What reaction do you want prospects, centers of influence, and clients to have when you present your custom-designed brochure?
You want them to say verbally “Wow. Nice brochure.“ And you want them to think subconsciously “I am impressed by this financial advisor. They present themselves well and they offer what I’m looking for.”
So why do the majority of financial advisors, financial planners, and wealth managers fail to invest in a one-of-a-kind brochure that presents their skills, expertise, and background in the most positive light possible? I believe most advisors don’t know how to communicate their unique value. That’s why I enjoy working with advisors on branding their brochure as part of their brand strategy.
Benefits of a custom designed financial advisor brochure
- Stand out from the crowd
- Claim your unique space
- Attract affluent clients
- Announce the benefits of working with you
- Easily attract referrals
Brochure design tips
Here are a few tips for how to design a killer brochure for your practice. As you know, I believe in attracting affluent clients, so the design of your brochure should focus on BENEFITS of working with you:
Work on creating a unique VP that details why someone should work with you over your competitors. If you don’t know how to create a Value Proposition then you may need to hire me to help you as this is the MOST critical branding element that will help you succeed!
What Makes You Different
Create a section that talks about your uniqueness. Studies show that the eye gravitates to any statement about uniqueness as we are programmed to seek out that information.
Produce distinct biographies for everyone on your team and detail what it is about each team member that will help provide first class SERVICE for your clients.
Affluent clients use the internet for anonymous research. They want to feel a connection to the advisors and planners they decide to hire, so utilize quality images in the design.
Call to action
One of the biggest mistakes made in design and branding is failing to tell people what to do next. What do you want readers of your brochure to do after reading it? Call you? Request a Second Opinion appointment? Go to your website? Tell them what to do.
Provide your brochure as a downloadable option on your website where potential clients can save it as a PDF and view later on their ipad or tablet. These days internet visitors would love to come across your brochure and rather than contacting you to request it, they can download your brochure and read it at their leisure.
These are the important factors that make up a successful custom brochure design. In my opinion you must invest in your brand and your brochure in order to attract ideal clients, develop relationships with centers of influence, and stand apart from the competition.