Say what you mean to say

There is a widely held misconception within the profession that a brochure is an essential component of the sales process. Without that component, the sales process will not work.

We are constantly faced with clients who tell us, 'I couldn't possibly turn up to an event without a brochure,' or, 'I can't do anything at the moment because we don't have a brochure,' or a close cousin of either or both those statements.

However the truth is that this misconception is not only incorrect, it is also likely to be commercially damaging. If you are putting off vital marketing activities because you don't have a brochure, you are creating a space your competitors can sidle into, while you wait for your freshly designed and printed collateral to arrive.

As long as you have a business card that has your contact details (including your firm's URL and any social media links you use to boost your profile) you can go out and meet people.

However that is not to say collateral has no place in today's professional services, it definitely does. What I am saying though is the traditional brochure is outmoded. More and more firms are now looking to replace the racks of brochures in their receptions with more practical, user-friendly material that frames the services they offer, and provides your contact details but delivers it in a more informed and informative manner.

Diversity your approach

Among the options available are:

• A booklet housing a series of anonymised case studies that show why your client came to you, what you did to help them and the successful results your intervention achieved;

• A series of client testimonials, which are more simple and effective than any advertising copy will ever be;

• 'How to guides' showing what to do to combat/prevent/reverse particular situations (by showing what you do and the benefits your involvement will allow the client to reap). These also contribute to the type of download that will have a positive effect on your SEO;

• Media files showcasing any articles you/your firm has had published in the local or trade press;

• Summary slides listing the key points delivered in a recent seminar or workshop; and

• If you feel you don't have the time to write anything yourself, then keep a collection of relevant local/national/trade press that you can email out to clients prefixed with a simple, 'I saw this and thought of you'.

Better still, these don't have to be printed. Desktop packages like PowerPoint and Publisher allow anyone with a PC to design and produce material almost instantly.

These can also be saved as PDFs and can be attached to your follow up emails after you've met someone, and you know what they need and how you can help them. This allows you to tailor your response to make sure what you are giving them is directly relevant.

If you can prove from the off that you are responsive and have the ability to recognise and react to the recipient's needs, you will also underline (albeit subliminally) that you are probably the adviser they need.

The PDF approach has another benefit. If you can leave a meeting, event or chance meeting by saying, 'As soon as I am back in the office I'll email you x,y and z,' you leave your foot in the door and give yourself a legitimate reason to stay in touch, and continue your conversation. This will immediately and dramatically increase your meeting-to-instruction conversion rate.

It also removes the cost of using a printer and any delays to your marketing activities which will make your FD and managing partners very happy indeed.

Douglas McPherson is a director at Size 10 1/2 Boots

He writes a regular blog about marketing for Private Client Adviser