Updated Friday, September 4, 2015 as of 8:29 AM ET

Advisors: How to Improve Your Marketing Message

One of the most common requests we get from successful advisory teams is to review their practice brochure and comment on their unique value proposition.

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Comments (2)
I agree. The best client brochures are designed to facilitate an interactive conversation, which focuses on the prospect/client. I designed such a brochure earlier this year for a BD client. To make this conversation as effective as possible, the brochure first needs to briefly convey the proper philosophy, strategy and tactics behind a wealth management program. Then it needs to enable the advisor to ask the key questions that will uncover the needs, experiences and psychological factors related to that prospect/client.

Too many brochures take the approach of, "please sit quietly while I drone on about how brilliant I am and how great my wealth management program is." The danger of this approach is that it works enough to give advisors who present it well a good stream of business. But, my experience has been that the brochures that facilitate a dialogue not only brings in more business for the advisors, but gives them the information they need to create and manage the optimal wealth management program for each client.
Posted by Michael S | Friday, September 06 2013 at 11:31AM ET
Yeah , the client brochure are definitely an effective tool to express about the products concerned for the company and create mass awareness but there does exist the other side of the coin i.e its detrimental effects.
With a limited reach and timeworn feature it can never be a good bid for the small businesses.
Posted by KIMMY B | Thursday, October 10 2013 at 7:12AM ET
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