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How to Brand White Papers for Marketing and Full Service Members
BEI’s Automated Newsletter Marketing System is a branded, fully customizable drip-marketing tool. This quick-read, twice-monthly Newsletter contains information about some aspect of Exit Planning. It is sent to a distribution list of business owners and professional advisors developed and maintained by the BEI Member.
Once an issue of the Newsletter has been published, it is stored in the BEI Resource Archives for recycling by Members in a number of different ways. This article will address some of the methods Members can use the past issues to get more clients.
1 – Handouts at Presentations
Any presentation you make, whether in person or by Zoom, needs something to keep your name in front of the participants after they have turned off their computers or have left the meeting room. With well over 300 archived issues on a variety of topics to choose from, the Newsletter is the perfect tool. It is branded with your contact information. It can be topic specific. It is a quick-read document that validates the points you made during your presentation.
2 – Credibility Kit Resource
A Credibility Kit is a packet of information you leave behind with a client or prospect after a meeting. It includes your firm’s marketing brochure, information on Exit Planning, the Leaving Your Business Is Inevitable branded White Paper and several selected copies of past issues of the Newsletter. The Credibility Kit keeps your name and your firm’s name in front of the client and validates what you said during the meeting.
3 – A “Connecting With You” Resource
When you click the title of any Newsletter in the archives, you will have the option of sending a personalized copy of that Newsletter by email with a personal note to a client, prospect or professional advisor you may be working with. Imagine how that will differentiate you from the crowd! For specific instructions see How to Send a Newsletter From the Archives.
4 – A Vast Store of Article Ideas
As a BEI License Holder, you have access to an incredible storehouse of material you can use if you’re interested in publishing articles in trade journals, magazines, blogs and other third-party publications. You can find out more about this amazing opportunity by reading BEI Power of Publishing Action Pack
It’s as easy as cutting and pasting the Newsletter text in to a WORD.doc. We give you the wording for a letter to the Editor as well as several ready to publish Newsletters.
IDEA: If you need to offer a longer article, find two or three Newsletters on the same topic and string them together. Or you can offer a series of three or four articles, again on the same topic.
5 – Post Archived Newsletters On Your Website
Give visitors to your Website a special bonus for stopping by. Post 10 to 15 BEI Newsletters in your Article and Resource section and let them download them to read and even give out to their clients. Post a link on your Website so visitors can sign up for their own subscription. (It’s easy to do and BEI gives you the links and everything.)
Don’t forget to “rotate your stock” and refresh your inventory monthly. After all, you have over 300 issues to draw on.
6 – Display Newsletters in Your Lobby / Reception Area
If you are a part of a larger firm, buy a couple of acrylic literature display stands and offer free copies of the Newsletter to visitors. They will thank you for the great ideas and you might even get a new client.
As mentioned above, “rotate your stock” and keep the display copies fresh and clean.