Build Your Trust Calling Card
When calling on a new potential client, you want to be positioned as the “Obvious Expert”… THE Trusted Authority Advisor.
How do you do this?
Create a Shock & Awe Package that shows the potential client that he/she would be a fool not to listen to you, consider your insights and recommendations, fire their current advisor, and choose to hire you as their advisor.
What to Include in Your Shock and Awe Package
Testimonials- Include Name, Title, Business Name, Link to Website, and the value you provide, difference you made, result the client enjoyed. Consider print, digital, audio, or video formats
Case Studies/Success Stories- Expanded testimonials with photos of the clients’ business, photos of you working with the client, and tell the “story” of the clients’ experience of working with you. Can be print, digital PDF, or even a video.
Your Bio/Story- WHY you work in your industry and your chosen target markets you serve? Your personal code/commitments. Professional designations and awards. Publications and media where you’ve been featured or quoted. Publications you’ve written/produced. Brief blurb of your personal life- where you live, family, what you do for fun.
Copies of Relevant Articles/White Papers- Best are those you’ve written, but can also use your company’s articles.
Templates, Checklists, Forms, Organizers- That illustrate your processes and help potential clients get better organized/ save time.
6-Minute “Value Video”- The Big Idea Insight you offer to the potential client, the Current Climate Factors, (Technology, Economic, Social, Legislative impacts) the current industry challenges, your unique process/solutions, clients you work with, clients who are NOT a fit, call to action.
Create and record this video. Publish online- video sites, your website (there is ONE page on your website that is a MUST… and less than 1% of professional advisors have it)
Upload the video to an IPad, video player and include it in your physical package.
Transcripts/Audio of Podcast Interviews- From your own podcast, or podcasts where you’ve been a guest and interviewed.
Copies of Most Recent Newsletters
Copy of Your Book/Free Special Report- A short 10,000-20,000 word book you’ve published on Amazon is one of the most impressive calling cards.
Recordings/Transcripts of Speeches/Webinars
List of Professional/Community/Charitable Organizations- List and add logos of organizations in which you’re personally active, especially leadership positions, and those you support.
How to Use Your Shock and Awe Package
Publish on Your Website- Include the Shock & Awe Package as a download on your website.
CAUTION: Only make it available to qualified prospects who have clearly expressed an interest in your services.
Print/Physical- You’ll create the greatest impact when you personally deliver, or express deliver the physical version of your Shock & Awe Package to qualified potential clients.
Get Started- Building Your Shock and Awe Package
Creating and building all of the content and materials to include in your Shock & Awe Package can seem overwhelming.
It IS a lot of information. And you want it to look and feel professional and enhance your positioning.
You’ll want it to carry the RIGHT Messaging for the RIGHT Market.
So, you’ll probably need to do some work to get the messaging nailed down.
You might need to re-focus and hone in on the Target Markets, those “Perfect Fit” Potential Clients you want to add to your Book of Business.
Take a Content Inventory
You have internal documents and checklists you use to consult and serve clients. How can you re-work these if needed to include in your package?
Gather up newsletters, articles, blog posts, podcasts, videos. Select the best/most relevant and determine if any of this content needs to be updated, improved, or tweaked.
Evaluate current content you can expand or re-purpose: For example: Do you have a series of articles or podcast content that can be the foundation of a Special Report or even a book?
Follow a Process to Create Client-Focused Content
99% of Advisors fail to tap the most valuable source of content to create their Shock & Awe Package…
Their Current “A” Perfect Fit Advocate Clients
Why is this?
It’s either…
They don’t know where to start and how to ask for help and feedback from their current top clients…
Or…
They lack an automated process to do it consistently, efficiently, and effectively.
Your top clients want to help you. They want to see you succeed.
Start Asking.
ASK your best clients to help you create a Case Study/Success Story.
Make it an event- a fun-filled production at their place of business.
Hire a photographer/videographer to shoot photos and video for your case study. Hey, why not hire the photographer/videographer to shoot photos/videos to promote your client’s business since they’re already on site?
So why invest the time, effort, and money in creating a Shock & Awe Trust Package?
1. Expert Positioning- You provide a “preponderance of evidence” that you are head and shoulders the Obvious Choice
2. The Creation Process will hone, refine, and focus your prospecting/marketing message.
3. You’re armed with an attention-grabbing, door-opening tool to get face to face with your toughest to reach (and often best) prospects
Last, a word of advice…
You don’t have to get your Shock & Awe Trust Package perfect. You don’t have to have everything listed here to get it put together and begin using it to open doors.
Dust off a couple old articles and polish ‘em up. Sprinkle in a couple issues of your newsletter.
Add in the list of your Professional and Community Organizations. Include a checklist or two…
Then… create a plan to keep improving and adding content to your Shock & Awe Trust package…
More Testimonials
Case Studies and Success Stories
Target Market Industry Interviews and Special Reports
Video and Audio
Even your own BOOK!
Imagine walking into your “Perfect Fit” potential client’s office armed with your KILLER Shock & Awe Trust Package…
Feel the confidence and the pep in your step as you pull open the door… and with a big smile ask to introduce yourself to your next Dream Client.
You got this!