Toot Toot

How Good are you at Tooting your Own Horn? Six Secrets to Writing a Distinctive Brochure

The answer better be “GREAT!” If not, you have a serious marketing problem. Opportunities abound for financial advisors who are willing to be aggressive, provide leadership, and earn trust. It is critical to make certain that people know about YOU.

How do you separate yourself from the crowded playing field of financial advisors? Tell a story for your prospective clients. Create a vision of who you are, what you stand for, and how other clients have benefited from your guidance. Explain the range of services you can provide and the expertise you can bring to each client’s individual challenges. Personalize the experience of working with you.

In this era of confusion and mistrust, it is the personal connection that will draw prospective clients to you. You need a marketing piece to establish your own identity, which is essential when it comes to differentiating yourself from your competition. It empowers your clients and centers of influence to tell your story for you, and it “speaks” for you even when you’re not there to speak for yourself. A corporate brochure, regardless of how nice it is, cannot do that for you. If you want to have maximum impact, you have to start branding YOU!

An effective story achieves the desired result of getting you in front of more qualified prospects. It must answer six basic questions about you and your business:

1. Why are you in business?

Describe the HIGH PURPOSE of what you do. Answer the question (from the client’s perspective), “What’s in it for me?” Be concise; one or two sentences are sufficient. You might also include a Personal Mission Statement and/or a Community Mission Statement.

2. What can your clients expect from you?

Define the VALUES on which you built your business. Articulate the implicit promises you make to your clients. It’s not enough to put nice sounding words like “Integrity” and “Service” on a piece of paper; make sure your story has “teeth.” Take the next step and explain how you plan to deliver on those promises.

3. What do you believe?

Explain your KEY BELIEFS about what to do and what not to do when it comes to investing, managing wealth, etc. Depending on the business model you are trying to build, this could be your Investment Philosophy, Financial Planning Philosophy, Wealth Management Philosophy, or a combination of the three. You will have to call upon your knowledge and experience as an investment professional here.

4. How do you do what you do?

Explain your WORKING PROCESS. Your business model will determine what you do (investment management consulting, financial planning, wealth management consulting, portfolio management, etc.). The goal here is to describe how you do it. Use both images and text. If you’re in the process of evolving from one business model to another, this exercise is especially helpful because it forces you to take a hard look at what you do and how you do it.

5. What qualifies you to advise clients?

Who are you? First, quantify your KNOWLEDGE and EXPERIENCE, including your credentials, professional designations, and positions held over the years. Then, identify who you are outside of work. Include information about your family, interests, personal achievements, and/or community involvement.

6. What makes you different?

Define your POINTS OF DISTINCTION. Tell the reader (listener) why they should do business with you. First, identify the key challenges and frustrations faced by your target audience (business owners, corporate executives, etc.) when it comes to obtaining financial services. Then, prioritize the list, select three to five that you feel are most troublesome, and develop solutions for them. What can you do to eliminate or at least minimize these frustrations for your clients and prospects? The answer to this question will be the basis for your Points of Distinction.

Why should you be spreading the word right now?

Your prospective clients don’t have someone like YOU advising them. Given the uncertainty in the markets and the scandals at the top of America’s largest corporations, they need you now more than ever.

If you have been postponing the creation of a good marketing piece, don’t put it off any longer. If you already have marketing materials but they need to be updated or no longer represent you, make this a front-burner project. Opportunities exist for advisors who know how to lead and who can be trusted. Make sure you let prospective clients know that you are one of those advisors.

About the Author

Eve B. Rose, ABC, CIMA® is president of Rose Communications, Inc. She is a writer and editor who works with financial services companies, both large and small, as well as financial advisory practices. In addition to promotional materials, she writes white papers, newsletter articles, market commentaries, and letters – among other things. Click here to see samples of Eve’s award-winning work. For more information, visit www.everose.com or contact Eve at info@everose.com.

My Toot Toot – Rockin’ Sidney

New TOOT sexy boxer shorts man underwear SIZE XL GRAY

$0.99

3PCS New TOOT sexy boxer man underwear D+K+G size XL

$0.99

2PCS RED+black TOOT Men’s Boxer Underwear SIZE XL

$0.99

2PCS New TOOT sexy boxer man underwear F+B size M

$0.99

2ps NEW TOOT MEN SEXY Brief Underwear golden+BLUE TB SIZE L

$0.99

2PCS RED+BLUE TOOT Men’s Boxer Underwear SIZE M

$0.99

2PCS RED+gold TOOT Men’s Boxer Underwear SIZE L

$0.99

NEW TOOT MEN SEXY Brief Underwear Gray size L

$0.99

3PCS Zebra TOOT Men’s Sexy Boxer Brief Underwear SZ XL

$15.60

2PCS TOOT Black+white Men’s Sexy Brief Underwear SZ L

$11.70

3PCS New TOOT sexy boxer man underwear D+F+D size XL

$0.99

2PCS NEW TOOT MEN SEXY Brief Underwear Green BLUE TE M

$0.01

New TOOT bee boxer shorts man underwear Green SIZE M

$0.99

2PCS RED+black TOOT Men’s Boxer Underwear SIZE XL

$0.99

2PCS New TOOT sexy boxer man underwear E+B size M

$0.99

2PCS GREEN+black TOOT Men’s Boxer Underwear SIZE M

$0.99

3PCS New TOOT sexy boxer man underwear B+L+D size XL

$0.99

Boyds Felicity with Bennington Toot Sweet #3568 NEW

$12.50

2pcs NEW TOOT bee boxer shorts man underwear SIZE L #2G

$0.99

New TOOT bee boxer shorts man underwear Green SIZE XL

$0.99

New TOOT sexy boxer man underwear Yellow size M

$0.01

2PCS RED+gold TOOT Men’s Boxer Underwear SIZE M

$0.99

2PCS New TOOT sexy boxer man underwear G+B size L

$0.99

3PCS New TOOT sexy boxer man underwear L+B+D size M

$0.99

2PCS Red+Blue Grid TOOT Men’s Boxer Underwear SZ XL

$6.99

Fanny Bank Funny Farting Coin Drop Bank

$9.65

Just drop a coin through the strategically located slot and listen as the bank lets out a big, juicy one. Makes saving more fun no matter what your age. Access your hard-earned cash from the bottom of the bank. Bank measures 5.5″W x 6″H x 5.25″D. Uses 3 “AA” batteries, not included….

Set Of 2 Tootin’ Tushie Ornaments

$11.95

Tootin’ Tushi Ornaments Fart To The tune of “Deck The Halls”…

Toot Away | 100% Natural (86% Organic) Scent Free Odor Eliminating Spray

$6.95

Gentle – but powerfully effective, new Toot Away is the 100% natural way to protect your nose from daily, stinky odors anywhere they strike. Specially designed to eliminate naturally occurring odors, like toots – our exclusive (86% organic) odor canceling spray serum is powered with organic plant extracts and a potent organic plant based enzyme that eats – and neutralizes odors, instead of coveri…

Bright Star

$7.25

Add Jane Campion’s rich, sensuous, quietly thrilling Bright Star to the very short list of admirable films about writers. In this case the writer is John Keats (Ben Whishaw), the Romantic poet who died at age 25 believing himself a failure. The movie, set during his last several years, focuses on his playful friendship with and evolving love for Fanny Brawne (Abbie Cornish), the independent-minded…

Melody Time (Disney Gold Classic Collection)

$9.99

In the grand tradition of Disney’s greatest musical classics such as FANTASIA, MELODY TIME features seven classic stories, each enhanced with high-spirited music and unforgettable characters! Donald Duck — an all-time Disney favorite — puts on a display of jazzy antics as the star of “Blame It On The Samba.” Music becomes a real adventure for a busy bumble bee in “Bumble Boogie.” From the mischi…

Walt Disney Treasures – Disney Rarities – Celebrated Shorts, 1920s – 1960s

$22.90

Studio: Buena Vista Home Video Release Date: 12/06/2005…

Wooden Train Whistle Kids Childrens TOY Conductor Play Thomas

$1.80

All aboard ! Now you can re-create the sound of a steam locomotive’s whistle with this fabulous wooden train whistle. It’s four chambers give it a rich, realistic sounding whistle while its chunky design is perfect for little hands to grip. Makes a great accessory for a child’s train set or dress-up engineer’s costume….

Baby Banana Brush And Tooth Gel Combo Pack

$8.55

Baby Banana Brush with Strawberry-Banana Toothgel Our delicious all-natural gel with no additives or artificial sweeteners, has been formulated for maximum dental benefits. When applied to the teeth, Xylitol may promote optimal calcium absorption and the development of tooth enamel. Kids love the natural Xylitol-sweet taste. Spry offers the proven benefits of Xylitol. It cleans gums a…

Dandelion Root Tea – 30 – Bag

$4.93

Often brewed as a coffee sub-substitute, the roots of Dandelion (Taraxacum officinale) can also be used as an ingredient in root beer. The cleaned, raw roots can also be sliced into salads or cooked and added to other vegetables. The taproot is white on the inside and dark brown on the outside and grows up to 6 inches long. The plant first appeared in the 10th century journals …