About the Episode:
Every advisor reaches a crossroads: continue building your personal brand or start building a business brand that can scale without you. The difference determines whether you’re creating a sellable business or a practice that dissolves the moment you step away.
Join host Matt Seitz, Chief Marketing Officer at C2P and Prosperity Capital Advisors, as he interviews Claire Dowdall, Director of Brand at Exactly What to Say, about her unique perspective to this challenge. She’s spent years navigating the tension between supporting Phil M Jones’s personal brand while simultaneously scaling that brand through 60+ certified guides—each with their own reputation to build, their own firms to represent, and their own authentic voice to maintain.
Key Topics Discussed
Resources
About the Host:
Matt Seitz, is a Partner and the Chief Marketing Officer at C2P, with over 15 years of experience across finance, accounting, and professional services industries. He’s known for his expertise in strategic planning, digital marketing, lead generation, and content marketing. Matt’s approach centers on relationship marketing, prioritizing customer satisfaction through data-driven marketing plans with demonstrable ROI. In 2025 and 2026, Financial Narrative 50 recognized Matt as one of the top 50 financial services marketing and communications professionals. WealthManagement.com also deemed him a finalist for CMO of the Year in 2023 for its industry awards. Furthermore, he was a finalist for ThinkAdvisor’s LUMINARIES for outstanding executive leadership.
In his role at C2P, Matt has played a pivotal role in optimizing marketing-sales funnels, driving digital growth, strengthening brand identities, and implementing effective content marketing strategies to propel leads through sales pipelines. He’s also an accomplished author and speaker, sharing insights on diverse marketing and business development topics.
As a member of the American Marketing Association, Matt continues to be at the forefront of innovative marketing practices and strategies within the financial industry.
About the Guest:
As Director of Brand at Exactly What to Say, Claire Dowdall has spent nearly a decade shaping one of the world’s most trusted business communication brands alongside bestselling author Phil M Jones. She works at the center of strategy, positioning, content, and speaker development across a global network of high-performing professionals.
Claire is a brand strategist who helps experts and executives strengthen their reputation so they can lead with clarity, trust, and influence. She teaches The Business of You, applying a sharp personal-branding lens that makes professional identity practical, actionable, and relevant to the everyday realities of leadership. Known for her insight, energy, and sense of humor, Claire doesn’t approach branding just as a theory. She builds it in real time inside the engine room of a global movement, bringing audiences a clear view of what happens when people lead with intention, confidence, and a little bit of edge.