The Evolution of Converting Attention

Since I launched my firm in 2020, I’ve wanted to do marketing work for other advisors. I didn’t know what capacity it would take or when it would happen, but I started with a simple Notion page where I shared content & resources that I found helpful.

I thought if something was helpful for me on my journey, it could be helpful for someone else getting started in the future. And if something worked well (or failed miserably), I would write an original article about my experience.

Here's what the original site looked like - a simple Notion setup with links to all the different types of content:

I envisioned my firm being a case study for branding & marketing ideas that I could then use to work with other firms. And after a few months, I was offered a freelance writing role for other financial brands (April 2021).

I had never freelanced or done creative work before, but I went for it and it was one of the best experiences of my life. It opened my mind to a whole new world and led me to expand the Converting Attention brand.

Later that summer, Thomas joined the firm as a partner to focus on growth & client work and I rebranded the RIA & created a new website (AllStreet Wealth), and a few advisors reached out to have similar work done for them.

Then in late 2021, I started offering website design & content writing under the Converting Attention brand based on early interest & moderate success.

At the same time, I moved the website off Notion & redesigned the whole brand:

Then late last year (2022), I took a step back and looked at everything I liked, everything I didn't like, what services were helpful—and came up with Converting Attn: Club.

A lot of advisors don’t want to be marketers, but they also don’t want to spend the money to have someone on-staff. So the Club was formed to be a more affordable option than working with a freelancer, while still having somewhere to go for resources & creative direction.