producers: john cominos, theresa puskar workbook: theresa

Producers: John Cominos, Theresa PuskarWorkbook: Theresa Puskar

IMPORTANTTo begin — Please save this guidebook

to your desktop or in another location.

How can you get the most out of this writable guidebook? Research has shown that the

more ways you interact with learning material, the deeper your learning will be. Nightingale-

Conant has created a cutting-edge learning system that involves listening to the audio,

reading the ideas in the guidebook, and writing your ideas and thoughts down in the “notes”

column on the side. In fact, this guidebook is designed so that you can fill in your answers

right inside this document. You may also want to use a notebook to record your notes.

The suggestions listed in this audio program and the accompanying guidebook are solely based upon theopinions of the author. Please use them at your own discretion, or seek the advice of a business profes-sional.

“The Brand Called You” is the exclusive Trademark of Peter Montoya. All rights reserved.

The BrandCalled You

Overview

4 Introduction

5 Brandstorming Questions

9 Part 1: What Is Personal Branding9 Branding Maxim #1: Branding Is More Critical Than Sales

10 Branding Maxim #2: Visibility Is More Important Than Ability

11 Branding Maxim #3: Perception Becomes Reality

12 Branding Maxim #4: People Do Business With The People They Like

13 Branding Maxim #5: Personal Brands Are More Valuable Than Money

14 Part 2: Branding Strategies

14 Branding Strategy #1: Specialization

16 Branding Strategy #2: Marketing Channels

18 Branding Strategy #3: Attributes

19 Part 3: Marketing Tools

19 Personal Brochures

26 Personal Web Sites

28 Direct Mail

30 Seven Different Types Of Messages

33 Brand Identity Development

37 Part 4: Writing Your One-Year Branding Plan

37 Four Steps To Creating Your Branding Plan

40 Marketing Timetables — 2002

T H E B R A N D C A L L E D Y O U

44

Introduction:

WelcomeWelcome to Peter Montoya’s THE BRAND CALLED YOU: How To Promote And MarketYour Skills In Any Economy. This program and the accompanying guidebook are a Personal

Branding master class. It has been created to aid you in discovering what your Personal Brand is and

how to make it flourish in your business, whatever that may be. Whether you are an entrepreneur or

work for corporate America, developing your Personal Brand puts you in the driver’s seat of your

future. Gaining a clearer perspective of what your greatest marketable assets are gives you the

necessary insight to establish yourself in the best possible light as you grow within your own chosen

field or move toward any other field of endeavor.

If you listen to this program repeatedly, read this guidebook and complete the exercises within it,

you’ll learn quite a bit. You’ll develop skills and gain insights that will transform how you market

yourself, pursue new business, deal with current clients, and portray yourself in the business

community. Among the valuable insights you will gain are:

To achieve the maximum benefits from this program, listen to each audio session at least twice,

ideally three times. Listening to the audio session several times allows it to sink into your

subconscious mind as you make more and more discoveries each time that you listen. Be sure to keep

a paper and pen in hand as you are listening, and be prepared to stop the program when you hear an

idea or technique that particularly appeals to you. Think about that idea in connection with your

situation, your work, your lifestyle, then prepare a plan to act upon it in the days ahead. Take the time

to work through the Brandstorming Questions that are listed in this guidebook. Whenever

5

I N T R O D U C T I O N : W E L C O M E

5

10 Questions To Ask Yourself About Your Current Personal Brand

1. What is my current brand?

3. Do I have a different brand with different target markets?

4. Do some of my competitors have the same brand as me?

5. Does my current brand make me stand out or make me just like everyone else?

6. What does my current brand reflect most? My personality? My ability?

7. What should my brand reflect to make it more valuable?

8. Am I happy with my current brand?

9. Does my Marketing reflect my brand?

10. Would a more polished, strategic brand improve my business?

10 Questions To Ask Yourself About Your Visibility

1. Am I perceived as I want to be?

2. Do people know what I really do?

3. Do people know my strengths?

4. What’s my reputation in my field?

5. Is it the reputation I want?

6. Am I giving prospects a chance to come into contact with my Personal Brand every day?

8. Do I have competitors who are more visible than me?

9. Are there opportunities for greater professional visibility in my area?

10. Would it benefit me to hire a publicist or PR firm?

possible give yourself a deadline, and be committed to following through on that deadline. Without

implementing any of the action steps that you have mapped out for yourself, this program simply

becomes an exercise in listening. In order to gain the full benefits that this valuable program has to

offer you, make the decision here and now to work through this program, act upon your insights

and strategies, and achieve the kind of results in your life that you’ve never thought possible.

Defining your Personal Brand will create an expectation of your value in the minds of those who

don’t know you personally. It will give you “top of mind” status among your potential clients,

customers or patients. Enjoy this Master Class. Take action, grow, and prosper. It will be well worth

the time and effort that you take to do so.

Brandstorming Questions

Notes


66

10 Questions To Ask Yourself About Being A Specialist

1. What do I do best in my profession?

2. What aspect of my work do I enjoy the most?

3. What aspects are the most profitable?

4. What target market would likely need my expertise the most?

5. Is there such a target market available to me?

6. Do I have a clear specialty?

7. Do people know what I do, or do I get five different descriptions from five

different people?

8. Can I increase my income by specializing in one service or area of value?

9. Can I continue to generate new clients for at least three years in that specialty?

10. Is specializing going to cost me too much current business?

10 Questions To Ask Yourself About Positioning

2. Does anyone have my preferred position?

3. If so, can I take the same position and outperform the competitor?

4. If not, is my preferred position best for my target market?

5. What does my target market need?

6. What kind of emotional response will make them call me?

7. Can I support my preferred position over the long term?

9. Can my position evolve over time?

10. Can my position help me grow my income at 20% per year?

10 Questions To Ask Yourself About Channels

1. Which channels are right for me?

2. Do I have the budget for advertising?

3. Am I comfortable with the idea of seminars?

4. Is my Web Site an information center or just an online brochure?

5. Do I have quality database software?

6. What direct-mail messages would my prospects respond to?

7. Would they respond to telemarketing?

8. What incentive programs could I create for referrals?

Notes

77

I N T R O D U C T I O N : W E L C O M E

10 Questions To Ask Yourself About Personal Brochures

1. Should I create my own brochure or hire a professional?

2. Do I know a quality professional photographer?

3. Do I know a high-quality printer?

4. What aspect of my background would work best for my story?

5. What should my cover image be?

6. What’s my single value point?

8. What’s my printing budget?

9. What size should my brochure be?

10. In what ways will I distribute my brochure?

10 Questions To Ask Yourself About Personal Web Sites

1. Does my current Web Site work as a Personal Web Site?

2. If I don’t have a Web Site, do I get frequent questions about when I’m getting one?

3. Do my prospects have broadband or dialup connections?

7. What is my Web development budget?

10. Are there trade publications or Web Sites where I can advertise my new site?

10 Questions To Ask Yourself About Personal Logos

1. Does my name add value to my business?

2. Can I describe what I do in a few words?

4. In writing a slogan, do I have a clear group of people I work with?

5. Do I have a single clear benefit?

6. If I want to get creative and emotional with my slogan, what do I want to communicate?

7. What are the overused icons in my profession?

8. Do I want an icon based on my market, my profession, or my lifestyle?

9. Do I need an icon at all?

10. Do I know a professional designer who can help me?

10 Questions To Ask Yourself About PR

Notes


Notes

8

1. Am a aiming for a local or a national target market?

2. What publications in my area should I target?

3. What subjects are they not covering that would be of interest to their readers?

4. What can I do to regularly create news about myself, such as entering awards competitions or

sponsoring charity events?

5. Do I know standard press release format?

6. What online trade publications should I target?

7. Do I know any writers who could produce my column?

8. What would the column be about?

9. Am I available often enough to be an effective source?

10. Does my Web Site have a Press or News section?

Notes

P A R T 1 : W H A T I S P E R S O N A L B R A N D I N G

9

Part 1:

What Is Personal Branding

Branding Maxim #1: Branding Is More Critical Than Sales

The Difference Between Branding, Marketing And Sales

Sales Is Convincing

Sales are the words you say to overcome objections, negotiate a deal, and persuade clients to view

a situation your way. You can identify Sales activities by the fact that your lips are moving.

Marketing Is Generating Business

Every activity that directly generates revenue is Marketing; direct mail, seminars, and even referrals

are Marketing. You can easily identify Marketing because it highlights a specific product or service,

a price, and directs prospects to purchase.

Branding Is Influencing

Branding appeals to our desires and touches our emotions. It has one goal: to emotionally predispose

consumers into entering a business relationship. The goal of Branding is to position a product or

service in such a way that people feel an irresistible urge to purchase that product or service.

Nothing Ever Happens Until A Product Is Branded

Today, Branding comes first. We live in a skeptical culture — a culture that doesn’t want to be sold

anything. Rather, we want to know the company story — who they are, where they are based, and

what do they do — before anything else. The real fact is that nothing is sold until it is branded.

When your Personal Brand is crafted correctly, the sale is made virtually without effort. Prospects

arrive “pre-sold.”

Your Biggest Challenge

need one?


10

Who Does Branding Effect And How?

What Are The Three Top Goals Of Your Brand?

1.

2.

3.

Marketing Maxim #2: Visibility Is More Important Than Ability

All Things Being Equal … The More Visible Competitor Wins

In Personal Branding, there’s one factor more important than your services, your products, your

resources, and even your skills. It’s your name. Your name brings you more prospects than your

ability.

Visibility Builds Credibility

Branding is all about visibility — and visibility builds credibility in the eyes of the consumer. If we

see something all over town, we get the impression it must be good — its presence attests to its

success.

Lack Of Visibility Diminishes Your Credibility

Increasingly, consumers think that if they have not heard of you, you can’t be that good. Lack of

visibility not only prevents you from generating new business, it actually hurts your credibility with

your existing clients.

Notes

Notes


11

Marketing Maxim #3: Perception Becomes Reality

Perception Is Greater Than Reality

Our perceptions define our choice of products and services. We select these products and services

oftentimes without real evidence — we buy in response to Branding.

Differentiation

Differentiation is the most important tenet in Branding, and it is the critical key to rising above the

Marketing noise.

Your Most Important Product

In a world of look-alike products and services, in which all competitors have equal access, what is

your most important product? The answer: Your Personal Brand.

Emotion Forges Perceptions

Most Branding attempts to win people over logically. But as logical as we like to believe we are, we

make decisions emotionally and justify them with logic.

What Activities Create Your Personal Brand?

_________________________________ _________________________________

_________________________________ _________________________________

_________________________________ _________________________________

_________________________________ _________________________________

_________________________________ _________________________________

_________________________________ _________________________________

_________________________________ _________________________________

_________________________________ _________________________________

_________________________________ _________________________________

Today, everything is Branding.

Marketing Maxim #4: People Do Business With The People They Like


Notes

12

People Vote With Their Wallets

Business Is All About Relationships

Think about the service providers you frequent: your accountant, your mechanic, your real estate

agent. No matter how skilled they are, you wouldn’t work with them if they made you angry or

you ever maintained a relationship with someone who fouled up? You probably have, and it was

probably because the relationship mattered more than the mediocre performance.

Your Most Important Service

No matter what you provide — financial planning, legal, medical, real estate or other — your most

important service is advice.

Building Trust

building trust:

1. Personal rapport. We like people who are like ourselves.

2. Integrity. We trust people who do what they say they will do.

Why You Build Your Brand Around You

By Branding, you can:

1. Differentiate yourself from a million look-alike competitors.

2. Forge an emotional connection with your audience.

Personal Branding Defined

The process of crafting a Personal Brand by linking who you are, what you do, and the meaningful

benefit to your target market.

Your Personal Image Vs. Personal Brand

Your Personal Image is what people instantly see, hear, feel, or perceive at a glance. Your Personal

Brand is what people think of you over the long term.

Personal Brands Are More Compelling Than Corporate Brands

We are far more likely to trust a person rather than a cold Corporate Brand. Personal Brands disarm

and connect at the human level while Corporate Brands garnish instant skepticism.

Notes


13

Branding Maxim #5: Personal Brands Are More Valuable Than Money

Personal Branding Is The Ultimate Currency

You Are Not A Brand

Very few people actually know you — most people only know your Personal Brand. You are not a

brand; you are a human being who projects your brand. As an entrepreneur, you are applying your

Personal Brand to your company.

Your Personal Brand Is A Promise

When a client works with your company, whether directly with you or an employee, your brand

guarantees a quality experience.

Personal Brands Are Authentic

You cannot fake your brand or be someone who you are not. Every effective Personal Brand must

be true to the person to achieve lasting success. If the media has taught us one thing, you cannot

fake a great Personal Brand.

One Brand To Lose

Personal Brands take a lifetime to create and an instant to destroy. That’s why great Personal

Brands take excruciating care to develop and maintain their brands and why they are careful

about what they say and with whom they associate their brand.

Personal Brands May Evolve, But Cannot Change

The expression “You can only make one first impression” is true. Once we’ve encountered

a Personal Brand, we mentally “label” it — and that label is everlasting. Your Personal Brand

may grow into new areas, but it must be a natural progression. Define your brand with great care,

and consider the long term.


Notes

14

Part 2:

BrandingStrategies

Branding Strategy #1: Specialization

Think Narrow

Brands grow by specialization. Conglomeration eventually kills brands. Specialization means

carefully choosing a target market and developing your products, services, and business model

to meet its needs.

The Best Brands Revolt

The hardest lesson you will ever learn in business is “the more often you reject the clients you

don’t really want, you’ll attract the clients you really want.” If you try to create your brand being

all things to all people, it’ll end up being nothing to anyone.

Sales Includes, Marketing And Branding Excludes

In sales, we all learned that the more presentations you make, the more sales you close.

In Marketing and Branding, the exact opposite holds true: the more focused your audience,

the more focused your energies, the more business you generate.

Sales Versus Branding Mentality

Chase New Business vs. Excludes And Attracts

vs. Steadily Increasing Business

Creates Price Competition vs. Makes You Sought Out As The Only Solution

Piles You Together With A vs. Distinguishes You As The Million Other Sales People Expert Of Choice

Weakness vs. Strength

15

Specialization Builds Perceived Value

Three steps to developing your specialty.

Step One: Choose Your Target Market

1. Define your target market by defining the criteria.

a. Geographic area. You can establish geographic boundaries by subdivision, neighborhood,

city, zip code, area code, or county.

b. Type of client.

Interest Group — defined by political affiliations or association.

Age/Gender — males or females, people of a certain age.

Occupation-Based — firefighters, attorneys, engineers, doctors.

Ethnic/Religious — various ethnicities and/or faiths.

Life Events — sale of business, divorce, death of parent or spouse.

2. Find the right audience.

Evaluate your current client roster. Look carefully at the clients that you enjoy

working with the most.

Research the population of the target market. A good target market should contain

at least 500 to 1,000 prospects, probably 1,500, and as many as 5,000. You should

make sure that a direct-mail list exists for your target market.

target market? What share of the market do they attract? When a prospect replies

that they don’t need your services, find out whose services they are using.

Step Two: Design Your Products And Services For That Target Market

The fundamental premise of Marketing is to find a need and fill it. It is not, “I’ve got this

product, who wants to buy it?” Today you must not only choose the audience, but also craft

your products and services for that audience.

Step Three: Develop Your Business Model

You have identified your target and developed your products and services with that target in

mind. Now you must gear your practice to attract them. Build your Business Model around

your audience — don’t try to build your clientele around your way of doing business.

P A R T 2 : B R A N D I N G S T R A T E G I E S

Notes


Notes

16

Some examples:

Office location.

Web-centered.

Enrollment systems.

Client service.

What Is Your Specialty?

1. Who is your target market(s)?

2. What are your products and services?

3. Describe your business model.

Branding Strategy #2: Marketing Channels

Marketing Channels: The Roads To Your Clients

A Marketing Channel is a route by which you deliver your brand message to the target audience.

Eight Primary Marketing Channels

1. Client Referrals 5. Seminars

a. Personal Request a. PowerPoint Presentation

b. Premium Offer b. Seminar Manuals

c. Personal Brochure c. Personal Brochure

2. Direct Mail 6. Public Relations

a. Sales Letter a. Media Kit

b. Catalog b. Press Release

c. Postcard 7. Warm Calling

d. Personal Brochure a. Product and Service Information

3. Networking b. Personal Brochure

a. Business Card 8. World Wide Web

b. Personal Brochure a. E-Newsletter

4. Professional Referrals b. Product and Service Offers

a. Personal Request

b. Endorsement Letter or E-mail

c. Personal Brochure

Notes

P A R T 2 : B R A N D I N G S T R A T E G I E S

17

Five Secondary Marketing Channels

1. Advertising 4. Television Advertisinga. Display Advertising a. Host-Paid TV Showb. Classified Advertising b. Pay For Guest TV Show

2. Outdoor Advertising c. Commercialsa. Billboards d. Infomercialsb. Bus Benches 5. Trade Shows, Special Events,c. Airport Signage and Sponsorships

3. Radio Advertising a. Bootha. Host-Paid Radio Show b. Premiumsb. Commercials c. Personal Brochurec. Infomercials d. Product and Service Literature

e. Banners

How Many Marketing Channels Are You Using?

Check the corresponding numbers to the Marketing Channels you use on a regular basis. Add themup and place that number here: _______

How Many Marketing Channels Should You Use?

The magic number is five. You should develop at least that many Marketing Channels and use themsynergistically for a successful Branding effort.

Emerging Businesses

Red-hot, emerging businesses always have the greater number of Marketing Channels and,conversely, stagnant businesses have the fewest.

Bad Marketing Channels

There is no such thing as a bad Marketing Channel, only an inappropriate one. Use as manyappropriate Marketing Channels as needed for your target market.


Notes

18

Branding Strategy #3: Attributes

Attributes Are The Building Blocks Of Brands

Branding is all about attributes. An attribute is any characteristic that is attractive or beneficial

to your target market. Attributes can be age, height, skill, ethnic background, personality type,

education, profession, specialty, or anything else.

Personal Brands Are Organic

What works for you may not work for someone else. Personal Branding is not formulaic. Rather,

a Personal Brand is a unique combination of every aspect of you, from your clothes to your hair

to your service and achievements to your leadership and character.

Why Do Your Clients Choose You?

List the ten top reasons why you think your clients like to work with you.

1. _______________________________________________________________

2. _______________________________________________________________

3. _______________________________________________________________

4. _______________________________________________________________

5. _______________________________________________________________

6. _______________________________________________________________

7. _______________________________________________________________

8. _______________________________________________________________

9. _______________________________________________________________

10. _______________________________________________________________

Of the reasons listed, what do you think is the most compelling reason? This is your leading

attribute and should be used as the core message driving all your Branding collateral.

Notes

P A R T 3 : M A R K E T I N G T O O L S

19

Part 3:

MarketingTools

Personal Brochures

The Cornerstone of Your Brand

A Personal Brochure is a tool created to attract clients, establish your position in front of a target

audience, and develop your brand. It is a prospecting tool, not a sales tool. Its purpose is to create

a positive, emotional predisposition to doing business with you.

Five Keys To Creating An Effective Personal Brochure

1. Focus on your leading attribute.

You can’t be all things to all people, so as you position yourself before your target market,

ask yourself:

a. What single benefit, feature, or value is most sought?

b. What I can share about myself to express its value?

2. Make it personal.

Your Personal Brochure should relate personal information. Personal Brands are inherently

more trustworthy than Corporate Brands. Don’t be afraid to express who you are in your

brand.

a. Personality sells. You can’t build rapport with statistics, and a good Personal Brochure

begins building trust immediately by presenting your personality in a compelling way.

b. A good Personal Brochure tells a story. We especially love triumph-over-tragedy stories.

They share a person’s history and appeal directly to people’s emotions. People enjoy

discovering how much they have in common with others. If you think your life isn’t

interesting, you can always rely on two can’t-miss Branding hooks: kids and pets.

20

3. Write it right.

a. Write using the third-person, objective point of view.

b. If you write in the first person, only share your experience or what you have learned. To

outright list your successes can be viewed as egotistical.

c. Always be positive; refrain from criticizing peers and leading with negative notions.

d. Avoid bullets; write your brochure text in paragraph form. People pay little attention to

bulleted text because bullets indicate a list of cut-and-dried facts approaching. Use bullets

only on the back panel of the brochure, if at all. The entire brochure text can be 300 –

500 words.

e. Break up the text with strong headlines, sub-headlines, quotes, and captions to convey

more information.

f. Include a clear call-to-action. Invite prospects to visit your Web Site or to call or e-mail

you.

4. Create a knockout cover and appealing layout.

The cover of your brochure needs to scream, “Pick me up!” It should make the reader stop

and think, and it should hint at a story to be found inside.

Two rules you should never break:

a. Never put a logo on the cover.

b. Never put a mug shot on the cover.

Other good advice:

a. Leave plenty of white space or open space for pictures. This makes your brochure feel

inviting to the reader. Plastering your brochure with wall-to-wall text only repels readers.

b. The image on the cover should appeal to the tastes, and maybe even to the dreams, of

your Target Market.

c.

Photographer Search at www.photographers.com.

Plan on spending about $1,000 to $1,500.

Get two sets of photos: one in the office with staff or clients, and a second set

showing you in more casual, personal settings.

d. Keep in mind that a square brochure (6" x 6", 7" x 7", 8" x 8") and/or

horizontal-format brochure is the easiest format to design, and the most effective to

attract prospects.

Notes

21

e. The worst-sized brochure is the 8.5" x 11" tri-fold. It is generic and difficult to view, sincewe see the world horizontally.

f. Pick the right format. Depending on your Marketing and Sales process, you will need aprospecting brochure and maybe even a sales presentation brochure.

5. Purchase high-quality printing.People do judge the quality of a company based on the quality of its Branding materials.

a. Use 100 lb. cover glossy paper using “four over four,” also known as full-color printing.

b. Plan on spending $2,500 to $4,500 on the printing phase of the project.

c. Print a minimum of 2,500, usually 5,000 and upwards of 10,000 Personal Brochures.

All told, 5,000 brochures will typically cost you about $7,500, or about $1.50 apiece betweenwriting, design, photography, and printing.

Personal Brochure Styles

What kind of Personal Brochure do you need?

• Personal — for one individual.

• Team — two or three people presented in one brochure. If more than three people needto be included, one person should be chosen as the lead Personal Brand and the otherswill support that brand.

Ten Uses for Your Personal Brochure

1. Mail to Current Clients — Mail two copies to all current clients in tandem with the “PersonalBrochure Cover Letter — Current Clients” on page 25.

2. Mail to Prospective Clients — Mail two copies to any prospective clients with the “PersonalBrochure Cover Letter — Prospective Clients.”

3. Give Copies to Professional Referral Sources — Send at least two dozen copies toall professional referral sources you know — such as CPAs, attorneys, financial planners,stockbrokers, and insurance professionals — to accompany their recommendation of you.

4. Client Maintenance — Mail the Personal Brochure to all of your clients at least once a year aspart of your “Twelve-Month Drip Branding Campaign” on page 32.

5. Client Generation — Mail it to “cold” prospects as part of your “Six-Week Branding BlitzClient-Generation Plan” on page 32.

6. Networking/Business Card Substitute — Replace your business card with your PersonalBrochure. Hand it out at public events, networking meetings, or parties.


Notes


22

7. Seminars — Hand the brochure out to everyone who attends your seminar prior to yourpresentation. Or mail it as part of the invitation for the seminar.

8. Press Kits — Include the brochure in press kits or with any story submissions/ideas you sendto editors.

9. Trade Shows and Special Events — make sure you have ample quantities ofyour brochures at trade shows and other special events. Every passerby should receive one.

10. Alternative Sources — Place your brochure in every conceivable place your prospects may visit,including, but not limited to: the Chamber of Commerce, area restaurants, golf courses,coffeehouses, tennis clubs… the list of possibilities is endless.

How Will You Use Your Brochure?

Check the appropriate distribution methods for your Personal Brochure.

Notes

23

Here’s A Layout For An Effective Personal Brochure

Personal Logo

Company Logo

Contact Information

Headline

Large-Formatted Photo

Out

side

Insi

de

Personal Photo

Sub-Headline

Postcard Text

Company or Service Information

Large-Formatted PhotoSolid Color

Inside Panel Back Cover Front Cover

Left Panel Center Panel Right Panel

T

Personal Photo Cut-Out

Drop Cap

Production Notes

After designing and creating hundreds of Personal Brochures, our staff has concluded that certain

typefaces, sizes, and styles work best to draw readers’ eyes.

1. Use 12-point Serif Style font for the body copy.

2. Use 18-point type or slightly larger Sans Serif Style font for headlines and sub-headlines.

3. Place photos where you see large “X’s.”

Aa AaSerif Style Font Sans Serif Style Font

Aa AaSerif Style Font Sans Serif Style Font


Notes


24

Brochure FoldingsDiagram Description Most Common Configurations (in inches)

Folders*

Folder with pocket(s)

and insert(s). (left)

The folder may also

include a saddle-

stitched book bound

into the folder. (right)

Custom Brochure or Folder

Any one of the above brochures or folders can be customized in terms of

size, shape, complexity, or finish.

Book*

Saddle-stitched book.

Common page counts

would be 4, 8, 12, 16,

etc.

Accordion*

Six or eight pages, two

or three folds.

Gatefold*

Eight-page brochure

with three parallel folds.

Bi-fold

Six-page brochure with

two parallel folds.

Single Fold

Four-page brochure with

one parallel fold.

Flat Folded

18 x 12 9 x 12

A standard folder comes with one or two 4" pockets, glued on the

outside edge, and usually the left pocket has slits for your business card.

Inserts would be 8 1/2 x 11.

For a saddle-stitched book bound into the folder, the pages would be 18

x 12 flat, folding to 9 x 12. Common page counts would be 4, 8, 12, 16,

etc.

All aspects of the folder can be customized to your taste.

Flat Folded

12 x 6 6 x 6

14 x 7 7 x 7

16 x 8 8 x 8

Custom sizes available.

Flat Folded Flat Folded

Six pages Eight pages

18 x 6 6 x 6 24 x 24 6 x 6

21 x 7 7 x 7 28 x 7 7 x 7

24 x 8 8 x 8 32 x 8 8 x 8


Flat Folded

24 x 6 6 x 6 (intermediate fold is 12 x 6)




Flat Folded

18 x 6 6 x 6

21 x 7 7 x 7

24 x 8 8 x 8


Flat Folded

12 x 6 6 x 6

14 x 7 7 x 7

16 x 8 8 x 8


Notes

25

Personal Brochure Cover Letter For Your Current Clients

Dear [Name],

I hope this letter finds you happy, healthy, and successful. It’s a busy time of year, and Ihope you’re enjoying quality time with family and friends as well as continued prosperity.This is a season of rewarding experiences and new opportunities.

Speaking of rewarding experiences, I’d like to share one with you. Recently, I asked anadvertising agency to create a Personal Brochure promoting my services. I commissionedthis brochure because I wanted to market myself in a friendly and inviting way, a way thatwould make people feel comfortable calling me. I think of the brochure as an invitation.

What Do You Think?

Before I begin distributing my new brochure, I need a bit of input from my current clients.I’d really appreciate it if you would take a moment to read the enclosed brochure andshare your thoughts.

Your time is valuable, so I’ll make things easy. You can call me directly at 555-1234, or youcan leave a message on my 24-hour voice mail at 1-800-555-1234, extension 189. Thisnumber is fully automated; when it answers, just dial x189 and leave your comments. Yourfeedback will help make the final version of the brochure even better.

Thank You For Your Input…

Your business is important to me. Even if you don’t need financial consulting at themoment, I hope you will always feel comfortable calling me for advice. I want to be yourfinancial advisor for life.

Sincerely,

Mary Smith

Mary Smith

P.S. I’ve included a second brochure that I hope you will pass along to friends andneighbors who might be seeking a financial advisor.


Notes


26

Personal Web Sites

Welcome To The Web-Centered World

Each day, our world becomes more Web-centered. Our Branding must respond. In the old days,

clients contacted you through three common avenues: a phone, the front door of your office,

or the mailbox. Increasingly, they now use the Web.

On-Demand Information

Today, we expect instant access when we want information. In this overcommunicated society,

we refuse unneeded information daily, but scramble to find it when the need arises. For this reason,

you must have a Web presence so you can be found when your prospects are ready.

Three Reasons You Should Be Online

1. Credibility Builder — Your Web Site is a public relations tool. It does not generate sales;

it is not a great tool to develop business. Your Web presence establishes you as a real

company, and it signifies that you are a valuable resource.

2. Business Development Tool — With the correct product, service and Marketing, your

Web Site can be turned into a business-generation portal.

3. Client-Maintenance Tool — Increasingly, entrepreneurs are turning to the Web as a

low-cost, value-added tool to maintain relationships with clients.

Five Keys To An Effective Web Presence

1. A user-friendly interface.

a. The best sites are easily accessible via an easy-to-remember Web Site address, also

known as a URL (Universal Resource Locator). Visit www.verisign.com to reserve

your name. Use your company name as your web address (URL).

b. The best sites are designed for easy navigation. Make sure the navigation architecture

is simple and suits your content. Once the visitors arrive, they should be able to

navigate through the site simply, finding what they want in a few clicks.

2. Appealing design.

a. A good-looking, fast-loading Web Site conveys professionalism; a shoddy site that

takes four minutes to download reflects poorly on you.

b. There should be “design continuity” with your Personal Brochure and any other

Branding.

c. Make sure your name, phone number, and address are clearly visible on

every page.

Notes

27

3. Value features.

a. Make your Web Site valuable so that both clients and prospects use it as a resource.

The more valuable information you include on your Web Site, the more likely visitors

will surf back. Prime content also has the potential to turn you into an expert in your

field.

b. Public Relations information — create four pages:

Personal Page.

Product and Services Page.

Company Page (optional).

c. Calculators — Allow prospects to project costs and make industry-specific calculations.

d. Resources

Create an online library.

Provide links to related professionals or other valuable resources.

e. Seminars — List the description, date, time and location, and give the user the capability

to enroll through your site.

f. Account Access — You can even allow clients to access account providers to obtain

timely account information (using a password, of course) through their account host.

Pull your client’s account custodian into a frame of your Web Site.

4. Client contact tool.

a. Inward Response Channel — Prospects should have the ability to register their contact

information and request more information. You may also have a “send this page to a

friend” function.

b. Outward Response Channel — Develop your client and prospect e-mail database to

facilitate weekly, monthly, or quarterly contact.

5. Drive people to your Web Site.

Online Branding alone won’t cut it. Dot.com companies have realized that advertising must

drive Web business. You could have the greatest Web Site in the world, but without good

Branding, no one will ever know it exists.


Notes


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Four Ways To Drive People To Your Site

1. Make sure your Web Site address is clearly visible on all your Branding: stationery, brochures,

postcards, advertisements, outdoor, etc. Your URL should appear everywhere your company

name does.

2. Drive people to your site with direct mail.

3. Link your site to Professional Referral Sources. Use links or banner ads on professional referral

sites to drive people in; reciprocate the relationship.

4.

engines and find appropriate affiliates.

Direct Mail

Direct Mail Divides and Conquers

Direct mail is the most abused, most misunderstood and most underutilized Branding tool among

today’s entrepreneurs. When done correctly, direct mail allows a professional on a limited budget

to deliver a targeted message to an audience, inexpensively and effectively.

Four Tenets Of Effective Direct Mail

1. Consistency — Expect to mail at least four to six pieces to a prospect before you get any

recognition.

2. Continuity — Each of your direct-mail pieces must build your identity using the same look

and feel.

3. Differentiation — Your piece must look different from the thousands of other direct-mail

pieces prospects receive each day.

4. Response Channel — Your direct mail should provide multiple ways the client can respond.

a. Phone Number.

b. Web Site.

c. Business Reply Card (BRC).

Notes

29

The Personal Postcard

The best direct-mail tool you will ever own is the Personal Postcard. This all-purpose direct mailer

should have visual and textual continuity with your Personal Brochure.

Used properly, it becomes a recurring presence that will build your brand identity.

1. Size/Format — The standard Personal Postcard is 6" x 9" (oversized), and some are as large

as 8.5" x 11" (supersized).

2. Mailing Side — This side contains your Personal Logo, return address, mailing indicia or

space for stamp, and space for a mailing label.

3. Message Side — Leave approximately two-thirds of this side blank or visually muted to

allow for the overprinting of different Branding messages.

4. Print quantities of at least 10,000 and preferably as many as 50,000. Overprint custom

messages onto the cards at your local printer as needed for as little as $40 per thousand.

Large-Formatted Photo — Same as Personal Brochure

Label Space

Personal Logo

Return Address

Company Logo(optional)

Contact Information

Personal Photo

Large Blank Space

Fron

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MailingIndicia

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Phone Number


Notes


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Seven Different Types Of Messages

1. Product And Service Messages

Turn your Personal Postcard into a Marketing vehicle by printing product and service-centered

messages directly onto your card.

If you have employees, you need EPLI.

High-tech businesses often have high-stakes insurance issues. That’s why EmploymentPractices Liability Insurance (EPLI) is so essential. The average jury award for anemployment practices claim is over $300,000. Wondering if your employees would ever sueyou for sexual harassment, discrimination, or wrongful termination? It’s not a matter of“if” — it’s a matter of “when.” A typical general-liability policy offers no EPLI coverage —so protect your business before it’s too late! As a commercial insurance agent, I can reviewyour program and point out your options. Call me today.

XXX-XXXX

2. Personal Messages

At regularly scheduled intervals, print a personal message on your Personal Postcard to help build the

“friendship” factor. You want your clients to feel comfortable calling you, and periodic personal

messages imply that you care about them.

I just wanted to thank you.

No policy pitches. No requests to call me. I’d just like to thank you for helping me becomeone of the valley’s most successful REALTORS® … for letting me into your lives a little …and allowing me to meet your loved ones. As this year winds up, I hope it’s been a greatone for you. I look forward to helping you make the right moves far into the future.

XXX-XXXX

3. Holiday Greetings

Use familiar holidays to spice up your regular Personal Postcard. In the card’s blank section, overprint

a holiday-rooted message.

Happy Alan Greenspan’s Birthday!

Join us in the movement to have this national icon’s birthday — March 6 — declared afederal holiday. After all, Alan’s likely to be the man most responsible for the strength ofour economy. I can’t think of anyone more deserving. So give me a call soon and I’ll sendyou some information about the cause... and while I’m at it, I’ll offer you some of my ownsmart financial guidance.

Notes

31

4. News Messages

Abandon that four- to eight-page newsletter! Turn your Personal Postcard into a Newscard by

overprinting an article into the blank space. Send articles suited for your target market to

communicate more impressively than ever before — for a fraction of the money and time you’d

spend on a newsletter.

Are you taking advantage of the new tax laws?

As I’m sure you’ve heard, big changes have swept through the federal and state tax codes— again. Some of these changes may affect you and/or your business, and it’s no time tostay uninformed. It’s time to talk with a CPA! Do you have the CPA relationship you want?Do you know how it can benefit you? Let me show you. I can help you make sense of thechanges in federal and state tax laws, and my tax planning can show you how to best takeadvantage of them. Give me a call.

XXX-XXXX

5. Web Site Promotions

Use your Personal Postcard to drive prospects to your Web Site. You should promote every feature

on your Web Site.

Be in the loop.

I’m starting a monthly e-mail newsletter in which I’ll be talking about the latest e-Marketing concepts, how Internet Marketing can complement direct-mail Marketing, andmuch more. I’d love to add you to the mailing list, but the only way I can do that is if youvisit my Web Site, www.[insert address].com, and register. I hope you will. You’ll also find alot of useful direct Marketing tips. Surf by sometime.

6. Seminar Promotions

You can promote seminars among your current clients using the Personal Postcard.

My seminar will help you sleep as well as your guests do.

Where: [place]When: [date and time]

Cost: [$$ or free]

Why are hotel owners across the state signing up for my leading-edge managementseminar? It’s because I show hotel owners how to succeed, how to increase their occupancyand profit margin through tactics they haven’t tried or considered. And even if you can’tmake it, call me — my company’s complete management system, meticulous accountingcontrols, and experience with all property types can help you.

Please RSVP to XXX-XXXX!


Notes


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7. Handwritten Notes

Use the Personal Postcard for thank-you notes, meeting confirmations, and follow-ups.

Let’s visit again.

I just wanted to thank you for stopping by the office Monday. I enjoyed having a chance tochat with you. I hope we can speak soon about specific design projects you’d like me tomanage for you. Please call me at (555) 555-5555 if I can assist you.

Sample Campaign Schedules

Twelve-Month Drip Branding Campaign

Use this campaign for all current clients, professional referrals, and hot prospects.

Mail to your current clients for three reasons.

1. Maintain relationships.

2. Develop more business among current clients.

3. Generate more referrals.

Month 1 Personal Brochure With Intro Letter

Month 2 Personal Postcard With Product/Service Message

Month 3 Personal Postcard With News Message

Month 4 Personal Postcard With Personal Message

Month 5 Personal Postcard With Holiday Greetings



Month 8 Personal Postcard With Personal Message

Month 9 Personal Postcard With Holiday Greetings



Month 12 Personal Postcard With Personal Message/Formal Greeting Card

Six-Week Branding Blitz Client-Generation Plan

This campaign works best with a “hot” product or service.

Week 1 Personal Brochure With Personal Brochure Cover Letter — Prospective Clients

Week 2 Personal Postcard With Product/Service Message





Notes

33

What Direct Mail Campaign Will Work Best For You?

Describe the audience, frequency, and type of message for your direct-mail campaign.

Target Market Frequency Message Type

1. ________________________________________________________________

2. ________________________________________________________________

3. ________________________________________________________________

Brand Identity Development

Positioning

In Al Ries and Jack Trout’s landmark book, Positioning: The Battle For Your Mind, they introduce

the Branding fundamental of Positioning. They explain that in our overcommunicated society, very

little communication actually occurs. For true Branding communication to occur, you must create a

position in the client’s mind that explains who you are, what you do, and what makes you different.

Positioning lies at the heart of all Branding.

Personal Branding Positioning Examples

Who Profession Leading Attribute

1. ________________________________________________________________

2. ________________________________________________________________

3. ________________________________________________________________

What Is Your Position?

Your Name Profession Leading Attribute

________________________________________________________________

Your Logo

Once you have defined your Position, you may develop your Brand Identity, which is arguably the

most vital aspect of any brand. The cornerstone of your Brand Identity is the Logo. You should have

a Logo, and you should use it in all aspects of your Branding campaign — boldly and consistently —

to build name recognition in clients’ minds. A Logo includes three critical elements: a name, a slogan,

and an icon.


Notes


34

Step One: Name

The most important tenet to remember when creating your company name is that your name must

differentiate you, not clump you together with the pack.

a. Personal Brands — If you work on your own, the solution is simple. Use your own name, first

and last, to identify your company.

Don’t add words like “& Company,” “& Associates,” or other

professional descriptors.

Use the familiar version of your name.

Exclude middle initials, suffixes, and designations.

Myth #1: “I’m trying to institutionalize my company and if I name my company after me, all

my clients will think that they will work with me.”

Reality: Whether you name your company after an individual or choose to promote a

company does very little to train clients of who they will work with. The systems your company

puts into place do much more to train your clients.

Myth #2: “I’m trying to create the aura of a bigger company, not just a one-man office.”

Reality: The quality of your Branding and your company’s overall presence will act to dispel

such fears. At first glance, people sum up your size by the quality of your Branding, not by the

name of your company.

Myth #3: “My clients are attached to my company name; if I change it, it will cause problems.”

Reality: It’s a good bet that the majority of your clients don’t even know the name of your

company. As overmarketed consumers, your clients are lucky to remember one name —

hopefully your name — let alone two. The most successful Product Brands have company

brand names to match.

Coca-Cola is a Product Brand manufactured at Coca-Cola, the Company Brand.

FedEx is a Service Brand created by FedEx, the Company Brand.

Nike is a Product Brand manufactured by Nike, the Company Brand.

Notes

35

Myth #4: “I’m trying to build equity into my company and eventually sell it. You can’t sell a

company based on a person.”

Reality: There are thousands of companies that are owned by people other than the founders

— Walt Disney, Dale Carnegie, and Orville Redenbacher to name a few. Understand that we are

dealing with three different entities: you (the person), your brand, and a company.

Selling a Company

When selling a Personally Branded company, you have two choices:

1. Don’t change the name. Dale Carnegie died in 1955, but his Personal Brand and company

live on. The company’s new owners valued his brand so much that they didn’t dare change

the name.

2. Merge and purge. Like any Corporate Brands that merge, parts or all of the existing

names come together for a period of two to three years, after which one or more names

may be dropped.

b. Partnerships — Please understand that just because you share office space together or perform

some Marketing functions jointly, that does not make you Branding partners.

Office Partners

Marketing Partners

Branding Partners

If you are Branding Partners, use both of your last names, like a law or accounting firm. Limit

the name to no more than seven syllables. If you are Office or Marketing Partners, use your

own names, first and last, for each of your firms.

c. Co-Brand — Perhaps you are associated with a larger company, and you act as an agent for that

company. In this situation, your Personal Brand is leveraging the equity inherent in the other

brand. Depending on your company and state regulations, make your name as prominent as

possible and minimize the company name as much as possible. The company name does not

have to be prominent to be recognized.


Notes


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Step Two: Slogan

A slogan is a creative reflection of your position. In three to nine words, it should transmit who you

are, what you do, and what benefit you offer to your clients. Whenever possible, craft your slogan to

talk specifically to your target market.

a. State what you do and whom you do it for.

Novel Ideas for Young Adult Publishers.

Physical Therapy for the Active Family.

Tax Planning for Small Business Owners.

b. State what you do and the benefit.

Planning Phenomenal Weddings.

Restoring Classic Cars to Run Again.

Brewing the Perfect Blend.

Step Three: Icon

An icon is a graphic image that amplifies your identity. Your icon will become the most easily

recognizable part of your Brand Identity. Keep away from generic icons, such as pyramids, columns,

compasses, prisms, houses, globes, maps, eagles, United States maps, and other cliched images.

Stationery

A properly created Personal Logo, used consistently, will become your greatest asset. Use it

universally on all your Branding: Personal Brochure, Personal Postcard, Stationery, Web Site, Signage,

etc.

Notes

P A R T 4 : W R I T I N G Y O U R O N E - Y E A R B R A N D I N G P L A N

37

Part 4:

Writing Your One-YearBranding Plan

Four Steps To Creating Your Branding Plan

Step One: Set An Income Goal

Step Two: Establish A Budget

Most world-class marketers invest between 20% and 35% of their gross income back into Branding.

The smaller your income, the greater the percentage you need to spend in order to realize this

growth.

Your answer will help define your Branding budget. Significant initial investment can increase your

business growth rate exponentially.

You should plan on spending…

1. 5% to 10% of your gross income to maintain your current production.

2. 10% to 25% of your gross income to expand your business within your target market.

3. 25% to 35% of your gross income to invade a new target market. That’s what it will take to

build an image, create awareness, and call clients to your door.

Notes

38

Step Three: Pick Your Branding Tools

We realize that you cannot do 100% of your Branding at once. As a growing business, you must plot

your Branding in phases. Consider using these three phases:

1. Phase I: Develop Your Personal Brand Identity.

Personal Brochure.

Personal Postcard.

Personal Logo.

Stationery.

Web Site.

2. Phase II: Generate New Business.

Aggressive direct-mail campaigns.

Multiple public or private seminars.

Regular columns in local newspapers or trade magazines.

Networking groups.

Expansion of professional referral network.

3. Phase III: Maximize Market Share.

Outdoor advertising (billboards, etc.).

Radio advertising.

Network and cable TV advertising.

Magazine advertising and newspaper display advertising.

Step Four: Create Your Plan Around Action Dates

After selecting your position, your target market and your Branding tools, design a Branding

Timetable (see example on page 40). Create date-triggered procedures in your office that will

automatically execute your Branding plan as you focus on day-to-day business activities.


Notes


39

Become A Personal Brander

Personal Branders market every day. So each day, dedicate some time to the following activities:

1. Planning and Revising — spend time alone or with your Branding staff strategizing and

implementing your Branding.

2. Networking — create a network of fellow financial professionals to brainstorm new ideas. Find

out what’s working and what is not.

3. Marketing Execution — invest real money in your Branding efforts and take the supervisory

steps (overseeing printing and mailing) to see that your Branding truly performs daily.

4. Continuing Education — read Branding articles and books. Make special efforts to read the

Branding sections of trade publications and top Branding guidebooks.

Recommended Reading

We recommend the following books and publications to further enhance your Branding savvy:

The 22 Immutable Laws Of Branding Al Ries & Laura RiesMultiple Streams of Income Robert AllenPositioning Al Ries & Jack TroutBranding Warfare Al Ries & Jack TroutBottom-Up Marketing Al Ries & Jack TroutFocus Al RiesThe 22 Immutable Laws Of Marketing Al Ries & Jack TroutOgilvy On Advertising David OgilvyConfessions Of An Advertising Man David OgilvyDirect Mail Copy That Sells Herschell Gordon LewisGuerrilla Marketing Jay Conrad LevinsonBranding To The Affluent Dr. Thomas StanleyInfluence Robert CialdiniRomancing The Brand David Martin

You’re On Your Way

You’ve been exhaustively prepared for the revolution in Personal Branding. It’s a revolution in which

the specifically personal triumphs over the blandly corporate. The ways to promote your humanity,

your personality, and your talent to target markets are limited only by your imagination. You may

choose all of the Branding options presented today, or just a few. Most importantly, by attending this

seminar you are setting out to emphasize the best Branding asset you have — your humanity. If your

Branding materials communicate even a fraction of that humanity, you will attract more clients than

your commitment to Personal Branding, and to a prosperous future.

Notes


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Activity January February March April May June

1 7 14 21 28 4 11 18 25 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24

Personal Brochure

Sales Letter

Personal Postcard

Activity

Personal Brochure

Sales Letter

Personal Postcard

Activity

Public Seminar

Private Seminar

Activity

Update Web Site

Update Press Kit

Contact Editor

Press Release

Activity

Local Publication

Trade Publication

Busboard/Billboard

Marketing TimetablesNotes


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Activity July August September October November December

1 8 15 22 29 5 12 19 26 2 9 23 30 7 14 21 28 4 11 18 25 2 9 16 23

Personal Brochure

Sales Letter

Personal Postcard

Activity

Personal Brochure

Sales Letter

Personal Postcard

Activity

Public Seminar

Private Seminar

Activity

Update Web Site

Update Press Kit

Contact Editor

Press Release

Activity

Local Publication

Trade Publication

Busboard/Billboard

Marketing Timetables Notes


P R I N T O U T T H E S E T W O P A G E S F O R Y O U R O W N R E C O R D S

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Activity January February March April May June

1 7 14 21 28 4 11 18 25 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24

Personal Brochure

Sales Letter

Personal Postcard

Activity

Personal Brochure

Sales Letter

Personal Postcard

Activity

Public Seminar

Private Seminar

Activity

Update Web Site

Update Press Kit

Contact Editor

Press Release

Activity

Local Publication

Trade Publication

Busboard/Billboard



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Activity July August September October November December

1 8 15 22 29 5 12 19 26 2 9 23 30 7 14 21 28 4 11 18 25 2 9 16 23

Personal Brochure

Sales Letter

Personal Postcard

Activity

Personal Brochure

Sales Letter

Personal Postcard

Activity

Public Seminar

Private Seminar

Activity

Update Web Site

Update Press Kit

Contact Editor

Press Release

Activity

Local Publication

Trade Publication

Busboard/Billboard



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