By Gabrielle C. King
Since you’ve discovered this weblog, I’m assuming that you just’ve no less than considered together with postcards as a part of your advertising plan. Since ReminderMedia sells postcards for monetary advisors, I feel that’s terrific, and I’m together with under loads of the postcard concepts you had been hoping to search out. Nonetheless, there are 3 factors you would possibly need to take into account earlier than deciding if postcards—whether or not they’re ours or another person’s—are best for you.
Are postcards best for you?
First, I’m certain you advise your shoppers that it takes time for investments to mature and present a return, and, for that reason, persistence is a advantage. The identical is true for postcards.
Whereas it actually doesn’t harm, your aim with postcards isn’t to create model consciousness—one or two postcards might do this. Your aim is to search out new shoppers, and it takes some time to create the type of trusting impression essential to have somebody take into account doing enterprise with you. We’ve discovered postcards that ship worth generate leads finest when despatched comparatively regularly and persistently, usually one card a month for six to 12 months.
If you consider it for a minute, this sounds fairly wise.
If somebody was repeatedly sending you data that you just wanted or discovered helpful, then you definately would possibly moderately suppose they had been critical about wanting you as a consumer.
Moreover, folks affiliate constant with productive. If you happen to’re repeatedly reaching out, the belief is that you’re well-established and dependable.
Another excuse for persistence is the character of promoting with postcards—it’s a little bit like a lottery.
Your postcards don’t all the time arrive in mailboxes on the day a recipient will want your providers. However, in the event you ship them repeatedly, you enhance your odds of that day arriving. And when it does, you’re going to be the advisor they name. Within the interim, your postcards work to maintain you high of thoughts.
Second, it’s essential perceive the true nature of the return on funding for postcards.
I routinely see printed experiences with an ROI for postcards between 3%–5%. One weblog factors to a Information & Advertising Affiliation report claiming that postcards get a 4.25% response price, which is a excessive price. However it’s a mean consequence throughout industries—it’s not a median, and it’s not particular to monetary providers.
For the sake of argument, let’s say you order 1,000 postcards for about $450. (You would pay kind of relying on supply, measurement, and so on.) If you happen to solely get a .3% response price or 3 well-qualified leads, your value can be $150 per lead. That’s not dangerous.
Examine that to sending 1,000 personally branded magazines for $4,000 with a 3% response price. You’d garner 30 certified leads at about $133 every.
What I can’t determine for you is what number of of these leads flip into bona fide shoppers—and that’s the underside line, isn’t it? Your outcomes will rely in your abilities, your product choices, the consumer expertise you present, and extra.
Whichever state of affairs most accurately fits your wants, one factor is obvious—you need to take a look at how postcards carry out for you alongside different elements of your advertising technique and different advertising concepts for monetary advisors. Solely then are you able to actually uncover whether or not postcards are best for you.
Lastly, you have to decide to following up. Hardly ever has any postcard, by itself, landed a consumer. Gross sales is all the time about creating a possibility to have a dialog along with your leads. Regardless of your technique, nobody goes to entrust you with their cash in the event you don’t actually converse with them.
The week your emails are delivered, observe up with a cellphone name. As a substitute, you would possibly think about using a ringless voicemail supplier like Slybroadcast, Drop, or LeadsRain. These providers can help you file a message that may go to voicemail with out ringing the recipients’ telephones.
Having given some thought to those 3 factors, you’re in a a lot better place to evaluate whether or not postcards are the proper selection for you. If they’re, then you possibly can choose the postcards that finest swimsuit the demographics and desires represented by your database or area of interest.
Postcard-prospecting concepts for monetary advisors
ReminderMedia provides a large assortment of themes and a fair wider collection of postcards to symbolize these themes. Beneath are a number of examples from our assortment, however you possibly can view all of them on our web site.
1. Retirement planning
As a monetary advisor, higher than most that it’s by no means too early to plan for retirement. Ship a postcard that displays the significance of retirement planning, and supply the advantage of your knowledge and expertise to others who might not have the foresight you do.
2. Monetary safety
Cash serves one function—to supply safety. Safety provides freedom from fear and anxiousness. Safety additionally provides the liberty to pursue desires. Let your sphere know that you just concentrate on offering safety by providing sound monetary planning.
3. Wealth administration
No two folks share the identical tolerance for danger, however everybody needs to see their cash develop. That’s the place you are available in. You’ve gotten the talents to pay attention rigorously and talk expectations clearly, in addition to the services to assist folks discover their consolation degree. Let your sphere know that you just need to assist focus their funding objectives and goal straight.
4. Make it final
It’s an unlucky reality that many individuals spend their lives planning for a cheerful retirement solely to be struck by an sickness or damage that sucks their financial savings dry. Nobody is aware of the long run, however whether or not it’s a dialogue concerning the limits of Medicare and Medicaid or explaining the advantages of long-term care insurance coverage, you possibly can assist shoppers perceive the dangers and put a plan in place in case it’s wanted.
5. The subsequent era
One of many persistent issues dealing with monetary advisors is the way to join and develop a relationship with the subsequent era of buyers. Making these connections now’s particularly crucial since this era is poised to inherit billions from child boomers. Goal your youthful demographic with postcards that allow them know who you might be and that you just’re prepared to assist.
6. Begin planning now
Whereas there seems to be a rising development of younger adults looking for monetary recommendation, a major quantity don’t sufficiently plan for his or her monetary futures. And with a heavy load of scholar debt, the meteoric rise in home costs, the doubtful future of presidency security nets, and the ever-escalating prices of healthcare, not planning for the long run is a major drawback. Thankfully, you possibly can assist.
7. The struggling investor
We’re experiencing some turbulent financial occasions. Inflation is rising, so costs are going up. The inventory market is risky and, as of this writing, steadily heading downward. Traders are nervous, however you will be the voice of motive. Customise your postcard to supply a free portfolio evaluate, and promise to see if you are able to do higher for them.
8. Quick worth
Ship postcards that educate and construct your credibility and authority. A postcard printed with helpful data will get held on the fridge door, positioned in a purse, or shared with others. It’s additionally a gesture of assist that may generate a way of reciprocity in order that whenever you observe up, your recipients are extra inclined to talk with you.
9. Shield what’s yours
You recognize {that a} repeatedly scheduled evaluate of necessary paperwork is a part of a sound monetary plan. Incomplete, lacking, or outdated paperwork may cause an actual headache (or worse) in the event that they aren’t correct or out there when wanted. Ship a postcard providing to assist tie up any free ends.
Benefits of prospecting with postcards
I’ve given you some meals for considered prospecting with postcards and a superb checklist of spectacular postcards concepts to select from. You possibly can see many extra examples and evaluate pricing choices right here. Nonetheless, I’d be dishonest you if I didn’t additionally fill you in on a few of the distinct benefits which might be distinctive to postcards.
First, as certainly one of a number of fashionable prospecting instruments for monetary advisors, postcards are pretty distinctive on the earth of unsolicited mail as a result of you don’t have to entice your recipient to open an envelope to see your message.
Belief me . . . that’s large! In an often-quoted examine that predates 2017, the New York College Legislation Faculty printed a report claiming that 44% of all unsolicited mail was discarded earlier than it was opened. With postcards, your message is actually staring them within the eyes.
Second, postcards are additionally comparatively cheap in comparison with most different forms of unsolicited mail promoting. However cheap doesn’t preclude prime quality.
ReminderMedia’s postcards, for instance, are printed on high-quality, 110# cowl inventory with a UV-protected gloss end. They’re additionally out there in 2 sizes:
- Commonplace: 5.5 x 8.5
- Jumbo: 6 x 11
Whether or not you go together with a number of of our postcards or one other firm’s, take into account the knowledge included right here about whether or not postcards are one thing you need to attempt. If we will reply any questions, then e book a name that meets your schedule, and certainly one of our advertising consultants might be glad to assist.
The views and opinions expressed herein are the views and opinions of the creator and don’t essentially replicate these of Nasdaq, Inc.