Marketing Binder Contents for Fee-Based Money Managers.

If you're in the fee-only or fee-based business, then you'll need a marketing package to either send to new people in the mail before you meet them, or to give them to take home after the first appointment.

The Usual Contents Are:

· An initial welcoming letter. Here's a sample marketing piece discussing the benefits of hiring a fee-only independent financial planner.

· A marketing letter you send in the mail/give to new prospects to tell them about you and your firm. All about the firm's history, philosophy, background, and financial planners. You'll get a sample marketing letter when you buy the Tri-Fold Brochure below. See a sample firm bio. See a sample meeting agenda.

· Color "tri-fold brochure" with basic marketing stuff about you and your firm (tri-fold means you fold it into thirds so it fits into a regular envelope. Office supply stores carry custom tri-fold printer paper for this purpose). What you can buy from us is in Microsoft Publisher 2000, which is a program you may not have. If you don't have access to MS publisher, then you probably shouldn't buy it. Publisher is on the "professional version" of MS Office.

This marketing piece is in two parts, front and back (so there's two Pub files). You'll also get two sample firm marketing letters, and a piece for getting referrals, when you buy the Tri-Fold. How to buy this is at the bottom.

· Client fee-based contract/agreement. You'll get four Word docs so you can cut and paste from these templates to make your own custom client contract. This is the main agreement between you and the client. It should discuss the details of your management fee schedule, your written financial planning fee schedule, ticket charges and trading costs, arbitration, how you handle discretion, 12b-1 fees, and all of the legal details about how you bill and do everything. Use our template as a starting place to make your own. This will save you hours of time if you have to make one yourself. How to buy this is at the bottom.

The financial tool that calculates the amount of quarterly (and annual) investment management fees due to the advisor, is on the financial tools module. You'd use this tool to tell your custodian how much to take out of the clients' cash account, to pay your fees.

· Something to show people what services they'll get, given the amount of investments you'll be managing. Here's a free sample Level Of Services chart.

· Something about how you manage money (samples are included in the tri-fold brochure above). A basic free sample is in an old newsletter.

· Past performance is always a plus, especially if you have a good record. Studies show that it's the #1 thing clients look for in an investment manager. #2 is trust and #3 is the personal relationship, or how well you get along. Make a table of returns, like the one on this page, that will fit on one page.

· Part II of your Form ADV (disclosure brochure). No sample here as you have to make one on your own. In our opinion, don't buy any software that does this, as we found it to be more work and trouble than making it manually.

· A "Who the Players Are" piece to help people understand the complex relationships between you, the BD, the RIA, the Custodian, etc. Here's an image we made as a free example.

· Some old newsletters you wrote.

· A nice looking folder with pockets to put it all in. Ensure it has a little slot for your business card. It's worth spending the extra bucks to have nice custom folders made from an office supply or copy store with your firm name in gold embossing.

· A sample monthly and/or quarterly statement that most custodians will let you have for free just for this purpose.

· Your Broker-Dealer will usually require you to use their new account form.

· Homework assignment - how to prepare for the next meeting.

· Maybe a sample meeting agenda.

· Maybe some mutual fund prospecti or other reports of funds you're sure you'll be using.

Fee-Based Agreement / Contract Price (includes three sample contract templates, Level of Services template, and a sample written plan fee schedule): $19

Tri-Fold Marketing Brochure Price (includes the front and back of the tri-fold (two MS Publisher files), two sample marketing documents, and two referral getting tools): $29

Both: $35

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