No longer the best kept secret

No longer the best kept secret

At the outset

Fortitude Private Wealth is a respected firm of financial planners based in the Sydney CBD. The Firm is actively seeking to grow the number of families for whom it provides wealth advice. As good as they are in looking after their clients, the advisers at times have felt uncomfortable in putting a message out to the market place about how they add value.

The additional hurdle Fortitude faces is that many of their prospective clients have not previously engaged a financial planner and are unclear about what a financial planner actually does.

To address these challenges it was agreed that a set of case studies would be created, explaining how the Firm helps its clients in commonly encountered situations.

The process

I facilitated on-site workshop one afternoon, whereby the advisers divided into two teams, each charged with the responsibility of preparing a draft case study. Each team selected a client for whom the Firm has done excellent work and prepared a draft document explaining what happened.

To guide the advisers in this task and provide a common structure, I guided them through “Scott’s Magic 4 Paragraph Formula”, a format which is in evidence here.

The outcome

The advisers were pleasantly relieved at being able to produce draft documents quite quickly, after which they were free to attend a vital meeting with a fund manager later that afternoon. Subsequently, I applied some polish to the drafts, making them suitable for inclusion on the Firm’s website.

After adding an appropriate picture to each guide, the Firm posted the finished articles to the website. These can be accessed here.

In their own words

As marketing copy writers, we make great financial planners! We appreciated Scott taking charge of the process and now we have some quality examples of our work that educate referrers and prospective clients. Not only has this boosted our website but it has given us fresh appreciation of the value we add.