content. So the input is a lot lower and the output is a lot higher. So I found a way to do that. That’s valuable for people and an efficient, really,
I, I saw some interest in starts a week or two ago about the half life of different social media posts. So she said, you post something on Twitter, it scrolls down depending on how many people someone follows with scrolls down your feed so quickly. And I think there’s a big fear when I speak to financial planners that am I posting too much on the social platforms? And the answer usually is no, there’s really little danger of posting too much content on there, isn’t there?
Yes. Yeah. I mean while I was launching content amplifier, I think I posted 50 times a day on most platforms, bar some audio cause it’s short form really. And I think I posted once or twice on Twitter. But so most of most platforms opposed to 15 times a day. It’s still people that were like, I seen something but I didn’t quite catch here and I thought what next time, so next time I’m going 50 on every platform and we’ll see what happens.
But as you say, are they doing that manually sitting down everyday or go get into your phone every hour and a half, two hours and posting something on a platform? It’s just not viable, is it? I mean, we’re busy. We’ve got lots to do in life.
Yeah, exactly. It’s just a, it becomes, people either find it monotonous or, or just because they’re not sure what to post is just debilitating. No, get away or we outsource it and then worry about the result that we’re going to get. Cause we’re paying money for it and yeah, it’s difficult.
So you use video as your preferred pillar piece of content. What makes video such a good basis for that?
So video. So if we remove content amplifiers, a product, completely videos, such an amazing way to build the know like and trust factor with people, people get to see your personality. What I find fascinating about you that we can smell like the stuff we don’t want to see or hear. We can smell like the BS and the the stuff that maybe not quite off our street and we can make a decision about someone’s so quickly on video allows us to do two things. Build and they’re like and trust factor with the people who want to speak to and get rid of the ones that don’t want to speak to us. So it works in both ways and it, the reason that it’s good for content amplifier is because it’s top level content and it includes a visual and audio element. It’s much easier to repurpose.
If you are going to skip the video, I would just name an important point. If you’re going to skip the video and go to audio, it’s okay. But you miss that real connection with people. You will see some of my videos are then, they’re not staged in an office. They’re not, they’re not flashy in any way than me walking down a street or sitting at a bench or something. They’re not, they’re not like they’re not fashioned or flashy in any way. They’re just being done because it’s, there’s a, there’s a very subtle shift that we’re going through with authenticity and actually knowing the person rather than knowing that the logo and the more prevalent that gets in society, the more important it gets for, for us to be on social media. I think financial planners we speak to often and get very hung up on.
I’m a huge, huge fan of the toys. It’s all about the toys. So I’ve got all the kit. But if you started with this and as you say, you want to make authentic video concept. We’ve all got a video studio in our pockets these days.
Suddenly smartphones, if you’ve seen the new iPhone, like it’s the most insane bit of recording kit you’ve ever, you’ve ever seen? Crazy. They’re the Apple phones, Samsung obviously. Yeah. You can just get out your phone and do it. There’s no, even if you just, I know we’re talking about video, but even if just audio, like I tried out a new transcribed app on my phone today and 94% accuracy minimum on that. Like amazing. So yeah, look, the tools that are out there, I just don’t know. I don’t know how people are using it. No, absolutely. I agree entirely of your points on video there.
Something we’ll do with this podcast conversation. Obviously we are recording video as well as audio. We’ll turn this into a YouTube video. We’ll cut it up into video grams. So we’ll get the best bits and I’m sure there’ll be plenty of the best bits of our conversation. Transcribe and put captions on it. Put nice headlines on. So it’s, it’s, it’s platform specific as well as important. So what works on one social media platform doesn’t necessarily work on another. And a mistake I often see financial planners make is they’ll post something on one platform, they’ll use some sort of automation or recipe to just cross post. And of course it doesn’t work because the platforms don’t wants us to go from Facebook to Instagram or Facebook to Twitter. They want us to sell their own platform, that native experience. And I think people forget that we use these platforms very differently.
It’s my activity on Twitter has just fallen off a cliff. And the reason for that is that my time to chat with people has gone down. For people who don’t understand that I could easily copy and paste what I post on Facebook, but it’s just not used in the same way. So we have to understand how the platforms use natively post how that you’re supposed to post under them. You know, that there is room for cross posting, but very little. I mean, if you’re like, there’s a new, there’s this new tip top thing that all the kids are doing. But if you use that, that that is a platform specifically designed to do a certain thing that you then post across other platforms. It’s designed as a shareable platform, a little bit like Pinterest, Pinterest, a bookmark in platform. So it’s designed specifically for you to use in your day to day life.
When you see a website you like page G, you like a book, you like you pendency board and that’s like your storage, your kind of public storage area. So yeah, I think, I think we’d probably do a lot more if we just took the time to understand the platforms a little bit more. Yeah. So absolutely. Yeah, I think that’s probably a good starting point for people is just try and get to know them a little bit better. I know it’s early days for constant amplifier, but tell us about how some of the customers who have started using it all using it, what sort of content are they giving you and then what’s that turned into for them? So it’s it was originally primarily built for personal brands, so coaches and public speakers. That was just because I knew that they’d already been doing video and it would be comfortable for them.
There were, there’s a couple of people on there now that don’t already create video or they don’t do it regularly anyway. That just needed a little bit of structure. So basically evolved into helping them come up with the content as well, very, very quickly. So it’s mainly personal brands and people who, who are happy for them personally to be the face of the company. So there’s mortgage advisor and so you see some content from Gary DAS if you’ve seen him around his mortgage advisor specializes in self employed mortgages. And there’s also companies like, there’s a company called innovation, the hybrid innovation training company. They are logo essentially, but because they do training, you can see a lot of their images and videos of them doing training out on about a companies they work with, people like Apple, Google and big tech companies.
So they’re using it. And so usually what it is, is a quick three to 10 minute phone in front of your face. It’s kind of video something which is educational. So maybe for, in financial advice, something that would usually be like, you know, the Thursday where the risks come around, like what that can mean for certain types of customers. So what that could mean for mortgages, what it can mean for savings separately. So very niche, small pockets of content. But yeah, very just found out and record something quite educational is really good content for this product. So some people are using it as like webinars where they talk about say three different subjects. I like maybe half hour, 45 minutes long, a bit of a buffer authorizer side, and they just basically cut it to three to these three sections into 10 minutes and then they send that and use that. So there’s a number of ways you can use it, but I think it’s built for the sporadic on the go three to 10 minute educational videos.
Yeah. Although often say to financial planners, there’s never a shortage of content out there. There’s never a shortage of things to talk about and write about and film videos about. I mean, I listened to Radio 4 Today programme will laugh my breakfast in the morning. There’s always at least one relevant story on there. There’s the questions that your clients ask you throughout the day as the stuff your team is talking about. There’s the press releases that the providers and fund managers put out. So much, so much. We have an opinion, we have an opinion. So I hope people have, they should do at least.
Yeah. And then so and then it’s just, you know, being confident that you have to share your opinion and sharing it with the people that matter.
Yeah, absolutely. It’s been a pleasure chatting. Before I let you go, we do a rapid fire round at the end of these podcasts. I was going to fire five quick questions at you just to get a measure of what you stand for, what you believe in, and also hopefully get some useful tips and things. So firstly, what’s the best book you’ve read recently? So a book that it’s a, it’s technically a staff development.
Well, anyone’s ever heard of it. I found it just by chance called Extreme Trust. It’s by two consultants in the U S could Don Peppers and Martha Rogers. And it’s actually very good for the financial services industry. They tell a really, really good case study about how to build extreme trust, which is beyond just the trust that you and I know. And one of the examples is from the insurance company in America, USAA that deals with them that handles the forces insurance. Amazing case that these anecdotes in there. Well worth a read.
Okay. That one’s going on my Kindle. Absolutely. Secondly on who would play you in the movie of your life?
Oh. so I think that, or life, your choice. Anyone you want, anyone you want Robin Williams, he was the, he was the epitome of living a magical life that you wanted to lead. And it’s crazy how we went and and the circumstances, but he really knew, you know, everything about what he did and what he stood for was about having fun.
I don’t need to ask you the next one cause you’ve already flashed your phone up in front of us on the camera. But iPhone or Android. Yeah.
Yeah I find Apple everything. I tried Android, it just doesn’t work.
What’s your favorite brand?
Oatly at the minute that milk brand. So the deep level they understand their customers is astonishing. If you, if you want to see a company that really understands the people buying this stuff, go and have a look at Oatly brand and advertising, read that packaging, go on their website. It is everywhere. Absolutely. Fantastic.
And then last one, if you could give one piece of advice to our listeners,
What would it be? Something now I find myself saying a lot lately for for good reasons and bad. No one else is responsible for your happiness. I found out the hard way and now I find it really difficult to express the deep level of happiness I have in doing what I do every day. I find it a real privilege and I used to put it down to what was happening around me and other people’s opinions. And now it’s just me. So yeah, my and my advice is no one else is responsible for your happiness. You have to do what’s right for you.
Fantastic note to finish on Danny. It’s been a pleasure and I do love our chats and I think there’s so much in that conversation I hope financial planners can listen to and take away and action.
I’ll, I’ll write up a bit of a sort of set of show notes as well so people find that on our website, find all the useful links you’ve just shared, including the book you mentioned. But thank you so much for your time.