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The Brand Called You for Financial Advisors Hardcover – October 1, 1999

11 customer reviews

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Editorial Reviews

About the Author

Peter Montoya: President and founder of Millennium Advertising, Peter Montoya has worked for two national sales trainers and speakers. His experience working with a real estate advertising agency started him thinking about the effectiveness of personalized marketing. Seeing a need for such marketing in the financial field, Peter started Millennium Advertising in 1997. Today, Peter gives over 100 speeches each year, both for the public and at conferences throughout North America. He is the oldest of five boys, was raised in Southern California, has a degree from UC Irvine in Political Science, and has lived in more than 25 North American cities.

Tim Vandehey: A professional writer by trade, Tim Vandehey has worked in the fields of advertising, marketing and Web development since 1987. Formally a highly successful freelance writer and advertising agency Creative Director, Tim has worked with Millennium Advertising since 1997, directing creative and strategic marketing efforts for leading financial service companies. Also a native of Southern California and a graduate of Cal State Fullerton, Tim lives in Laguna Beach, where he produces theatre and sails his boat.


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Product Details

  • Hardcover: 207 pages
  • Publisher: Peter Montoya & Tim Vandehey; First Edition edition (October 1, 1999)
  • ISBN-10: 0967450608
  • ISBN-13: 978-0967450605
  • Product Dimensions: 9.1 x 6.1 x 0.8 inches
  • Shipping Weight: 1 pounds
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Best Sellers Rank: #3,440,151 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

26 of 28 people found the following review helpful By John C. Dunbar on January 27, 2000
Format: Hardcover Verified Purchase
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.
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6 of 7 people found the following review helpful By M. Bennett on June 23, 2002
Format: Hardcover
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.
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6 of 7 people found the following review helpful By D. Clare on January 3, 2001
Format: Hardcover
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.
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4 of 5 people found the following review helpful By EMK on August 5, 2002
Format: Hardcover
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.
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6 of 8 people found the following review helpful By A Customer on August 10, 2000
Format: Hardcover
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!
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