Saturday, July 7, 2007

PR Packets 101- Do them Right and Prosper!

Another informative article from Pareto Platform. Business-enhancing articles are part and parcel of the Pareto 80/20 Platform., which is more than just an online-organizer. I have been using it for a few weeks now and love the ease of use (little to no learning curve, referral-focused content, email/mail merge, custom and pre-made templates, scripts, and more.. Try it today -specials for FAN readers.)

The Introduction Kit: Above and Beyond

By Dennis Moseley-Williams

If you are at all familiar with Pareto Systems and our philosophy for attracting great clients, you have probably noticed how often we emphasize the importance of creating information kits for prospective clients. In marketing terms, this is known as packaging.

By packaging yourself properly, you create high visibility, credibility and desirability in the target niches you have selected. As always, your goal is to attract new clients who resemble your ideal client profile and who want to meet with you to discuss their financial situations.

When you send prospects material that is mostly a product feature-dump, you are communicating that you are a product pusher. Quite simply, being a product pusher isn't attractive enough to prompt a prospective client to take action.

Remember that what you sell is a service, not a product. There is a huge difference. When you sell a service, you are selling a relationship.

What follows is a list of some essential components for an effective kit that will pique the interest of your ideal prospects. Use a few weeks this spring to assemble a number of them for ready use.

The Usual Suspects

Letterhead, logo, business cards and a matching presentation folder are a must for continuity, and I'll wager you knew that. The rest of the material that you put in your kit should hint at what the experience would be if the prospect were to become a client.


Don't write resumes, try to convey the strengths and experiences of your team. Emphasize past successes that support each person's role within your organization.

Keep biographies to a page, and touch on the personal side. Your prospects want to connect with the people inside your office, so avoid a stiff, formal approach.

They especially want to understand motives. So in the opening paragraph, take a position and state what each person stands for; then back it up with supporting facts. A nice photo of each person is a must.

Services Available

You don't think it is necessary? Ever had a client say, "I didn't know you did that?"

Include a general description of the services you offer and the benefits of these services to your clients. Most importantly, describe the sort of person who would most benefit from the specific service.

Case Studies

Tell a success story about a client who has benefited from your services. Obviously, you will have to adhere to your company's compliance regulations but using a client's initials often eliminates this problem. Remember to paint the client as the hero of the story rather than yourself. You want the reader identify with the featured client.

Describe the problems and concerns the client had that brought that person to you, the process you followed to get to the heart of the matter, and the end result.

A good success story might describe how a client hung on to the family business and passed it along smoothly to his or her children. If you work with more than one niche market, consider the impact of having a series of success stories that are specific to each. Also, if your client and the compliance office will allow it, include a photo (but get signed permission to use it).

Article Reprints & Other 3rd Party Insights

There is nothing like social proof, so include a few articles from magazines or newspapers that lend credibility. Remember that the value you bring will be contrasted against the value that your prospect feels he or she is receiving from their existing advisor, so be sure to leave a profit.

You are much more attractive to a prospect if you can bring them value right from your initial contact. Consider sending a financial insight book or audio cassette. Avoid industry material such as brochures or prospectuses, which have their place but not here.

Again, don't associate yourself with products. By including third-party comments and by bringing value from the get-go, you validate in the client's mind that (a) this really is important, and b) you monitor the investment climate and value what others have to say. In addition, your prospect will feel that you watch for details and place a high importance on keeping your clients (or prospective clients) informed.

PR packets are a must for getting into large companies, speaking to CPA's and attorneys, and for seminars with high-end clients. Do them correctly, and you will find you are getting more and more of the kinds of clients you want. Seminar Direct does a very nice PR packet, which includes a glossy, personalized newsletter and any other materials you want. It is fully customizeable. FAN readers, as always get VIP treatment and better pricing. Call Tina Dickson at 888-629-1919. Be sure to mention this blog to get a discount on your order.

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