Marketing for Humans

Articles, Tools for Presenters

If you want to reach more of your audience, and you’re allergic to “business tactics” and selling feels sleazy, I know where you’re coming from!
 

Colin, 10 Years Ago:

I was so excited the day I left my safe job as a financial literacy guest speaker to work for myself and build a business where I could have a wider impact.
 
A week later, I had a rude awakening… I didn’t like running a business very much.
 
I wanted to speak to audiences and have a big impact, but now I had to spend time on things like branding, pitching, marketing, and selling to get there.
 
Those things make me feel salesy, uninspired, easily-distractible, and sleepy.
 

Colin, Now:

 
This year I celebrated 10 years running a successful business – I know this works!
 
It’s because, over time, I have been able to reimagine these “tactics” in human-first language that remind me running a business or growing a program is really about supporting other people and finding “win-wins” by working together.
 
 
 
At the 2023 HEFWA Summit on the beautiful University of Oregon campus, I gave a talk on what I’ve learned. I want to share the quick-version of these concepts here, then offer you a free resource too!
 
(These are my takes, based on working with lots of programs, and please remix them so they work for you!)
 

Here are four Business Tactics REIMAGINED:

 

Branding = Clarity

Creating a brand is about being curious and really listening to your audience as individuals with problems you can help with.
 
Your brand isn’t just a logo – your brand is how the people you’re trying to reach describe what you do and what you are like. Not sure what they’d say? Ask them! “What do you think I do?” “What qualities would you use to describe me?”
 

Pitching = Stories

Pitching means recruiting others to your vision, and using real-world success stories to bring your numbers to life.
 
Data only tells, but Story sells. Stories create an emotional connection and move your listener to act. Enhance your quantitative data with stories of students who improved their finances and you’ll move funders & higher-ups to want to support you. Ask them to set small goals, check in on them, and if they make an improvement, now you have a story!
 

Marketing = Showing Up

Sending out mass emails may be easy, but each recipient is an individual who wants to feel like you’re speaking right to them.
 
Don’t wait for them to come to you. Go where they are, and show them you care, then invite them to follow-up with you (and make it easy by inviting them in the presentation/conversation, not after). Guest speaking will guarantee good attendance and you can make a real connection with them even if you only have 5-10 minutes.
 

Selling = A Next Step

People will only act on your advice if they know you, they like you, and they trust you. So focus on that before you ask them to do anything.
 
Earn their trust and then offer them an easy next step (so easy that it’s more tempting to do than to avoid.) A “sales funnel” (yuck) is really just a journey, and it feels a lot less gross when the only thing you’re “selling” is that they take a next step to improve their situation. Each step moves them further along their journey to knowledge and financial success.
 
 
I don’t know about you, but Having a Clear Message, Telling Stories, Showing Up for Your Audience, and Giving Them a Next Step feels a lot more relational and genuine and fun to spend time on!
 
Putting even one of these into practice WILL lead you to more visibility, more funding and more impact. 🎉 🎉
 
Those are the four concepts I’ve reimagined in a way that works for me and makes marketing and business stuff more meaningful and enjoyable.
 
 
Now here is my Free Offer to you: Take advantage of my training module Serve More Students, and use code HUMOR to get it for free! I give you simple exercises and actual questions to ask your audience to help you apply each of these to your own work. I also share some real life examples of people who have done this successfully that I know you’ll relate to!
 
(Click the link here or click the image below.)
 

Keynote Speaker for Half the Price

Articles, Tools for Presenters

BOOK MY KEYNOTE SPEECH AT HALF THE PRICE

Recently, I spoke at two universities in the same day. Both of them were able to successfully host a well-attended, positive, and engaging financial keynote event for their students at half the typical price for a professional speaker.
 
If you’re seeking greater visibility with your ideal audience but have budget constraints for a keynote speaker, I have a solution. If you collaborate with another organization in your community, and both of you partner to book me for each of your audiences, you’ll receive my speaking event, personal attention, support, and extensive resources at half the price.
 
I’m currently booking for spring 2024, and there’s already significant interest. If you’re interested in discussing how I can serve your students and highlight the value of your programming, please book a call using this link.
 

I SHINE A LIGHT ON YOUR PROGRAMS.

This year my clients have talked a lot about want to increase metrics that show they are reaching more of their audience.

DRIVE ATTENDANCE

INCREASE COUNSELING SESSIONS

GET MORE FEEDBACK SUBMISSIONS

I’ve been deliberately designing and delivering content that makes this happen in interesting ways. I’m particularly thrilled about the impact I’ve been able to have this year, emphasizing the importance of financial knowledge, courage and mental health – because you need all three in order to:

 
1. Spend differently from your social circle.
2. Discuss money matters with parents, friends, or romantic partners.
3. Set ambitious goals for your future.
4. Acknowledge mistakes and seek help from a financial counselor.
 
When I ask students which of these actions seems most uncomfortable, the top response is asking for help and seeking financial counseling.

THEN I MOTIVATE THEM TO SEEK YOU OUT.

As a keynote speaker I create a safe space and motivate students to tap into the existing resources you may offer. The results from this year’s speeches are pretty exciting:
 
– At Southern New Hampshire University, 20 students booked coaching sessions at the end of my presentation!
 
– At New College of Florida, I coached a financial educator to open her presentation with a personal story about her passion for financial literacy, resulting in 8 students booking appointments after just 10 minutes!
 
– At Muskingum University, a financial literacy coordinator made a charming and relatable “About Me” video that helps students feel more comfortable booking a 1-on-1 session with her.
 
– At my virtual talk for TIAA-CREF, I created a highly-engaged environment that generated over 300 chat comments in an hour and 100+ feedback form submissions offering positive reviews and valuable insights.
 
– In my events I get large numbers of students to download and start their first budget, and set a personal finance goal for themselves, right there in the presentation.

If you’re interested in discussing how I can serve your students and highlight the value of your programming, please reply here or book a call using this link.
 
If a half price keynote sounds good to you, I have email templates and proven success strategies I can share with you to easily make that happen!
 
Looking forward to collaborating with you.
 
Best regards,
Colin

Want even more ideas? Grab a free copy of this guide!

Financial Education in an Unfair System

Financial Education in an Unfair System

Articles, Tools for Presenters

Financial Empowerment Is a Flashlight

When life feels uncertain or unfair, financial empowerment is a flashlight.

It doesn’t fix everything. But it can help you see where to go next.

A Difficult but Unavoidable Truth

In the United States, we live in a system characterized by deep economic inequality.

Some people seem to have all the power, wealth, and resources they need. Others are stuck navigating a path filled with financial stress, limited opportunities, and systemic unfairness. For many, the road ahead feels dark.

As a personal finance speaker, I’ve struggled with how to discuss wealth inequality in an open and direct way, while still conveying a message of hope. It’s a tension I refuse to ignore—and one I believe we all need to face with both truth and action.

Two Opportunities in the Darkness

When things feel dark financially, I believe we have two powerful opportunities. (I don’t consider giving up an option—though I know it can be tempting.)

1. Advocate for a Fairer System

We can vote and advocate for economic systems that serve more people.
That means moving beyond empty political promises and divisive soundbites to listen, connect, and demand real policies that improve lives.

I’ve personally felt the power of participating in local groups, phone banks, and community conversations. When we choose connection over division, advocacy becomes more effective, and hopeful.

2. Educate Ourselves and Each Other

We can also commit to financial education, like our lives and futures depend on it.

Because in many ways, they do.

It’s precisely because the system is unfair that we need to understand how money works. We need tools to protect ourselves, build toward goals, and support those around us.

But this work isn’t meant to be done alone.

That’s why I spend most of my time teaching financial workshops that help people see how their experiences, struggles, and dreams connect to those of others. When we learn together, we grow stronger.

Over the years, I’ve come to see financial education as a flashlight—a tool that doesn’t solve every problem, but lights the way.

 

Three Ways to Use Your Financial Flashlight

This metaphor has helped me, and countless others, reframe financial education into something active, empowering, and human. Here’s how to use it in your own life—or with others you’re trying to help:

1. Shine It in Front of You (Personal Guidance)

  • Focus on the next small, achievable financial step

  • Break down big goals into bite-sized actions

  • Remind yourself: progress isn’t a leap—it’s steady movement

  • Ask for help if you’re unsure what direction to take. You don’t have to go it alone.

2. Shine It Beside You (Community Support)

  • Share stories and create safe spaces to talk about money

  • Encourage peer learning and normalize financial struggle

  • Celebrate collective wins and support each other through setbacks

Financial challenges are heavy—but they’re lighter when shared.

3. Shine It Upward (Hope & Change)

  • Connect your money choices to your broader life dreams

  • Recognize how individual change can spark community transformation

  • Inspire others by showing that financial literacy is about thriving, not just surviving

 

 

A Bonus Tip: Make It Visual

Want to bring this metaphor to life? Try holding an actual flashlight during a class or conversation.

I did this once on stage in front of 1,500 people—and the moment we lit up the room, something clicked for the entire audience.

👉 You can watch the 20-minute speech here—skip to the last few minutes for the flashlight visual.

 

Final Thought: We Need Both

Improving your finances and improving the system are not either/or.

We need both.

We need individuals gaining clarity and confidence. And we need collective action that changes the conditions people are navigating.

Yes, it can feel overwhelming. But that’s exactly why we start small, and do it together.

Let financial empowerment be your flashlight.

Use it to find your footing, support those beside you, and shine upward toward a future worth building.

We’re stronger together. Every small step counts.

Colin