Episodes

  • 161: Phil Bray - Why Most Financial Advisor Marketing Fails (and What To Do Instead)

    161: Phil Bray - Why Most Financial Advisor Marketing Fails (and What To Do Instead)
    Mar 25 2026
    If you’ve ever felt like the marketing strategies you’re using are confusing, inconsistent, or just not working the way you expected, you’re not alone. Oftentimes advisors end up using the spaghetti on the wall approach with random tactics, increasing social media presence, or copying what other firms are doing without a clear strategy behind it. The result? Wasted time, wasted money, and a pipeline that never gets filled the way you hoped.In today’s episode, I’m speaking with Phil Bray, founder of the Yardstick Agency and one of the UK’s leading marketing experts for financial advisors. Phil began his career as a financial advisor before launching an award-winning marketing firm that now helps advisory businesses across the UK grow through smarter positioning, clearer messaging, and intentional marketing strategies.Phil shares tips and strategies to help advisors build a marketing system that consistently attracts the right clients. From niching down and building a referral engine to leveraging social proof, content, and AI, we explore how advisors can stand out in a crowded market and build a firm that grows intentionally, not accidentally.3 of the biggest insights from Phil Bray…#1.) The Riches Are in the NichesAdvisors who try to market to everyone often struggle to stand out. Phil explains that narrowing your focus—whether it’s dentists, executives, or a specific stage of retirement—makes marketing dramatically easier. When you become the go-to expert for a specific audience, referrals increase and messaging becomes far more powerful.#2.) Most Advisors Think About Marketing BackwardsOne of the biggest mistakes advisors make is jumping straight into tactics before defining their goals. Phil recommends starting with the end in mind, who you want to work with, what growth actually looks like, and then building your marketing plan around those targets.#3.) Referrals Work Best When You Train Clients How to ReferMany advisors hope referrals happen naturally, but Phil believes the best firms intentionally educate clients on who the best referral candidates are, when to introduce them, and how to do it. He emphasizes applying thoughtful appreciation like handwritten thank-you notes or personalized gifts that create a powerful referral engine.FREE GIFTGet Phil's 7-Step Workbook, designed to help financial advisors build online awareness: https://bradleyjohnson.com/161-phil-bray-workbook/SHOW NOTEShttps://bradleyjohnson.com/161FOLLOW BRAD JOHNSON ON SOCIALXInstagramLinkedInFOLLOW DBDL ON SOCIAL:YouTubeTwitterInstagramLinkedInFacebookDISCLOSURE DBDL podcast episode conversations are intended to provide financial advisors with ideas, strategies, concepts and tools that could be incorporated into their business and their life. No statements made in the episode are offered as, and shall not constitute financial, investment, tax or legal advice. Financial professionals are responsible for ensuring implementation of anything discussed related to business is done so in accordance with any and all regulatory, compliance responsibilities and obligations. The Triad member statements reflect their own experience which may not be representative of all Triad Member experiences, and their appearances were not paid for. Triad Wealth Partners, LLC is an SEC Registered Investment Adviser. Please visit Triadwealthpartners.com for more information. Triad Wealth Partners, LLC and Triad Partners, LLC are affiliated companies.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
    Show More Show Less
    1 hr and 12 mins
  • 160: Solo - The #1 Reason So Many Advisors Stay Stuck with Brad Johnson

    160: Solo - The #1 Reason So Many Advisors Stay Stuck with Brad Johnson
    Mar 18 2026
    If you’re the only advisor in your firm who can close deals, you don’t own a business, you own a job.And I see this happen all the time. Advisors think growth comes from more appointments and closing more deals. So they grind harder. They sell more. Their calendar is always full. But the moment they step away, revenue slows down. That’s not scale. That’s dependency.I break down the real shift you have to make: stop selling products and start selling a proprietary process. Because products can be shopped, a process can’t. And if you stay in the product game, you’re just another commodity.If you want revenue that doesn’t go on vacation when you do, this is where the shift begins.3 of the biggest insights from Brad Johnson…#1.) Products Can Be Shopped. A Process Cannot.If you’re selling annuities, asset management, or life insurance, you’re in a comparison game. When you package and own a proprietary process, you step out of commoditization and into differentiation.#2 .)Sales Is a Transfer of BeliefThe best advisors aren’t pitching spreadsheets. They’re transferring belief in why they exist, how they serve, and why it matters. If you don’t believe it deeply, your prospects won’t either.#3. )You Can’t Scale What You Can’t TransferIf your process lives in your head and depends on your personality, you don’t have a business, you have a bottleneck. A duplicatable, trainable sales process is what makes a firm scalable and ultimately sellable.Triad Sales LabStill the only one closing deals in your firm? We’ll help you build a sales system that doesn’t rely on you. Apply here: https://bradleyjohnson.com/160-triad-sales-lab/SHOW NOTEShttps://bradleyjohnson.com/160FOLLOW BRAD JOHNSON ON SOCIALXInstagramLinkedInFOLLOW DBDL ON SOCIAL:YouTubeTwitterInstagramLinkedInFacebookDISCLOSURE DBDL podcast episode conversations are intended to provide financial advisors with ideas, strategies, concepts and tools that could be incorporated into their business and their life. No statements made in the episode are offered as, and shall not constitute financial, investment, tax or legal advice. Financial professionals are responsible for ensuring implementation of anything discussed related to business is done so in accordance with any and all regulatory, compliance responsibilities and obligations. The Triad member statements reflect their own experience which may not be representative of all Triad Member experiences, and their appearances were not paid for. Triad Wealth Partners, LLC is an SEC Registered Investment Adviser. Please visit Triadwealthpartners.com for more information. Triad Wealth Partners, LLC and Triad Partners, LLC are affiliated companies.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
    Show More Show Less
    21 mins
  • 159: Tom Healy - Why Your Advisory Firm Isn’t Attracting A-Players

    159: Tom Healy - Why Your Advisory Firm Isn’t Attracting A-Players
    Mar 11 2026

    If you’ve grown your business beyond a solo practice with a small team, you’ve likely learned the hard way that one bad hire can derail momentum, create internal chaos, and hold your entire business hostage.

    In this episode, I’m excited to have leadership expert, author, and HR strategist Tom Healy on the podcast. Tom has worked with high-performing organizations, including the U.S. Navy, Harvard Medical School, and Fortune 500 companies, and he’s spent decades helping businesses scale the right way — with structure, accountability, and culture at the center.

    We unpack the mistakes founders make when hiring too fast, how poor performers slowly sabotage organizations, and the exact systems you need to have in place to prevent one person from controlling your business.


    3 of the biggest insights from Tom …


    #1.) It’s Okay to Overpay for A-Players

    The cheapest hire is often the most expensive mistake. High performers operate like owners, stay longer, and eliminate the hidden cost of turnover. Paying above market isn’t reckless, it’s strategic.


    #2.) Poor Performers Will Hide When There’s No Accountability

    If you don’t have clear KPIs, you don’t have leverage. Vague feedback creates arguments. Objective metrics create clarity. A-players want coaching. B and C players resist it.


    #3.) No One Should Be Able to Hold Your Business Hostage

    When all knowledge lives inside one person’s head, you’re exposed. Document systems. Build an internal knowledge center. Consider fractional talent. Structure creates freedom.


    SHOW NOTES

    https://bradleyjohnson.com/159


    FOLLOW BRAD JOHNSON ON SOCIAL

    • Twitter
    • Instagram
    • LinkedIn


    FOLLOW DBDL ON SOCIAL:

    • YouTube
    • Twitter
    • Instagram
    • LinkedIn
    • Facebook


    DISCLOSURE

    DBDL podcast episode conversations are intended to provide financial advisors with ideas, strategies, concepts and tools that could be incorporated into their business and their life. No statements made in the episode are offered as, and shall not constitute financial, investment, tax or legal advice. Financial professionals are responsible for ensuring implementation of anything discussed related to business is done so in accordance with any and all regulatory, compliance responsibilities and obligations.

    The Triad member statements reflect their own experience which may not be representative of all Triad Member experiences, and their appearances were not paid for.

    Triad Wealth Partners, LLC is an SEC Registered Investment Adviser. Please visit Triadwealthpartners.com for more information. Triad Wealth Partners, LLC and Triad Partners, LLC are affiliated companies.


    See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
    Show More Show Less
    55 mins
  • 158: Max Major (Mentalist) – The Closest Thing To Reading Your Client’s Mind

    158: Max Major (Mentalist) – The Closest Thing To Reading Your Client’s Mind
    Mar 4 2026
    If you’re leading a team and meeting with clients every day, your ability to influence, listen, and read the room matters more than you think. The best advisors aren’t just good at numbers, they’re good at people. And most of us are missing half the signals.In this episode, I’m joined by mentalist and keynote speaker, Max Major. We recently had the pleasure of having Max perform at our Triad Launch Experience and he absolutely blew the room away. And it wasn’t just with his mind-bending demonstrations, it was with the psychology behind influence, body language, and belief systems.We unpack what’s really happening beneath the surface in client conversations — how your intent changes the energy in the room, how subtle body language cues reveal internal objections, and how understanding your client’s state of mind can completely reshape the way you lead, serve, and earn trust.3 of the biggest insights from Max Major…#1.) Body Language Is About Noticing Shifts, Not JudgmentThere’s no universal meaning to crossed arms. The game is noticing changes from open to closed (or closed to open), then stopping and giving them the floor immediately. That’s how you handle objections before they become deal-killers.#2.) The Best Salespeople Are Elite ListenersConfidence, rapport, and trust are the three pillars of influence. But the real edge comes from listening deeply enough to let the client write the sales pitch for you and then paraphrase it in your own words.#3.) Your Thoughts Create Your RealityMax unpacks why high performers often run on a hidden program like “I’m not good enough,” how that can drive success for years, and why upgrading the belief can unlock a new level without killing your edge.SHOW NOTEShttps://bradleyjohnson.com/158FOLLOW BRAD JOHNSON ON SOCIALTwitterInstagramLinkedInFOLLOW DBDL ON SOCIAL:YouTubeTwitterInstagramLinkedInFacebookDISCLOSURE DBDL podcast episode conversations are intended to provide financial advisors with ideas, strategies, concepts and tools that could be incorporated into their business and their life. No statements made in the episode are offered as, and shall not constitute financial, investment, tax or legal advice. Financial professionals are responsible for ensuring implementation of anything discussed related to business is done so in accordance with any and all regulatory, compliance responsibilities and obligations. The Triad member statements reflect their own experience which may not be representative of all Triad Member experiences, and their appearances were not paid for. Triad Wealth Partners, LLC is an SEC Registered Investment Adviser. Please visit Triadwealthpartners.com for more information. Triad Wealth Partners, LLC and Triad Partners, LLC are affiliated companies. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
    Show More Show Less
    48 mins
  • 157: Kenzie Olejnik - The Culture Strategy Behind High-Growth Advisory Firms

    157: Kenzie Olejnik - The Culture Strategy Behind High-Growth Advisory Firms
    Feb 25 2026
    If you’re trying to scale your advisory firm, there’s a stage where things start to feel harder than they should. Everyone’s busy. Communication gets messy. You’re still producing, but you’re also trying to lead a team that needs clarity, feedback, and direction.In this episode, I’m joined by Triad’s Member Culture Coach, Kenzie Olejnik. Kenzie joined Triad in April of 2022, when we were right in the middle of the chaos as a new company. She helped us turn good intentions into an intentional culture built on clarity, communication, and shared language. You’ll hear Kenzie talk about the simple culture moves that actually matter, how to onboard people in a way that builds trust and excitement quickly, and why you can’t treat your team like an afterthought if you want clients to have a great experience in every interaction.3 of the biggest insights from Kenzie Olejnik…#1.) Clarity and Communication Fix More Than You ThinkKenzie breaks down why most culture problems aren’t “people problems.” They’re clarity problems in terms of who owns what, how decisions get made, and how teams communicate when things move fast.#2.) Treat Your Team Like Your Best ClientsFrom onboarding touchpoints to celebrating wins consistently, Kenzie explains how removing friction and making people feel seen creates a culture that scales and protects the client experience.#3.) The Shared Language That Holds the Line and Fosters AccountabilityWe get into why words like “family” can quietly undermine accountability, and how Triad built a shared language that made expectations clear and culture self-sustaining.FREE GIFT + JOIN THE DBDL INSIDER CREWToday's Gift: The Enneagram Cheat SheetDownload here: https://bradleyjohnson.com/157SHOW NOTEShttps://bradleyjohnson.com/157FOLLOW BRAD JOHNSON ON SOCIALTwitterInstagramLinkedInFOLLOW DBDL ON SOCIAL:YouTubeTwitterInstagramLinkedInFacebookDISCLOSURE DBDL podcast episode conversations are intended to provide financial advisors with ideas, strategies, concepts and tools that could be incorporated into their business and their life. No statements made in the episode are offered as, and shall not constitute financial, investment, tax or legal advice. Financial professionals are responsible for ensuring implementation of anything discussed related to business is done so in accordance with any and all regulatory, compliance responsibilities and obligations. The Triad member statements reflect their own experience which may not be representative of all Triad Member experiences, and their appearances were not paid for. Triad Wealth Partners, LLC is an SEC Registered Investment Adviser. Please visit Triadwealthpartners.com for more information. Triad Wealth Partners, LLC and Triad Partners, LLC are affiliated companies. TP02265233532See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
    Show More Show Less
    1 hr and 4 mins
  • 156: Solo - Why Your Advisory Firm Can’t Scale (And the Role That Fixes It)

    156: Solo - Why Your Advisory Firm Can’t Scale (And the Role That Fixes It)
    Feb 18 2026
    I’ve been working with advisors for many years, and I’ve seen this pattern play out over and over again. Advisors get to a point where their marketing and selling are on point, but as they start to scale, that growth has a way of exposing cracks in the foundation.In this episode, I’m breaking down the most overlooked role inside growing advisory firms: operations. I’ll explain why most advisors procrastinate on developing their ops department, how the best operations leaders evolve as you scale, and why doing more of what worked early on as a small team eventually stops working.If you’ve ever left the office at the end of the day thinking, " Why does this business feel like a prison,” this episode will give you the framework to step out of the chaos, create leverage, and build a firm that fulfills the promises you make—without having everything in the business flow across your desk.3 of the biggest insights from Brad Johnson…#1.) Operations Is the Missing Role in Most Growing FirmsMost advisors don’t hit a growth ceiling because of marketing or sales. They stall because the execution of their operations stops working. Without a clear operations leader, the founder becomes the bottleneck and the team gets stuck.#2.) Ops Is Not a Side Project—It Evolves as You ScaleWhat worked as a team of five eventually breaks at fifteen, forty, or seventy-five. Your operations must evolve from task-based delegation into true responsibility, structure, and division leadership as firms grow.#3.) Great Operations Drive Referrals Better Than Any SystemThe most referral-rich firms don’t rely on scripts or programs. They remove friction, create remarkable client experiences, and let execution do the selling.SHOW NOTEShttps://bradleyjohnson.com/156FOLLOW BRAD JOHNSON ON SOCIALXInstagramLinkedInFOLLOW DBDL ON SOCIAL:YouTubeTwitterInstagramLinkedInFacebookDISCLOSURE DBDL podcast episode conversations are intended to provide financial advisors with ideas, strategies, concepts and tools that could be incorporated into their business and their life. No statements made in the episode are offered as, and shall not constitute financial, investment, tax or legal advice. Financial professionals are responsible for ensuring implementation of anything discussed related to business is done so in accordance with any and all regulatory, compliance responsibilities and obligations. The Triad member statements reflect their own experience which may not be representative of all Triad Member experiences, and their appearances were not paid for. Triad Wealth Partners, LLC is an SEC Registered Investment Adviser. Please visit Triadwealthpartners.com for more information. Triad Wealth Partners, LLC and Triad Partners, LLC are affiliated companies.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
    Show More Show Less
    18 mins
  • 155: Solo - How I'd Approach Marketing as a Financial Advisor (If I Could Start Over)

    155: Solo - How I'd Approach Marketing as a Financial Advisor (If I Could Start Over)
    Feb 11 2026

    I’ve worked with hundreds of top financial advisors over the years, and I keep seeing the same problem show up in different ways: incredibly talented advisors with empty calendars.

    The issue usually isn’t effort. It’s how marketing decisions are made. Too often, advisors run their marketing on emotion instead of math.

    In this episode, I break down the exact marketing framework I’ve shared with some of the fastest-growing firms in the country. We walk through how to evaluate marketing like an investment, not an expense. Why ROI and high frequency matters. And how shifting from one-to-one to one-to-many marketing creates leverage that allows you to scale beyond yourself.

    If you want a calendar that stays full without grinding harder, this episode gives you the mental model to build it intentionally—and scale it sustainably.


    3 of the biggest insights from Brad Johnson…


    #1.) Marketing Must Be Driven by Math, Not Emotion

    Advisors often abandon proven strategies after one bad experience. When you understand the true numbers behind your funnels, you stop guessing and start investing with confidence.


    #2.) Frequency Is Just as Important as ROI

    A high-ROI strategy that runs only a few times per year can’t scale your business alone. The best growth comes from balancing return and how often you can turn the volume up.


    #3.) One-to-Many Is the Ultimate Growth Lever

    The most scalable advisory firms don’t rely on one-to-one outreach. They use seminars, events, and content to serve many people at once—without sacrificing quality.


    SHOW NOTES

    https://bradleyjohnson.com/155


    FOLLOW BRAD JOHNSON ON SOCIAL

    • X
    • Instagram
    • LinkedIn


    FOLLOW DBDL ON SOCIAL:

    • YouTube
    • Twitter
    • Instagram
    • LinkedIn
    • Facebook


    DISCLOSURE

    DBDL podcast episode conversations are intended to provide financial advisors with ideas, strategies, concepts and tools that could be incorporated into their business and their life. No statements made in the episode are offered as, and shall not constitute financial, investment, tax or legal advice. Financial professionals are responsible for ensuring implementation of anything discussed related to business is done so in accordance with any and all regulatory, compliance responsibilities and obligations.

    The Triad member statements reflect their own experience which may not be representative of all Triad Member experiences, and their appearances were not paid for.

    Triad Wealth Partners, LLC is an SEC Registered Investment Adviser. Please visit Triadwealthpartners.com for more information. Triad Wealth Partners, LLC and Triad Partners, LLC are affiliated companies.


    See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
    Show More Show Less
    26 mins
  • 154: Duncan MacPherson - How to Build a Referable Business Without Chasing Clients

    154: Duncan MacPherson - How to Build a Referable Business Without Chasing Clients
    Feb 4 2026
    Every advisor wants more referrals, but very few have built a business that consistently earns them.In this conversation, I sat down with Duncan MacPherson to unpack what actually makes an advisory firm referable. Duncan is the founder of Pareto Systems and one of the most respected coaches in financial services, with nearly 30 years spent working alongside top advisory firms. He explains why the advisors who scale fastest stop pitching products, start positioning a clear planning process, and build businesses that get found instead of chased.3 of the biggest insights from Duncan MacPherson…#1.) Advisors Don’t Need More Referrals, They Need to Be ReferableMost advisors focus on asking for referrals, but Duncan explains why that actually creates friction. The real breakthrough happens when clients clearly understand (and can easily explain) what makes your process different. #2.) The Best Advisors Don’t Sell Products, They Position Their ProcessThe biggest shift in financial services isn’t technology, it’s philosophy. The most successful advisors have moved on from pitching products by effectively using branding and clearly articulating a proprietary process, creating deeper engagement, stronger loyalty, and a business that scales without becoming more complicated.#3.) A Business That Depends on You Is a Business That Limits YouOne of the clearest signals of a healthy business is whether it can operate without the founder’s constant presence. Duncan explains why documenting intellectual property, empowering teams, and depersonalizing the business isn’t about ego—it’s about freedom, sustainability, and enterprise value. SHOW NOTEShttps://bradleyjohnson.com/154FOLLOW BRAD JOHNSON ON SOCIALTwitterInstagramLinkedInFOLLOW DBDL ON SOCIAL:YouTubeTwitterInstagramLinkedInFacebookDISCLOSURE DBDL podcast episode conversations are intended to provide financial advisors with ideas, strategies, concepts and tools that could be incorporated into their business and their life. No statements made in the episode are offered as, and shall not constitute financial, investment, tax or legal advice. Financial professionals are responsible for ensuring implementation of anything discussed related to business is done so in accordance with any and all regulatory, compliance responsibilities and obligations. The Triad member statements reflect their own experience which may not be representative of all Triad Member experiences, and their appearances were not paid for. Triad Wealth Partners, LLC is an SEC Registered Investment Adviser. Please visit Triadwealthpartners.com for more information. Triad Wealth Partners, LLC and Triad Partners, LLC are affiliated companies. TP02255163072See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
    Show More Show Less
    1 hr