031: The Inside Story of Marketing the World's Top-Selling Financial Book with Shane Hackett

Million Dollar Producer Show

In this episode, I am thrilled to have a fellow book marketing expert on the show. Shane Hackett is here to share his insights and strategies that have helped generate millions of dollars in assets under management for his clients.
With a profound understanding of integrated marketing and a consistent track record of success, Shane has repeatedly demonstrated the power of leveraging multiple channels to reach and engage the right audience. Get ready to learn from one of the best in the business.
Shane's background in marketing
- Began in the radio industry, where he worked as a DJ and producer for news talk and sports programs.
- As an owner of radio stations, he gained experience in integrated marketing and advertising.
- Shane's partnership with Mark Miller of Hilton Tax and Wealth Advisors led to their collaborative work in promoting Charles Givens' book "Wealth Without Risk," which became the second most sold non-fiction book globally. Shane discusses the success of the book.
Shane's Evolution in Marketing
- Shane explains how his early career in radio allowed him to develop his marketing skills and explore various mediums.
- He highlights the transition from traditional marketing to digital marketing and the importance of staying updated with new technologies and platforms.
- Shane also emphasizes the significance of integrated marketing and targeting specific audiences through different channels.
The Success of "Wealth Without Risk"
- Shane shares his involvement in marketing Charles Givens' book, which became a bestseller and helped generate $300 million of AUM annually for the company.
- He discusses the strategies used to promote the book, including direct mail and television advertising.
- Shane also emphasizes the educational aspect of the book and how it served as a catalyst for implementing the financial strategies outlined by Givens.
Insights on Social Media Marketing
- Shane provides an overview of different social media platforms and their unique benefits for businesses.
- He discusses the importance of being active on multiple channels and tailoring the content to each platform.
- Shane also touches upon the growing popularity of podcasting as a marketing tool and the benefits of being a podcast guest or host.
Collaboration with Hilton Tax and Wealth Advisors
- Shane discusses his relationship with the Hilton family and his collaboration with Mark Miller of Hilton Tax and Wealth Advisors.
- He explains how their partnership combines different expertise to provide comprehensive marketing solutions for clients.
- Shane emphasizes the value of collaboration in marketing and the importance of focusing on specific channels to maximize ROI.
X and Future Marketing Strategies
- Shane briefly discusses the potential of the X platform (formerly known as Twitter) and its impact on organic reach and advertising.
- He also mentions the opportunities presented by TikTok and the importance of being open to new platforms and technologies.

About Our Guest:
LinkedIn: https://www.linkedin.com/in/shanehackettus/
Website: https://marketleverage.com/
About Your Host: Paul G. McManus is an accomplished author and expert in helping financial professionals grow their businesses. With over eight years of experience working exclusively with financial professionals, Paul has helped his clients generate tens of millions of dollars in fees and commissions.

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Chapters

1. 031: The Inside Story of Marketing the World's Top-Selling Financial Book with Shane Hackett (00:00:00)

2. Marketing Evolution & Risk-Free Wealth (00:00:30)

3. Investments and Integrated Marketing Strategies (00:13:15)

4. Digital Marketing Channels and Opportunities (00:22:59)

5. Podcasting and Advertising Strategies (00:31:24)

6. Collaborative Marketing Strategies and Content Repurposing (00:43:23)

7. Organic Reach and Collaboration's Power (00:48:46)