Saturday, June 28, 2008

Be Remembered with a Leave-Behind for Your Referral Network

I am not a huge fan of printed collateral -- electronic media and the Internet trumped printed collateral for me several years ago. But, printed materials can play an important role in your marketing and business development mix when strategically deployed. Here is one great example -- A laminated one-sheet for your referral contacts.

Here is how it works:

  • Create a two-sided, 8 1/2" x 11" paper/brochure featuring:
    • Your firm/company name
    • Your name and contact information
    • A photo of you and possibly photo’s of other principals
    • Your firm boilerplate
    • Your personal boilerplate
    • A description of your “perfect client”
    • A short list of what problems are encountered by potential clients that drive them to need your services
    • A short list of typical clients you have served
    • A short list of specific skills you bring to the game and specialty areas
    • Optional – an explanation of why someone would choose you over a competitor
  • Print your personal brochure and laminate it
  • Deliver your personal brochure to individuals in your referral network at one-on-one meetings (this not material for passing out at events, seminars, etc.).

I have seen this printed piece used twice and I still have, and continue to refer to both.

Too often the verbal message we passionately deliver to our referral network is quickly forgotten. Here is one way to deliver a concise and memorable message to the people that can bring you work.