In this episode, I’m tackling a topic I'm incredibly passionate about: why short-form content platforms like Instagram, TikTok, and Reels are a trap for serious business advisors. I know it might sound controversial, but I believe these platforms, which are built for distraction and escapism, are the wrong place to build the deep trust required to attract premium clients.

When you pour your valuable insights into 60-second videos or catchy carousels, you're whispering in a hurricane. You're showing up where your ideal clients go to switch off, not to make critical business decisions. Instead of chasing fleeting visibility and "fire emoji" engagement, I want to show you a better way. I share the power of the "Netflix Effect"—creating long-form, binge-worthy content that allows potential clients to connect with your expertise on a deeper level. I share real-life stories, from my own experience buying a treadmill to clients who followed my work for years before hiring me, to prove that authority and trust are built through depth, not just frequency. My goal is to help you shift your strategy from being just another face in the scroll to becoming a respected authority whose future clients are pre-sold on your value before they even book a call.

🧠 Key Takeaways:

1. Short-form content creates a false sense of productivity without delivering real clients.
"I can guarantee these things are not bringing you leads, sales, or real results from business advisory clients." - Amanda C. Watts

2. The context of a platform is more important than the content itself.
"Even the most brilliant insight is going to fall flat if it's delivered at the wrong time in the wrong place or to the wrong mindset." - Amanda C. Watts

3. Meaningful trust cannot be built in 60-second increments.
" Trust doesn't come in 60 seconds or less. It comes when people feel like they are truly understood." - Amanda C. Watts

4. Advisors should leverage "binge-worthy" long-form content to build deep connections.
"Just like watching six episodes of a series makes you feel emotionally connected to the characters, long-form content helps people feel emotionally connected to you." - Amanda C. Watts

5. The primary marketing goal for an advisor should be authority, not visibility.
"authority comes from showing your thinking, not just your face." - Amanda C. Watts

Preview for Next Week!

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In this episode, I tackle one of the most requested topics from our community: how to create content that cuts through the noise and builds trust with premium advisory clients.

I reveal why most advisors are stuck in a cycle of inconsistent posting and ineffective marketing—and how to break free. I’ll walk you through a clear, actionable strategy for creating content that doesn’t just get seen, but actually converts leads into high-value clients.

Whether you're struggling with what to say or frustrated that your content isn’t bringing in the right people, this episode gives you the tools to build a powerful content system that works for you, even on repeat.

🧠 Key Takeaways

1. Focus your content on solving your client's real problems at every stage of their journey, not on showcasing your own expertise.

“Content has to speak to real problems. It has to show that you understand what your clients are going through.” -Amanda C. Watts

2. Use your content as a pre-sale system to build trust and prove your value long before you ever ask for the sale.

“Great content isn't a one-hit wonder. It's a drumbeat of trust.” -Amanda C. Watts

3. Avoid common mistakes like using industry jargon or over-relying on AI, as authentic content is what builds true authority.

“Authority isn't loud. It is earned.” -Amanda C. Watts

4. Follow a proven formula (Problem, Perspective, Proof, Practice, Presence) to create magnetic content that connects and converts.

“The more you ground your content in experience, the more magnetic you become.” -Amanda C. Watts

5. Overcome your fear of video by shifting your focus from performance to genuinely serving your audience with helpful answers.

“If you focus on helping someone else, it gets easier.” -Amanda C. Watts

Preview for Next Week!

Get ready for Episode 95: “Instagram Is Where Good Businesses Go to Die.”

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In this insightful episode of The Business Advisor Podcast, I dive deep into the often-avoided topic of client conflict—an issue every advisor faces but few discuss openly. I share personal experiences, expert insights, and a powerful framework called "GRACE" to help you navigate emotionally charged situations with empathy, curiosity, and professionalism.

I walk through a real-world example where a client stopped returning my calls after receiving tough feedback about letting go of an underperforming team member. Using the GRACE framework, I demonstrate how to reopen communication with empathy, curiosity, and collaboration.

Conflict isn’t a sign of failure; it’s an opportunity for deeper connection and growth. Whether you're dealing with silent clients, defensive reactions, or stalled progress, this episode will equip you with the tools to turn discomfort into trust.

Key Takeaways

1. Client conflict is an emotional signal, not a personal attack.

“When your client becomes defensive or avoids your calls, they aren’t deliberately being difficult. Their brain is responding to stress or discomfort.” – Amanda C. Watts

1. Handled with care, conflict can deepen trust and lead to breakthroughs.

“Conflict and resistance can deepen trust, strengthen relationships, and enable powerful breakthroughs for both you and your clients.” – Amanda C. Watts

1. Naming emotions helps clients feel seen and understood.

“By naming these emotions, you help your client feel seen and understood. This builds trust and encourages them to open up.” – Amanda C. Watts

1. Pushing harder increases defensiveness; slowing down creates space for progress.

“The worst thing you can do is push harder, because this only heightens the client's defensive instinct.” – Amanda C. Watts

1. Separate your self-worth from client resistance.

“It’s easy to take client resistance personally and feel rejected and frustrated. You have to remind yourself: this isn’t about you. It’s about them and their inner struggle.” – Amanda C. Watts

Preview for Next Week!

Get ready for Episode 94: “Creating Content That Stands Out and Gets Clients.” This is a highly requested topic from the community, and I can't wait to share it with you.

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This week's episode is all about moving beyond just knowing your stuff as an advisor and truly mastering the art of communication. I shared why saying the right thing isn’t enough—it’s about how, when, and with what intention you say it. I introduced my VOICE Framework, a five-part structure that helps advisors communicate in a way that creates safety, clarity, and action.

We explored how emotional intelligence trumps expertise when it comes to being heard and trusted. The brain doesn’t just process information—it scans for emotional safety first. That’s why purposeful communication matters so much. Whether you're delivering tough feedback or guiding a client through change, how your message feels determines whether it lands.

I walked through each step of the VOICE model: Validate, Own, Identify, Communicate, and Engage. And I shared practical tools like grounding check-ins, role resets, the one-thing filter, and the truth sandwich to help you apply these ideas immediately.

Key Takeaways

1. Advisors must validate the client's emotional state before offering insight to build trust and connection.

"Before you say anything, stop and tune in—what’s going on for them right now?" – Amanda C. Watts

2. Owning your role in each session ensures clarity, consistency, and confidence in your communication.

"Your job isn't to wear every hat—it's to know which one serves them best today." – Amanda C. Watts

3. Identifying the single most useful point prevents overwhelm and drives meaningful action.

"Just because it’s true doesn’t mean it’s helpful right now." – Amanda C. Watts

4. Truth must be delivered with care and confidence to ensure it is received and acted upon.

"Confidence doesn’t need to shout. It just needs to be anchored in intention." – Amanda C. Watts

5. Engaging in the moment allows advisors to observe reactions and adapt communication for deeper impact.

"Communication is a loop, not a monologue. Pay attention to what happens after you speak." – Amanda C. Watts

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This week’s episode is all about how less talking and more listening can transform you into a powerful, sought-after advisor. I shared how impactful advisory isn’t about dazzling clients with insights—it’s about creating space for them to hear themselves think.

I reflected on my work with advisors who believed their value came from being the smartest in the room. But the truth is, real connection comes from deep listening, not non-stop advice.

When advisors shift from expert mode to guide mode, they create safety, trust, and momentum. I shared James’ story—how he went from burnt-out expert to trusted guide simply by making space for his clients to speak.

I walked through how to become a better listener: choosing presence over performance, managing internal interference, using subtle signals to show engagement, and honouring silence as sacred space.

Listening is not passive—it’s leadership. And when you master it, your clients don’t just listen to you. They open up, lean in, and take action.

Key Takeaways:

1. Your value as an advisor comes from how well you hold space, not how much you say.

“Your value isn't how much you say; it's how well you hold the space.” – Amanda C. Watts

2. Listening is not passive—it’s a form of leadership that builds deep connection.

“Clients don’t need more noise and more to-do lists. They need someone who will really see them.” – Amanda C. Watts

3. Internal distractions during conversations prevent true connection with your client.

“Whilst your client is talking, if your attention is even slightly elsewhere, they will feel it.” – Amanda C. Watts

4. Small, intentional signals of listening create trust and open doors to deeper insight.

“It's about the subtle signals, the micro moments that tell your client, ‘I'm here; I'm with you.” – Amanda C. Watts

5. Silence is where breakthroughs happen, so resist the urge to fill every pause.

“Silence is where the gold lives… Some of the most powerful moments came after a long, quiet pause.” – Amanda C. Watts

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Welcome back to the Business Advisor podcast— this week we’re diving into a game-changer for advisors: understanding client behaviour through the lens of the six human needs. This is part four of our soft skills series, and it’s all about going beneath the surface to uncover what really drives your clients.

I share how recognising these core needs—certainty, variety, significance, connection, growth, and contribution—can transform the way you lead conversations and build trust. I walk through each need, explain how they shape behaviour, and offer practical questions you can use to uncover them in your conversations.

You’ll learn how to spot signs that a client’s needs are unmet and how to adjust your approach to support them more effectively. It’s not about meeting every need perfectly—it’s about awareness and emotional intelligence.

Key Takeaways:

1. Understanding the six human needs allows advisors to see beyond surface-level behaviour and connect with what truly motivates clients.

“When you understand what truly drives people beneath the surface, you can work with their real motivations, not just the goals that they say out loud.” – Amanda C. Watts

2. Clients resist change when their core needs aren’t met—not because they’re difficult, but because they feel unsafe or misunderstood.

“If a client has a very high need for certainty, they might resist new ideas simply because they feel unsafe, not because they're actually being difficult.” – Amanda C. Watts

3. Asking targeted questions helps uncover which needs are most important to each client.

“For significance, you could say, "What kind of impact do you want to be known for?’ These questions help uncover their deeper drivers.” – Amanda C. Watts

4. Recognising unmet needs early prevents breakdowns in communication and strengthens trust.

“What shapes their behaviour, their decisions and even their resistance… You can step back and ask, which need isn't being met right now?” – Amanda C. Watts

5. Advisors don’t have to meet every need perfectly—but awareness allows them to guide clients more thoughtfully and effectively.

“Your role as an advisor isn't to meet every need perfectly… but being aware of what is happening underneath the surface, you can guide conversations more thoughtfully.” – Amanda C. Watts

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On this week episode, I explored one of the most essential soft skills for advisors – building real rapport with clients. Rapport isn’t about impressing someone or pushing them forward; it’s about walking beside them, understanding their world, and supporting them at their pace. When you build that trust, conversations flow more naturally, decisions become clearer, and results happen faster.

I shared how easy it is to accidentally break rapport, especially when we fall into the trap of unconscious competence – assuming clients should understand things as quickly as we do. But true advisory work means stepping into their perspective, listening deeply, and reflecting back what they’re truly saying.

I also shared a personal story about my daughter to illustrate how different perspectives can shift an entire environment – and why fighting those differences only breaks trust.

Finally, I offered practical tips to help advisors build stronger connections with their clients, because when you lead with rapport, transformation follows.

Key Takeaways:

1. Stepping into your client’s world builds trust faster than any polished pitch.

"It's the difference between telling someone what they should see and actually stepping into their shoes to see it with them." – Amanda C. Watts

2. Matching your client’s pace is where real connection happens.

"Don't rush to the finish line while they're still lacing up their shoes." – Amanda C. Watts

3. Deep, respectful listening uncovers real challenges and creates meaningful breakthroughs.

"Don't just wait for your turn to speak. Truly listen to what they're telling you." – Amanda C. Watts

4. Curiosity builds bridges, not walls, especially when a client’s perspective doesn’t make sense to you.

"Curiosity builds bridges, not walls." – Amanda C. Watts

5. Reflecting back what you hear shows you’re paying attention and helps clients build confidence.

"Mirror back what you hear. It shows you're paying attention." – Amanda C. Watts

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Welcome back to the Business Advisor Podcast. This week we’re kicking off a brand-new series: The Soft Skills of Advisory. This series is all about the skills that go beyond technical expertise—the ones that help you build trust, deepen relationships, and truly impact your clients' lives.

In this episode, I dive into one of the most foundational soft skills for advisors: knowing when to coach and when to mentor. These two approaches are often confused, but understanding the difference gives you the confidence to guide your clients more effectively.

Coaching is future-focused and non-directive and empowers clients to find their own solutions through thoughtful questioning. Mentoring, on the other hand, involves sharing your experience and offering guidance based on what’s worked before.

I also introduce a simple yet powerful tool called the GUIDE Framework, which helps you decide in the moment whether to coach or mentor. It stands for:

- G: Goal vs. Guidance

- U: Uncover vs. Understand

- I: Independence vs. Instruction

- D: Discovery vs. Direction

- EE: Elicit vs. Equip

This framework makes it easy to switch between coaching and mentoring fluidly and intentionally during advisory sessions.

Key Takeaways

1. Coaching empowers clients to find their own answers.

“Your job when you're coaching is to guide those answers to the surface.” - Amanda C. Watts

2. Mentoring involves offering insights from your own experience.

“You're not delivering a lecture—you're offering guidance based on what’s worked before.” - Amanda C. Watts

3. Knowing when to coach versus mentor builds advisor confidence.

“By understanding the difference between mentoring and coaching, you gain the confidence to handle any situation with clarity.” - Amanda C. Watts

4. The GUIDE Framework helps advisors choose the right approach in real time.

“Run your conversation through GUIDE—it’ll help you make the right call in the moment.” - Amanda C. Watts

5. Great advisors flex between coaching and mentoring within the same session.

“A big part of being a great advisor is learning to switch gears consciously and confidently.” - Amanda C. Watts

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