As we make our way back to whatever normal is going to look like, you may be thinking about ways to stay better connected with your clients.
For some, a letter or newsletter might be a good way to stay in touch, promote your knowledge and experience, and potentially give your clients something to talk about with their friends.
A newsletter can enable you to connect with groups of clients and prospective clients on topics of common interest. Segmentation based on age, family situation or planning concerns can help you be more specific to their goals and interests.
Email is fast, cheap, and easy to forward on to a friend or family member. It’s also more efficient than surface mail, but some may overlook yours because they receive so much.
Physical mail gives clients something tangible from you that they may be more inclined to open and read, but it can also be time-consuming for you and your team to put together and expensive to send.
Whichever way you prefer to send it, you can format your communication as a more formal newsletter or an informal letter.
Marketing organizations such as Broadridge provide pre-approved content, but unless you select your topics carefully, add your own comments and perspective in a cover letter or email text, and sometimes even when you do all that, your clients may see it as “canned” and ignore it.
Writing your own content takes time and compliance approval, but what a great way to showcase your own knowledge and experience with a personal touch. Once you get started, you may find that it isn’t really all that difficult.
Don’t limit your communication to the economy, the markets, and investments. Some clients may have hired you specifically because they’re not all that interested in those topics.
Instead, provide your insight on a broad range of financial topics for various ages and stages of life. Share stories that communicate how you have helped clients deal with complicated situations or address particularly tough dilemmas.
Most of all, connect with your clients on a personal level. Give them insight into yourself and your team – what you like to do, where you like to go, and people and organizations you care about. Don’t forget to add photos and other graphics to increase interest and readability.
Give yourself flexibility. If you try to establish a rigid schedule, you’re likely to put so much pressure on yourself and your staff that you may want to give up altogether.
Instead, start by deciding how many you’d like to send out over the course of a year. Keep the number manageable – once per quarter can be a good place to start. Then set target dates for publication, making sure that you schedule adequate time for deciding on topic(s), writing, approvals, preparation and sending.
Newsletters aren’t that difficult if you put a plan and tentative schedule in place. Your clients appreciate hearing from you, and you never know when your letter will land in the hands of exactly the person who needs to read it… and who needs your help!
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