Client Attraction Action

Five Reasons You Might Need A Brochure

March 4th, 2008

Bob Hanson, Jr., wrote this article.

Recently, we received several calls and emails about new brochures. The calls went something like this:

“Hi Bob and Shirley. I need a (new) brochure. Is this something you can help me with?

Our first question is, “What would you like your brochure to do?” Let’s look into what a brochure can and cannot do.

First, The Brochure Cannot’s

A brochure, as a static and all-purpose marketing handout . . .

* Will generally not help you get new prospects in the door,

* Will typically not help to get the phone to ring, and

* Will usually not handle the entire job of selling for you.

Reminder: A brochure should not be confused with a trifold direct mail piece. What’s the difference?

A direct mail piece to potential prospects can get the phone to ring because it:

- Benefits from a headline that stops your prospects in their tracks,

- Speaks to a sharply pictured target market (”left-handed golfers” is a specific direct mail example),

- Focuses on a problem or a narrow set of nagging concerns your special target market has,

- Introduces a solution such as an event, checklist, or article,

- Proves the solution is a good one, and then

- Calls prospects to action with some urgency (and probably includes a “respond by” deadline).

Depending on your own brochure’s purpose, you can beef up results by drawing on some of these direct mail advantages.

Caution: a brochure’s power does not lie solely in clever graphics. Your prospects will not choose to work with you simply because you put pretty pictures on a piece of paper. Ultimately, your text will sway them.

What CAN a brochure do for you?

5 BIG Benefits Of A Productive Brochure

1. It Communicates Your Uniqueness:

Your words (supported by your design) convey the one-of-a-kind qualities of your financial advisory practice.

2. Gives Prospects The Who, What, When, Where, And Why Of Your Practice:

These basics can help to reinforce your uniqueness. Answering these questions constructs the cannot-ignore foundation of a power brochure.

3. Highlights A Key Service:

It could be, for example, your “killer” wealth management strategy or your desire to serve as your prospect’s “personal finance advisor” — a place to turn for help with a broad array of “money” services from long-term health care options to mortgage assistance. Or it could be the benefits you provide to make life easier for a clearly defined target market.

4. Answers Your Prospect’s Question, “Is This for Me?”:

Here you build your case with as much proof as you can muster.

5. Differentiates You From Most Competitors

Marketing can seem hard or expensive if you have to do all the heavy lifting. As a loyal marketing partner at your side, your brochure can offer answers to common objections and help to build you up as the ONLY choice.

The Skinny on a “Fat” (Effective) Brochure

Straight Talk On Brochure CAN Do’s: A targeted brochure put in the hands of the right prospects and centers of influence will help you stand out from a crowded field, build your credibility, introduce your exceptional services, and highlight for your target market the key
features and benefits of working with you.

Yours for more income,

Free access to our “7 Client-Attraction Secrets of Highly Successful Financial Advisors” is at http://www.marketingplanfinancialadvisor.com

Entry Filed under: Financial Lead Generation, Direct Marketing, Financial Advisor Marketing Plan