Bulletins: Timely, Newsworthy Marketing Tools

Melchinger, John H.
April 1996
Journal of Financial Planning;Apr96, Vol. 9 Issue 2, p85
Academic Journal
This article highlights the importance of bulletins for financial planners. One excellent vehicle for them to use to get people to think about their own situation and provoke them to take action is a bulletin. Bulletins are single-topic news briefs issued on a need-to-know basis to all or selected clients, prospective clients and centers at influence. As the author of these bulletins, they not only can provoke people into action, but also implant in their minds that they are the expert to address their situation. Bulletins are not the only marketing vehicle for developing name plus idea recognition; they are simply part of the mix of marketing activities a financial planner may want to employ to profitably improve his sales performance. However, bulletins do demonstrate authorship, which is the most effective form of recognition short of celebrity. The basic format for bulletins is easy to create and write to, once a planner gets under way. There are two main sections to a bulletin--the nameplace and the text--each with its own components.


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