By Gabrielle C. King
Since you’ve discovered this weblog, I’m assuming that you just’ve a minimum of considered together with postcards as a part of your advertising and marketing 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. Nevertheless, there are 3 factors you may need to think about 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 purchasers that it takes time for investments to mature and present a return, and, for that reason, endurance is a advantage. The identical is true for postcards.
Whereas it definitely doesn’t harm, your purpose with postcards isn’t to create model consciousness—one or two postcards might try this. Your purpose is to search out new purchasers, and it takes some time to create the type of trusting impression essential to have somebody think about doing enterprise with you. We’ve discovered postcards that ship worth generate leads greatest when despatched comparatively regularly and constantly, typically one card a month for six to 12 months.
If you consider it for a minute, this sounds fairly smart.
If somebody was usually sending you data that you just wanted or discovered helpful, then you definitely may moderately suppose they had been severe about wanting you as a shopper.
Moreover, folks affiliate constant with productive. In case you’re usually reaching out, the belief is that you’re well-established and dependable.
Another excuse for endurance is the character of selling with postcards—it’s slightly like a lottery.
Your postcards don’t at all times arrive in mailboxes on the day a recipient will want your companies. However, if you happen to ship them usually, you improve 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 prime of thoughts.
Second, you’ll want to perceive the true nature of the return on funding for postcards.
I routinely see revealed stories with an ROI for postcards between 3%–5%. One weblog factors to a Information & Advertising and marketing Affiliation report claiming that postcards get a 4.25% response price, which is a excessive price. Nevertheless it’s a median end result throughout industries—it’s not a median, and it’s not particular to monetary companies.
For the sake of argument, let’s say you order 1,000 postcards for about $450. (You can pay roughly relying on supply, dimension, and many others.) In case you solely get a .3% response price or 3 well-qualified leads, your value can be $150 per lead. That’s not unhealthy.
Examine that to sending 1,000 personally branded magazines for $4,000 with a 3% response price. You’ll garner 30 certified leads at about $133 every.
What I can’t work out for you is what number of of these leads flip into bona fide purchasers—and that’s the underside line, isn’t it? Your outcomes will rely in your expertise, your product choices, the shopper expertise you present, and extra.
Whichever situation most closely 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 and marketing technique and different advertising and marketing concepts for monetary advisors. Solely then are you able to really uncover whether or not postcards are best for you.
Lastly, you need to decide to following up. Hardly ever has any postcard, by itself, landed a shopper.
Gross sales is at all times about creating a chance to have a dialog along with your leads. Regardless of your technique, nobody goes to entrust you with their cash if you happen to don’t actually converse with them.
The week your emails are delivered, comply with up with a telephone name. As a substitute, you may think about using a ringless voicemail supplier like Slybroadcast, Drop, or LeadsRain. These companies help you document 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 significantly better place to evaluate whether or not postcards are the best selection for you. If they’re, then you’ll be able to choose the postcards that greatest go well with the demographics and desires represented by your database or area of interest.
Postcard-prospecting concepts for monetary advisors
ReminderMedia presents a large assortment of themes and a good wider number of postcards to signify these themes. Beneath are a number of examples from our assortment, however you’ll be able to 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 could not have the foresight you do.
2. Monetary safety
Cash serves one objective—to offer safety. Safety presents freedom from fear and nervousness. Safety additionally presents the liberty to pursue desires. Let your sphere know that you just specialise in offering safety by providing sound monetary planning.
3. Wealth administration
No two folks share the identical tolerance for threat, however everybody needs to see their cash develop. That’s the place you are available in. You could have the abilities to hear rigorously and talk expectations clearly, in addition to the services and products 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’ll be able to assist purchasers perceive the dangers and put a plan in place in case it’s wanted.
5. The following technology
One of many persistent issues going through monetary advisors is how one can join and develop a relationship with the subsequent technology of buyers. Making these connections now could be particularly essential since this technology is poised to inherit billions from child boomers. Goal your youthful demographic with postcards that permit them know who you’re 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 pupil 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. Fortuitously, you’ll be able to assist.
7. The struggling investor
We’re experiencing some turbulent financial instances. Inflation is rising, so costs are going up. The inventory market is unstable and, as of this writing, steadily heading downward. Buyers are nervous, however you may be the voice of cause. Customise your postcard to supply a free portfolio evaluation, and promise to see if you are able to do higher for them.
8. Fast 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 while you comply with up, your recipients are extra inclined to talk with you.
9. Shield what’s yours
You realize {that a} usually scheduled evaluation of vital 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 obtainable when wanted. Ship a postcard providing to assist tie up any unfastened ends.
Benefits of prospecting with postcards
I’ve given you some meals for considered prospecting with postcards and record of spectacular postcards concepts to select from. You’ll be able to see many extra examples and evaluation 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 can be distinctive to postcards.
First, as one among a number of common prospecting instruments for monetary advisors, postcards are pretty distinctive on the earth of unsolicited mail as a result of you don’t must 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 College revealed 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 varieties of unsolicited mail promoting. However cheap doesn’t preclude top quality.
ReminderMedia’s postcards, for instance, are printed on high-quality, 110# cowl inventory with a UV-protected gloss end. They’re additionally obtainable in 2 sizes:
- Commonplace: 5.5 x 8.5
- Jumbo: 6 x 11
Whether or not you go along with a number of of our postcards or one other firm’s, think about the data 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 one among our advertising and marketing specialists will likely be comfortable to assist.
The views and opinions expressed herein are the views and opinions of the writer and don’t essentially replicate these of Nasdaq, Inc.
