Because postcards can become a cost-effective marketing
tool for financial advisors if they are done right.
They come in all sizes from small, medium, and large to
extra-large dimensions. Yet even a small postcard can pack
a powerful marketing wallop.
Postcards offer an easy, inexpensive way to:
- Send a message to clients,
- Keep in touch with prospects who
have not become clients,
- Attract the attention of new prospects,
- Add variety to an active marketing campaign
which may include newsletters, letters, email, or phone
calls, and
- Prompt clients or prospects to visit your
website for more information.
Postcards Win In A Simple Test
For a marketing campaign we tested a tiny postcard (6 by
4-1/4 inches) against a sales letter. The postcard was simple
with text-only on the front and back (no graphics). Both
the postcard and the letter went to the same number of prospects
from the same list.
In this test the postcard brought in 1-1/2 times more
responses than the letter. That equals 150 percent
more prospects...at about 60% of the cost.
Next, we arm you with the vital few things financial advisors
need to know to get the results you’re looking for
when marketing with postcards.
5 Top Tips For Results From Your Postcards
Postcard Power Tip #1: First And Foremost, Be Sure
Your Audience Is Right For A Postcard
If you are generating leads from high level executives
such as CEO’s, CFO’s, or presidents of larger
companies, think about a more substantial mailing for your
first contact. It could be, for example, a three-dimensional
direct mail package.
Postcards can work well for you in this example once you
have established the relationship.
Postcard Power Tip #2: Solve The Right Problem
If you can solve the most compelling problem your
prospects have, your marketing message -- whether
it arrives in a post card, a letter, a brochure, an ad,
or a newsletter -- will have the best chance to attract
an outsize response.
What is this problem for your prospects? Do you know unequivocally?
If you don’t know, ask. Call up 10 prospects
and clients to find out. Truly listen to what they tell
you. If you are merely guessing, assuming, or imagining
what is worrying them, you may be dead wrong.
Postcard Power Tip #3: Choose Your Mailing List
Carefully
For our Tiny Postcard Test we tracked results from several
lists. "Direct Marketing News," a subscriber list,
in our mailing attracted a very respectable total of 3.16%.
To further test, we purchased a second list, a compiled
list, from Dun & Bradstreet. The response was less at
1.45%: The subscriber list outpulled the Dun & Bradstreet
compiled list by more than 2 to 1 in this situation.
Here's why it's vital to generate
your own list.
Keep a database of prospects for your financial advisory
practice. Be committed to adding to your list everyone who
requests information from you or calls you even if they
do not become clients . . . yet. Then, keep in touch with
these individuals with appropriate messages, including marketing
with postcards.
It's worth the time you invest in it!
In the Tiny Postcard Test we, not surprisingly, also tried
our own in-house list -- people familiar with us. The in-house
list brought in a 10.30% response – performing three
times better than the best purchased list.
Postcard Power Tip #4: Call Out To Your Prospects
With A Riveting Headline
Sharply focus on your target market and the major benefits
they will get. Go back and re-read Power Tip #1. If the
major benefit is the solution to a nagging problem, you
will grab your prospect’s attention.
In our post card test our headline was a straightforward
promise of two top benefits.
Postcard Power Tip #5: Give Them A Compelling Reason
To Respond Now!
Make it easy for them to take action with an offer. We
offered a free information packet so they could find out
more. A complimentary informational packet or booklet on
a subject that really matters to your audience can be a
rewarding choice for financial advisors, too.
It comes down to this:
Postcard marketing for financial advisors stands
to gain a higher success rate when it’s sent to
the right people with a riveting message and a persuasive
offer.
And Remember To Call On The Power Of Testing
Would a full-color postcard with enticing and relevant
graphics on one side and a benefit message on the other
work better for you than a plain low-cost text postcard?
Would a double-sided post card with a response card boost
your response?
Only testing will give you your answer.
Will a mailing list be productive? Sending out
a “scouting party” of postcards to
a limited number of names first gives you valuable information.
A giant advantage of postcard marketing is that it hands
financial advisors the ability to test easily and inexpensively.
Equally important in our time-starved age, it commands
at least a glance from your prospects when they sift through
their mail. Many people who hastily sort their mail can’t
resist checking out the words on your postcard.
Postcards can contribute mightily to your bottom
line. Why not add this simple, direct solution for uncommon
results to your marketing plan for your financial advisor
business?
Here's a marketing program
for financial advisors that puts it all together for you
. . .
