Rare indeed is a market where everyone is active. Almost no one buys the bestselling book, almost no one watches the Tonight Show.

We think we’re designing and selling to everyone, but that doesn’t match reality. It makes no sense at all to alter your best work to appeal to the longtime bystander, because the bystander isn’t interested. And it certainly makes no sense to try to convert your biggest critics, because they’ve got a lot at stake in their role of being your critic.

Growth comes from person-to-person communication. And from activating people who are ready to be activated.

The most recent Presidential election makes this clear: It’s the non-voting bystanders who are in the majority:

Growth comes from person-to-person communication

(Edited from blog post by Seth Godin)
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It may sound familiar, but it’s not. However, it is easy. It creates consistent quality activity and it maximizes your productivity and revenue.

 Simple steps to increase your Financial Advisor Client Base

It requires 4 simple steps…

1. An Advisor with an open mind.

2. Some great quality clients who are friendly and cooperative.

3. You don’t interrupt your current business. You continue conduct business as usual.

4. A 60 day commitment.

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A Simple and Effective Client Advocacy Program

A “great” marketing story has “The Secret Sauce”. It increases productivity and revenue because it easily leverages your relationships with your best clients –

The best way to understand social capital is by thinking about your relationships with your best clients. They trust you with their financial assets. But do they trust you enough to bring you into their circle by personally and warmly introducing you to the qualified people they know, people who are just like them? That’s social capital. It leverages your relationship with one great client into a relationship with many new great clients.

Ask yourself, do you conduct 1-4 first appointments with new warm qualified prospects every month – prospects who are friends, colleagues or family members of your best qualified clients, the clients you want to duplicate?

Over the years we’ve asked this question to Advisors of every level, including MDRT and high income Advisors. The answer we usually get is “no” or “very few”.

So, Social Capital is the outcome of the strong, permission based relationships you can have with most of your best clients. It’s where you can ask and most of these clients agree to make introductions to their qualified friends, colleagues and family. Because they want to. Social capital introductions bear no resemblance to standard referrals. These qualified introductions are given because you’ve established a unique connection. They are warm and personally introduced.

But, how do you acquire social capital?  

Ingredients for a good story

With a marketing story that has the “Secret Sauce”. If you’re not consistently getting a lot of qualified introductions and 1st appointments from your best clients, then your story doesn’t have it.

The “Secret Sauce” in your marketing story differentiates you and makes you remarkable.  It’s what moves your qualified clients to share your story with their qualified circle – talking to them about who and what you are, not what you do. With it you will create a consistent stream of warm qualified introductions and quality growth month after month, year after year.

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Stories with "The Secret Sauce"

Is Your Business Suffering From This Silent Killer?

It’s out there right now. Hiding where you least expect to find it. It’s the silent business killer. It’s Complacency.

It happens every day to small and big businesses. And it cares only of the cold, hard reality that while you were satisfied somebody else was not.

So don’t wait for your if only. Avoid complacency always. Avoiding complacency is essential to any business’s long-term longevity. Here’s how you avoid it:

Complacency The Silent Business Killer

1. Listen for fresh ideas

Think you know it all? Wrong. Anyone who does will fall to the complacency bug. For in the end if you are too busy patting yourself on the back or resting, you can’t hear the next great idea which may not even come from you.

2. You can always do better

If you ever get to the point where you say it is 100% perfect the way that it is, you’re not looking hard enough. Be proud of what you provide to your clients. But staying out in front is about challenging yourself to find more qualified clients, to provide better service, and to always strive to do better.

3. Look in the rear view mirror

When you’re doing well, it is often difficult to see what’s been going on around you. Evaluate everything. Keep developing your “best practices”. Look at what the competition is doing.

4. Practice reasonable paranoia

Someone is always evaluating and grading you or coming for you. So practice reasonable paranoia.

(Edited from article in Entrepreneur Magazine by Matthew Swyers)
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Simple & Effective Marketing


A perennial member MDRT TOT* read about the THE 60 DAY RULE and initially was curious, so he checked his ego and skepticism and quickly solved the activity conundrum.


60 day rule for financial advisors

Advisors, no matter their income, should achieve significant growth in new warm qualified activity within 60 days and this activity and growth will continue. Period. End of Story.


Picture your dream business. What kind of new first appointments would be the game changer for you… the easiest, most efficient and most productive?


Warm personally introduced, qualified introductions from a qualified client.

This is a client you’d like to duplicate, who allows you to help them choose and qualify a friend or colleague and then warmly introduces you at a 3 way meal or on a 3 way appointment or conference call.
Once this process begins, it continually repeats.

So how  does this apply to Advisors?

Even very successful Advisors say they are frustrated and frequently uncomfortable because there’s a problem. Nothing they try creates a consistent steam of quality introductions and first appointments.

They want a solution that is uncomplicated, efficient and permanent.  The solution should also work quickly and enable Advisors to achieve significant and measurable increases in new warm qualified activity in as little as 60 days.

The first step is focusing on activating and energizing the existing network of warm, potential advocates.

They are the Advisors’ current qualified clients – the clients they want to duplicate. And Advisors will find that with the correct approach, these clients are very open to becoming champions who will help identify and connect Advisors to warm qualified prospects.

Key to this first step is how Advisors address clients’ overwhelming, predominant “worldview”. [Read Post 11/24]

This worldview refers to the fact that existing and potential clients are generally skeptical of Financial Advisors. Most Advisor marketing approaches don’t recognize the impact of this worldview or are not effective dealing with it.

If you’d like to hear more about “The 60 Day Rule”and “worldview” and “consistent, personally introduced, warm qualified introductions”, reach out. The initial step, to move the growth trajectory of your business to that really good place, is an exploratory phone call.

Little risk for a big reward.

(*By the way, the client is real and he will share.)

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Developers and practitioners of the 60 day rule.

First, Ten

First, ten.

This, in two words, is the secret of the new marketing.

Find ten people. Ten people who trust you/respect you/need you/listen to you…

The purpose of a business is to create customers who create customers.

Those ten people need your service or what you have to sell or they want it. And if they love it, you win. If they love it, they’ll each find you more people – or a hundred or a thousand or, perhaps, just three. Repeat.

If they don’t love it, you need a new product or service. Start over.

Three years from now, this advice will be so common as to be boring. Today, it’s almost certainly the opposite of what you’re doing.

Edited from the post by Hall of Fame Marketer Seth Godin on April 02,2009.


#1 – Make the concept of “Free” the cornerstone of your marketing story.

Because, when applied properly to your business… free = more efficiency and productivity = more quality clients = more revenue.

“Free” initially scares many Advisors. But, study new marketing theory and “free” is everywhere. It’s counter intuitive.

Don’t resist learning about it because, for the experienced Advisor, for all Advisors, of all incomes, it can have a huge impact. It can be the game changer.

To learn about “free”, we tell Advisors to continue to do business as usual. But, take 10% of your time to do some research. Then, if it makes sense, conduct your own little pilot project.


(Note: We will be holding a FREE Conference Call on “The Concept of Free : The Cornerstone To Amazing Activity and Revenue Growth”. See bottom of page)

Today, there are Financial Advisors who freely share what they know -being of service, not sales. We know this because we’ve trained them.

These Advisors:

  • Practice the concept of free with their best clients, the clients they want to duplicate. These clients warmly introduce the Advisor to their qualified friends and colleagues. And the process repeats.
  • Have a pipeline consistently filled with warm qualified prospects.
  • Become remarkable.
  • Separate themselves from other Advisors.
  • Experience consistent revenue growth.
  • Build a framework for growth where many of their qualified clients will reciprocate and advocate for them.

Making “free” a foundational element of your mission is something to which clients and prospects respond. It sets your service and you apart from the rest.

Revenues will grow consistently.

It will simplify your business.

It will make you much more productive.

You will have way more control.

Don't forget! We will be holding a FREE Conference Call on Monday, January 23rd, 2017 at 1 pm EST. Topic: The Concept of "Free" the Cornerstone to Amazing Activity and Revenue Growth. To register, email us at and we will send you the conference number and code.


Financial Advisors tell us and industry surveys indicate that Advisors are frustrated because nothing they try or do creates a consistent stream of qualified warm introductions and qualified first appointments.

They say they want a marketing approach that is uncomplicated and efficient. One that enables them to consistently achieve significant and measurable increases in new warm qualified activity and first appointments… so they can be in control of their business, instead of the other way around.

Well, it’s doable. It can happen within 60 days.

The 60 Day Rule Specific Measurable Achievable Realistic Timely

Maybe this will help:

The first step is focusing on activating and energizing your existing network of warm, potential advocates, rather than spending time on “cold” prospects.

So, who are an Advisor’s potential advocates? They are your current qualified clients – the clients you want to duplicate. And you’ll find that many are very open to becoming your biggest champions and will help you identify and connect to warm qualified prospects. (Post 1/19)

Key to this first step is how you address your clients’ overwhelmingly predominant “worldview”.

This worldview refers to the fact that people are generally skeptical of Financial Advisors.  Most marketing approaches don’t recognize the impact of this worldview or are not effective dealing with it. 

The next step is to develop your marketing story around this worldview. (Post 2/8)

Then, tell your marketing story to the clients you’d like to duplicate. (Post 3/15)

Put these steps together properly and you’ll be on your way.

However remember  “The 60 Day Rule”. 

Any marketing program worth it’s salt should feel right and create positive, measurable results within 60 days. If it doesn’t, you should stop what you’re doing.

Don’t waste your time and don’t waste your money.

Look for another answer. It’s out there.

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If you need help.


people want to have faith in you, your goals, your success. Your story!

We have to take the time to develop a great “story” [post 2/8/16] & [post 1/19/16].    A “story” that subtly addresses the “worldview” of our tribe. A “story” that is really about the tribe, not us.
It sounds so simple… and it really is.

To have a tribe, you must have a leader first.

Can you be a leader?
Well, a leader must have a following of people that respect and like you enough to pass your story onto other people that they know.
If you want to be a leader – you need  followers.

According to Godin, there are 2 things that turn a group of people into a tribe:
1. a shared interest
2. and a way to communicate

As a small business owner you already have these.

A group of people with a shared interest are a some or all of your current qualified clients, the clients you’d like to duplicate – and their qualified friends, colleagues and family.

So, you start reaching a few people by telling your story to your clients. If your story resonates, they “follow” you.

They interact with you – and you interact with them.

And a funny thing happens. They find other people that are also members of your tribe and they start talking.

And then, they spread the word to even more people that don’t know anything about you.
Pretty soon you have a tribe of your own.

We call this “building from the inside, out”.
This really isn’t hard. It can happen fast.


A tribe begins with a connection, a conversation and it grows because of relationships and communication.

Godin makes a distinction between crowds and tribes. He says that crowds are tribes without leaders and without communication. He says that most companies, big and small, market to the crowd – not to the tribe and that is a mistake.

So, with a great marketing story and a group of qualified clients with whom you have a great relationship, there is a huge opportunity for financial advisors.

(Edited from post by NEENA NANDAGOPA)
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We develop great marketing stories.

Ditch the Elevator Pitch

Ryan Foland is an entrepreneur who oversees digital marketing for 25 programs at the University of California, Irvine.

His revolutionary concept for communicating a story quickly is called the 3-1-3.

Here is how it works:

Step 1: Tell your story in 3 sentences.

Ryan identified the 3 most important elements:

• Problem
• Solution
• Market

What makes Ryan’s approach unique is the limitations he puts in place. He challenges people to explain each of these 3 components in  1 sentence.

Ryan helps clients discover the biggest problem they are solving, then works to explain that issue in only 1 sentence. The same process goes for describing the solution and the target market.

If you can limit yourself to explaining each in 1 sentence, it will help you get your core message to your audience without overwhelming them with unnecessary information.

If the person you are talking to is truly interested in your idea, he or she will then start to ask questions.

Step 2: Refine your story to 1 sentence

Ryan shares that the way to shrink your story from 3 sentences to 1 sentence is easy. You take the problem (P), solution (S) and market (M) and combine them into one sentence.

Here’s an example of a 1 sentence pitch:

I help career driven people (M) build their personal brand through teaching them how to gain more social proof (S), so they stop getting overlooked for jobs (P).

Ditch the elevator pitch...

Ryan is disenchanted with the popular concept of an “elevator” pitch. He is on a mission to eliminate it. He feels that it makes entrepreneurs seem rehearsed and disingenuous.

On the other hand, the 1 sentence story has been tested hundreds of times. It has never failed to pique someone’s curiosity.

When you only share the essence of your idea, people are are curious and want to learn more.

Step 3. Refine your story to 3 words.

Yes, 3 words!

If you can find words, ideas, or even companies that have already invested millions in a marketing message, or that are easily recognizable by your audience, you can use them to describe your idea or business in relational terms.

Here’s some examples of a 3 word story:

• Blacksmith of Branding
• Carpenter of Surfboards
• Uber of Massages
• Oprah of Blogs

The biggest advantage of describing your idea in 3 words is how quickly your idea resonates with the person you are talking to and most people have a really low attention span.

Ryan’s 3-1-3 process allows the listener to keep asking questions and keeps them hooked on learning more.

(Edited from post by Leonard Kim)


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Simple & Effective Marketing