Warren Buffett's 1972 letter to the president of See's Candy is a masterclass in brand thinking from the world's most famous investor. He understands that the real value of a business isn't in the product alone. It's in the story, the perception, and the feeling people associate with it.

The way people find, research and vet financial advisers is shifting. Instead of just Googling and scrolling through results, Australians are increasingly asking AI chatbots like ChatGPT to do the due diligence for them. Getting recommended comes down to building genuine authority across trusted platforms, maintaining consistent business information everywhere you appear online, and creating original content that demonstrates your expertise. The advisers who embrace this shift now are positioning themselves for a significant competitive advantage.

Adjust your binoculars, sharpen your instincts, and prepare for the hunt. Today, we embark on the ultimate safari to find your perfect client - a magnificent specimen who clicks with your vibe, values your wisdom, and pays what you're truly worth.

Let the Swipe Right Safari begin!

Advisers need to showcase their authentic personality in marketing to better reach their target audience, according to a marketing adviser specialising in financial advice.

Too many advisers take a “spray and pray” approach to marketing and end up becoming frustrated when they don’t see results.

Attracting clients and building a book can be major challenges for new advisers. Marketing yourself through personal branding is one proven way of speeding up the sales process.