Assessing Your Brand: Go Undercover to Get Ahead with Alana Kohl

Alana Kohl
Founder of AdvisorPR
March 22, 2023

As you move forward in 2023 and beyond, there are several checkpoints to consider that will help you achieve long-term benefits from your business-building efforts.

When was the last time you took an honest assessment of your brand? If you haven’t taken the steps already this year, now is the time to assess your brand for what it is. As you move forward in 2023 and beyond, there are several checkpoints to consider that will help you achieve long-term benefits from your business-building efforts.  

To lay the foundation for your future success, it all starts with a truthful evaluation of your brand, which is essentially your reputation. In this episode, Lara Galloway is joined by Alana Kohl, the Founder of AdvisorPR®, accomplished brand consultant, communication strategist and publicist to discuss why and how advisors should go “undercover” to assess their brand.  

In this episode, you’ll learn:

  • The three components of building a sharable brand to establish a competitive advantage in the marketplace
  • Why advisors should conduct a thorough analysis of their competitors’ marketing efforts
  • The importance of brand differentiation  
  • How to apply the four brand assessment questions to your own experience
  • And much more!  


Connect with Alana Kohl:  

About our Guest:  

Alana Kohl is the founder of AdvisorPR® and an accomplished brand consultant, communications strategist, and publicist. Established in 2005, AdvisorPR is exclusively dedicated to serving financial professionals and organizations' comprehensive marketing communications needs.  

Through innovative turnkey PR programs and a proven approach to media relations, the AdvisorPR team has been able to skillfully and systematically secure substantive media placements for its clients through every market and economic cycle and across diverse media platforms, including local, national and industry outlets.  

Alana’s leadership has been pivotal in shaping and supporting some of the industry’s most significant evolutions—from communication strategies surrounding economic and legislative changes to guiding advisors to establishing independent brands and launching thought leaders to new levels of success.

Podcast Transcript

Voiceover: [00:00:00] Welcome to the FAST Podcast, Financial Advisor Strategy Talks with Lara Galloway, SVP of Financial Education at White Glove. Lara provides advisors with an opportunity to hear from some of the best minds in the business, follow along to learn quick tips to help you grow your business from gaining new leads, to keeping current clients engaged and everything in between.

[00:00:23] Now onto the show.  

Aric Johnson: Hello and welcome to the FAST Podcast with your host Lara Galloway from White Glove. Lara, what's going on?

Lara Galloway: Hey, Aric I got a great host for you today.  

Aric Johnson: You are a great host, but do you have a guest? That's the question.

Lara Galloway: I do. I do. She's going to help me host this episode.  

Aric Johnson: Absolutely.  

Lara Galloway: I'm so excited to introduce her because she comes from an amazing background helping advisors with PR, she is Alana Kohl, the Founder of AdvisorPR, accomplished brand consultant, [00:00:55] communication strategist and publicist.

She established AdvisorPR in 2005, [00:01:00] she is exclusively dedicated to serving financial professionals and organization's comprehensive marketing communication needs. This is pretty cool.  

So, Alana's leadership has been pivotal, helping shape and support some of the industry's most significant evolutions from communication strategies surrounding economic and legislative changes, to guiding advisors, to establishing independent brands and launching thought leaders to new levels of success.

[00:01:28] So I am so excited to have you with us here today, Alana. I need all the help hosting I can get. So welcome to the FAST Podcast.  

Alana Kohl: Thank you so much for having me here. I'm so excited to talk to you today.

Lara Galloway: Well, I just wanted to kick this off. When you and I first met, you were telling me some really cool stuff you were working on and you’re really helping advisors level up and relate to their audiences and be relevant to their audiences.

[00:01:52] And you were telling me about this cool idea of going undercover and secret shopping your brand. I thought this was [00:02:00] such a clever way to really teach people and advisors. As a business owner with a website, you've got to make sure that website is representing you well and it's a little bit hard to do if you created it yourself.

[00:02:12] So I know you had an article published in FA Magazine and I'd just love for you to share a little bit with us about that.

Alana Kohl: No, thank you. I think the undercover prospect that was really a culmination of different things I've seen that have caught on within the industry and with advisors specifically.

[00:02:32] Teaching people each individual time, there's a situation like what they should have done differently or what they should have looked at, I don't feel like has been the most effective. So, as an example, I've had advisors come to me and say, they've tried a different marketing strategy, or they've done this, or they've done that, and it didn't work.

[00:02:50] And so they're blaming the strategy and let’s take a step back and look at the bigger picture. It's not just this one thing that you've tried for and whatever reason it didn't [00:03:00] produce the results you were looking for. What else are people looking at? And I just thought the undercover prospect,

[00:03:07] maybe a more playful, creative way to get the same point across, but make it a little bit more fun of an exercise. Then you need to break apart every element that the prospective client may have seen when they got that and see where the breakdown was. So, that's how it evolved is just trying to put some fun to it but put some substance to it and give advisors more of a global perspective as to why a marketing strategy may not be effective for them.

Lara Galloway: [00:03:34] So, I love you calling it the undercover prospect, but can you just break that down? Like what does that mean? And just very specifically for this audience, what are you asking advisors to do?  

Alana Kohl: Yeah, absolutely. So, if you think about a consumer yourself, anytime you're looking to make a purchase or a big decision that involves money, you're not taking the first bit of information that comes your way and making a purchase decision.

[00:03:59] [00:04:00] There's likely research that's going into it. Most often people look at two to three options before they make the first decision to move forward. And that's just a conversation that's not even moving money. And so, the number one place that people go to do their research, of course, is the web.

[00:04:16] I mean, we've a thousand percent transitioned over. What does this person or this brand say online? And all the marketing that you could do if you don't know what else shows up when somebody's doing that search. Looking, doing that background information, or seeking that background information about you, you're always going to be at a disadvantage.

[00:04:38] And the funny thing is that advisors don't even know what they don't know. They don't know that they have a prospective client that's out there making a purchase decision or looking for somebody to help them, right? They have no idea. Somebody is sitting here in front of their computer thinking, okay, now is the time that I talked to somebody about a situation that's going on in my life, and [00:05:00] they're starting this search.

[00:05:01] You came up advisor, but they completely bypassed you for one reason or the other, right? If you don't know what that reason is, you can't get ahead.

Lara Galloway: So smart because basically what we're doing is vetting people online, right? Like, you're taking a first pass. I need help and I'm going to go look at whatever Google tells me to look at, right?

[00:05:25] I Google who is my provider, and when I look at these different people, I'm kind of vetting them. Do I like this? Do I like that? Does this resonate? Does that resonate?  

And so I love what you're saying, like you're actually asking the advisor to kind of put on the hat of the prospect right?

Alana Kohl: To pretend they're their own prospect is like walking in somebody else's shoes.

[00:05:44] Exactly and I mean, there's a couple steps to it. You know, if I was to teach an advisor on how to do this, I think the most important thing is just be true to yourself. Like what do you want your brand to represent? [00:06:00] Big hurdle. I guess PSA, newsflash, ask an advisor themselves, their name or not the brand, right?

[00:06:06] Like a person is buying into an experience, they're looking for more than an individual. They're looking for a company, they're looking for a solution, right? So they're going to be looking at this full component, not just the individual advisor. They're one piece of the brand. And so as a first step, I would just ask an advisor, a business owner, whether you have a book of business or are you running your own.

[00:06:28] Take a step back and what do you want your brand to represent? So, there's three components to a brand, and I know you know all this, but I'll share it for your audience. There's your visual identity, this is how you look, your logo, your tagline, your contact information, your URL. Are you using a Gmail?

[00:06:45] Are you using your own company name as a .com. These are all the quick level visual components. The second is your values. Like what do you stand? Who do you work with? What do you do? How do people work with you? Why should [00:07:00] they work with you? What are these values, right? And then the third is the experience.

[00:07:03] So if this was a person, I would call it, you know, what they look like, what they stand for, and how they act. Do you want to be around this person? How do they put themselves out there? And so oftentimes that is reviewed by the types of material that you can put out. Are you conversational? Are you educational?

[00:07:20] Are you very high end? Are you more approachable? These are just different styles of the ways that you communicate online. So just take a step back in and put your wish list together. If you're ahead of the game, you have a brand identity guideline put together, you know what your brand's supposed to look like.

[00:07:38] A lot of people that do like the EOS as an example or strategic coach, they're very clear on their message. This is their unique ability. This is their strengths. This is what their brand should say. And if you are active with putting out content, you likely have an editorial calendar or a social media plan, you know, something like that.

[00:07:56] So these three components could even give you the guidelines that you need. [00:08:00] So that would be a first step. Just have a little self-talk. What do you want it to say? So, if you don't know what you're expecting, you can't make a clear evaluation once you get to that point.

Lara Galloway: You're saying you better have a clear idea of what you're looking for before you go looking at what you want to see.

Alana Kohl: [00:08:16] Yeah. Because how are you going to score yourself, right? Exactly. I know I think my website's great. I think everything I've got out there is fantastic. Well, you don't have anything to judge it against. Right. And we're looking for consistency, right? We want it to be reflective of you, of the experience that you're creating, what you want your clients to know about you.

Lara Galloway: [00:08:35] And we wanted to, then again, exactly like you said, be consistent. When they go out there and they're doing that search, they know what they're judging it against, if you will.  Now I'm curious, Alana, because certainly when I'm vetting someone and let's say I'm vetting, I'm looking for a financial advisor and maybe some websites come up, but some financial advisors are also very active on social, right?

[00:08:59] They may have [00:09:00] a LinkedIn page, they may have a blog, they may have a podcast or a radio show or something come up that I might also catch. So, when you are telling people to prospect, the undercover prospect, are you telling them to look beyond the website and into these other areas as well?

Alana Kohl: [00:09:16] Yes. So, that's step two. What I would say is that there's so many different forms of media that are available now online and there's a lot of different things that we're going to evaluate because you're a prospect, you're getting ready to go buy something, a big purchase. Are you just looking at what the website has to say?

[00:09:34] Because of course they're going to tell you the best part of themselves.  Are you going to go and look and see how they're communicating on social or what's been said about them by third parties? I mean, there's a lot of different pieces that you would want to consider when you're doing this evaluation, but that's getting a little bit ahead of the steps.

[00:09:52] So the second thing I would tell a client to do or an advisor to do is get clear on your competitors. Like who are you losing [00:10:00] business to? Who have you taken business from? Right. I think it's safe to assume that Ford knows what Chevy's putting out there, right? Or Pepsi and Coke. You have to have an idea of what your competitor has to offer and again, were going back as an undercover prospect and you're looking at these things with nothing else but what's available online.

[00:10:23] How do they all compare with each other? So, the second step I would say in this process is for you to identify who they are and make sure they're real competitors. A lot of advisors, and I appreciate this, is we can get there, but they think they don't have competitors because they do it better than anybody else where, you know, their customer service is greater, their process is better.

[00:10:44] Nobody knows that yet. You haven't met them, right? They just found you on Google, so apples to apples. If somebody has a problem or a need, you know, I need to roll over my 401k into an IRA and I need to do A, B, and C [00:11:00] with it, they're just looking at the problems that are solved by service providers.

[00:11:05] So just identify two to three, they can be in the geographic area. If you work locally, they can be within the industry. If you specialize in a certain profession, just look, right? Once you've identified them, then you would start the search. Go look and see what you're being judged against.

[00:11:24] Now go look and see who your competitors are and get it. I think that gives you more of a full picture before you dig in on your own brand.

Lara Galloway: You know, that's such a great distinction. And I think you're spot on saying a lot of advisors would say, oh, I don't have any competitors.

[00:11:40] Right? Because they've gone to sales school, and they've learned that. But the whole thing is that you just said people go searching for financial advisors and financial advisors have solutions for certain people, for certain problems. So, do you have any direction on how to help the financial advisors find their true competitors?

[00:11:58] Because [00:12:00] do you coach your clients and say, look at what problems are you solving for what group or niche of people?  

Alana Kohl: I always try to think of how the prospect is out [00:12:16] looking for that solution so that this person may show up in their results. Like do you have advice for how they can maybe find those competitors? Because maybe they haven't done this before, and how do you get started?  

Lara Galloway: That's great. So, there's analytics that are available, right?

Alana Kohl: [00:12:31] You can use Google, you can get technical if you wanted to. I think the most useful is the qualitative. So, when working with clients, they've come through organically or through any sort of marketing that you've done, they've chosen you to work with. Oftentimes there is a discovery.

[00:12:48] You find out where they're moving over from, or it comes up naturally in conversations. A lot of advisors, especially when it's geographically located, do have a clear idea. But look at [00:13:00] your service offerings. What problems are you solving? And you can do a Google search that way, or if you consider yourself to be [00:13:07] a retirement advisor that specializes in 403 is an example.  

You can just do general searches like that within the geographic area if that's where your clients are. And they would come up. Most often advisors know when you move over to industry. So, I've worked with people that specialize specifically in the fat fire.

[00:13:29] You know, that's their whole range. They want to help people retire early and be financially independent, or they work specifically with doctors or tech companies, right? So, you can start adding those search terms to the service offerings that you provide and that'll give you a good indicator of who those similar types of service providers are.

[00:13:49] But I would just say, be a little selective, like you weren't a competitor to a bank. Yes, they may have an offer that's comparable, [00:14:00] but if your client is looking for a problem that's getting solved, they're likely not going to go to a transactional sort of environment to purchase a CD or whatever.

[00:14:08] So just be very comparable with the type of competitors or other advisors that are similar in offerings from a perspective client's point of view.

Lara Galloway: I think that's super smart and just like you said, thinking about some of the things that they would seek a financial advisor for. Looking at those in your geography, because geography does often play a big piece, so huge.

[00:14:33] That's super helpful. Now, I know you have some tips and tricks, some hacks for helping people go undercover. There's some tricks involved, right?  So, can you speak to that for us?

Alana Kohl: Absolutely. All right, so once we have that clarity of what we want to show up, what our competitors are saying or how they're communicating online, now it's time for you to go undercover.

[00:14:54] And so the best way to do this is to bypass all the Google cookies that you have. You certainly want to do your [00:15:00] internet search, but if you go into incognito mode, and it's just an option within the settings at the top of a browser and an incognito allows for you to go fresh into the internet and start Googling yourself, your company name, the services that you provide, and you can get a very clear idea of how you show up to a prospective client when they're doing their homework.

[00:15:26] That would be the first thing. Like that's to think about the incognito piece though, right? Because we're all online every day and we're doing our own searches and we're doing stuff online where we're leaving that digital footprint all over the place. And that may actually change the search results you get if you don't do what you're saying and choose that incognito broader because [00:15:50] the incognito means you've never been to these things before.

It doesn't know who you are on the internet, which is kind of the same approach that a new prospect is, right? [00:16:00] They don't know who you are. So you're not going to show up and search results that you get all the time because of the breadcrumbs that you're leaving all over the place.

Lara Galloway: [00:16:07] I love that, absolutely. I mean, you as an advisor, you're on many financial sites, so that's obviously going to be the first things that come up. Google's very responsive in helping you find the right searches based off your needs. So yeah, incognito is a great way to start.

Alana Kohl: [00:16:23]So, when you start that, there's so many different forms of owned media or digital media that would come up. So the things that you're looking for, you're searching your company name, you're searching your own name, you're searching the services that you provide.

[00:16:42] Look at websites that come up, that obviously you have your own website that you've done, but do you come up on anybody else's website? You want to look at how your blogs come up. Are they tagged properly? Are they even being found on Google social media? This is important, are people being able to locate it?

[00:16:59] And [00:17:00] if they do, is it consistent with the services that you provide? A lot of people, I'm not saying advisors specifically, don't make the distinction. Their social media is their social media. And yes, they may have clients or people within the industry that are part of their networks, but it's available in many cases for the public to view.

[00:17:19] So if there's not the right brand that you want to convey is not being demonstrated on those social pages and whatnot, that could be a problem, right? Like people making judgements before they move.

Lara Galloway: I love it. It's like the internet is providing your dossier, your cv, your entire life.

[00:17:41] And if you aren't in control of it and you don't know what's happening and you're not monitoring your brand, you're doing it wrong. Because I love what you just mentioned about looking to see where else you're showing up. If you may be showing up on other people's websites, if you're doing interviews or you've got partnerships or collaborations, or there was the golf [00:18:00] outing and the big foundation and all that stuff adds to it.

[00:18:04] And if you aren't owning that, if you're not very intentional and purposeful and seeing what's out there, it could go in a very different direction than you thought you were going. So that brings me to my next question. What are some major oops or faux PAs that you've had clients uncover when they're doing this kind of work?

[00:18:22] Have you seen any real zingers out there?  

Alana Kohl: I think it's the stuff that you don't expect. There's a couple of things, so it's the things that you don't expect. If you're doing a search, you may have been involved with an organization locally unrelated to your profession many years ago. Well, if that organization is now defunct or there's some sort of story tied to it, your name online could technically still be part of that, right?

[00:18:50] You just want to clean those things up. Any tags that have been done of you individually or your business that are not relevant or are not consistent with the brand that you want [00:19:00] to convey online, those are the kinds of things, if you don't do this search, you don't know they're there. So that's one.

[00:19:06] The second I see a lot of these advisors have been in business for a long time, and over the years they've incorporated different ideas, different messages. They participated in this online review platform or this listing or whatnot, and they don't take the time to bring it all together and look at it holistically.

[00:19:28] So from a marketing material stand, broker dealers might be giving you information about portfolios or whatever it is for you to be representing to your clients, or an IMO may be giving you information about annuities, but you're putting yourself out there as this holistic fiduciary, planning oriented advisor.

[00:19:47] And materials are out there promoting different products that you sell. So just make sure that your listings match your goals in terms of your brand, right? So there's some inconsistency [00:20:00] gaps. I think gaps are probably the biggest one. Again, if I'm getting invited to a workshop and I do a search and I see this static website and a couple of unrelated things on the internet that have nothing to do with you as an advisor, to me, that lacks credibility.

[00:20:22] Like, why aren't you participating in earned media? Or why aren't you out there on Google my business, like, are you a fly-by-night kind of person? Do I need to be concerned? Should I not move forward? So, you're essentially creating objections before you even know you're being considered, right?

[00:20:40] So, just needing that well-rounded story. There's the owned media. Now there's the earned media, there's the paid media, you know, other types. All of that is part of this equation. So, wanting to make sure it's all lined up, it's all telling the same story, and it's telling the right story, and [00:21:00] using all the tools that are available.

Lara Galloway: [00:21:02] Yeah. Well, speaking of tools, you have a fun one. I love this idea of when you find mistakes and goofs and gaps, you call it a brand aid that you apply. That's just so cute. I love it. So, tell me about that tool.  

Alana Kohl: Yeah. So brand aid, essentially we don't want to keep putting bandaids on things.

[00:21:21] We want to fix it right. You need to prioritize the brand because again, we're going back to you're setting your marketing budget for the year. You have objectives of hitting these goals or whatever it may be. Things are never going to snowball. They're not going to move in the direction that you want to see them move.

[00:21:42] Unless you fix the problem, and if the problem is you don't show up, well online people have concerns about your brand or don't feel like your brand is credible, or it's compelling or it's connecting to them, then they're never going to take those next steps. Right? And by [00:22:00] taking this step back, I have the four C's.

[00:22:02] I put that inside the article too. It's kind of the same thing as how you would evaluate a diamond. Is your brand credible? Is it consistent? Is it compelling? And is it cohesive? And I give some tips in there on what you can evaluate, but looking at it from that perspective and then identifying where you have the gaps or where things show up that are irrelevant or where things show up and they're incorrect.

[00:22:29] You're able to start taking the steps, identify what those steps are to be able to correct the situation. So, it is better going forward and everything else that you're doing in your world to attract new clients is going to build upon itself. Like every step it builds upon, it makes it more effective.

Lara Galloway: [00:22:48] I love what you're saying there. We of course at White Glove, we're putting people in front of an audience that is looking for education and an experience guide if they need one, right? Correct. And so, after they come out of the [00:23:00] workshop, our workshops, we don't advertise who the presenter is, we just advertise [00:23:04] an educator on the topic of taxes in retirement or estate planning or whatever, is going to do this program for you.  

And then after the workshop or during the workshop, the presenter, the advisor, mentions who they are, mentions their firm, what they do, and then offers people to set up a workshop, a one-on-one consultation or meeting after that, right?

[00:23:26] If I'm in a workshop and I'm listening to someone present and I'm starting to think this person seems relevant, relatable. A good advisor seems kind of warm and friendly, seems to know his stuff. Okay, that's cool. And then I go and vet them online, I'm going to go check them out.

[00:23:45] Of course I am. I just heard them speak, but now I'm going to, so you're exactly right. Like if I had this experience in the classroom, but then I go and the website is outdated, not very relevant, not kind of [00:24:00] speaking to some of these truths you're talking about how to really make me feel like I landed in the right spot and this person is trustworthy.

Alana Kohl: [00:24:07] You're absolutely right. That is going to throw a wet blanket on that flame of me getting ready to sign up with that person for guidance. Yeah. It's so important. You must feel comfortable. These are big decisions, right? Who you choose to work with, you only get one shot.  

[00:24:24] Like, who will you choose to work with is critical. And it all needs to tell the right story, right? If you're not in control of your brand, then you're leaving it up to interpretation. And that's scary. There are so many different ways it can get derailed. And owning, and you said too, again earlier that people are getting vetted.

[00:24:47] You're getting looked at online when you don't. It's one thing when you host a workshop, or you have an event, or you give someone your business card and it's got your website on it and all that kind of stuff and maybe your social [00:25:00] connections. But the fact is you don't know when a prospect is out there looking at and evaluating you compared to [00:25:07] what's available in the market.

It's like going to Kroger and looking at that orange versus that orange, right? Like I just got served a Google ad based on a search I did. You are one of the solutions that came up and I'm vetting you and you don't know it.  

Lara Galloway: So, like that makes so much sense to me why that would be a priority for me to put a focus on and make sure that I do go undercover as a prospect and make sure my brand is saying what I want it to say online.

[00:25:34] You want your brand to work like a magnet. You want it to attract the right people, and you want it to repel the wrong people. You don't want it to work the opposite. You don't want to repel the right people. And oftentimes you have the control to make sure that it's connecting with your ideal audience.

Alana Kohl: [00:25:56] Yeah. You just got to take a moment, right. It's [00:26:00] more figurative, I think it's sometimes not a concept that advisors want to grasp. They think, I do this ad, I get this many leads and this is my conversion and this and that. It'll make it stronger. All of it can be better if you tell the right story when they do their preliminary research.

[00:26:21] So that's really what I'm advocating for. You know, you have a brand whether you like it or not, and you just need to make sure it's the right brand that you want out there in the world. And then it's the right one to connect with your ideal clients.

Lara Galloway: Well, I love that you're giving these tips and tricks and of course this is what you do with advisors for a living, so if they're struggling, they really should reach out to you.

[00:26:43] But I also want to just make reference to that FA magazine. How could people find that? Because I feel like you were so thorough in that and really gave them those tips. And if you're a do-it-yourselfer and you get this kind of stuff and it resonates for you as an advisor, follow Alana’s tips.

[00:26:59] Go [00:27:00] do your audit, get that thing tidied up, get that brand where it needs to be. If not, reach out to Alana. She can help you get there. But Alana, how do we find that?  

Alana Kohl: You can find that article at FA magazine. Also, the article was so long when I initially wrote it, I turned it into a bit of a white paper, which is available at advisorpr.com and it's more instructional, like the step by step, explaining what you're looking for.

[00:27:26] So, they're welcome to go there and on our social channels if they wanted to find the article that way. But advisorpr.com is a good resource. We do put blogs out on a regular basis about topics tied to what advisors are looking for. Their inspiration is the questions and observations in working with advisors almost two decades now.

[00:27:48] So there's a ton of content up there, and I certainly love being a resource, love helping people. I don't want to say mistakes, but learning from others, we all get better [00:28:00] by learning from others and what they've done well or what could have been done better. And hopefully we will avoid making similar mistakes in our own business.

Lara Galloway: [00:28:09] Well if you want to go see a highly curated, very carefully monitored brand, go check out Alana’s AdvisorPR. I'm sure you'll get a great case study right there. Thank you, Alana. Before we wrap up, I always like to ask a question at the end, and it's just about different ways that we define success, and I would just love to hear from you, what is your definition of success in a personal way or a professional way, or in a brand?

Alana Kohl: [00:28:32] Yeah. Thank you. I knew you were going to  ask me this. I've listened to your podcast in the past, so I did a little survey last night with my family. I asked my 10-year-old and my 13-year-old. My 13-year-old said when you make it, she's a performer. Okay. And, and I take it as when you're getting recognized for your hard work.

[00:28:51] And my 10 year old son, when you're happy. And I thought both of those answers are really good and I want to dove. I'm going to buy [00:29:00] into what my kids are saying and I'm going to dovetail it into what I consider success. And for me, it's making an impact. Like I want to make sure that anywhere I go the world could be better for it, right?

[00:29:14] And so just knowing that that contribution is creating value for my clients, which are the advisors, but then in turn it's helping them create value for their clients. And if you just think about kind of that butterfly effect of how putting good information out there, being that conduit for an advisor to work with the media to share some insight, like all of that is, is really improving [00:29:38] us as a society and what not. So, to me that's success. I enjoy what I do and I get to help people while I think you can add to that being a successful parent sounds like you're doing a great job with those kids.  

Lara Galloway: I love that. They're hard workers.  

[00:29:55] That is good insight.  

Alana Kohl: Thank you. I appreciate that. I'll take it. [00:30:00]  

Lara Galloway: Yeah. Well, Alana, it has been an absolute pleasure having you here on the FAST Podcast. I really appreciate it and I encourage our listeners to go check you out. We will include those resources in our show notes on our website for the blog and the podcast and make sure that people can find out more about you.

[00:30:15] But thank you so much for being a guest today.

Alana Kohl: Thank you for having me, Lara. It was wonderful to be here and I look forward to many more times in the future of being able to work with you. It's been wonderful.  

Aric Johnson: Absolutely. Alana and Lara, this was fantastic. Thank you so much for all that you're doing.

[00:30:32] I love the story of the kids. They're right more than they're wrong. I'm just going to tell you that right now, I love that you gained some wisdom from them. Thank you so much for being open to discussing all the things that you're doing with advisors. And Lara, of course, [00:30:46] thank you for facilitating this.  

And our last thank you always goes to our listening audience. Thank you so much for tuning in and listening to the FAST Podcast with Lara Galloway. If you have not subscribed to the podcast yet, please click the subscribe now button below that way when Lara comes out with a new podcast, it'll show up directly on [00:31:00] your listening device, and we humbly ask you to share this podcast.

[00:31:02] Don’t forget to leave a review. This actually does help others find the show. Again, thank you so much for listening today. For everyone at White Glove, this is Aric Johnson reminding you to live your best day every. And we'll see you next time.  

Voiceover: Thank you for listening to the FAST Podcast, Financial Advisor Strategy Talks with Lara Galloway, your go-to source designed to help you grow your business.

[00:31:24] Have questions about the topics covered during the show? Visit our website at www.whiteglove.com or email us at info@whiteglove.com. Don't forget to click the follow button to be notified when new episodes become live. The information covered and posted represents the views and opinions of the guests and does not necessarily represent the views and opinions of White Glove.

[00:31:45] The content has been made available for informational and educational purposes only. The content is not intended to be a substitute for professional investing advice. Always seek the advice of your financial advisor or other qualified financial services provider with any questions you may have regarding [00:32:00] your investment planning.

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About the
FAST Podcast

We see the podcast as an effective tool to help advisors grow and continue their education by delivering valuable tips from some of the top minds in the industry.

Here at White Glove, we recognize that time is every advisor's most precious resource, which is why the episodes are presented in a quick, interview-style format, making advisor education convenient, portable, and on-demand.

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White Glove is truly Done-for-You. We book and manage your venue, we fill the room with leads, we track and report stats, we do all the heavy lifting.

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