Five years ago, we began helping our advisor-clients customize a little booklet we call When a Loved One Passes Away. Its purpose is to provide a checklist for widows and widowers to help them get through everything that needs to be done in that important first year after losing their spouse.
Although designed to guide clients, it has become an effective marketing brochure for some advisors who have reported receiving phone calls from people in their community who heard about it from a friend or family member and wanted a copy for themselves.
Two years ago, we had When a Loved One Passes Away designed and printed for advisors who wanted to purchase copies for their clients. Today, we’re getting ready to ship another box, making 225 copies shipped in the past month.
You may be wondering how a booklet about death could become a successful marketing brochure. It’s not that difficult – provide valuable information to people who need it, and let word-of-mouth do the rest. We call this strategy “double-duty marketing.”
For When a Loved One Passes Away, we like the smaller, 5.5” x 8.5” size as a widow can generally slip it into her handbag. Then, when she is with a widowed friend, she can pull it out and comment, “Look what my financial advisor gave me.” That’s “double-duty marketing.”
You may not want to attract widowed clients (or maybe you do!), but you can create attractive, branded educational pieces for your clients and let them market them for you to their friends and family.
If you would like to order copies of When a Loved One Passes Away or learn more about how we can help you create your own double-duty marketing pieces, send us an email.