Hit #8 - Name-dropping and fake authenticity

Welcome to REALity Bites—your go-to source for real, unfiltered insights on brand and marketing (plus other stuff) for good humans in the financial advice industry...delivered at delightfully random intervals.

Author

Lisa Greensill
June 16, 2025

REAL Talk - Tune in to Uncommon Cents this Friday

I know it’s wild EOFY time, but why not take a 30-minute break and tune in for a fun conversation this Friday, 20th June at 1pm - I’m in the Uncommon Cents hot seat to chat with Dean Holmes about marketing strategies for financial advisers. 

REALisation - Being easy to talk about

It's one of our mantras at Brandover - be relatable, memorable, and referable.

But what does ‘be referable’ really mean in practice?

To be referable is to be easy to recommend - being someone that clients and other professionals feel confident sending people to.

It's being easy to talk about.

It's a client saying to their friend, "You need to go see Nicola - she's the expert at dealing with people like us."

It's the accountant saying to their client, "I'll introduce you to Ben - all our clients in your situation work with him."

Why is being referable a golden ticket?

Because referrals are warmer, convert easier, are great for the ego, and make better business sense than any other lead source.

The reason referrals are business gold is because of social proof.

People look to the actions and opinions of others to guide their decisions. If a friend or another professional refers you to someone, you take that referral seriously, especially when it relates to money.

How do you be referable?

Take Steve Martin's advice: "Be so good they can't ignore you."

Be so good at what you do.
Be so good at communicating your value.
Be so good at delivering an experience that is easy and enjoyable.
Be so good at being a central source of truth for your clients in this noisy world.

Own one of those exclusive spots in people's minds and you'll be getting name-dropped at happy hour drinks, school pick-ups, and boardroom tables.

Let’s be REAL - Fake Authenticity

'Authenticity' is the 'protein' of the marketing world right now. I can see why - in our AI-generated content and Instagram filter world, we're all sick of the fakeness. Humans want real.

But the reality is, you can't manufacture being authentic in a service industry where people eventually meet you in real life. 

Authenticity is being the same person online as you are in real life - the same voice, quirks, stories and honest perspective.

This is the perfect segway to a quote I love from Alicia McKay ⤵️

REALly Useful - Brain.fm

Brain.fm - Binaural beats

This desktop and phone app has been a game changer for my fizzy brain.

Scientifically designed music that gets your brain into different states - focus, creativity, relaxation, and sleep.

I rotate between focus tracks for writing, creativity mode for brainstorming client strategies, motivation when I need that extra oomph, and deep work when I need to get into the flow to attack a meaty project.

If I’m struggling to switch off at night, I put sleep mode on.

👉 Brain.fm

I’d love to hear your thoughts, ideas, and questions to help make REALity Bites something you’re excited to see in your inbox.

Be the good and stay curious.

Lisa

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