Making the Most of Marketing Kits – Keeping them Informative and Simple
by Jonathan Henschen, CFS and featured in Broker Dealer Journal September, 2005: Weeding through dozens of broker/dealer marketing kits as I do every year, and listening to Advisors sounding off about them (a daily occurrence), I have concluded that more often than not, there is quite a bit of room for improvement! Some firms’ marketing kits are two-to-three inch thick doorstops, bogged down with mind-numbing amounts of information—plus a lot of generic claims that say little. For example, broker/dealers routinely advertise that they provide Representatives with “great service”, “flexibility” and “the latest in high-technology”, when, in truth, they don’t always live up to their claims. Flexibility? No matter what a broker/dealer’s marketing kit says, it doesn’t take long to determine just how flexible a firm really is. A few minutes on the phone with a...
