Don’t Forget to Focus on the ‘Why’: Sheri Fitts
At the Fi360 Conference in Nashville, John Sullivan interviews Sheri Fitts of Shoe Fitts Marketing about building trust through marketing in financial services. Fitts emphasizes that advisors often focus too heavily on the “what”—facts, figures, and products—while neglecting the more important “why” behind their work. Trust, she explains, is built not only on credibility but also on an emotional connection where clients feel that advisors are benevolent and genuinely trustworthy.
She highlights that decision-making in financial services is deeply emotional, particularly in institutional settings where people’s jobs and livelihoods are at stake. Advisors must believe they are capable of connecting emotionally and understand why it matters, moving beyond technical data to address human concerns.
Fitts also discusses her podcast, “Women Rocking Wall Street,” which focuses on supporting women in financial services and encouraging diversity and inclusion across the industry. While it highlights women’s experiences, she also features male voices, such as Michael Kitces, to broaden the conversation. The podcast is available on iTunes, Stitcher, and via Alexa.
Key takeaway: For advisors, building trust requires shifting from a purely technical approach to one that emphasizes emotional connection, purpose, and inclusivity.
Sheri Fitts, founder/CEO, is a compelling public speaker and financial services marketing, sales and brand guru whose mission is to amplify the heart of financial services.
After 30+ years in retirement plan and wealth management, Sheri Fitts gained vast insight into what drives behavior. She see an industry that struggles to resonate with people because we don’t understand how to authentically connect and has made it her mission to amplify heart in financial services through its people (some of the best I know). Sheri believe we can harness the power of emotional connection to build trust, ensure meaningful engagements, propel business and the financial confidence of clients. digitalEQ® (Digital Emotional Intelligence), is my highly personalized approach to helping financial professionals use technology and personal branding to increase efficiency and make unforgettable connections. Join me on this important journey.
With more than 20 years serving financial markets, John Sullivan is the former editor-in-chief of 401(k) Specialist and Investment Advisor magazine and retirement editor of ThinkAdvisor.com. Sullivan is also the former editor of Boomer Market Advisor and Bank Advisor magazines, and has a background in the insurance and investment industries in addition to his journalism roots. Experienced financial services content executive specializing in creative new media delivery. He joined the American Retirement Association in 2023 as Chief Content Officer, overseeing communications for the organization, as well as its sister organizations.
