In my book ‘Reimagining the Role of the Private Client Industry’ I say ‘Case studies are probably the most underused and yet best way to win business. They are five times more likely to be read and 1,227% more likely to be remembered.
As I say in my podcast – Caroline’s Club has been built on solid research and the case study is used to engage our network on our matched speed networking events – next one is on Thursday at 11.00 – and can also be uploaded onto your profile – a functionality which comes online this week
Given that I cannot expect anyone in our network to write case studies unless I not only written them but also uploaded them – I decided to use my note this week to share with you six of my own case studies. Remember in writing a case study, try to make it human and wherever possible arouse an emotion – lust, greed, disgust, sympathy, surprise – it makes for a better story and is more likely to be remembered.
Below is an extract of one of my case studies.
Case Study 6 on ‘Paddy’:
Paddy is a resident in the Caribbean with a considerable luxury lifestyle business with numerous clients in the US.
When he first started out in business, every new business venture associated with the business was formed through a different corporate entity and trust. When I began to work with him, he had three sheets of paper with thirty companies and over ten trusts with different trustees
His concern was that if a client sued one aspect of the business the other sides would remain protected and if one professional trustee went ‘rogue’ the other sides of the business would remain in tact. Given that so many of his clients were based in the US, it was only a matter of time, he thought before he was sued.
However, although the structure was great in protecting his assets it was not good security for any bank which he wanted to use to raise funds to expand.
I suggested that we form for him a Family Office Special Purpose Trustee vehicle so that he could control his empire with his own advisers and then consolidate the ten trusts into one with just one holding company.
We put this in place fifteen years ago – and it has served Paddy and his business admirably well.
To read further case studies, click here and view my profile.
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Episode 33 -
The Success Behind the Story, Caroline Garnham: GFOS
In Episode 33, we hear from Caroline Garnham the host of the Show and founder of GFOS, a private client law firm focussed on clients; a Culture of Care. Caroline speaks on the success behind her story. Did you know that, despite having written for the Weekend Financial Times for twelve years contributing ten articles a year – in which she pioneered the benefits of offshore trusts for non-UK domiciled individuals and how to use trusts offshore to avoid capital gains tax – Caroline did not win one piece of new business – not one.