Tag: Financial Advisor Marketing
Why Financial Advisors Struggle With PR, and What Actually Gets Media Attention (Ep. 19)

Why Financial Advisors Struggle With PR, and What Actually Gets Media Attention (Ep. 19)

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Most financial advisors think they need better marketing. What they may actually need is better storytelling.

In this episode, Andrew Evans sits down with Alexandra Zendrian, founder of A to Z Communications, to talk about the real difference between marketing and public relations, and why so many advisors misunderstand both. Allie shares how she accidentally became an entrepreneur after a layoff, how to build strong media relationships, and why getting press coverage is about much more than promoting your firm.

Andrew and Allie also dive into some of the biggest conversations in the financial services industry right now, including AI, mergers and acquisitions, advisor succession planning, and why flexibility and culture remain major challenges for women in finance.

Andrew and Allie discuss: 

  • The difference between marketing and public relations
  • What reporters actually look for in financial stories
  • Why relationship-building matters in PR
  • How AI is changing financial media conversations
  • The reality behind advisor succession and M&A trends
  • And more!

Connect with Rossby Financial: 

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Connect with Alexandra Zendrian:

About our Guest: 

Alexandra Zendrian is the founder of A to Z Communications, a public relations firm focused on helping financial professionals and organizations strengthen their media presence and industry visibility. With a background in journalism and financial services communications, Allie works closely with advisors, firms, and industry leaders to craft meaningful stories, build reporter relationships, and create authentic visibility in a crowded marketplace.

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How to Conference Like a Champ Without Wasting the Trip With Marie Loudin & Lori Zinaich (Ep. 17)

How to Conference Like a Champ Without Wasting the Trip With Marie Loudin & Lori Zinaich (Ep. 17)

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Most people leave conferences with a stack of business cards, a drained social battery, and no real follow-up plan.

In this episode of The Outstanding Shift, Andrew Evans sits down with Marie Loudin and Lori Zinaich to discuss what actually makes conferences worth the investment, especially for advisors, marketers, and business development professionals seeking to build meaningful relationships.

From pre-conference prep and AI-powered networking strategies to the art of balancing sessions, socializing, and follow-up, this conversation pulls back the curtain on how experienced conference pros approach events differently. Lori and Marie share practical insights on networking etiquette, content creation while attending events, memorable follow-up tactics, and why the real value of a conference often happens before and after the event itself.

Andrew, Lori, and Marie discuss: 

  • How to prepare before a conference so you’re not walking in cold
  • Using AI tools to identify the right people to meet
  • Why networking is more important than attending every session
  • Conference mistakes people make without realizing it
  • How to follow up so people actually remember you
  • Balancing authenticity, branding, and social media at live events
  • Creative ways to make meaningful professional connections
  • And more!

Connect with Rossby Financial: 

Connect with Andrew Evans: 

Connect with Lori Zinaich:

Connect with Marie Loudin:

About our Guests: 

Lori Zinaich is part of the enterprise team at FMG, where she helps advisors strengthen their marketing and communication strategies through digital tools, social media, email campaigns, and client engagement solutions. Before transitioning into financial services marketing, Lori built her career in sports marketing, working across industries including NASCAR, PGA, and hockey, experiences that shaped her approach to relationship-building and live events.

Marie Loudin is a Charlotte-based fractional sales professional and consultant who works with multiple companies, including Rossby Financial and R Office. With a background in consulting at major financial institutions, Marie brings a strategic and highly relationship-driven approach to networking, sales, and conference engagement.

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Building Smarter Marketing Systems with Cassia Watts (Ep. 12)

Building Smarter Marketing Systems with Cassia Watts (Ep. 12)

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Most business owners think launching a website is enough to start generating leads. But what happens after someone clicks?

In this episode, Andrew Evans sits down with Cassia Watts, Co-Founder of HiveOne.io and Co-Creator of AnchorPoint, to unpack why most entrepreneurs struggle with marketing systems. They explore the limits of DIY website builders, the importance of funnels and follow-up, and why automation matters more than design. Cassia also shares how HiveOne evolved into AnchorPoint, an all-in-one platform built specifically for financial advisors who need marketing power with compliance built in.

Cassia highlights:

  • Why building a Wix or Squarespace site is only step zero in a real marketing strategy
  • The importance of lead magnets and capturing emails above the fold
  • How automation and multiple touchpoints drive conversions over time
  • The hidden costs of stacking tools like HubSpot, Calendly, and payment apps
  • How AnchorPoint simplifies marketing, payments, and compliance for advisors
  • And more!

Connect with Rossby Financial: 

Connect with Andrew Evans: 

Connect with Cassia Watts: 

About our Guest: 

Cassia Watts is the Co-Founder of HiveOne and Co-Creator of AnchorPoint, bringing over a decade of experience in marketing operations and systems design. She specializes in helping entrepreneurs and financial advisors build streamlined, automated marketing infrastructures that move prospects from first click to committed client. With a strong focus on practicality and affordability, Cassia has worked with solopreneurs and growing teams to simplify tech stacks, improve email deliverability, and create scalable backend processes that support long term business growth.

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