Update: Valerie was so elated I sent her the Thinking About You card last week she has placed it on display in her living room. She was totally surprised. Hardly anyone sends out real cards anymore. You should have seen the beaming smile she gave me this past Friday.

If you're somewhat like me—you lean toward being a contrarian. You go up against societal trends to be a little different. To stand out. To be unique.

I sent out a little card and got a huge reward: A smile I'll never forget.

Feature Article: Unique Marketing Challenges

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Goons and Thugs...

The ever-opinionated Jack Cafferty of CNN is under a lot of heat from Beijing and the international Chinese community when, in a passing comment about Chinese junk products he accused the Chinese leaders, "They are basically the same bunch of goons and thugs they've been for the last 50 years." Beijing has snubbed CNN's apology and is on the attack with protests and even a lawsuit to restore the "dignity and reputation of the Chinese people."

Have you ever noticed how ignorant people will take something out of context, blow it out of proportion, and then parade their ignorance in front of the world?

Case in point from the Associated Press (4-29):

Contaminated heparin, a blood thinner used in dialysis and other treatments, has been connected to 81 deaths and 785 severe allergic reactions, said Rep. Bart Stupak, D-Mich. The heparin, made from ingredients imported from China, has been recalled by Baxter International and the Food and Drug Administration has blocked imports from the Chinese company. Chinese officials argued they're not at fault and even suggested the problem may have occurred in the United States.

This finger pointing will continue and when there's big money involved, we may never know who the real culprit is. This reminds me of Hogan's Heroes' Sergeant Schulz, who was known for his line, "I know nothing, I see nothing, and I say nothing."

Ignorance is not bliss. It's the enemy. It all stems from ignorance.

Unique Marketing Challenges

Dear Associate,

"Can you help me with my marketing?" Charles asked.

"Maybe. Maybe not," I replied.

Being a licensed financial adviser, Charles is under the close scrutiny of the financial institution he represents. And from the Securities and Exchange Commission. He cannot make any claims, statements or even produce marketing materials without prior authorization.

And this includes making presentations (if he decides to do so). He must send in a transcript of his message for approval before he can give it. His hands are tied in terms of creativity. Which poses quite a challenge when prospecting for new clients.

That is why so many of the business cards, brochures and marketing pamphlets you get from financial agents are bland and boring. They basically state their name, the company they represent, what they have to offer, a company logo, and their contact information. It's really just a listing. There's not much that engages your mind or heart.

In my opinion that's an enormous waste of money. If you look at this from an environmental angle, there is so much paper waste from producing sterile marketing materials, somebody should be brought up on charges of being anti-green.

But okay, back to the story...

"I'm thinking about updating my brochure," he continued. "It looks dated."

He's right. About ten years old. It's one of those template brochures where you add your name, picture and contact information. It doesn't do him any justice. It detracts from his business.

"I recommend seeing a graphic designer," I added. "I can't really help you unless I know for certain what you're allowed and not allowed to say."

For now I suggested he collect testimonials from happy clients to include in his presentation binder. That's an incredible credibility booster. Now we have something to work with. (Unless his company frowns on that also.)

You can have fun with testimonials. You can add photos, make it in letter format, play with different fonts and sizes, print on a letterhead, or use actual handwriting. The secret is to be creative and avoiding a cookie-cutter look.

Another winner is to produce a nice pamphlet that doubles as his business card. He can include all the reasons to look into investing in the products he represents. He could show their past performance and predict their future outcome. This is an additional credibility booster.

I also suggested he begin making presentations to groups. This is a sure-fire way to establish himself as an authority in his field. When he gives informative talks, people will automatically have a higher opinion of him.

He already knows enough about avoiding risky investments, preserving assets, growing a retirement nest egg, diversification and has access to a host of financial products. In fact all he has to do is take his one-on-one client presentation, add some facts and figures from today's headlines, and mix it together in an entertaining message and he will have more new customers than he can handle.

(Now Charles has a few ideas to work with.)

If you are facing unique marketing challenges—think of what you are allowed to do. Then create a message, a headline, or a USP that is so compelling people have to take notice. And then come up with an information product that can position you as the authority in your field and the first one prospects will call when they're ready to make a purchase.

Warm regards,