The art of storytelling is one of the oldest and most powerful tools in the human toolbox. For centuries, stories have been used to teach, entertain, and connect people from all walks of life. In recent years, storytelling has made a comeback in the business world as a powerful marketing tool. But what makes a good story? And how can you use stories to connect with your audience in a way that feels authentic and genuine?

In this episode, Jack talks with Meghan McCartan, Chief Marketing Officer at Hightower Advisors. In her role, Meghan oversees advisor-facing marketing, thought leadership and events, and corporate/M&A initiatives. Meghan was the architect of their OCMO (Outsourced Chief Marketing Officer) initiative, through which marketing works hand-in-hand with advisory teams to develop and execute strategic marketing and communications plans unique to their firm. For her work on the OCMO initiative, Meghan was recognized as one of the "Ten to Watch for 2020" in Wealth Management magazine. 

A big believer in personal marketing efforts to drive growth, Meghan talks with Jack about the power of active listening in storytelling and marketing, how the Hightower brand story translates to individual advisors, and how she consistently supports the teams she works with.

Key Takeaways

Quotes

[05:39] - "Marketing is knowing what you want to talk about. You'll be more genuine when you are talking about it and being able to tell that story and why you care about it. That's where you make connections. Storytelling equals connections." ~  Meghan McCartan

[20:41] - "We're putting value-added content out there so people can leverage it however they want. That's a lot more valuable than if we said, here's a 401K guide or your tax prep. We have those resources, but we want to enable connection at a much higher level." ~  Meghan McCartan

[25:40] - "Know who you are and be genuine. You don't need to give every detail, but a little bit of vulnerability drives connection." ~ Meghan McCartan

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