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White Papers for Financial Advisers

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A high-value, low-cost marketing tool for ​Financial Advisers.

​By Ben Hucker
Freelance Writer

www.ievoke.com.au

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White Papers for Financial Advisers

  1. 1. White Papers A high-value, low-cost marketing tool for Financial Advisers By Ben Hucker Freelance Writer
  2. 2. What is a White Paper? • They are valuable, authoritative, information documents on important issues relating to financial advice • They help clients understand complex issues in personal finance • They establish you as a thought-leader and help build trust with new prospects • MOST IMPORTANT: They are more likely to be read by prospects than a website, brochure or even a press release
  3. 3. Why are they so effective? • They educate prospects and clients without selling • They help clients assess your approach to financial advice • The give prospects peace of mind on important issues • They help drive targeted leads and the RIGHT clients • They help address the need for holistic advice
  4. 4. Why are they great for lead generation? • Using an offer of a White Paper has the following benefits as a lead-generation tool for financial advisors: • It’s not pushy – it’s offering something of VALUE. Information. Free of charge • It’s non-threatening - instead of having to speak to an advisor upfront, the prospect is simply going to receive a valuable report on relevant topic. • It meets emotional as well as rational needs – e.g. Fear (of choosing the wrong advisor), Kudos (sharing NEW knowledge with family & friends), path of least resistance (research all in one place) • Once written, it is incredibly low cost and can be used in campaigns over and over (you could end up using the same White Paper, e.g. a Retirement Guide, for more than 10 years)
  5. 5. How do they compare? • A sales brochure is a sales brochure, is a sales brochure • Depending on the industry, websites can be interesting, and so can case studies • But White Papers are so much ‘MEATIER’ with more salience • Your prospect gets a view on a different world, IMMERSED in a financial issue that is important to them • They have a long shelf-life and can be used year after year
  6. 6. Know your objective • Remember, in the ‘high-value’ financial advice industry, the objective is getting prospects to identify themselves • You can be more aggressive once prospects are identified • BONUS: Offer downloads of White Papers from the front page of your website and collect email subscribers while building authority
  7. 7. Do they work in B2C environment? • White papers 10-14 pages long WORK • Even White Papers of 20-24 pages have been shown to generate significant leads* • Difference? B2C White Papers use strong calls to action (CTAs) after problem and solution are covered *Research from ThoughtfulMinds.Org
  8. 8. Do we need a White Paper? • Here are 3 Simple Questions that can tell you that answer: • Are you selling something new? • Something complex? • Something expensive? • Use a White Paper to generate leads, stand out from the competition, nurture a prospect through a long sales-cycle, or help secure new clients
  9. 9. Who am I? • Ben Hucker - Freelance writer for 7 years now • Worked in financial services for 12 years prior: • ANZ Investment Bank • Australian Stock Report • Occam Asset Management • IFM Investors • Wholesale Investor • Leyland Private Asset Management • BCom and Post Grad in Applied Finance
  10. 10. Samples of my work • Head to: • The portfolio page (link below) on my website for a range of examples • What’s next? • Strategy call with Ben to discuss if White Papers are a good fit for your clients and prospects

A high-value, low-cost marketing tool for ​Financial Advisers. ​By Ben Hucker Freelance Writer www.ievoke.com.au

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