Using a pitch book as part of your marketing plan makes it easier to introduce yourself and your business to prospects.
A pitch book is a brochure that outlines who you are, what you do, how you do it and how you help clients, says Sara Gilbert, founder of Strategist in Montreal. It places a lot of information about your business in one marketing piece that can be easily passed along to potential clients, current clients and centres of influence.
Follow these tips to create an effective pitch book:
> Take a step back
Think carefully about what you want to say in your pitch book.
Gilbert says to ask yourself: What makes me different? Why would a prospect become my client?
Ask a few of your top clients and centres of influences for their opinions of your business. Ask questions such as: What do you like about my business that makes it different? What do you like most about me? What do you like the least about me?
> Get some help
You are going to need some outside assistance to create a professional-looking brochure.
Outsource the writing, says Gilbert says, for a really polished and professional piece. Hire a copy writer who understands the financial service industry to do the writing for you. A good writer will take the time to ensure he or she understands your business and the message you want to convey.
> Make it timeless
Leave time-sensitive material out of your pitch book.
If you are including a biography in the brochure, says Gilbert, don’t get too specific about contemporary details. For example, if you say you have worked in the industry for 12 years, the material will become dated almost immediately. Instead, simply say you’ve worked in the business for more than 10 years.
> Work with your firm
Involve your firm’s marketing department to ensure the design is appropriate.
If you are a part of a large firm, Gilbert says, the brochure’s design will have to follow corporate branding guidelines. Once the content is written, you may have to contact the marketing department to have them put the brochure together.
Don’t forget to have everything approved by your compliance department.
> Review the contents regularly
Every two years, take a close look at your pitch book, Gilbert says, ensure it’s still up to date and relevant to your prospects and continues to represent your service model.
Ask yourself whether there are things you should add or remove from the brochure.