Different Roles, Different Marketing Pieces

If you have different client types that you serve, you probably have different marketing pieces for each one. For example, you probably have a different brochure or webpage for widows than for business owners.

But do you have different pieces for the different roles in the client relationship? For example, do you have one piece for the spouse who is leading the charge and one for the spouse who is burying their head in the sand about their finances? Do you have one for the older widow who is suddenly in charge of her money and one for the child who will ultimately act as the power of attorney?

Often, there are multiple people involved in the decision to hire you. Customize your marketing materials for each role in the relationship to address their concerns or questions in advance. This will help you avoid any one person in the relationship derailing the opportunity to work with you.