This particular project involved interviewing a mother-and-son team who had left their jobs in other companies to start a wealth management company together. Their USP? Her deep experience in financial services and his technical background combined for a unique, data-driven approach to investing and wealth building.
They were so pleased with the copy that they duplicated much of it on their website!
I was asked by a local mortgage broker to put together a marketing brochure to get the word out about her services.
What made this project challenging was the sheer breadth of services she offered – there was truly a lending solution for any need! She showed me samples of brochures others in her company used. But most of those contained just too much text. They were trying to cram all those features onto an 8-1/2 x 11 page, rather than hitting the real mark – how they could make the mortgage process hassle-free.
The goal here was to communicate the benefits of working with her – concisely. Coming up with a Unique Selling Proposition (USP) in her business wasn’t particularly easy. But I think we hit the mark!
Starting any new venture is exciting. There are lots of details that demand attention: leasing office space, putting up a new web site, hiring staff. But one of the first things you need to do is start lining up customers – fast! After all, they’re the ones who pay the bills.
And this client, who was striking out on his own as a financial planner after being with a large company for several years, was no exception. Although he already had quite a few clients, he wanted to start getting the word out to new prospects about what he had to offer.
So his commercial printer referred him to me for help.
Using information that he provided me about his products and services (along with research I did on my own), I wrote:
For a relatively small initial investment, this client has materials he can reprint (or modify) whenever he likes. He can negotiate the best price on printing rather than being locked in with one vendor. And because these materials were created especially for his business, he has an utterly unique marketing pitch tailored to his offerings.
Lesson: Although the cost of new marketing materials (even for an established company) can be a little breathtaking, put it into perspective. How much is one new client worth to you? If you could get better response to your direct mail or other marketing campaigns, how much more money would that put into your pocket?
Think about it … then give me a call for a free consultation for any new marketing materials you’re considering for your business.