When you’re communicating with new clients or prospects, your strongest marketing activity is the way you talk about your business, according to Richard Heft, co-executive director of Ext. Marketing Inc. in Toronto. You must have the ability to communicate the value you will bring to the advisor/client relationship, he says.

Heft offers the following four elements of an effective marketing strategy:

1. Value proposition
An introduction to potential clients must be a succinct description of what a client can expect from your practice and the benefits of working with you.

Don’t limit your attributes to your education and designations, Heft says. Other areas such as continuing education and community service can describe how you apply your skills just as well.

For example, you might tell a prospect, “I’m a certified financial planner who works closely with young families to develop a long-term financial plan that accounts for short-terms concerns. One thing I’ve noticed as a parent and through my clients is that extracurricular school activities are becoming much more expensive. So, I joined a local parent council where I create budgets and help plan fundraising events to make these activities more affordable.”

2. Presentation
The next step is a more thorough expression of your skills and knowledge during a meeting. Begin with a brief description of yourself and your firm. Follow it with information regarding a particular financial services concept.

Keep these interactions brief but informative by sticking to three points regarding the subject at hand.

For example, you’re explaining dollar-cost averaging with a new client. You want the client to understand the benefits of making regular deposits into a mutual fund-based RRSP. Your client should understand the following three points:

  • clients don’t need to save up a large initial deposit to start an RRSP;
  • they will be investing relatively small amounts so there’s less concern about dramatic turns in the market;
  • over time, this process may lower the average cost per share.

Showing slides to your client or prospect through your tablet or laptop can make this presentation more effect. Consider including a video to help explain the concepts. Check with your firm or product provider’s marketing department to see if they have materials that can help you.

3. Handouts to accompany a presentation
Your firm should also be able to provide printed material that a client or prospect can use to follow along with your presentation and take home for reference. Your client or prospect will then have something to refer to when making decisions regarding the topic you discussed on his or her own time.

4. Ongoing communications
Whether you’re thinking of your long-time clients or those who are just joining the practice, always look to stay top of mind with those individuals throughout the year.

A website with a regularly updated blog and a consistent social-media presence will help, Heft says.

But you should always communicate with your clients in a way that appeals to them. So, if some clients tell you they prefer printed materials, a traditional newsletter is the way to go. Take the content you have posted on your blog and present it in a newsletter, Heft says.