Eve B. Rose, ABC, CIMA®
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Hidden Camera Stories Can Be Dangerous
When it first appeared on the horizon, the story was a category 5 hurricane with the potential to cause serious damage. By the time, it made landfall, it was more like a weak tropical storm. All because this U.S. retail chain asked the tough questions.nnAfter a television newsmagazine called the company, asking if they could conduct an interview with senior management, the public relations director called Gerard Braud. Braud developed seven pages of questions for the PR direc
February 26, 2008
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Penetrating The Mediaâs Psyche
Ever sit open-mouthed in amazement while reading a news story? Ever get so irritated that you hurl pillows at your television? If so, youâre not alone.nnâWeâre all tired of the teasers, of the stories that go nowhere,â says Gerard Braud of Gerard Braud Communications. âReporters set up a situation, promise hard legwork but when you see the story, you get facts that are either loosely related or arenât related at all. Itâs a big letdown.ânnFor communicators, ho
February 26, 2008
Article
7 Tips For Writing Effective White Papers
White papers are an excellent way to showcase your companyâs abilities and to prove to prospective clients that you can solve their problems. These documents â first used by governments to argue for policy decisions â are natural vehicles for businesses who want to foster trust and introduce themselves to prospective clients. nnWhy? Because a white paper is not an overt sales tool. It seeks to educate and persuade. By making a case for a companyâs strategies, it suppo
January 25, 2008
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Practice Management: The Loyalty Equation
The chicken or egg â which came first? nnThat old saw (paraphrased, of course) applies equally well to investment management consultants. Which comes first? The clients or the practice?nnYour immediate reflex may be to say . . . the clients. And of course, if you donât have clients, you donât have a practice. But without a well-run practice, you may find yourself scrambling to keep clients or replace those youâve lost with new ones. Then again, if you are committed to
November 30, 2007
Article
8 Reason Why Marketing Brochures Fail
âCan a marketing brochure bring in business?â Thatâs one of the first questions Iâm asked when I talk to corporations and business owners about their promotional efforts. The answer, of course, is: âYes and no.â No, because a brochure cannot represent your firm the way you or your sales force can. And yes, because an effective brochure can help you build the relationships that lead to new business. nnUnfortunately, most marketing brochures fail. Here are 8 reasons
October 10, 2007
Article
How Good Are You At Tooting Your Own Horn?
The answer better be âGREAT!â If not, you have a serious marketing problem. Opportunities abound for financial advisors who are willing to be aggressive, provide leadership, and earn trust. It is critical to make certain that people know about YOU.nnHow do you separate yourself from the crowded playing field of financial advisors? Tell a story for your prospective clients. Create a vision of who you are, what you stand for, and how other clients have benefited from your g
September 24, 2007