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Title: The Brand Called You for Financial Advisors by Peter Montoya, Tim Vandehey ISBN: 0-9674506-0-8 Publisher: Peter Montoya & Tim Vandehey Pub. Date: 01 October, 1999 Format: Hardcover List Price(USD): $29.95

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Average Customer Rating: 4 (11 reviews)

Rating: 5
Summary: Great book for marketing "Personal" businesses
Comment: Although this book is targeted to financial planners, as a software programmer I found lots of good ideas to apply to my business, which requires the personal touch.

The authors lead you through creating a unique positioning statement and into a recommended marketing plan that combines several proven techniques that work for financial planners.

I'd say that 80% of their techniques would work for businesses like mine... that are primarily 1 -10 person businesses and have a strong owner influence.

The book is well written and easy to read. I can think of no negatives on the book. The authors consult on this subject as a profession. They present a plan for marketing your business that should be fairly easy to follow.

Most people will find that marketing ideas are easy to find, but hard to implement... because most of us are too lazy or too busy. I think the marketing methods presented by these authors have been selected because they are relatively (everything is relative) easy to do.

For example, they use a special form of postcards. The postcards are pre-printed with a certain kind of grahpical look (you'll have to read the book to get the secret method). Then you just take the postcard stock down to the Jiffy Print and get this month's message printed on to them. That means you only have to write a paragraph or two each time you mail them out (recommended monthly).

All of their techniques have been analyzed from this "time saving" point of view. I think this really adds value to the book -- as most of us don't have lots of time.

If you go to their web site, you'll find they have a seminar for financial planners. I might sign up, if they don't mind computer guys being there.

Any one with a personal business should be able to translate the ideas presented here to their business type. I highly recommend this marketing book. Another book on this subject is the one by Tom Peters, and that is harder to read given his eclectic writing style. But I'd still recommend Peter's book also. They come in a set of 3 related books.

Rating: 3
Summary: Marketing YOU sets an example...
Comment: This book is a good "marketing" example of how to sell your services by writing a book, and help others in the process - I applaud the authors' efforts. But many of the other suggestions do take dollars that many entrepreneurs and consultants simply don't have. That's where the critical concept of REAL personal publicity takes over. People have to know who you are, what you stand for, and why they should hire you and do business with you. Establishing trust is key - and there are effective ways to do that without spending big bucks or hiring a consultant. Volunteering in the community is one example.Volunteering for a cause you believe in provides professional visibility, as well as the personal and important satisfaction of giving something back to society. Likewise, volunteering for a trade organization can give you lots of valuable professional exposure and recognition among peers and business contacts. Moreover, sending out press releases and getting more than just a little publicity about your efforts does not diminish your good deeds. And that applies to all entrepreneurial endeavors, not just financial planning.

Rating: 1
Summary: Author's Credibility?
Comment: The word "charlatan" comes to mind.

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