Total Differentation

Separate Yourself from the Competitors with Your USP and Personal Brochure

While you’re planning your marketing strategies, don’t ignore the persuasive power of a USP and Personal Brochure. But keep in mind that there’s one thing many people won’t read - company literature (junk mail). It almost always ends up in the trash.

As you talk with potential clients, your most effective approach is to build a trusting relationship. You’ve got to give them the feeling that you’re the go-to person for their needs. They should think of you as an expert…a trusted advisor who adds value to their lives by educating them with your resources and knowledge.

Start With Something Different

So you should use something that doesn’t replicate the standard tri-fold mailing piece. It must be unique. It should start with your personal brochure and USP (Unique Selling Point). You have to create a “WOW” effect…your prospects should think, “Hey, this is really different” when they open it. The size does matter as it must stand out when they receive it.

Your Personal Brochure should have a simple design, but should separate you from the competition. The contents within the folder will focus on you as a person. The purpose is to have you stand out from the average loan officer. If they are shopping they will get a regular package with a cover letter and disclosures, but your package will distinguish you from the competition – complete differentiation.

Be different, disassociate yourself from the ordinary, and let them get to know you!

What to include in your folder:

A picture of you and your family. If you have any pets, throw them in as well.People think I am crazy when I tell them to include pictures of their family and pets. But here is a secret people want to do business with people they trust and can relate to. I have had so many customers call me and say “This was a great package...not at all what I expected.” It refocuses their attention from ‘company rep’, it stops them from looking at you as a salesperson, and creates the image of who you really are - a person who is no different from them.Include a write up of your interests and what you enjoy doing in life. It can be hiking, horseback riding, or sports. Here again, if they find you interesting (if you’re both fascinated by the same topic) it will increase your chances of turning them into a client.

A copy of your Resume and the associations you belong to.

Some bios about each member of your support team and some pictures of them.A copy of your Service Level Guarantee- Which states in writing what you are guaranteeing by way of the service they will receive. Include a $500 refund if they are not 100% satisfied with your service levels that you laid out for them in writing. Think about it, how many of your competitors would do that?

* A copy of your newsletter or your company’s newsletter.
* Include your product menu.
* Your Mission Statement.
* MOST IMPORTANTLY - testimonials from past clients

You can pat yourself on the back all day long and tell people how great you are…but very few of them will listen. Have someone else say it and you automatically have credibility. I have a whole section in my training sessions that go into detail about the power of testimonials. Finally, it’s time to address their needs…and bring them to the conclusion that you’re the best (only) person who can fulfill them. Write (or have someone write) a standard (but short) sales letter outlining the benefits you have to offer. It can even be a simple bulleted list. It should only take up about half to three quarters of the page.

Add a Personal Note

Keep the bottom part of the sales letter blank, so you can handwrite a personal note on it. Use the lead’s name, and give them a time that you’ll be calling within the next week…and invite them to call you with any concerns or questions. Don’t forget to thank them for their time. You may be thinking most of this will end up in the trash, and you might be right in some cases; not everyone who sees it will read it. But for those leads who do you will stand out as an expert who has completely separated yourself from the competition.

It will send a message to all of them: “This person is serious about their job…they put their lives into it”. And this message is how the brochure builds trust.

Sending Your Personal Brochure

Remember to tell your leads, in a nonchalant way, that you’ll be sending it. Say it as if they’ll be getting a standard tri-fold. When they open your marketing masterpiece, they’ll remember it, and they’ll remember you (even if they don’t read it).