Do you think of your designation as merely a set of initials on your business card, or as a powerful marketing tool? The latter should definitely be the case, says Sara Gilbert, founder of Strategist Business Development in Montreal.
Your designation symbolizes a specialized level of experience, Gilbert says, that may motivate someone to call you before another advisor.
Here are three ways in which your designation helps you market yourself:
> Develop relationships with new COIs
Make sure your centres of influence (COIs) are aware of the designations you hold. Most are more acquainted with the meaning of designations, Gilbert says, and tend to be more influenced by them.
If a potential COI has a client who requires specialized planning and is aware that you have a designation that corresponds to that type of planning, you are more likely to get his or her phone call than an advisor who lacks that designation.
For example, an accountant whose client is asking about estate planning will probably want to collaborate with an advisor who holds the trust and estate practitioner designation.
> Attract a niche market
“We’re in a world now, where the investor wants someone who understands them in their situation,” Gilbert says.
Again, your designation becomes a marketing tool. You should be able to explain to a prospect how your designation will help you plan for his or her situation.
For example, if you’ve recently met a prospect who is in the process of being divorced, you can explain how your financial divorce specialist designation allows you to provide advice on the tax implications of retaining certain assets.
> Produce case studies that demonstrate your expertise
Don’t just talk about your specialty, put one of your success stories into print. Build a story about a recent situation in which you developed a detailed plan.
“Go into the details about how you were able to do it,” Gilbert says, “because you have the knowledge and expertise that comes with that designation.”
Change some of the details, including the client’s name, but the situation will be relevant to your client base so they understand how you can help them.
So, if you helped Mr. and Mrs. Smith retire on time and develop an estate plan that the couple felt was fair to their six children, use that as the basis for a case study that proves you work well with families.
Leveraging your case studies as much as possible by putting them onto your website and communication materials.
> Brainstorm content
If you produce a quarterly newsletter or a weekly blog, coming up with fresh topics for your articles can be a challenge.
Your designation’s course book is full of potential ideas, says Richard Heft, communications director with Ext. Marketing Inc. in Toronto.
For example, a certified financial planning course tackles topics such as budgeting, borrowing and retirement savings — all of which are of interest to clients. Use these ideas to flesh out your communications content.