Berkshire Asset Management believes in building strong connections with its advisor clients. A critical part of that effort is producing regular content that excites advisors and showcases Berkshire’s experience. But they don’t always have time to turn their insights into great communications. They turned to PurcellCom to take some of their best ideas and create engaging financial content that builds relationships with clients.
Step 1 was to develop a thorough understanding of Berkshire’s history and people, as well as the needs of its advisor partners. It’s not always enough to understand a firm’s management style or operational abilities – we can’t help a firm build relationships if we don’t understand who their clients are building a relationship with.
Next, we listened, we read, and we worked collaboratively with the client to identify a written voice that sounds like it is coming directly from their lead managers. We came to understand their attitudes and principles, and selected language that rode the same line between personal and professional that they use in client meetings.
Unlike a single freelance financial writer, PurcellCom’s large and diverse team has experience all over the financial industry. That background allowed us to flesh out Berkshire’s concepts, fill in gaps, and suggest unique angles that made their ideas stand out and feel fresh to clients.
Because of this preparation, generating high impact financial content has become quick and straightforward. When management has a good idea, they jot down notes, or a rough and ready draft, knowing that PurcellCom can quickly convert that into the kind of content that builds relationships and will resonate with their advisor audience. Moreover, Berkshire’s clients always feel that they are hearing directly from the source, building confidence and reinforcing the client relationship.