Hey, it’s Brooks. Welcome to Mondays with Money Marketers, where Wall Street meets Madison Avenue.

As a quick reminder, we provide flexible, compliance-approved content solutions for financial service firms to help retain clients and generate leads.

Every Monday we share tips and tricks we’ve learned that you can implement yourself.

Before we dive in here's a link to my calendar if you'd like to discuss how we can help you generate more business.

Plus, one quick housekeeping item: we won’t be publishing next Monday so we’ll see you back in your inbox in 2025. I can already tell it’s going to be an amazing year. Please enjoy the holidays with your family and friends. I’m looking forward to helping all of you generate more leads, keep your clients happy, and grow your revenue in the new year.

In today’s edition:

• Here’s Exactly How I Would Use Sora in 2025

• 2025 Financial Services Marketing Trends

• Why You Should Raise Your Fees

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LINKS WORTH A LOOK

🗣️ Marketing News & Insights

• 4 Tips For Creating A Winning Email Newsletter (Forbes)

• Email Marketing Developments in 2024 and Their Ripple Effects in 2025 (Marketing Profs)

• How to get your email marketing ready for iOS 18 (Martech)

💼 Industry News & Insights

• Financial Services Digital Marketing: 6 Key Trends to Watch in 2025 (SundaySky)

• 2025 Financial Services Marketing Trends (Mintel)

• Harnessing Technology: The 2024 Financial Services Market Report (American Bankers Association)

🤔 Honorable Mentions

• Advisory Firms That Raise Their Fees Still See 97% Client Retention: Dimensional Study (Financial Advisor)

• The Four Types Of Investment Mistakes (A Wealth of Common Sense)

• Advisor Gift Ideas For The Holiday Season (Private Advisor Group)

DEEP DIVE

Here’s Exactly How I Would Use Sora in 2025

I want to end 2024 with a very specific post about how we’re integrating artificial intelligence into our marketing efforts heading into the new year. Today I want to talk about how I would use Sora, OpenAI’s new video tool.

Put simply, the video generator is insane and it’s made me think a lot about how artificial intelligence is going to impact my life, my kids’ lives, and our society at large. Because we’re only in the very early innings (honestly we haven’t even left the locker room) and the technology already feels incredibly futuristic.

For now, however, I’ll put aside the philosophical thoughts and fears I have about it so we can dive into how to leverage it to drive more leads, book more calls, close more deals, keep those clients happy, and ultimately sell them more goods and services.

Because that’s the entire point of building a business, so let’s make sure we’re putting these products to good use.

What Is Sora?

Sora is an advanced AI-driven video creation platform by OpenAI that enables businesses to create dynamic, personalized, and targeted video content in seconds.

Whether it’s for social media, email campaigns, or your website, Sora’s cutting-edge technology streamlines the production of videos that connect directly with your audience.

Its capabilities go beyond just creation—Sora allows for precise audience targeting, rapid iteration, and compliance-friendly editing, making it an essential tool for financial service firms looking to scale their marketing.

Now, let me show you how I’d use Sora in 2025. There are multiple use cases for Sora that I’m more than happy to talk about on the phone. For now, I want to outline how I would use it to streamline your paid social marketing efforts.

In this specific example, we’ll highlight how to use it to generate ultra-high-net-worth leads through Meta-advertising.

• Financial advisors and asset managers could use this to book more calls with prospects.

• Funds that are trying to raise money could use this to generate investor interest.

• Fintech and retail investing apps could use this to filter for accredited investors.

Ultimately you’re going to use Sora to generate super-specific creative assets for ads on Meta that can be directed at a very specific niche. Let’s begin by outlining our ideal client profile, or ICP.

1. Define Your Ideal Client Profile (ICP)

In this example, our target audience is an older couple in their late 60s, living a life of luxury but also carrying the complexities of substantial wealth.

• Demographics: Late 60s, married, retired, U.S.-based.

• Financial Profile: Ultra-high-net-worth (net worth $20M+).

• Psychographics: Concerned with legacy and ensuring their estate is handled efficiently to minimize tax burdens and maximize generational wealth.

Before we get to Sora, you could drop the description above into ChatGPT and ask it to create an image of this ICP. Here, meet Henry and Susan. Those are the names we just gave to our prospects.

2. Define the Problem

Now, Henry and Susan look happy, and they are, but they’re also stressed. They’ve accumulated substantial wealth and they’re getting older. They have three kids, two of which are working in New York and San Francisco, respectively. The third is finishing up her senior year at the University of Virginia.

How can they make sure their children have a safety net, but don’t become leeches, living off wealth they didn’t learn how to build themselves?

For many couples in this demographic like Henry and Susan, estate planning is a significant pain point. Despite feeling fine financially, they often:

• Lack clarity on how to structure their estate.

• Worry about the tax implications for their heirs.

• Need guidance on setting up trusts, wills, or charitable giving plans.

The problem isn’t their lack of resources—it’s the lack of a strategy that aligns with their goals and values.

3. Define the Solution

At the end of the day, they need someone they can TRUST. There are a million options out there, but they’re going to pick a wealth management firm they like and trust.

Most of the time this trust is built by getting to know someone in person, and then developing that relationship over decades. More and more this trust is being built online via thought-provoking content in the form of newsletters, blogs, and podcasts.

As we’ve written about before, keeping top of mind with prospects, without hard selling them, is the only way to keep them warm and complement the “in-real-life” relationship you have with them.

In order to build that trust over years, you need to show that you’re knowledgeable. In this case, the financial advisory firm we’re marketing has to highlight they have expertise to:

• Offer tailored estate planning advice.

• Develop a strategic roadmap to preserve wealth across generations.

• Execute every step of the plan, from setting up legal documents to navigating complex tax scenarios.

This firm provides the peace of mind that ultra-high-net-worth individuals value when it comes to their legacy.

4. Create Video Assets with Sora

Cool. So you have your ICP. You know their problem, and you think that you’re the solution. How can you find more of these people to pitch your services to?

From a very high level, when you’re talking about digital marketing, you’re going to need to buy qualified traffic and send that to a landing page. Where can you buy that traffic from? A few places:

• Meta Ads

• Google Ads

• Bing Ads

• LinkedIn Ads

• X (formerly Twitter) Ads

• Newsletter ads

• Taboola/Outbrain Ads

• YouTube Ads

• Reddit Ads

• Speaking on podcasts

• Getting press

• Building a blog that generates its own traffic

• Etc, etc, etc

Today we’re going to focus on just the first source of traffic: Meta Advertising. Why? Because Meta has over 3.29 billion daily active users across its family of apps, including Facebook, Instagram, WhatsApp, and Messenger.

That’s literally almost half of the entire world. There’s a good chance Meta has a way to find your ICP, so let’s focus on the creative aspect of the ad and let them find the person we’re after.

Speaking of the creative aspect of the ad, this is where we ultimately get to Sora.

When we’re creating ads for Meta to show to users, we want to make sure our ads reflect reality. If we’re after the ICP we outlined above, let’s use Sora to make a video of this couple. Here’s the prompt I used to generate the video below:

“Show an older wealthier couple looking over papers looking very worried. They're reviewing their estate and they're stressed about it.”

Now, you’ll have to apologize for the grainy video below. I turned the video output from Sora into a GIF and then compressed it so the file size was smaller. If the file size of images in emails is too big your newsletters might get sent to spam.

Zooming out, Sora generated a pretty realistic video of our ICP in like 10 seconds. We could continue to prompt it, but you get the point. This is Henry and Susan having a serious discussion about how to navigate their estate planning.

Once you have the video you like, this is where you let Meta work it’s Magic.

5. Launch Meta Ads to Drive Leads

With Sora-generated assets in hand, I’d set up the following Meta ad campaign:

• Ad Copy:

  • Headline: “Stressed about your Estate?”

  • Body Text: “Don’t be like Henry and Susan. We can give you peace of mind in less than 15 minutes. Schedule your consultation today.”

• Targeting Parameters:

  • Age: 60+

  • Location: High-income zip codes in the U.S.

  • Interests: Wealth management, retirement planning, philanthropy.

• Retargeting Strategy:
  Use Meta’s retargeting features to reach users who:

  • Watched 50% or more of the video.

  • Visited the website but didn’t schedule a consultation.

The ultimate goal, like we mentioned above, is to generate leads. And not just any type of lead. Highly qualified leads that are the right age, have “proof of funds”, and are actively looking to reduce the stress that comes with managing an estate.

As part of the funnel, we would make sure that we have these leads answer a form before they book a call so we know they’re qualified and they’re not wasting our time. Because calls with unqualified leads create a super frustrating opportunity cost. But that’s a topic for a whole different conversation.

The Bottom Line

Sora is more than a video creation tool—it’s a marketing powerhouse. By defining your ICP, crafting compelling video assets, and targeting them effectively on Meta, you can generate high-quality leads and solve real problems for your clients.

Ready to take your marketing to the next level? Start using Sora today and see the difference it can make.

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