Making Authentic Connections Through Storytelling with Meghan McCartan

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

[01:56] - Why storytelling is becoming more important today.

[03:04] - The power of active listening to transform into storytelling.

[04:44] - How to translate listening into marketing.

[05:58] - How Meghan got into marketing.

[09:52] - The rebranding of Hightower's marketing initiatives.

[11:43] - How the Hightower brand story translates to individual advisors.

[18:34] - How Meghan consistently supports the teams she works with.

[22:30] - What the future holds for the Hightower wealth concept.

[25:19] - Meghan's three key takeaways.

[26:00] - Meghan's interests outside of work.

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

Links 

Meghan McCartan on LinkedIn

Meghan McCartan on Twitter

Hightower Advisors

McCann

College of William and Mary

Bloomingdale's

Royal Alliance

MetLife

TD Ameritrade

Bob Oros

Dear World

Scott Holsopple

Connect with our hosts

LifeYield

Jack Sharry on LinkedIn

Jack Sharry on Twitter

Subscribe and stay in touch

Apple Podcasts

Spotify

LinkedIn

Twitter

Facebook

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

[01:56] - Why storytelling is becoming more important today.
[03:04] - The power of active listening to transform into storytelling.
[04:44] - How to translate listening into marketing.
[05:58] - How Meghan got into marketing.
[09:52] - The rebranding of Hightower's marketing initiatives.
[11:43] - How the Hightower brand story translates to individual advisors.
[18:34] - How Meghan consistently supports the teams she works with.
[22:30] - What the future holds for the Hightower wealth concept.
[25:19] - Meghan's three key takeaways.
[26:00] - Meghan's interests outside of work.

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

Links 

Meghan McCartan on LinkedIn
Meghan McCartan on Twitter
Hightower Advisors
McCann
College of William and Mary
Bloomingdale's
Royal Alliance
MetLife
TD Ameritrade
Bob Oros
Dear World
Scott Holsopple

Connect with our hosts

LifeYield
Jack Sharry on LinkedIn
Jack Sharry on Twitter

Subscribe and stay in touch

Apple Podcasts
Spotify
LinkedIn
Twitter
Facebook