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Steven (00:51):

Hello everyone, and welcome to the next episode of the Retirement Tax Services podcast, Financial Professionals edition. I’m your host, Steven Jarvis, CPA, and this week kicking off the month, have a really exciting episode. We’re going to talk a little bit different from the technical tax topics. And welcome Samantha Russell, the chief evangelist of FMG Suite, to the show to talk about marketing. Samantha, welcome to the show.

Samantha (01:12):

Hey, thank you so much for having me, so happy to be here.

Steven (01:15):

Yeah, I really appreciate you being willing to jump on kind of nerd out for a minute. On a topic like taxes, part of the reason you do this marketing stuff all the time, I am very flatter that you’d be willing to come on, but I’ve also noticed that taxes get incorporated into what you do. So I mean, you’re familiar with how important of a topic this is to consumers. For advisors listening, this is important both to their existing clients as well as prospective clients, but for a lot of people it doesn’t feel like a naturally exciting topic to include in their marketing. So looking forward to having a conversation about how we can think about different aspects of marketing in general as well as how that applies to taxes.

Samantha (01:52):

And one thing I will just say, so many advisors in their marketing materials, I’ve looked at so many websites and blog posts and videos, and a lot of times people are focused on educating clients about retirement and this goal and they’re really thinking about the longterm. I’ll just remind everyone that people make decisions based off current pain points and what is a pain point that comes up year after year no matter what is taxes, right? Retirement’s a long way in the future thing, and behavioral psychology tells us we’re not very good at making choices based off of a long way in the future thing. If it was true, we’d all be in the best shape of our lives and eat all the right foods and work out every day. So you can really tap into that in your marketing. And I’m telling people that all the time, taxes are a pain point that comes up year after year, and so it is such a good thing to incorporate in your messaging.

Steven (02:44):

Well, and just a quick story on that because I completely agree with you. Just the way I work with financial advisors, I’m usually working with taxpayers who’ve already been working with the advisor for years and then I’m new to the relationship, and so they’ve already got years of the advisor doing all sorts of things for them. And the number of times I come in and simply help them adjust their withholdings, which is not complicated, it doesn’t actually change their tax bill for the year, but no one’s ever done it before. To them it feels like doing something about this very relevant tax pain and something that happens right now, they’ll get on calls and be so endlessly grateful to me for the simple little thing I did that really any advisor could easily do. So we’re kind of jumping ahead here to actions as opposed to the marketing, but this is tangible stuff. We’re not just talking about tax savings 30 years from now. As long as we approach it the right way, we can tap into how we solve those pain points for clients.

Samantha (03:39):

Exactly.

Steven (03:39):

So Samantha, before we dive in too much, I would imagine that a lot of my audience is familiar with who you are. You’re very well known in the industry, but give us just a little bit of background on your expertise and what it is you do with financial advisors.

Samantha (03:51):

Oh yeah, sure. So I’ve been in this space over a decade now, which seems crazy to me. I started my career really more in marketing and communications, and I worked for Penn State University and their office of Alumni Relations and Development. So I was doing events and different communications, and then I moved over to the fundraising side of things for the university. And then my husband, my late husband at the time was starting with a partner, the company that became 20 over 10. So he created a software as a service, a SaaS platform, which helped advisors initially with their websites, and then we did content marketing. And he brought me, he said, I want you to come be employee number one because I can’t actually pay anybody else as little as I’ll need you as I want and you can come and sell this thing.

(04:36):

So I had no experience in the financial services industry, and if I would’ve known how hard it was going to be initially, we didn’t have anybody who knew anyone in finance, I probably wouldn’t have said yes, but ignorance is bliss in a lot of ways. And so when I was having trouble, I had no budget trying to get the word out about what we were doing. I started using different tactics like writing blog posts, reaching out to reporters, creating video, posting to social media, doing different networking strategies. And as I would do them, I would share with the people that I was connected to, which wasn’t many initially, this is what’s working for us and our business, and here’s how you could apply it building in public. And it just really became popular and took off and people loved, I think the honesty of like, Hey, this is a flop, this will work good.

(05:22):

And I made it my mission to always give tangible, actionable things someone could actually do. Not just the philosophy, but hey, this is what I would focus on. And so our company 20 over 10 was acquired by FMG, who I’m now the chief evangelist for in 2020, the end of 2020. And so for the last four years, now five, I guess we’re going on five. My focus really is on educating advisors on where the puck is headed when it comes to marketing. Obviously every year things change, look at AI and then sharing what we find in our research to be produce the biggest ROI, if you can’t do everything, a lot of the advisors we work with are small teams, what should you focus on? And then also helping our product team build out the best products so that we can help advisors at FMG with their marketing.

Steven (06:11):

Samantha, you acknowledged in there that when you started this, you didn’t have a background in financial planning, so I’m assuming you also didn’t have a background in taxes of any kind other than you were paying taxes yourself. So how do you go from zero background in a very technical topic to now? I mean, not that taxes is your exclusive topic, you cover a lot of things, but I see posts, I see content from you that’s tax related. I know it’s a struggle for some advisors of, well, I’m not an expert enough to talk about that. So how did you bridge that gap yourself then? How do you help other people bridge that gap?

Samantha (06:39):

Yeah, it’s such a good question. I think the smartest people are always the first to admit that they know such a small amount about a topic.

(06:47):

And the minute that you don’t try to pretend like everything, it’s okay. So you could say, listen, I don’t know everything about this topic, but I do know this and share that, and people will be grateful for whatever it is that you share with them. And as an advisor, just being willing to say taxes are going to be part of the conversation. You could say, I’m not a CPA myself, but I work with my clients and I am the trusted communicator between the CPA and you people. A lot of times they don’t want to play the go-between. So even if the biggest value you provide is that you take the jargon and you help the client understand it. For the longest time, my advisor wasn’t really offering texts planning per se, but he would work so closely with our CPA invite, the CPA into meetings. He would email him and then CC me, and sometimes I’d be like, I have no idea what he’s talking about. But I think just being willing to be the communicator is honestly more than anything what a lot of clients want. And so you could talk about that even if you’re not doing the work yourself, you can talk about how you’re going to take another thing off their plate.

Steven (07:55):

That’s such good insight because it can feel like if you’re going to post on a topic, you have to be all end all expert on that, and you really don’t. You just need to be clear and transparent about what it is you are bringing to the table. So if you aren’t the expert on a tax topic, don’t pretend to be really clear on what it is you do for clients, what your experience, how you can add value. You don’t have to wait until you’ve got the alphabet soup behind your name to use the word taxed in a post or a blog or a video.

Samantha (08:21):

And I think what you’re hitting on something actually that people struggle with, even posting about financial planning topics, a lot of people feel like, oh, I don’t want to post this, and maybe another advisor thinks differently, and then they’re going to take issue with it and start debating me in the comments. The thing is, comments are the currency of social media, so the more comments you get on a post, the better. The more people who will see it, it’s okay if not everybody agrees with you. That’s why we have choices as consumers, but you’ll never make everyone happy. And I always say marketing is supposed to be a magnet. And if you think about a magnet, in order for a magnet to work, one side attracts but one side repels. And if you’re not repelling certain people with your messaging, you will not attract anyone. Your message will become the beige wallpaper that pays into the background that no one pays attention to. So you kind of have to get over that fear of what if someone doesn’t agree with me? Or what if somebody thinks the way I freeze? This isn’t exactly right. I mean, obviously don’t get yourself into hot water with compliance, but there’s lots of different ways to skin a cap.

Steven (09:26):

Samantha, this isn’t one of the questions I gave you before we started, so I’ll be putting you on the spot just a little bit here. I just trust that you can handle it. One of the questions I’ve had about FMG Suite as I’ve become more familiar with it, a little bit of background. When I first discovered FMG Suite, because I’m not an advisor by background, I started coming across more and more advisors who were talking about tax planning on their websites. It’s like, oh, this is so cool. I’m so excited. And then just because I spent a lot of time on this, I to come across a couple of advisors who had eerily similar content, and I was like, oh, they’re pulling this and they’re working with an FM G suite. That’s who it originally was. I came across certainly not the only group that does it. So what’s the balance between having a resource in your corner to help you do more with marketing, but still being able to stand out and make it your own? How do you help people navigate those two things?

Samantha (10:14):

Yeah, well, and I think the first thing to point out is that most consumers are not connected. You’re connected with

Steven (10:19):

A hundred percent. Now I’m in a very different position than a consumer. That is a hundred percent true.

Samantha (10:24):

Yes. And so most consumers, how do they go about becoming aware of advisors, right? Top of the funnel, maybe on social media, they’re connected with other business owners and in their community, and then an advisor is a friend of a friend, and so they start seeing some of their posts. Maybe they get on an email list of one or a couple, but the average consumer is going to be aware of a few advisors. And it is true at FMG, one of the benefits of using our service is we provide content. You can take any of the content, just kind of like how people are now starting to use ai. They’ll ask chat GPT for bullet points on a topic, and then what you’re supposed to do is not just post the chat GPT gave you, but you’re supposed to make it your own. It’s the same concept with FMG.

(11:10):

We give you that starting point so that you can then take it, make it your own. It’s so much easier to edit from a first draft than it is from a blank page. However, there are many companies that don’t make it their own. And so I would caution, if you’re listening to this and you are an FMG customer, really try to think of the content we’re giving you for your website or your social posts as a starting point that you could add your own voice to. Because that is always when you will get the most bang for your buck. But if you can’t do it every time, obviously, again, most people who see it are not going to see it a million times.

Steven (11:47):

Well, and I don’t mean the question negatively at all. I really appreciate your insight on that because Well, I talk about taxes. I did not make up taxes. In fact, I talk about the same topics on repeat all year long. If you were to go back and pull out all of my LinkedIn posts from last year, you’d probably find really at the end of the day, you’d probably find two or three dozen different topics at most. And there’s a thousand other people talking about those same things. And so you made the comment in there about it’s really hard to start from a blank page, especially if you’re new to this. I tried to estimate the other day how many words I’ve typed in the last four years. I just kind of got lost in the, oh, geez. It’s a really, really big number. Yeah, I did a little bit give up. But yeah, it’s so great to have resources and the other, I love learning from other people, and you want to make it specific to your voice, to your audience, to what you’re trying to accomplish. But the other side of that is you shouldn’t be afraid to cover a topic just because you’ve seen it somewhere else. Please don’t. Please don’t copy and paste from other people. Don’t be one of those people who rips things off word for word from someone you’re not contracted with, but you should absolutely post on things that other people are posting.

Commercial (12:54):

Hey, podcast listeners. Are you ready to elevate your financial advisory practice? Join us at the Summit 2025 in Arizona this fall. This year, we’re building on our tax planning foundation by adding sessions on practice management growth and hands-on workshops where we’ll apply tax planning to case studies live in person. The summit was named to the Michael Kitces best of list for 2025 conferences. So these seats will go fast, and once we hit capacity, that’s all she wrote. We can’t wait to see you for the third installment of the summit. Visit retirement tax services.com/summit to reserve your seat today.

Samantha (13:36):

 I mean, you got to remember too. The average person is seeing two to 3% of your network. So if you have a thousand followers on LinkedIn, the vast majority of people are not seeing what you post. So if you have a post that does really well, what I advise people to do is six months later, repost it. You can literally repost it word for word, and a lot of people will have never seen it. The people who saw it the first time who liked it will probably like it. Again, there’s a saying in marketing, which I love, which is just about the time you feel like if you have to share the same message one more time, you might throw up most of your audience is just hearing it for the first time. And so content marketing is really about taking the same education and coming up with different ways to share it over and over and over again.

Steven (14:19):

Absolutely. That consistency is so key. Samantha, one of the questions I get from advisors quite often that I don’t have a great answer to because my approach to it was a little bit haphazard, but I get the question all the time of which channels should I be using? Should I be doing YouTube? Should I be podcasting? Should I be on LinkedIn? Should I be doing all of them? How do you help people navigate that, especially if they’re just getting started?

Samantha (14:39):

Yeah. Well, I think the first mistake a lot of people make is they do focus on what tactic they should start with, rather than asking themselves, what makes my firm marketable? So instead of saying, what marketing tactics should I use? Think what makes my firm marketable in the first place? So let’s say you offer tax planning and you have a CPA on staff, and that is a remarkable thing because a lot of American consumers are looking for firms that do everything under one roof. Then you want to think about, okay, so that’s going to be one of the things we talk about. Where are the people who need to hear this message hanging out? Where are they spending their time? So if you primarily focus on people who are already retired,

(15:22):

LinkedIn is not going to be the place because they’re not there looking for jobs anymore. So that would not be the platform for you. YouTube, I think every single business in America should have a YouTube channel. If you look at the data on what is the most used social platforms, YouTube is watched by babies at nine months old when their parents give them a show to watch when they want to be quiet all the way to 99 year olds who are watching the Symphony Orchestra. And the data suggests that we are going to YouTube more and more to get answers to our questions. We’re doing something called social search. So the same way young people go to Instagram or TikTok and say, best restaurant in Scottsdale, Arizona where I happen to be right now, other people will go to YouTube and say, when’s the best time to claim social security? Or how do I do this tax conversion? And they may stumble upon your video. So to answer your question, I think you need to think about where your audience is spending your time. You need to think about what makes your firm marketable in the first place, but more and more video is the medium depending on where you want to share it. That’s the medium that really, really is seeing the most hypergrowth.

Steven (16:33):

Wow. Samantha, I really appreciate that you’d bring that up. I do always love it when things I was already planning on doing get reinforced. It’s probably just confirmation bias that I constantly look for, but actually when this episode airs on February 3rd, I’m putting this out into the world so I can’t back out. February 3rd is when I committed to having my first video on YouTube, so I will also be diving into the world of video. You were seeing it firsthand. I’ve been a little slow to adopt. But yeah..

Samantha (16:54):

Download the tube buddy extension, so it’s like a little SEO tool tube

Steven (16:58):

Tube Buddy

Samantha (16:58):

Tube buddy, and you can put it on your browser extension. And whenever you go to YouTube to upload your videos, it will tell you how well you’ve written everything from an SEO perspective and what you can improve and how good your, there’s a whole world of making the thumbnails look good and a lot of other things if you want to really up your game. But even if you’re just listening to this and you’re like, I don’t want to do with all of that, Samantha, when a client, a prospective client searches you and looks you up to be able to see your face, hear your voice, see your gestures, talking about something educational is, think about how much more that will put them at ease of your expertise, of your credibility and just you as a person. We crave that human connection. And so I think that is reason alone to do it.

Steven (17:48):

It’s really interesting that you mention that because the joke in my house, I have a 12-year-old and a 14-year-old. The joke in our house is that I’m tax famous because by no definition am I actually famous, but I end up in all these places where people know me from my podcast, from LinkedIn, and not just casually know who I am, but we have advisors who sign up for our programs almost exclusively because of what they’ve seen me post on LinkedIn. It is a fascinating testament to the power of content marketing. When you get on a call with someone that you thought was a sales call, and right out of the gate there’s like, Steve, and I’ve been following you for a year on LinkedIn. I love all your stuff. I just need to know how to sign up. It’s like, oh, well, okay, skip the sales pitch. But it’s because of the time I’ve invested in putting that content out there and being consistent and authentic with what I’m doing.

Samantha (18:35):

Well, I always equate sales and content marketing a lot to dating people understand that. So think of the art of attraction when you are in high school or something and you like somebody, if you seem desperate, go on a date with me, go on a date with me and follow ’em around. They’re like, oh my gosh, your desperation is, it’s like people, they always say the hardest time to get a job is if you don’t have a job, but if you already have one, it’s easier. We as human beings are just sworn we do not like that feeling of someone is desperate.

(19:04):

So when you lead with education and you’re like, Hey, I don’t need anything from you. I’m just giving away this knowledge for free, people then will line up to work with you because you are not begging for their attention. I feel like whenever I frame it that way, people get it. They’re like, oh, yes, that does make sense. Because for a long time, advisors would say, well, why would I give my information is what I’m selling. That is the service I provide. Why would I give it away for free? Well, it’s the same way I could read everything under the sun and figure out how to fix my Ford Expedition, but I don’t want to do that.

Steven (19:36):

Samantha, one of the questions that came to mind as we were getting ready for this episode. How do you help people navigate the right balance of details versus keeping it high level When we’re talking about technical topics and you see people are all over the map, but if we get into a backdoor Roth contribution, there can be the part of you as an advisor who’s like, geez, I’ve got to hit every detail, every nuance, every form and line number, or it’s not valuable. Or you see the opposite of the spectrum where I mentioned it by name and I move on. How do you help people navigate where the right balance is?

Samantha (20:08):

Yeah. Well, I think to remind yourself first and foremost that the average consumer you’re talking to, even the very, very smartest people that are ultra high net worth or CEOs or PhDs, they are not in our world, and so they don’t use the words and phrases we use all the time. There’s a really great marketing rule that we have. There’s a tool that you can use. It’s called the Flesh Kincade Score, and you can put anything that you write into a Google Doc, and then under tools, you can look up your Flesh KINCADE score. I suggest that the Flesh Kincade score of anything you put out should be at a seventh grade reading level because that is what magazines and newspaper articles are all written at and what psychology tells us, the average person can read and understand pretty quick. And when we think about marketing messaging, yes, we want to give information, but what is our goal? Our goal is not to make the person be like, this doesn’t make any sense and move on. Our goal is for them to say, Hey, they’re saying there’s this tool that I could use that would save me a lot of money every year,

(21:18):

And they obviously know a lot more about it and I want to learn more about it. And wow, that’s great that they do that for their clients. That’s your end goal. So use the Flesh Kincade score. You want to have enough detail to show you’re an expert, but the person ultimately reading it, you’re not trying to allow them to be, I mean, I don’t think most people are trying to teach people to be DIY investors. They want you to know that there’s these tools out there that if you become a client of theirs, they’re going to use.

Steven (21:45):

That’s really helpful. I appreciate the specific recommendations. I always love it when people can just directly take action from the things we talked about. So that’s fantastic. The Flesh Kincade score, I’ll have to check that out myself. Samantha, another question that comes to mind is, again, how do you help people navigate reservations around, well, there’s already 10,000 other people talking about this. I’m late to the podcast game. I’m late to the YouTube game. I mean, it’s really easy to think, well, I’d like to start a podcast, but I’m never going to catch up with Joe Rogan. So why even try? How do people starting out in new channels or how do you recommend that people measure success in progress?

Samantha (22:17):

Yeah, so okay, two different questions and I’ll give a quick answer for both. So the first is if you have that mindset, then why did you even start a business? What 350,000 advisors? Why do we need another one,

(22:29):

Yeah’s? Great point. So answer that first and then whatever your answer is, that’s why you create content. The other thing to remind yourself of is that actually right now in marketing and advertising, people talk about influencers. And influencers can get paid by brands a lot of money to talk about different products and services, the micro or the nano influencers. So people who have 3000, 10,000, 20,000 followers only on Instagram, they’re getting contracts left and right, because the smaller your audience is, the more engaged they are with you. So when you are just starting out, you have the capacity to respond to every comment to email every single person back. And people love that. They love to engage with the creator. So use that to your advantage. It’s kind of like the idea of a boutique hotel versus a corporate chain. You want to lean into the fact that you are small, don’t hide that and really be able to build a community that is something as you scale that isn’t always going to work. So that would be the answer for what and wait, now I forgot the second part of the question.

Steven (23:32):

Well, I really want to highlight real quick, this is how somebody who’s an expert in something is when they can give such a simple answer to what felt like a big question. Why should I start podcasting? There’s already all these other podcasts. Why did you become a financial advisor? There’s already, I love how simple, but it’s such a quick way to cut through that of, Hey, if you’ve already got a quitters mentality on day one, why were you doing any of this. On that topic of the smaller audiences and how engaged they are, I throw out Joe Rogan just because we know he’s the biggest podcaster, but it can be easy at this false sense of everyone’s just totally crushing it, whether that’s on LinkedIn or podcasts or YouTube. But we’ve got to remember that just like there’s 350,000 financial advisors, there’s what a billion people on LinkedIn, and as you’re listening to this, I mean, think about how many people you actually follow. You probably see the same 20 or so people all the time. It’s there still is a very small percentage of those people who are consistently doing this.

Samantha (24:25):

I think it’s 1% of users actually post on LinkedIn regularly. Most of them are lurkers.

Steven (24:31):

Yeah, it’s wild. And on the podcast side, I think if you get past episode seven, you’re in the top 50% of podcasts ever. There’s such a low barrier to entry that depending on which stats you look at. I think my podcast is in the top five or maybe even 1% of podcasts just because of how many people quit.

Samantha (24:49):

And

Steven (24:49):

So that consistency, if you’re going to do it, whichever channel you pick, if you’re going to do it, you can’t just do a one and say, well, that didn’t work.

Samantha (24:57):

Right, right. Yeah. And I think too, I always tell people, listen, are you trying to become an influencer or are you trying to grow a financial planning practice? Because the goal of your marketing is to not connect with a million people. You’re not trying to become Joe Rogan. The goal of your marketing is to connect with the right people. If this year you get four or five great clients from some posts, that’s fantastic. So keep that in mind. You can be hyper-targeted, you can get really specific with the information you’re providing. There’s a ton of financial influencers out there that are talking really broad. There’s very few people that are saying, Hey, if you’re a United Airlines pilot, this is what you should know. Or if you work on Amazon, here’s changing with your benefits. So just really lean into that and you’ll be shocked at how quickly people are like, Hey, this is the go-to person for United or for Amazon.

Steven (25:50):

Samantha, I think subconsciously you remember the other question, which was how do you start measuring growth early on? And you’re already speaking to it there that it’s not about, especially if you’re a business owner, if you’re a financial advisor trying to grow your business and impact lives. This isn’t about the vanity metrics. Don’t worry if you got a million impressions or a thousand impressions, did you get a new client out of it? And it’s important to look at those success criteria. Maybe it’s different for you. Sometimes for me, creating content feels like speaking into the void. And there’s some days I’m like, is anybody listening to this? It is just numbers on a page until I can go back and see, oh, that’s right. Here are specific advisors I now work with because of the content I created. Here’s new sponsors for our conference. Here’s people who attended our conference. Whatever that might look like. When you can tie it to individuals, that’s when you can see, yes, this is having an impact.

Samantha (26:37):

Yeah, people will ask me all the time, what’s the biggest thing I should measure? And I say, how many meetings did you get booked on this year? That’s the number one thing. And even though you might say, well, that one wasn’t directly from this effort, the thing with marketing today in 2025 is attribution is completely flawed because they could have come across you because their friend commented on your LinkedIn post and they saw your name, they didn’t do anything, and then somebody else told them about a podcast they listened to, and your company was mentioned, they still didn’t do anything. And then they asked a couple friends in a Facebook group, their local community group, Hey, who’s everybody using as a financial advisor? They see your name, and that’s now the third time. So they click over to your website and they book a meeting and you’re like, oh, they found me through Google, SEO.

(27:25):

But that’s not how it works. So at the end of the day, it’s really about how many meetings did you get booked? I mean, just a quick story. There’s an advisor that I worked with to help with his marketing, and he had this blog post that he then turned into a video and a bunch of other formats, but it was just Can capital gains push me into the next tax bracket? And he talked in the blog post though, specifically about kind of a case study of an executive he worked with in Minneapolis. The blog performed really well. It had a lot of keywords related to Minneapolis, to executive compensation, to capital gains. And so whenever executives in Minneapolis were searching for things around this, they would land on his blog. So this particular blog post only got in one month. I think he got like 45, I think it was in the forties. 45 hits from that search Can Capital Gains pushed me into a higher tax bracket. But of that, he had 10 people book a meeting on his calendar. Geez. So think of that conversion rate. That’s wild. Who cares? You could have a million people see a video you did on some funny meme or tax thing and nothing comes of it.

(28:36):

So yeah, I just share that story to again, remind you that you’re not trying to be Joe Rogan.

Steven (28:41):

You’re

Samantha (28:42):

Trying to target those very hyper-specific processes.

Steven (28:46):

That’s such a great reminder. And I mean, the vanity stats are so easy to find. It’s easy to get distracted by them. My still, my highest performing posts on LinkedIn ever was about Costco. It got all the vanity stats and no actual results for me or my company. And then I’ve had posts that the vanity stats would tell you as a complete flop, but direct connections and direct business have come out of them. So that’s such a great reminder. I really appreciate that. Samantha, anything else that’s top of mind for you on marketing in 2025 or that comes out of this discussion we’re having?

Samantha (29:16):

The only other thing I would say that I’m talking about a lot right now, as you know, everybody’s talking about ai. How do we use it in our businesses to have a better ROI? Our advisor’s going to be replaced, our marketers are going to be replaced. Everybody wants to know if they’re going to be replaced. I would just remind you that as we get more and more marketing in particular content that is produced by ai, whether it’s a video or whatever, the stuff that is not produced by AI is going to stick out so much. So ai, they can now sadly create podcasts where I’m sure you’ve seen those AI podcasts. You can tell right away that it’s not the same as what you and I are doing. It’s good. I mean, it’s come a long way, but it doesn’t have that authenticity, those cultural references, those news references. You’re not seeing people the same way. And so the more that we move into a world that is AI generated, the more you showing your face and having a voice and having a personal brand is going to become more and more important. So I really hope people lean into that this year.

Steven (30:22):

Yeah, makes so much sense. Samantha, thanks so much for taking your time to come on and share your expertise. How do people follow up with you if they’re interested in what you’re doing, learn more about what you’re all about?

Samantha (30:32):

Yeah, so you can email me directly at sRussell@fmgsuite.com. They can follow me on LinkedIn, Samantha C. Russell, and those probably be the two easiest ways.

Steven (30:41):

Perfect. Well, again, Samantha, thank you so much. Appreciate your time. To everyone listening, until next time, good luck out there. And remember to tip your server, not the IRS.