Achieving Professional Scarcity and Professional Contrast

In this episode of The Financial Advisor Marketing Playbook, Mark Mersman explores the fast-emerging concept of Answer Engine Optimization (AEO)—how advisors can adapt their websites and content strategies for the AI-driven search era. As traditional SEO gives way to AI search tools like ChatGPT and Google’s AI Overviews, Mark explains what this shift means for financial advisors and how to stay visible in a world where consumers ask questions directly to AI instead of clicking through search results. He shares practical, actionable steps—like writing with user intent in mind, expanding website depth and breadth, structuring Q&A sections, and earning external credibility—to help advisors ensure their content is surfaced in AI-powered search results. If you want your firm to show up when prospects ask financial questions to AI, this episode is a must-watch.

In this episode of The Rare Advisor, host Aaron Grady shares why Thanksgiving is one of the most powerful — and underutilized — times of year for financial advisors to connect with their top clients. He explains how this quieter, gratitude-filled season offers a unique opportunity to build deeper relationships, foster loyalty, and create memorable client experiences that drive advocacy. From heartfelt handwritten cards to “annual anchor” gifts that become part of clients’ traditions, Aaron outlines practical ways to operationalize gratitude and turn it into a repeatable, referable process. Tune in to learn how to transform a simple gesture into a lasting impression — and make Thanksgiving a cornerstone of your client relationship strategy.

In this episode of The Rare Advisor, host Aaron Grady is joined by USA Financial Practice Management Consultant, Allan Oehrlein, to explore three powerful types of ideal client events every advisor should be leveraging: transition, reframing, and celebration. More than just appreciation gatherings, these tailored events help you retain top relationships, build advocacy, and elevate your practice. From handling major firm changes with confidence to showcasing new processes and creating memorable client experiences, Aaron and Allan break down practical strategies to turn client events into long-term growth opportunities. This episode takes the strategy from Client Retention Strategies through Rare Experiences and provides actionable ways ideal client events can serve different purposes.