As the world becomes increasingly digital, it’s easy to assume that printed materials have lost their relevance. However, this assumption couldn’t be further from the truth, especially when it comes to wealth management marketing. Here’s why.
We’ve all experienced it. Upon receiving a beautifully crafted marketing package, the feeling of having something weighty and intentional, hand-packaged and printed using high-end processes….it says “attention to detail, a focus on quality and a bespoke experience.” These printed pieces, while certainly becoming less common, still make an impact. Perhaps even more so, as we all migrate into the digital world. These printed pieces speak volumes about the caliber of service you provide, and the types of clients you serve.
At Wealth Matters Consulting, we firmly believe that printed materials are an essential part of any marketing and public relations campaign. We’ve seen time and again that printed materials can make an impact – when done correctly. In this blog post, we’ll explore how to create a stunning printed package that will demonstrate the high caliber of your firm.
First, let’s define what we mean by printed materials. We’re talking about brochures, business cards, prospect packaging, folders, note cards, one-pagers, decks and other collateral materials. Each piece should speak to your target audience – in more ways than one. It should create an emotional touchpoint with the reader – through the use of imagery, messaging and materials.
WHY PRINTED COLLATERAL IS NEEDED
First and foremost, printed marketing collateral provides a tangible and tactile experience that digital content simply cannot replicate. In a world saturated with digital advertisements and email campaigns, receiving a physical marketing package stands out and captures attention. The act of holding a printed brochure, a booklet or a well-produced deck creates a sense of engagement and connection with the brand. When done correctly, a printed piece of collateral leads to a physical interaction that allows potential clients to immerse themselves in the content and develop a deeper understanding of the services and values offered by the business.
Additionally, printed materials convey a sense of professionalism and credibility. When a company invests in high-quality printed collateral, it sends a message that they are committed to delivering excellence in all aspects of their business.
Printed materials offer a level of personalization that digital mediums often lack. By customizing the content, design and messaging to cater to a specific target audience, firms can skillfully evoke emotions and create a profound emotional connection with the reader. This tailored approach allows the reader to feel deeply understood, fostering an emotional experience that resonates on a personal level.
For example, a wealth management firm can customize a printed brochure to address the specific financial needs and concerns of different client segments. This level of personalization helps build stronger connections with clients.
Printed collateral also has the advantage of extended exposure. Unlike digital content that can be easily dismissed or forgotten, printed materials have a physical presence that can be kept, displayed or shared with others. A well-designed brochure sitting on a desk or displayed in a waiting area can serve as a constant reminder of a business’ services. Additionally, printed materials can be passed along to colleagues, friends or family members, effectively extending the reach of the marketing efforts.
HOW TO CREATE A BEAUTIFUL PROSPECT PACKAGE
When it comes to creating a beautiful prospect presentation, attention to detail and thoughtful design choices are key. But it doesn’t end there. The most important aspect to consider is your target audience. Beyond net worth, a target audience can be defined by interests, age, geography, objectives or challenges. Your marketing collateral should speak to that specific audience through message, images and design. If you have your target audience well-defined, you can get started.
Here are some steps to guide you through the process:
- Define your objectives: Start by clearly defining the objectives of your prospect presentation. Determine the key messages you want to convey, the desired outcome of the presentation and the target audience to which you will be presenting. Understanding these aspects will help shape the content and design of your presentation.
- Craft a compelling story: A well-crafted narrative is essential to engage your prospects and keep them interested throughout the presentation. Develop a storyline that highlights the unique value proposition of your business, showcases successful case studies or testimonials, and addresses the specific needs and pain points of your target audience. Structure the presentation in a logical flow, ensuring that each section builds upon the previous one.
- Use captivating visuals: Visual elements play a crucial role in creating a beautiful and impactful prospect presentation. Incorporate high-quality images, infographics, charts and graphs to illustrate your points and make complex information more digestible. The visual elements of your brand should be consistent throughout the piece.
- Keep it concise and focused: Remember that your prospect presentation should be clear and focused. Avoid overwhelming your audience with too much information or lengthy text. Instead, use bullet points, key phrases and concise explanations to communicate your message effectively. Utilize white space strategically to create a clean and uncluttered layout that allows the content to breathe.
- Invest in high-quality printing: Once the digital version of your collateral is complete, don’t skimp on the printing. High-end printing techniques, such as embossing, metallic embellishments, rich papers and bold colors make a lasting impression. Choose a reputable printing company that specializes in producing specialty marketing materials.
The significance and influence of receiving printed marketing materials have not waned despite the growing digital landscape. Rather, they have gained significance. By incorporating printed collateral into a comprehensive marketing strategy, businesses can differentiate themselves from competitors, establish credibility and create a lasting impression in the minds of potential clients. The combination of tangible experience, professionalism, personalization and extended exposure makes printed marketing collateral an invaluable tool for business development in the wealth management industry and beyond.