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More Personal Than Finance

Eager to use his creative streak, Tim Maurer focuses on teaching clients about life, then money.

Kate Stalter, 10/23/2013

Not many advisors have “creative days” built into their weekly schedules, but those days are a key part of Tim Maurer’s approach to serving clients.

Maurer, vice president at Financial Consulate in Hunt Valley, Md., reserves Tuesdays and Thursdays to write blog posts, do media interviews, and teach a financial planning class at his alma mater, Towson University. He is also active on Twitter, LinkedIn, and YouTube.

A common refrain these days is that an individual such as a financial advisor should use a media platform to build his or her personal brand. In turn, the thinking goes, those personal brands will bring clients into the person’s business. But Maurer says that’s not the intent at Financial Consulate.

“I am first and foremost educating,” he says. “So, it’s not that we don’t have a desire to see our work in the media benefit us from a business perspective, but it is not the primary reason we do it.”

Maurer credits Financial Consulate founder Drew Tignanelli for the firm’s emphasis on education, and for freeing up time to create content.

“Drew will look at the person and say, ‘What is it that you do best?’ Instead of trying to make me fit into his mold, he’ll support me to be more of who I am,” Maurer says.

In addition to his own blog at www.timmaurer. com, Maurer writes for Forbes.com and co-wrote, with Jim Stovall, The Ultimate Financial Plan: Balancing Your Money and Life (Wiley, 2011). He has been a commentator on major TV networks and with Tignanelli hosts a weekly radio show in Baltimore.

But Maurer has some cautionary words for other advisors who think media exposure is the ticket to more robust revenues.

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