Should I include pricing on my firm's website?

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Craft on Tap, Growth Marketing for RIAs

Craft Impact

21 episodes

3 days ago

Welcome to Craft on Tap: Growth Marketing for RIAs by Craft Impact. We're the dedicated marketing partner serving as an outsourced CMO + digital marketing team for RIAs. This pod combines industry expertise with a refreshing approach (and the occasional dad joke). Our goal is to help you avoid random "acts of marketing." Expect real advice delivered with personality. Subscribe for untapped potential! #RIAMarketing #CraftImpact

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Should I include pricing on my firm's website? | Ep 17

Craft on Tap, Growth Marketing for RIAs

51 minutes 19 seconds

2 months ago

Should I include pricing on my firm's website? | Ep 17

One of the most polarizing questions in financial advisor marketing: Should you display your fees online?

Stephen Beach and Faustin Weber break down Marcus Sheridan's "Big Five" content marketing principles and create their own five-level framework specifically for advisory firms.

Despite 44% of affluent investors wanting pricing information, many RIA firms choose not to provide it. There are certainly pros & cons. Here's how to think through this decision strategically.

We cover:

Why this Reddit debate sparked intense reactions from both camps
Marcus Sheridan's "Big Five" content marketing topics that build trust
The Ensemble Practice study showing what affluent investors want
Our five-level pricing transparency framework for advisory firms
Real client examples: Instrumental Wealth's exit planning, BKFI's tiered approach, Root Financial's FAQ strategy
How to balance transparency with your sales process
The mental hurdles advisors face around pricing vulnerability
Why level zero (contact us for pricing) leaves opportunity on the table

⏱️ Timestamps:

(0:00) Intro & context for the pricing question
(4:46) Marcus Sheridan's influence and the "Big Five" content pillars
(7:25) Why pricing is the fifth pillar of content marketing

(12:08) Advantages vs. disadvantages of pricing transparency
(14:55) Our five-level framework for advisory firm pricing
(21:00) Firm example: Instrumental Wealth flat-fee range
(25:24) Firm example: BKFI's tiered pricing
(32:55) Client example: Root Financial's FAQ integration
(39:26) Level 3 and 4: Industry education and pricing calculators
(46:56) The future of pricing transparency and AI search

Whether you're firmly in the "never show pricing" camp or ready to embrace full transparency, this episode gives you a framework to make the right decision for your firm and target market.

We help financial advisors reach their AUM goals through strategic marketing. Subscribe to ⁠⁠⁠Craft on Tap on YouTube ⁠⁠⁠and learn more about our services at ⁠⁠⁠craftimpact.com