Customer Reviews

The Brand Called You for Financial Advisors

5 star:		(7)
4 star:		(1)
3 star:		(1)
2 star:		(0)
1 star:		(2)

 

 

Although this book is targeted to financial planners, as a software programmer I found lots of good ideas to apply to my business, which requires the personal touch.

The authors lead you through creating a unique positioning statement and into a recommended marketing plan that combines several proven techniques that work for financial planners.

I'd say that 80% of their techniques would work for businesses like mine... that are primarily 1 -10 person businesses and have a strong owner influence.

The book is well written and easy to read. I can think of no negatives on the book. The authors consult on this subject as a profession. They present a plan for marketing your business that should be fairly easy to follow.

Most people will find that marketing ideas are easy to find, but hard to implement... because most of us are too lazy or too busy. I think the marketing methods presented by these authors have been selected because they are relatively (everything is relative) easy to do.

For example, they use a special form of postcards. The postcards are pre-printed with a certain kind of grahpical look (you'll have to read the book to get the secret method). Then you just take the postcard stock down to the Jiffy Print and get this month's message printed on to them. That means you only have to write a paragraph or two each time you mail them out (recommended monthly).

All of their techniques have been analyzed from this "time saving" point of view. I think this really adds value to the book -- as most of us don't have lots of time.

If you go to their web site, you'll find they have a seminar for financial planners. I might sign up, if they don't mind computer guys being there.

Any one with a personal business should be able to translate the ideas presented here to their business type. I highly recommend this marketing book. Another book on this subject is the one by Tom Peters, and that is harder to read given his eclectic writing style. But I'd still recommend Peter's book also. They come in a set of 3 related books.

The authors Peter Montoya and Tim Vandehey have written a book that is aimed at a wide spectrum of financial advisors; experienced, entry-level, old, young, investment bankers, private bankers and the independent financial advisor. Their methods are made to help you stand out amongst the many.

They start of with urging the reader to create a small one to two page personal brochure which contains an abridged version of the client advisor's personal history, accomplishments, hobbies, several photos as well as anecdotes. Above all this brochure should not contain products or sell anything.

According to one of their interviewees, most clients base their decision on trust when choosing a financial advisor. Product range is not the first point they examine. It is easier for a prospective client to trust an advisor if he has something in comman with him i.e. specializing in an area of common interest with the furture client. "Retirement Planning for Dental Professionals" or "Financial Planning for Commercial Airline Pilots" etc...The personal brochure gives the client a chance to attach a personality to the advisor.

There are suggestions of creating a one year marketing plan with a combination of personal postcards, sales letters, direct mail, creating a personal logo as well as involving public relations and advertising agencies in your work.

It is a good book but if you are a client advisor working for any global financial institution, you will have to go through proper channels to attain approval to execute some of these ideas. Some of these concepts might work well in the U.S. and would need a little adjustment to adapt to local market cultures in Europe and Asia.

As a freelance marketing professional, I'm always reading something about marketing. But rarely does a book come along that makes sense to my clients. Not only did "The Brand Called You" teach me about personal marketing (which is a relatively new concept), it teaches the clients who can't afford my services how they can do it themselves step-by-step. Financial services people, healthcare professionals, Realtors -- even freelance marketing professionals -- will find this book an amazing resource in their careers.

I read this book based on the recommendation of a friend, and let me tell you it pretty much changed my life. Unfortunately I had to give the book back to that friend, so I actually went on-line and bought my own copy. I don't know of any other word to describe my feelings after reading it except for inspiring. Mr. Montoya's broad-based and down to earth approach to marketing yourself is so simple and riddled with common sense; I'm surprised I hadn't read anything like it before. I've read many books like this, but after reading this one I'm inspired, and that says a lot for a lazy bum like me. I hope Peter writes another one in case I lose the incredible drive he's already created.

I have to disagree with the negative review of this book. The fact is, it's written for financial advisors who are READY to spend thousands of dollars on marketing their practice, because that's what it takes to build a business. And if you're going to make that kind of investment, this is an excellent, detailed guide to how to do it right. As for the ads for the author's agency, so what? If they're a good resource, I'm glad to know about them.

I hadn't really thought much about marketing. Then, a friend suggested that I read "A Brand Called You." This book was one of the greatest investments that I ever made. It was like I had hired a fulltime marketing, advertising, and public relations staff to promote myself. I put the book to work for me and have seen an immediate impact. This is a reference that has changed my career.

I attended a seminar of Peters over 2 years ago. The information astounded me and dramatically changed my approach to selling myself. As a result, my personal income has tripled in the past 2 years, and I owe it to Peter. When the book came out, I was one of the first to purchase it, and I must say, it further solidified the excellent information I received from him. In addition, it provided me with new insights and understandings which I will be implementing immediately. The idea of selling my identity, not my product is not new, what is new, is the approach that Peter takes. It's clear, it's consise, and it works. For anyone serious about maximizing their marketing efforts, this book is a must, and I've read them all!

This book is a good "marketing" example of how to sell your services by writing a book, and help others in the process - I applaud the authors' efforts. But many of the other suggestions do take dollars that many entrepreneurs and consultants simply don't have. That's where the critical concept of REAL personal publicity takes over. People have to know who you are, what you stand for, and why they should hire you and do business with you. Establishing trust is key - and there are effective ways to do that without spending big bucks or hiring a consultant. Volunteering in the community is one example.Volunteering for a cause you believe in provides professional visibility, as well as the personal and important satisfaction of giving something back to society. Likewise, volunteering for a trade organization can give you lots of valuable professional exposure and recognition among peers and business contacts. Moreover, sending out press releases and getting more than just a little publicity about your efforts does not diminish your good deeds. And that applies to all entrepreneurial endeavors, not just financial planning.

A couple of good, but expensive ideas. I have owned two successful businesses, and believe me when I tell you; his self promotion ideas will cost in the tens of thousands to implement. The book also blatantly self promotes his marketing firm for financial advisors. (At least three times in the book) At one point he writes something like, "you dont have to use our firm, but be advised that you will have to spend around 100 hours plus educating another firm about our industry." Classic manipulation. The rest of the "networking" ideas are all ones we've seen hundreds of times. I read the book over a three hour period, and sent it back for a refund. The book could have been two chapters long, one quarter the price, and still as effective. Buy Nick Murray's "The Excellent Investment Advisor." It is truly a work of magic proportion, and covers the notion of "YOU" as the brand the client buys, far better.

I can't validate all methods in this book since I do not yet have my own business. However, this book discusses issues that you want to consider before you step off. Particularly insightful here were considerations for the name of your business, your tag line, and assorted items that are usually done without any professional help that affects your brand before you get your first customer. If you're looking to see how advertising, branding, and marketing - not sales, closing, or customer service - might fit in to your larger business plan, this is the one you're looking for.

It is easy to read in part because the book is also structured as a Marketing 101 course explaining channels, types of marketing messages, etc. and then delves into the financial (or personal service) specifics you need. It is not long but the level of detail given for each item gives you confidence to go out and execute tomorrow (eg - what weight of paper stock to use for mailings). That's why you'll find yourself picking it back off the shelf. Though other reviewers comment that much of this stuff is too expensive, wouldn't you at least want a good look at an ideal marketing plan before deciding where to allocate the funds you have? The authors do a good job of painting the relative values of different efforts anyway. You have to determine your own point of dimishing returns. As for the skeptical note by several that the book is written by a marketing firm that (my gosh) is marketing their services at the same time? First, that is only toward the end and is plain to see. If you asked for an overview, it makes sense that you would also consider tailored consulting services. Second, I've heard financial advisors are known to advise people to pay for more financial advice.