My guest today is well known in the financial services industry as a true creative force. Sheri Fitts is the founder of ShoeFitts Marketing—a marketing consulting firm for financial advisors—and the Chief Marketing Officer for Sheridan Road Advisors—a Chicago-area advisory firm with nearly $13 billion in AUM. With more than 25 years of industry experience, Sheri specializes in crafting unforgettable marketing strategies that really stand out. In this episode, she shares her journey from working a traditional corporate job to going out on her own as an independent consultant, as well as the key marketing concepts that have helped her get to where she is today. Listen in to hear Sheri’s take on how to leverage and maximize marketing ideas, the fundamental difference between sales and marketing, and what advisory firms need to cultivate in order to succeed. For show notes and more visit: https://www.kitces.com/73