As technology has drastically changed the marketing landscape, so have businesses' ways of targeting customers. Marketing strategies are no longer based on mass production and reach but on targeted, personalized messages that speak to the individual. With the advent of big data, businesses can target their marketing efforts to specific demographics. What are the best practices in marketing and communication that build meaningful client connections? In this episode, Ali McCarthy talks with Johnny Sandquist, Founder of Three Crowns Copywriting and Marketing. Johnny has been working with RIA firms and advisor technology since 2009. With a degree in English Literature, he eventually found his way back into marketing as a writer and established his own company. Today, Johnny helps companies create a brand and message that gets to the heart of what their clients care about. Johnny talks with Ali about the best practices in marketing and client communication, how to personalize marketing, and the importance of data for creating a personalized approach to client relationships. Key Takeaways [01:25] - What brought Johnny to Three Crowns Copywriting and Marketing. [04:37] - Johnny's takeaways from the cluster of industry events he attended recently. [07:10] - How to personalize marketing. [11:25] - Johnny's onboarding process. [14:36] - The importance of data in identifying niches. [21:05] - Why personalized marketing is the key to building meaningful relationships. [22:59] - What's next for Three Crowns Copywriting and Marketing. Quotes [03:46] - "Marketing, at its simplest, is just communicating what you do, who you do it for, and telling stories. I'm so excited about the new testimonial rule and how that's broadening the way we can leverage marketing clients with advisors because they have such powerful stories to tell. And they're the most interesting stories." - Johnny Sandquist [07:35] - "Personalization is about delivering high-value content relevant to an individual's experience. How you get there is through segmentation, and how you get the segmentation is through data." - Johnny Sandquist [15:24] - "Data is so important because it gives you insights that you are subconsciously aware or unaware of. You don't have a path forward unless you just put it right in front of you." - Johnny Sandquist [21:05] - "You can't market to someone if you don't know what's important to them. And you can't know what's important unless you can record your interactions with them and know their expectations." - Johnny Sandquist Links  Johnny Sandquist on LinkedIn Three Crowns Copywriting And Marketing Orion Advisor Solutions Jud Mackrill Milemarker Snappy Kraken Colton Etherton  Lindsey Swanson Stripper Financial Planning Connect with our hosts Ali McCarthy Sanjeev Kumar Skience Subscribe and stay in touch Apple Podcasts Spotify Google Podcasts