New Toolkit Helps Advisors Build Business

Commonwealth Financial Network has just rolled out Four-Corner Marketing, a multifaceted toolkit intended to help independent financial advisors grow their businesses. It gives advisors looking to create or maintain a stream of communication with current clients access to compliance-approved letters, seminars, invitations, worksheets and market updates. In addition, Commonwealth's EasySite program provides advisors with a customized Web site designed to complement all other marketing efforts and to ensure that a strong online presence is preserved.

Four-Corner Marketing also helps advisors identify appropriate prospects and gives them tools to connect with new business potential, including customized advertisements, marketing brochures, newsletters and articles of interest. The Client Referral Process offers guidance on how to decide which method is appropriate for a specific advisor, as well as talking points to guide conversations when approaching clients for referrals.

"Advisors often don't have the time, resources, or expertise to create effective marketing programs from scratch," Joni Youngwirth, Commonwealth's managing principal of practice management, said in a statement. "Four-Corner Marketing offers more than 380 turnkey tools to subsidize the time and cost of an effective marketing campaign."

She added that advisors needing additional structure can use end-to-end Model Marketing Plans, predeveloped marketing strategies that include implementation calendars and necessary tools to execute the plan.

Michael S. Fischer (msf7@columbia.edu) is a New York-based financial writer and editor and a frequent contributor to Wealth Manager.