Ten Reasons to Include Newsletters
1. Keep a High Profile
Successful producers stay in contact with their clients at least 12 to 18 times a year. A personalized newsletter helps you easily fulfill this requirement — and it provides your clients with valuable financial information they will come to appreciate.
According to a Standard & Poor’s survey, 83% of financial newsletter recipients read some or all of the articles and find the information to be useful. When you provide clients with a personalized, educational newsletter, you quickly become their preferred source of timely financial guidance.
2. Educate and Motivate Clients
The steady stream of financial knowledge your customized newsletter can provide will set you apart from your competitors and position you as a trusted advisor. The articles will motivate prospects to contact you when they need a product or service.
Statistics show that a majority of people who receive a financial newsletter have taken positive action as a result. When prospects read your newsletter and decide to take action, chances are good they’ll be calling you.
3. Give Them a Reason to Call
As your newsletter recipients come across information about specific financial issues or products that pique their interest, they’ll be prompted to call you for more information or a consultation.
Your newsletter should not only encourage readers to act, it should also provide your contact information to make it easy for them to reach you.
4. Hit “Hot Button” Issues
Investment products are constantly changing as new ideas, trends, and laws alter the financial landscape. When a popular “buzz” develops around a new product or concept, your clients will turn to you to stay informed. Through your newsletter, you can keep them up to date on the latest strategies for financial success.
5. Be There When Emotional Needs Arise
Any number of life-changing events — such as marriage, death, a job change, and a child’s graduation — can affect an individual’s financial outlook and motivate him or her to make portfolio changes. By maintaining a constant presence in your clients’ lives, you let them know you will be there for them whenever a need arises.
And even if clients don’t need your help currently, they may be inclined to clip articles for future use. Three out of four financial newsletter recipients say they’ve saved articles for a later date. And whether they use the information themselves or pass it on to a friend or family member, there’s an opportunity for you to get the business.
6. Create a Positive Image and Recognizable Brand Awareness
One major goal of a successful marketing campaign is to establish an unforgettable image that stands for quality and dependability in the minds of prospective clients. Each newsletter you send should prominently display your color photo along with your company name and logo. Every month, clients will associate your name and brand with the information they receive in your newsletter.
7. Diversify Your Marketing Plan
Different marketing campaigns will attract different types of individuals, so it’s important to make sure that your marketing plan is multi-faceted, encompassing a variety of elements such as direct mail, telemarketing, educational seminars, and special offers.
Newsletters offer unique advantages in that they provide a free source of value-added information that clients can look forward to receiving each month. Newsletters not only help you sell specific products, they also promote your credibility, dependability, and expertise.
8. Generate Ongoing Client Contact with Minimal Office Support
When you purchase your customized newsletter through a trusted marketing partner, you can rely on that company to take care of the writing, designing, customizing, printing, folding, and mailing — so you don’t have to. This kind of service enables you to maintain personal contact with prospects and clients on a monthly basis without consuming your valuable time or tying up your office staff.
9. Offer a Personal Touch Despite Limited Personal Time
In an ideal world, you would be able to contact each client personally at least once a month — perhaps for a dinner appointment to discuss current and future needs. Of course, this is generally not feasible. Your time is both limited and extremely valuable to your business, and taking the time to contact every client and prospect — even if only by telephone — could become a monumental task.
With a client newsletter, regular personal contact is already built in. Each month, clients and prospects receive valuable financial education from a source they’ve come to trust and depend on. Your picture, name, and logo give the message a personal touch, and your consistent contact shows clients that you care and you’re ready to help.
10. Distinguish Yourself from the Competition
In today’s market, competition for business has become increasingly intense. If you’re not keeping in touch with your clients on a regular basis, chances are good that someone else is. One study found that 40% of high-net-worth individuals who reported dissatisfaction with their financial advisors said the number-one reason for their disappointment was that their advisors didn’t stay in touch. Don’t assume that your clients will contact you when they have a need. If you haven’t heard from them lately, it may be because they’re working with someone else. Remember, there are other financial advisors in your area. By providing a top-quality newsletter to clients and prospects on a monthly basis, you can set yourself apart from the competition and develop a reputation for providing a valuable service all year long.