086: The Book-Launch Party Playbook for Financial Advisor Authors with Elyse Stoner & Angela York

The Influential Advisor

Episode Summary:
Ever hosted a client event and wondered if it truly moved the needle for your business? In this episode, we’re joined by Elyse Stoner and Angela York—co-founders of Event Advisors—who share the secret sauce behind turning events like book launches into powerful referral and relationship-building tools.

Unlike traditional advisor events that focus on entertainment, Elyse and Angela dive into the art and science of designing strategic events that align with business goals and client journeys. They reveal how financial advisors can host meaningful book parties that not only celebrate a milestone but also deepen client connections, enhance their personal brand, and spark warm introductions.

Whether you’re planning your first book launch or want to rethink your approach to events altogether, this conversation is packed with actionable insights that can help elevate your next client gathering from "just another party" to a scalable growth lever.

Meet the Guests:

• Elyse Stoner: Veteran of the sports, entertainment, and higher education event world; now specializes in event strategy for advisors.
• Angela York: Former in-house marketing expert for advisory firms; now consults on event marketing and implementation across the financial services industry.

What You’ll Learn:

• Why most advisor events fall flat—and how to fix them
• The core difference between a strategic event and a traditional one
• How to use your book launch as a client journey milestone, not just a party
• What ROM (Return on the Moment) means—and why it's more useful than ROI
• The ideal invite list: who should be there (and who shouldn’t)
• Clever ways to boost attendance and event engagement
• How to use photography to empower clients to refer others post-event
• When and how to include press, prospects, and COIs

Key Takeaways:

• Strategic Planning Starts Early: Begin conceptualizing your book party during the writing phase. Pull themes and quotes from your manuscript to shape the tone of the event.
• Measure ROM, Not ROI: Forget trying to track revenue from a single night—instead, focus on how the event strengthens relationships and supports your client experience stream.
• Curate the Guest List Carefully: Invite your A, B, and even C clients—plus COIs and warm prospects who align with your goals. Make it feel exclusive.
• Infuse Personality & Branding: From pink-themed dress codes to framed book quotes, details matter. Let your personality and book branding show.
• Photographs as Referral Tools: Use event photography for more than just memories—turn photos into custom follow-up cards that help clients introduce you to their networks.
• Personal Invitations = More Yeses: Encourage top clients to bring a guest—not for sales, but to make them more comfortable and increase attendance.
• Events Don't Have to Be Expensive: Community centers, home venues, or office spaces can all work with the right vibe and planning.

Pro Tip:
Want your book party to leave a lasting impression? Plan a heartfelt toast, set up a “step and repeat” for photos, and think beyond the event night—your follow-up is where the real referrals begin.

Resources & Contact Info:

• Visit event-advisors.net for strategy guides, services, and their bi-weekly newsletter "Valuable Views."
• Want support for your next event? Elyse and Angela offer both consulting and full-service event planning tailored to financial advisors

Claim your free audiobook copy at: www.theshortbookformula.com

Support the show

Chapters

1. Event Strategy vs. Expensive Traditions (00:00:00)

2. Strategic vs. Non-Strategic Events (00:06:27)

3. Measuring Return on the Moment (ROM) (00:12:47)

4. Book Launch Party Planning (00:19:30)

5. Photography as a Strategic Tool (00:24:32)

6. Working with Event Strategy Experts (00:30:42)