Scale loves
simplicity.

A marketing plan focuses on tactics. A strategy defines how those tactics work together, and how to actually use them. Normally that means doubling down on what’s already working before we explore new channels. There’s a lot we can do; what we should do depends on your goals and what makes your firm different. (If you want to test 100 strategies across 10 channels, we’ll tell you that’s probably not a great idea.)

We build from what your prospects want, not from how your firm works. A prospect doesn’t care that you run portfolios in-house or how a Roth conversion is calculated. They care about what those things do for their family, so that’s where the plan starts. And wherever possible, we capture demand that already exists rather than trying to create it from scratch.

AI is changing the way people find financial advice, and good strategy shifts as the landscape does. Channels saturate, new tech raises the bar, and what worked last year stops working, so the plan gets revisited as results come in, the same way a good financial plan does.

A brand is a system: one root idea, with rules for how type, color, imagery, and layout express it. When we review a firm’s brand, the problem is usually hierarchy and coherence rather than a lack of assets: a headline font that’s hard to read, a subhead and body set at the same weight, shapes that look interesting but follow no rules. The reader’s eye never gets the order it’s looking for.

Design should fit how your clients think. If your client is a numbers person, lean into data and charts (and make every chart count) instead of stock photos of people at keyboards. Real photography beats stock. Every element has to earn its place, so we are cautious about the decoration that can make marketing look templated or AI-generated: eyebrow labels, the single word in italics, clip-art icons.

Not every project needs a rebrand. Sometimes the right move is a refined wordmark and a few color options. When it is time for a rebrand, we bring in our favorite designers to do the job right. Once the system is codified alongside your website’s code, new pages ship quickly and stay on brand.

RIA content often tries to teach. But encyclopedic explainers on RMDs and backdoor Roths that read like every other firm’s (and every chatbot’s) don’t tell prospects who you are. We’d rather start with the emotion that actually drives someone to call an advisor—and earn their attention by tackling it with insight worth their time. We won’t fear-monger to do it (not our style). We’ll just be honest about why people hire you.

Every piece needs a payoff, and it should arrive quickly. One specific situation, one useful decision. Nobody listens to a wealth podcast for ten minutes of banter, so get to the substance. Make the math exact. Keep evergreen material separate from anything that changes year to year, so a new tax year doesn’t mean rebuilding everything.

Quality plus speed beats volume. AI handles research, formatting, and distribution. It doesn’t get to invent your voice or your stories. When we write for you, we match how you actually talk when you explain it to someone.

Copywriting is the art of channeling desire, and it’s one part of marketing we’d never hand to AI. Models learn from what people are willing to say in public. The reasons someone picks up the phone usually go unsaid. So our copy starts with the reader (their situation, their desire, in words they’d use) and connects it to what your firm genuinely does better than others.

Then we cut. Every sentence carries a claim and every section carries water. Headlines make a statement. One page gets one call to action. Long copy loses more often than it wins. For ads, we write lots of hooks, see what works, then tighten the rest. For email, we often lead with dialogue, because it puts the reader in the problem immediately.

We know the Marketing Rule. We fix promissory language and anything that reads as directive advice, and we’ll make the case for a line that’s defensible rather than hedge it into mush (that’s what disclosures are for). One more: once someone has signed up, stop selling them.

We don’t film, but we’ll do basically everything else. You (or your production partner) capture the footage, and we take it from there: the edit, graphics and animation, captions, thumbnails, titles, and a cut for each placement. That means 4x5 for feeds, 9x16 for Reels and Stories, and horizontal for YouTube.

Cutting shorts is close to a solved problem with AI tooling, and we use it. What isn’t solved is judgment: which moment is worth clipping, what to show instead of tell, a thumbnail that actually catches the eye. Our rules for animation are simple. The voiceover lands on the words on screen, there’s no dead air, and every visual is literal (if the line is about a calendar, show a calendar).

The same thinking wraps around the video: pre-production briefs, script support, clip selection, distribution, and analysis. And please don’t put a standard YouTube embed on your own site. It’s your video, and you want maximum control over how the content displays.

Organic social works when someone has a point of view and says it plainly. The biggest spikes in our own traffic come from personal posts, not company pages. Personality is allowed. (A perfectly executed meme can show a deeper understanding of your audience than another market recap.)

Paid is where we spend more of our thinking, because the ad is the easy part. The hard part is everything around it: the offer, the landing page, the follow-up, and building trust at every step from click to booked call. We start where you already win, test lots of creative variation (RIA audiences are small, so more testing beats bigger budgets), and scale what converts. On LinkedIn, that usually means leading with something worth downloading instead of “book a call.”

We respect what’s worked for you before. If your ads have always converted best late in the year, the plan moves to match. We don’t take tactics from platform guides, and we don’t use tracking tricks a fiduciary would be uncomfortable explaining to a client.

“Hey Claude, optimize my firm’s site for SEO.” Laughably basic prompt on the surface, but actually not a bad place to start! AI is great at the “science” of SEO, but search optimization is a living, breathing thing. Your system to manage it should be, too. A one-off prompt:

• Lacks context. Without access to your Google Search Console, analytics, and crawl data, AI works from generic advice, not from what people actually search to find you.
• Acts like a band-aid. You can fix every issue on the site today, but then next quarter’s site update will bring a fresh set of broken links and missing meta descriptions.
• Doesn’t evolve with the times. Hoping to rank for terms like “How does a Roth conversion work?” Bad news, that hasn’t been possible since hazy IPAs were the new big thing. Search is fundamentally changing, and if you want visibility you have to change with it.

Silvy runs an always-on, two-pronged SEO approach. The first is optimizations: with the right tools connected and a deep context file unique to your firm, we build a system that crawls every page on your site to look for issues, triages them, and recommends fixes. A human SEO expert reviews each one before it goes live.

The second is opportunities: it tracks how Google and AI assistants answer the questions your prospects ask, and finds the content worth building next: existing pages that are close to ranking, long-tail searches in your areas of expertise, and AI citations where your competitors are winning.

We build on modern rails: GitHub and Astro, deployed through Cloudflare. That means no more updating to version 8.1.19 of a random WordPress plugin, and no more fighting with an annoying Webflow design constraint (or paying for hosting at all). And there’s no content management system by default; the code repository is the database.

With a codified design system and approved copy, a new page or funnel goes from idea to live in a fraction of the usual time. We pick platforms for how well they work with AI, because that’s where the speed comes from.

You own everything: the code, the domain, the accounts. You could remove us tomorrow and the site would keep running. Migrations are boring on purpose. We rebuild like-for-like, check every page, switch over (on a weekend), and then improve. We’d rather ship and iterate than hold a launch for the next version.

We’re pragmatic about it. Sometimes staying on WordPress (for now) is the right call, because moving would mean rewiring every form on your site. Either way, each change passes two human checks: the words are approved in a doc, and the rendered page is reviewed on a preview link before it goes live.

The goal is qualified prospects booking calls, rather than traffic or registrations. So we map the path from first visit to booked call and strip out the friction. Every campaign gets its own landing page (not your homepage) with one call to action. The offer sits at the top of the page and looks like an actual thing you can download. The next step shows up right after the download, not at the bottom of a thank-you page.

Fill the funnel with the right people, not just more people. A seminar with a room of poor fits isn’t a win, so we judge success on consultation requests. We also keep the people who aren’t ready yet (someone who can’t make an event goes on a list we follow up with), and build content around the moments that prompt a call: a promotion, a liquidity event, an approaching retirement.

Every step in the funnel is meticulously measured with tracking tags and analytics event configurations. If something is working, we want to know. If it’s not, we also want to know. We report to you regularly on performance and explain our insights in plain terms.