A First Impression Kit is an essential tool for your business. It impresses your prospects and clients by making you look professional. A First Impression Kit is a package of your marketing materials that has consistently branded pieces. Each piece has your logo and your unique look and feel.
What's in the Kit?
Your kit should include a brochure (or pocket brochure), a bio, a firm bio, business cards, envelopes, letterhead, and your planning process. Presenting these pieces to a new client helps you establish credibility and is your professional introduction. There are five main reasons why you should create a First Impression Kit for your financial services business.
1. Look Professional
It’s like wearing a nice suit or dress and getting your hair cut. You feel confident when you deliver a polished First Impression Kit. Developing a kit that effectively communicates who you are will be a first step toward building customer confidence. You will feel more confident when you talk to prospects and clients knowing that your presentation is polished and professional. Your confidence will inspire their confidence in you.
2. It's a Reminder
Let your clients know they can keep the kit. You should want them to take it home so they can review it and get to know your business, your team, and your brand. The more they’re exposed to it, the better chance you have of doing business with them. It lets them learn about your business at their leisure from the comfort of home.
3. Think Through What Your Business is About
You know your business and what you represent, but sitting down and thinking through what you should say in your First Impression Kit materials sharpens the focus. Designing the kit forces you to think about your business and how it should be represented. Once you have decided how to present your business, you can use the kit to inform clients what your business is about. Your kit can also help your staff understand your business and its vision. It helps get everyone on board.
4. Jump Start Your Brand Identity
If you’re a small business owner, there’s a good chance you might not have a fully fleshed out brand identity. If you want to compete in this industry, you need a style that is consistent throughout your materials. Creating a First Impression Kit is an ideal place to start. You are creating all of the marketing materials together, so it’s much easier to ensure a consistent style throughout your pieces. If all of the pieces look different, prospects and clients may have a hard time understanding that everything in the kit represents the same business.
5. Building Trust
Trust is essential in this industry. The client is trusting you with their future. Having polished materials reassures the client that you have it together. You demonstrate that you take your business seriously and take the time and effort to inform your prospects and clients. There are a lot of elements that build trust with prospects and clients and a good first impression is definitely one of them.
Creating a First Impression Kit is a great way to improve your financial services business, but it’s not an easy task. If you don’t have background knowledge in branding or design then creating professional marketing materials can be a huge roadblock. Click here to learn about how you can get a professionally designed First Impression Kit.
Do you have social media profiles that make a great first impression? If so, do you have systems in place to help your prospects navigate from social media posts, to your website, and to ultimately contacting you to set an appointment? If you’re asking someone to trust you with their life’s savings, you need to demonstrate that you take your business seriously. Every website page, offer form, video, photo, and sentence needs to be skillfully designed. Every step of this process, from clicking on a social media post, to receiving a follow up email, needs to work smoothly. Reducing quality at any one of these steps could impact your first impression on a prospect.
Request the free ebook, an Advisors Guide to Leveraging Social Media & Videos to Generate Leads, which details all of the steps you need to take to effectively use social media to market and grow your financial services business. Fill out the form below to request the ebook!