1. The document provides tips for branding a business, including having a strong business foundation, being strategic before taking tactical actions, hiring a marketing firm that understands the industry, focusing on the right clients, and taking action with the marketing plan. 2. It also announces that The Personal Coach team is celebrating their 10th anniversary in 2012 and provides links to videos and the company website for more information. 3. The document profiles ideal clients and prospects, outlining the benefits of focusing marketing and branding efforts towards clients with specific demographic, psychographic, and relationship characteristics. Developing an ideal client profile can improve focus, reduce stress, and help capture more of the right clients.

1. Tel: 519-576-2262 Fall 2011 Issue
confidence@thepersonalcoach.ca If you would prefer an eNewsletter
www.thepersonalcoach.ca email sue@thepersonalcoach.ca
Tips and ideas for your business.
TOp 10 BRANdING TIpS ANNOUNCING
1 Have a Strong Business Foundation
Before implementing a marketing strategy, the
7 Avoid Using
Several Advertising Suppliers
OUR 10
YEAR
processes and procedures that make up your business Do you have a website, brochure, stationery? ANNIVERSARY
foundation must be clearly defined and in place. How many suppliers do you use to design
Without this foundation, your company can not your materials? All your touch points need to
deliver the promise communicated. communicate the same message and emotion.
2 Be Strategic First, then Tactical Use one supplier for all materials to
When financial advisors have a new client, remain consistent.
do they start selling product without knowing 8 Create a Client Experience
the client’s needs? Of course not – they Most companies have a step by step
learn about the client’s lifestyle, goals and business process they take their clients
financial situation to develop the best plan through. Make sure your branding
of action. The same applies to marketing accurately communicates this process
– be strategic and plan before taking and name your process to reflect The Personal Coach
action. the same branding message.
3 Hire a Marketing Your clients and prospects
team is thrilled
Firm that Knows will feel confident in to announce that
your Industry your ability to meet
It can be overwhelming to their needs. 2012 marks our
develop the ideal branding 9 Make the 10th Year
strategy for your company. Competition
Hiring a marketing firm Anniversary.
Irrelevant
may be your best solution.
With a solid brand
However, make sure whomever you hire understands
strategy you won’t need to worry about your
your business. Don’t waste your time educating the
competition. You should still keep track of their VIdEOS
marketing firm - they should be educating you.
movements but remain focused on your plan. Check out our
4 Beware of the Retail Approach 10 Take Action Investment Executive videos
Retail marketing can be effective in some cases, featuring Kim Poulin and
however keep in mind your business is different, Your marketing plan is the full mix of benefits
upon which your brand is positioned. Keep it April Levitt.
it’s a relationship business. Most advisors experience
disappointing results with a retail approach because close by to avoid falling back into old routines.
they aren’t targeting the right people. Branding puts your plan into action and connects
you to your ideal clients.
5 Focus on the Right Clients In today’s market, decisions are based 80%
Determine the characteristics of your best clients and
on emotion and 20% on rational. This being said
focus your marketing and branding efforts on clients
it’s essential to foster an emotional relationship
and prospects that fit this profile. (For example,
with your clients with a people-focused
demographics, emotions and psychographics)
marketing plan.
6. Add More of the Right Clients
All your marketing materials should support your For more information on our MasterPoint™ www.investmentexecutive.
client acquisition strategy. Develop a proactive Brand Strategy Program call The Personal Coach com/multimedia
strategy to find new clients. A sound referral process today or email Fortunato Restagno directly at: Then search their names!
is crucial. fort@thepersonalcoach.ca

2. pROFIlING YOUR ARE YOU
BEST ClIENTS ANd REAdY FOR
pROSpECTS COACHING?
profiling your ideal clients
and prospects can have a
significant impact on your
financial services business
as well as your life.
Over the years we have seen
clients focus on this key
concept and reap the rewards
over and over again! Visit our website
homepage under
Financial advisors, new Resources and listen to
or established often feel some of our successful
overloaded, overwhelmed and clients talk about the value
stressed. On one side of the of coaching and how it has
spectrum, new advisors can significantly impacted their
feel a lack of confidence in business.
their knowledge and skill set. • They recognize the value you offer
On the other hand, established advisors Creating a powerful
• You look forward to meeting with them
can feel burnt out from the pressures of • You consider them an advocate
Intro Talk
servicing their large client base and at “Hi my name is Fortunato.
the same time feel bored with no new list the demographic and psychographic I’m a Brand Specialist with
challenges. They aren’t running their characteristics of these clients: The Personal
business, their business is running them. • Age • Marital Status • Occupation Coach.”
“Diffusion is the number one enemy • Children - ages • Household Income How does
• Hobbies • Interests that sound?
of productivity”, states Wayne Cotton,
founder of Cotton Systems and • Personality • Values What about,
a real proponent in developing an “Hi, my name
• Why do you enjoy the relationship?
Ideal Client Profile. is Fortunato.
• What do you have in common? I’m a Brand Specialist with
What is the impact of • Other? The Personal Coach.
profiling Your Ideal Client? Now review the clients you listed and We provide customized
• Improved focus • Reduced stress determine which clients share similar one-on-one business coaching
• Effective problem solving characteristics. Are there any that for financial advisors.”
& capture more don’t “fit”? Any better? Or what about
opportunities If so, remove them this, “Hi, my name is
They aren’t running their
Fortunato. I’m a Branding
• Higher productivity which business, their business is from the list. Specialist with The Personal
results in more income running them. Focus on those clients Coach. We provide customized
• Increased enjoyment with similarities. What one-on-one business coaching
are the common problems for financial advisors. We help
• Less boredom
and opportunities they experience? Now advisors with confidence,
• Increased Confidence • Consistent results that these similarities are clear, create a focus and freedom.”
defining Your Ideal Client profile description of your Ideal Client Profile. I have described what I do,
The Steps: Make a list (10-15) of your Write it down! who I work for and what
Best Clients with the following qualities: Proactively focus on your ideal clients value I provide but have I
• Enjoyable to work with within your client base and you’ll be on the grabbed your attention?
• Great exchange of energy road to confidence, focus and freedom. Do you want to learn more?
between both of you Need help? Ask your personal coach When creating an effective
• You feel a connection with them for guidance to customize a referral introduction talk, put yourself
• They appreciate the work you do process for you. in the shoes of the listener.
Continued on Page 3
tel: 519-576-2262 confidence@thepersonalcoach.ca www.thepersonalcoach.ca

3. Unless you have been trained
dEVElOpING in the science of marketing
and brand communication,
pROFESSIONAl CENTRES it can be difficult to spark
OF INFlUENCE interest in your audience.
Advisors who have built a The key is to connect on an
successful business have emotional level with your
mainly done so through new ideal client. Determine the
client acquisitions. One of my obstacles they are faced
responsibilities as a personal with and provide value by
Coach is to help advisors focus focusing on a solution to
on obtaining new clients and these problems. Think hard
developing professional about what your client’s life
centres of influence. (COI) goals are, and include in your
This article will outline how introduction how you can
our coaches help clients build help them achieve these goals.
COI, in particular with “Hi, my name is Fortunato.
Chartered Accountants. (CAs) I work with a team that
helps clients double their
When developing COI, it
revenue within two years and
is crucial to understand the gives them access to more
Chartered Accountant’s value work freedom.”
system and way of thinking: Sending a card for a special occasion like This leaves your listener
1. Most importantly, CAs are focused a birthday will give you more exposure and
help further develop the relationship. wanting more.
on client retention. Any strategies To learn more about perfecting
focused on keeping clients will get your introduction talk, contact
the CA’s attention. Meetings should be focused on introducing Fortunato Restagno at:
new information to the CA (i.e. after fort@thepersonalcoach.ca
2. CAs view themselves as the company conferences), to provide value to
business advisor to their clients. the CA and their clients. At The Personal YOU’RE HIREd!
3. CAs, like financial advisors are interested Coach we help our clients build their It is 4pm on a Friday and
in increasing their contact management your trusted assistant just
revenues, which is system with CAs, presented their resignation
measured in fees. It will take several encouraging them letter. Or maybe you have
meetings before they to keep in contact on decided to expand your
4. When building a strategic
alliance, CAs are looking will provide you with a regular basis.
for someone who is introductions or referrals. We also encourage our
objective and client clients to get to know
oriented, not someone the CA. Learning about
who simply sells products to their clients. their interests and inviting them to social
5. CAs must build trust with events will help build a strong trusting
a financial advisor. relationship. Also sending a card for a
special occasion like a birthday will give
6. CAs are interested in creative you more exposure and help further
team and are determining
thinking and new ideas your next steps. These are
develop the relationship. both situations that financial
7. CAs are interested in building a strategic Finally, we recommend when developing advisors dread - finding and
alliance with a professional financial COI, you start with the CAs of your attracting the right hire.
advisor who is knowledgeable and clients. It is easier to develop a relationship What Next?
has credentials (i.e. ClU, CFp). if you already have a common client. First of all, it’s imperative to
Building trust with a CA will not happen do a full assessment of the
We at The Personal Coach have developed an
overnight. It will take several meetings position, outlining duties and
entire program around the development of CAs
before they will provide you with core competencies. (i.e. hours,
and if you would like a copy please contact
introductions or referrals. salary, expectations) You can
Kelly Weichel at: kelly@thepersonalcoach.ca
Continued on Page 4
tel: 519-576-2262 confidence@thepersonalcoach.ca www.thepersonalcoach.ca

4. WElCOME pROdUCTIVITY TIp: ask other employees for input.
KEllY WEICHEl! pOST ClIENT Also, outline personality traits
that would fit best with the
please welcome MEETING NOTES team. The Personal Coach
Kelly Weichel Team just hired a Marketing
to our personal Specialist and while
Coach team! experience and background is
Kelly is working crucial, it was also important
closely with our that we found someone who
team to support would fit into the culture
marketing, as well. As the saying goes,
branding and our “always hire for attitude and
client and public train for skill!”
communications. Now that you have outlined
She is also working closely with Fortunato your ideal candidate, where
Restagno, our Branding Specialist, to do you find this person? Word
manage marketing and print projects for of mouth is the best way
our clients. to look for candidates. Let
colleagues, clients and friends
To learn more about Kelly and her background, know you are looking for
please visit her profile on our web-site at: More than ever before, advisors are someone and outline the ideal
www.thepersonalcoach.ca recording information from client candidate. You can also post
meetings and phone calls in their the job description online or
Client Relationship Management System. in the newspaper. An advisor
PIECE OF MIND
Compliance requires it! But why stop there? in a small town recently
Why not share those notes with your client posted an ad for a new
so they are on the same page as you? assistant, not expecting to get
We call these “post client meeting notes”. much from it. A woman who
was considering moving back
During your meeting you have most likely
to town ended up seeing it,
discussed a number of topics, a few which applying and has fit in great!
require action by the coach or client.
You may be competing
Will writing these actions down and sharing
with large companies for
by Fortunato Restagno
them with the client, prove to be productive
the top employees. If you
and efficient? You bet it will.
can’t compete on base salary,
E-mail: confidence@thepersonalcoach.ca use other benefits to make
for a template letter of a post client meeting note. your office attractive to
potential hires. A fun team
Personal Phrase of the Day environment, flexible hours,
“The person who goes farthest is and opportunity to learn and
generally the one who is willing to grow are all key factors in
do and dare. The sure-thing boat attracting talented staff.
I’m sorry but Mr. Evans is in never gets far from shore.” The Personal Coach team has
a business coaching session working Dale Carnegie extensive experience in hiring.
on building sales. Contact Kelly Weichel at:
kelly@thepersonalcoach.ca
for more information.
Tel: 519-576-2262 Email: confidence@thepersonalcoach.ca

5. IT’S OUR 10TH YEAR ANNIVERSARY!
This is only the beginning!
The Personal Coach Team is thrilled to announce that
2012 marks our 10th Year Anniversary.
We would like to take this opportunity to thank all of
our wonderful clients and friends who have made this milestone a reality.
We look forward to a bright future full of growth and opportunity.
Thank You!
from The Personal Coach Team
Encouraging Confidence, Focus & Freedom
View client comments on the next page!

6. The direction and focus provided by Juli over the last 6 years has helped
Here is what some increase our revenues by 400%. We are well positioned for future growth
and thanks to Juli “we are prepared” to thrive in a continually
of our valued clients changing and challenging market place. Congratulations to Juli
and The Personal Coach!
wanted to say Peter Pearson, TPC Client for 6 years
Pearson Financial Services Ltd., Squamish, BC
We’ve been working with Juli Leith and The Personal Coach
I attribute most of my success since I bought out my father in for over a year now and our experience to-date has been nothing short of
1999 to the coaching and insight provided by Art Schooley. fabulous.Her infectious personality and positive attitude can be felt the
Before Art, the business ran me. Now, I run my business. minute you meet her. She takes the time to really understand the needs of
In pursuit of this objective, he developed a customized plan, asked the our practice and tailors her recommendations to us.
right questions and was unwavering in holding me accountable to the There’s nothing cookie-cutter about her approach and we’ve seen the
things that I said were important. For any financial advisor considering results. Our production and productivity are up significantly and we
taking their business to the next level, whatever that level may be, attribute that to her advice and guidance. The investment we made
consider Art Schooley as your personal coach. in our business when we hired Juli has certainly paid off and we look
Barry Fowler, First Client with TPC forward to continued growth in our practice in the years to come.
Fowler Financial, Windsor, ON Angel Georgijev-Lowe, TPC Client for 1.5 years
Georgijev Financial Group, London, ON
Congratulations to Art and all the coaches and staff at Hello TPC Team, Happy birthday and wish you all continued success.
The Personal Coach on attainment of your first 10 years of successful My father always preached, ‘together, we’re better’. That philosophy
operation. I enjoyed my past client relationship with certainly applies to our relationship! The McHugh Group has achieved
April Lynn-Levitt and credit her coaching skills for our recent success significant and continued success over the last many years thanks in part
in transitioning our sales agency into a professional fee for service to Kim. TPC and it’s great people played a very important role and
financial planning firm. The Personal Coach helped make my we thank you dearly for your contribution. We are very much looking
business plan come alive. forward to the next 10 years with you.
Randall Reynolds, TPC Client for 2 Years Corey McHugh, TPC Client for 5 years
FAB Planning, a division of FAB Financial Advisors Brokerage Group The McHugh Group, Pointe-Claire, QC
Inc., Vancouver, ON
As someone who has worked in the industry for over
Congratulations to everyone at The Personal Coach. 25 years, running his own practice for the last 10, it is amazing what
Celebrating your 10th anniversary is a testament to the value of your you can learn when you have someone that can help open your eyes to a
services and the quality of your people. We look forward to continuing bigger and better future. It is obvious to me what has made
to benefit from your experience and expertise for the years to come. you successful, and will continue to make you successful for
Mich Landry, TPC MasterPoint Branding Client for 1 Year many more years to come!
Independent Accountants’ Investment Counsel,
Listowel, ON Jim Kilgour, TPC Client for 3 years
Advanced Benefits, Waterloo, ON
Kim is a very talented coach, she made a great analysis at assessing
Congratulations on a great 10 years. It’s been a pleasure working my practice, gave me precise recommendations and action plan that is
with Juli. I love her professionalism. I’m seeing great results in a compatible with my business values as well as my client approach.
relatively short period of time. I’m excited for the future. Her insights moved my business forward , working with her was
Nino Ardizzi, TPC Client for 1.5 Years a great investment
Dundee Wealth Management, Toronto, ON Claude Kayal, TPC Client for 8 years
Kayal & Associates, Montreal QC
Congratulations to “The Personal Coach Team” on your
Art’s success over the past 10 years doesn’t surprise me. 10 year Anniversary. Thank you for giving me the tools to master
His qualifications as a business trainer were well established over my craft as an advisor. Working with April has given me the
many years at a large Canadian financial services company confidence and direction to achieve the goals in my practice.
before he started his own successful firm. All the Best in your next 10 years!!!!
Jim Rogers, Industry Associate
Rogers Financial Group, Vancouver, BC Kelvin Krips, TPC Client for 2 years
Integrated Benefits, Red Deer, AB