Coe Financial Services
Helping a financial advisor tell his story.
An independent financial advisor wanted to write his own
marketing brochure. Using Paragon Resources’ Story Builder,
which Eve helped to design, Richard Coe had completed a first
draft. However, he realized he needed an objective eye and
writing assistance. He called on Eve to review the draft and tell
him what could be improved. She edited the copy, incorporating
suggestions and followup questions. Dick revised the draft and
emailed it back to her. Four rounds of edits later, he had put the
finishing touches on a first-rate brochure that captured his story.
“The process to complete the brochure took about 6 months, but I am thrilled with the end product. Thank you for all of your excellent counsel and input.”
J. Richard Coe, CFP, CLU
Coe Financial Services
Wichita, KS, USA
Articulating the unique character of a financial management business.
Advice is just part of the story for some investment
advisors. The two principals of a financial advisory
business wanted to develop a corporate image brochure
that showcased their investment approach. Eve spoke with
them both at length, discussing their business model and
investment philosophy. She also spoke with their business
coach to obtain his insights. Then, she wrote four different
introductions – “themes” – that were designed to identify
the core messages of the brochure. After additional
conversations about their research and investment
process, Eve wrote the brochure, which passed compliance
review with almost no changes.
“[Eve’s] skill set is outstanding as a writer, interviewer, listener and sounding board. She took the time to get to know us and to help us discern the message we wanted to deliver. . . . we firmly believe [the brochure] will be the catalyst for significant growth in our business.”
Richard C. Goldman
Principal
GoldmanWalker Group, LLC
Scottsdale, AZ, USA
Kaplan, Litwin, Kaplan & Associates
Helping a family partnership describe their investment approach.
Finding the right word can be a challenge. A team of financial advisors – a family partnership – asked Eve to help them refine their promotional message. Kaplan, Litwin, Kaplan & Associates were using Paragon Resources’ Story Builder workbook to develop language for a marketing brochure. Because they knew they were not fully articulating their value, they asked Eve for assistance. Eve spoke with key team members to find out what the partnership had to offer. As a first step, she strengthened the existing copy but after further conversations, she was able to expand and enhance their story, bringing their marketing message into focus by showcasing their commitment to clients.
“Thank you for all of your time and efforts. We are very proud of [our brochure].”
Howard Kaplan
Kaplan, Litwin, Kaplan & Associates
Cincinnati, OH, USA
Describing a financial advisor’s business model.
To succeed in a competitive marketplace, you must be able to articulate what is distinctive about your business. Peter Reinecke asked Eve to help him create a marketing brochure for his independent financial advisory practice. She was recommended to him as someone who could identify what was unique about his business and put it on paper. When they began, Pete was focused on telling a story about his work as an investment manager and a financial planner. Eve encouraged him to highlight the enduring relationships he had formed with his clients – primarily small business owners and wealthy families.
“Eve guided me through a process to uncover the issues that differentiate me from my competitors, then translated our discoveries into brochure copy. . . . I am delighted with the result, proud of what Eve and I accomplished together and that my clients can recognize our working relationship in the final product.”
Peter Reinecke, CPA, CFP
LPL Financial Services
St. Louis, MO, USA
Proving a company has more to offer than traditional tax and accounting services.
When a company grows, so often do its services. But to get the word out . . . that’s where a firm needs a helping hand. A Florida-based CPA firm had expanded its capabilities to include investment advisory services, financial planning, litigation support and business valuation services, and business consulting. Eve talked to the senior partners in depth and crafted a central message for their new company brochure, including thumbnail descriptions of services. She went on to write a series of “slicks” about the firm’s specialized services that gave the firm the flexibility to customize its marketing.
“We wanted to focus our marketing message so that it would successfully communicate the scope of our services and how our clients benefited. . . . Eve worked with us to zero in on a central story for our business.”
Lee Wall, CPA/PFS, CFP
Partner
Wall Foss Financial, LLC
Lakeland, FL, USA
William D. Johnson & Associates
Making the argument for a new business opportunity.
Why avoid a lucrative market? According to Bill Johnson, CPAs didn’t think they had the expertise to handle the special interests of fiduciaries. He asked Eve to create a marketing piece that would show CPAs how he and his firm could help. She developed a Q&A that showed CPAs how they could position themselves. Bill has used the piece as both an educational and marketing tool.
“I wanted to show CPAs the opportunities offered by the institutional middle market. You wrote a Q&A that makes the case in terms that are meaningful to CPAs and explains the benefits of an alliance with an advice business like ours. This piece is marketing of the best kind because it does not try to talk anyone into anything; it presents a convincing argument and issues a call to action.”
William D. Johnson
William D. Johnson & Associates
CapTrust Financial
West Palm Beach, FL, USA
