Pitchbooks are a vital tool for advisors trying to differentiate their services from the competition, according to Kristen McNamara of Dow Jones. Written material supplements client interviews and helps convey an advisor’s expertise. Brokerage firms such as Merrill Lynch and Raymond James are responding to advisor demand by developing programs that allow advisors to develop custom brochures.

McNamara offers some general guidelines for creating a pitchbook. The material should be general enough to reach a range of investors, but specific enough to convey a sense of who the advisor is and what the advisor can do for his and her clients. It should include graphics and bullet points, rather than focusing on text, and should also highlight what the brokerage or advisory firm can do to support advisors in meeting their clients’ needs.

Read the whole article at CNNMoney.com.