By Gabrielle C. King

Since you’ve discovered this weblog, I’m assuming that you simply’ve not less than considered together with postcards as a part of your advertising and marketing plan. Since ReminderMedia sells postcards for monetary advisors, I believe that’s terrific, and I’m together with under loads of the postcard concepts you have been hoping to search out. Nonetheless, there are 3 factors you may wish to contemplate 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 definitely doesn’t damage, your purpose with postcards isn’t to create model consciousness—one or two postcards may try this. Your purpose is to search out new shoppers, and it takes some time to create the type of trusting impression essential to have somebody contemplate doing enterprise with you. We’ve discovered postcards that ship worth generate leads finest when despatched comparatively ceaselessly and constantly, typically one card a month for six to 12 months.

If you concentrate on it for a minute, this sounds fairly wise.

If somebody was usually sending you info that you simply wanted or discovered helpful, you then may fairly assume they have been severe about wanting you as a shopper.

Moreover, individuals affiliate constant with productive. In the event you’re usually reaching out, the belief is that you’re well-established and dependable.

One more reason for persistence is the character of selling with postcards—it’s somewhat like a lottery.

Your postcards don’t all the time arrive in mailboxes on the day a recipient will want your providers. 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 want to perceive the true nature of the return on funding for postcards.

I routinely see printed stories 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 fee, which is a excessive fee. Nevertheless it’s a mean outcome 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 many others.) In the event you solely get a .3% response fee or 3 well-qualified leads, your price 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 fee. You’d 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 shoppers—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 state of affairs most closely fits your wants, one factor is evident—you must check how postcards carry out for you alongside different parts of your advertising and marketing technique and different advertising and marketing concepts for monetary advisors. Solely then are you able to actually uncover whether or not postcards are best for you.

Lastly, you should decide to following up. Hardly ever has any postcard, by itself, landed a shopper.

Gross sales is all the time about creating a possibility to have a dialog along with your leads. Irrespective 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, observe up with a telephone name. In its place, you may think about using a ringless voicemail supplier like Slybroadcast, Drop, or LeadsRain. These providers permit you to 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 significantly better place to evaluate whether or not postcards are the precise alternative for you. If they’re, then you possibly can choose the postcards that finest swimsuit the demographics and wishes represented by your database or area of interest.

Postcard-prospecting concepts for monetary advisors

ReminderMedia presents a large assortment of themes and an excellent wider number of postcards to signify 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, you realize 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 goal—to supply safety. Safety presents freedom from fear and anxiousness. Safety additionally presents the liberty to pursue desires. Let your sphere know that you simply concentrate on offering safety by providing sound monetary planning.

3. Wealth administration

No two individuals share the identical tolerance for threat, however everybody desires to see their cash develop. That’s the place you are available. You’ve got the talents to pay attention rigorously and talk expectations clearly, in addition to the services and products to assist individuals discover their consolation stage. Let your sphere know that you simply wish to assist focus their funding targets and intention straight.

4. Make it final

It’s an unlucky fact 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 longer term, however whether or not it’s a dialogue in regards to 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 technology

One of many persistent issues dealing with monetary advisors is find out how to join and develop a relationship with the subsequent technology of traders. Making these connections now could be particularly crucial since this technology is poised to inherit billions from child boomers. Goal your youthful demographic with postcards that allow them know who you’re and that you simply’re prepared to assist.

6. Begin planning now

Whereas there seems to be a rising development of younger adults in search of monetary recommendation, a big 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 longer term is a big downside. Thankfully, you possibly can assist.

7. The struggling investor

We’re experiencing some turbulent financial instances. Inflation is rising, so costs are going up. The inventory market is risky and, as of this writing, steadily heading downward. Buyers are nervous, however you could 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. Instant worth

Ship postcards that educate and construct your credibility and authority. A postcard printed with helpful info 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 once you observe up, your recipients are extra inclined to talk with you.

9. Defend what’s yours

You recognize {that a} usually scheduled evaluation of necessary paperwork is a part of a sound monetary plan. Incomplete, lacking, or outdated paperwork could 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 record of spectacular postcards concepts to select from. You may 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 among the distinct benefits which might be distinctive to postcards.

First, as one in every of a number of in style prospecting instruments for monetary advisors, postcards are pretty distinctive on this planet 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 research that predates 2017, the New York College Legislation College 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 kinds 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 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, contemplate the data included right here about whether or not postcards are one thing you must strive. If we are able to reply any questions, then e-book a name that meets your schedule, and one in every of our advertising and marketing consultants shall be glad 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.