The turning of the calendar to 2010 presents a great opportunity to evaluate your practice’s communications to determine if they still represent your values and goals.
A recent article from Investment News columnist Maureen Wilke provides an effective checklist for the areas of the client experience advisors should pay attention to – from email templates to office furniture. Wilke reinforces crucial information about the importance of continued contact with clients, we would like to go one step further to address how to effectively update your communications.
Start With Branding Statements
The best brand statements are forward-looking and aspirational. They show where your company is going and how they’re getting there. Look for your branding statement to identify your target audience and how you’ll add value to their lives. Additionally, it should work to define what makes your practice stand out from the others.
Focus On Consistency
You may decide to change your email template, but keep in mind how that may impact your other collateral – letterhead, business cards, brochure, etc. Your brand should stay consistent throughout, done well and it has a multiplying-effect that builds on the equity of each piece and creates a sense of professionalism, expertise and confidence with the client.
Provide Value
Wilke has some great points about finding reasons to communicate – newsletters, reminder emails – add in other high-value connections like a seminar to present information on a lesser-known product that’s gaining steam, like ETFs . Or maybe it’s a Tax-Day party for your clients on April 15. Give your clients a reason to look forward to what you have to say.
Maximize the Entire Experience
Make sure your practice takes every chance to reinforce your brand. From the way your office looks to something as simple as what they hear when they call and are put on hold. It’s the details that really separate your practice from your competitors.
