Want Marketing Help? Ask a 3-Year-Old

I like to think that I know a thing or two about marketing, although I’m not a expert by any means. Yet even I didn’t know the full impact my 3-year old would have had on building my business.

I featured my son in my intro video, which explains the simple premise of Finance for Teachers. He was easy to work with, despite people’s concerns: He sat still the entire time, which is not an easy feat for a 3-year-old, and even his delayed speech skills made him even more adorable (at least in my admittedly biased opinion).

Why’d I use my son? My target market is teachers, who are skilled at relating to and interacting with children. I thought there was no better way to connect with them than by showing my interactions with one of my own children.

But the response has gone well beyond my expectations. Ever since my new site launched, that’s all people can talk about. They love how he whispers “Teachers” before saying it out loud, and how empathically he says “No!” when asked about which clients I serve.

I’m hoping the video will show prospects that I have the financial expertise to suit their situation, but can also relate to their work with kids -- giving teachers a fresher view of what an advisor can be. It won’t work for every niche, but my son could be the best thing that happened to my career.

Dave Grant, CFP, a Financial Planning columnist, is the founder of Cary, Ill.-based planning firm Finance for Teachers. He’s also the founder of Fee Only Consulting, which focuses on developing the skills of Gen Y planners. In addition, he’s the founder of NAPFA Genesis, a networking group for young, fee-only planners.