Dealer Use Only Not for Distribution to the

Dealer Use Only / Not for Distribution to the Public

What’s Your Story? Building a Captivating Personal Story Dealer Use Only / Not for Distribution to the Public

2 Dealer Use Only / Not for Distribution to the Public

3 As of December 31, 2013. Dealer Use Only / Not for Distribution to the Public

WHAT’S YOUR STORY? What is Your Biggest Concern? Advisor Practice Management Concerns 1. Source: Cerulli Associates, The Cerulli Edge First Quarter 2005. Dealer Use Only / Not for Distribution to the Public 4

5 WHAT’S YOUR STORY? Client Acquisition Activities Time Allocation 1. Source: Cerulli Associates, The Cerulli Edge First Quarter 2005. Dealer Use Only / Not for Distribution to the Public

WHAT’S YOUR STORY? Agenda • What’s Your Story? • Tell Others Your Story • Create an Identity Piece Dealer Use Only / Not for Distribution to the Public 6

What’s Your Story? Dealer Use Only / Not for Distribution to the Public

8 WHAT’S YOUR STORY? What Do You Do? I’m a… Financial Advisor Investment Representative Chartered Financial Consultant Financial Professional Personal Financial Specialist Investment Advisor Planner Agent Dealer Use Only / Not for Distribution to the Public Broker Accountant Investment Counselor

9 WHAT’S YOUR STORY? What Do You Do? I sell… Mutual Funds Life Insurance RRSPs RESPs Dealer Use Only / Not for Distribution to the Public

10 WHAT’S YOUR STORY? What Do You Do? I provide… Mutual Funds Life Insurance A plan to create wealth for families over time. Peace of mind for loved ones. A means to put away funds for emergencies. RRSPs Help with planning for the golden years. Job changing and retirement assistance. RESPs Confidence that money for higher education will be available. Dealer Use Only / Not for Distribution to the Public

WHAT’S YOUR STORY? How Do You Do It? • Define your process • Keep it simple—no more than three steps • Use an acronym or memorable phrase Example • I provide comprehensive, personal CFO services to established individuals by: • Assessing their current financial situation • Communicating and monitoring progress • Developing strategies for distribution and succession planning Source: The Entrepreneure’s Guidebook Series Copyright 2001. Dealer Use Only / Not for Distribution to the Public 11

WHAT’S YOUR STORY? Who Are You? • • Family Location Education Position, Experience Designations, Awards Hobbies, Interests, Talents Community Involvement, Associations Photos Example Husband father of three, Vancouver born and raised, UBC grad, 15 -year financial services industry veteran, CFP designation, snow skier, loves sailing, Boy Scout volunteer Dealer Use Only / Not for Distribution to the Public 12

WHAT’S YOUR STORY? What Makes You Unique? • Understand your strengths • How are you better than your competition? Dealer Use Only / Not for Distribution to the Public 13

WHAT’S YOUR STORY? Bringing It All Together Your Personal Story • • What do you do? How do you do it? Who are you? What makes you unique? Develop Your Pitch • Clearly define your target audience • State everything in terms of what’s important to your ideal client • Focus on areas where you can exceed expectations Dealer Use Only / Not for Distribution to the Public 14

WHAT’S YOUR STORY? Value Statement Examples “I help couples un-tie financial knots and plan for the future. ” “In addition to helping clients establish legacies, I manage risk to potentially achieve the most after taxes. ” “My expertise with retirement products helps my clients save more for retirement than they ever thought possible. ” “I help small business owners navigate the financial and tax challenges associated with running a business. ” Dealer Use Only / Not for Distribution to the Public 15

Tell Others Your Story Dealer Use Only / Not for Distribution to the Public

TELL OTHERS YOUR STORY What’s Your Favourite Burger Joint? Logo is the trademark of its respective owner. Dealer Use Only / Not for Distribution to the Public 17

TELL OTHERS YOUR STORY Share Your Story Dealer Use Only / Not for Distribution to the Public 18

19 TELL OTHERS YOUR STORY Client Appreciation Seminars You Title Guest Speaker Market and Golf Swings A golf pro discusses tips for lowering handicaps. Fashion and Finance A fashion expert discusses the latest trends. You discuss how to lower a portfolio’s overall volatility. You discuss the latest market moves. Physical and Fiscal Fitness A fitness trainer explains techniques for keeping in shape. You discuss techniques for potentially beefing up returns. Sweeten Your Returns A pastry chef serves up delectable desserts. You explain the best ingredients for a solid portfolio. What’s Growing This Year A local nursery owner gives tips for growing native plants. You explain ways to keep portfolios growing. Dealer Use Only / Not for Distribution to the Public

TELL OTHERS YOUR STORY Implement Referral Systems • Advocate Referral System • Client Referral System • Honeymooner Referral System • Referral Postcard • Referral Business Card Holder • Honeymooner Referral Letter Dealer Use Only / Not for Distribution to the Public 20

Create An Identity Piece Dealer Use Only / Not for Distribution to the Public

CREATE AN IDENTITY PIECE Common Identity Piece Dealer Use Only / Not for Distribution to the Public 22

CREATE AN IDENTITY PIECE A Solid Identity Piece Dealer Use Only / Not for Distribution to the Public 23

24 CREATE AN IDENTITY PIECE Choose Your Words Carefully Best Content Choices Optional Information • • • Marketing pitch What do you do? How do you do it? Who are you? What makes you unique? Required Information • • Company logo Contact information Call to action Required legal information Dealer Use Only / Not for Distribution to the Public Teaser line Testimonials Photo of you (and team) Mission statement Company history Products sold Client service and support standards • Broker/Dealer background

CREATE AN IDENTITY PIECE Eight Writing Tips • Focus on what’s important to your client • Use a conversational tone and words your clients will understand • Emphasize one or two distinguishing points • Remember, less text is better • Break things up with subheads, bullets and bold text • Have someone else review your piece • Read it out loud • Hire a professional writer Dealer Use Only / Not for Distribution to the Public 25

26 CREATE AN IDENTITY PIECE Stop! Did you get your content approved by your compliance department? Dealer Use Only / Not for Distribution to the Public

27 CREATE AN IDENTITY PIECE Get Your Piece Printed Printing Quality Spectrum LOW QUALITY Comput er Printer Copy Center or Office Supply Store Dealer Use Only / Not for Distribution to the Public HIGH QUALITY Online Printing Company Offset Printing Company

CREATE AN IDENTITY PIECE Using An Online Template • Do it yourself • All online • Inexpensive • Limited to templates Dealer Use Only / Not for Distribution to the Public 28

CREATE AN IDENTITY PIECE Working With a Designer • How do I find a designer? • Search internet or Yellow Pages for local Graphic Design, or Desktop Publishing • You may find designers online who work via phone and internet • Local printers may have in-house designer or referral service Dealer Use Only / Not for Distribution to the Public 29

CREATE AN IDENTITY PIECE Typical Design Process 1. Discuss the purpose and goal of your piece 2. The designer provides two to five options for your piece – Select the option you like and discuss changes to the design 3. Make edits to your selected design – Make sure you can make at least two rounds of edits 4. Get a soft copy (on a CD) of the artwork for the printer Dealer Use Only / Not for Distribution to the Public 30

CREATE AN IDENTITY PIECE Review • What’s Your Story? • Tell Others Your Story • Create an Identity Piece Dealer Use Only / Not for Distribution to the Public 31

CREATE AN IDENTITY PIECE Action Step • Build a captivating personal story • Communicate Your Story • Analyze your marketing efforts Dealer Use Only / Not for Distribution to the Public 32

Franklin Templeton Investments Corp. 5000 Yonge Street, Suite 900 Toronto, ON M 2 N 0 A 7 Tel: (800) 387 -0830 Fax: (416) 364 -1163 franklintempleton. ca Dealer Use Only / Not for Distribution to the Public FTAC WYSPE 1213