Approach

Whether we are developing a newsletter, writing copy for a client’s website, or creating a marketing brochure, we follow several core principles at Bull’s-eye Financial Communications:

Know Your Objective

The most important—and often most overlooked—first step in any communications project is to identify your objective. That’s why we always encourage our clients to think first about the message they want to convey and the actions they want their audience to take.

Before we put pen to paper (or fingers to keyboard), we take the time to fully understand your objectives and target audience. To achieve our goal of creating targeted communications that educate and motivate your audience, we will need to collect a few facts, such as:

• Who are your primary and secondary audiences?
• What is the single most important message you wish to convey to your target audience?
• What tone would you like to use (educational, friendly, authoritative, objective, promotional, etc?)
• What action do you want your audience to take after reading your communications?

The information our clients provide by completing our creative brief enables us to deliver their projects on time, on budget, and on target.

Educate First, Promote Second

We believe one of the most effective ways to build customer loyalty and grow a business is to educate your customers. Rather than using a shotgun approach to your communications and promoting products or services that may or may not meet your customers’ needs, focus on providing targeted content to build trust and make your customers smarter.  

For example, in the financial services industry, the impending retirement of millions of baby boomers will fuel the need for more education and guidance. Whether you are communicating with retirement plan participants, investment advisers, retirement plan administrators, or senior financial services industry executives, you will build credibility and trust by educating first and promoting second.

Sweat the Small Stuff

Organizations that publish communications or websites with spelling mistakes, grammatical errors, and sloppy writing risk permanent damage to their image and reputation. That’s why we make proofreading an essential part of our work process. Attention to detail is part of our DNA and we’ll make sure it becomes part of yours too.