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Click here for January "Quoika" sheets
California Capital Summit
Breakfast: How to Get Prospects to Pay to Read Your Marketing Message – Selwyn Gerber
Your firm probably spends serious
money in brochures, ads and marketing materials – most of which,
unfortunately, are barely glanced at by your clients and prospects.
So how successful would you be at asking those people to part with $18 and several hours of their time to read 164 pages of information about what your firm does, and why its approach is better than your competition? For Selwyn Gerber, that strategy made perfect sense, and it is working. What he learned, and how his experiences may be applicable for your firm’s marketing, will be the topic of our February 17 California Capital Summit meeting. Selwyn is managing director of Gerber & Co., an accounting firm that primarily serves affluent families and family businesses. Some years ago he launched RVW Investing, a wealth advisory service.
Trained as an economist as well as a
CPA, Selwyn is not a fan of the beat-the-market strategies espoused by many
stockbrokers. RVW (we’ll learn about the name at the meeting) uses an allocation
model that includes low-cost index funds and secure bonds. That approach is not easy to explain in a few sentences to clients and prospects, especially if they are not financially savvy. It’s also not easy to counter the effect of the massive advertising by major brokerage houses. But when readers are engrossed in Selwyn’s new book, “The Wealth Blueprint,” their attention is focused only on his ideas. By the time they have finished the book’s 164 pages, it’s likely they’ve been persuaded, or at least willing to hear more from an RVW advisor. What about those who don’t have the patience to pore through every word? Selwyn put cartoons, simple charts and highlighted quotations on every page, along with occasional “RVW Principles.” Skimming these gives the reader a good sense of the key points the book makes. Is it difficult to get a book published? Not today; new printing technologies that can produce one bound book at a time, and online sales through Amazon.com and other outlets, make it possible for almost anyone to become a published author. The Kindle, Nook and other electronic tablets make it possible to skip paper publishing altogether, and publish e-books. But technology is not enough. Integrating a book into your firm’s marketing, and generating awareness of the book among clients and prospects, are key to making all that effort pay off. As we will discuss in a Q&A session, Selwyn is discovering that these are significant challenges. Share Your DNA With CCS Have a terrific deal you want other California Capital Summit participants to know about? Need some help with a tough or unusual financing challenge? Want to acknowledge a referral or other assistance you received from a CCS colleague? Click the "Your DNA" button above, and tell us all about it! About CCS We are focused on serving the needs of the continuum of capital from debt through equity. As a result, our monthly meetings are packed with lenders and equity players – from hard money through mezzanine and senior debt, angel investors, venture capital, large private equity and everything in between. Many CCS attendees are professionals who offer the resources these investors need to get their deals done. CCS is also open to entrepreneurs and business executives who are looking for capital, and to those who are looking for businesses to acquire. It’s a great mix! Another Benefit: You can submit a “Deal with a Story” that we’ll review. Once it is approved, we’ll present it to attendees, in PowerPoint, and give you 10 to 15 minutes to discuss it and let us know how you can add value. |
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CCS sponsors:
Manatt, Phelps & Phillips, LLP
Batzel Palm Leis
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California Capital Summit © 2011 - Serving the needs of the continuum of capital |
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