Formula for success: Increased client contact equals increased business

faxes faxes postcards (to customize, try a service like www.amazingmail.com) mailers testimonial letters free reports This list excludes public relations, which I consider to be separate from typical marketing contacts. 2. Be repetitive. Variety also means that repetition becomes a factor in your marketing — and that’s a good thing. Marketing 101 says it takes […]

By Martin R. Baird | April 21, 2004 | Last updated on April 21, 2004
5 min read
  • faxes
  • postcards (to customize, try a service like www.amazingmail.com)
  • mailers
  • testimonial letters
  • free reports

    This list excludes public relations, which I consider to be separate from typical marketing contacts.

    2. Be repetitive. Variety also means that repetition becomes a factor in your marketing — and that’s a good thing. Marketing 101 says it takes eight to 10 contacts before a person remembers seeing your message. Thus, if you send only a few direct-mail pieces to someone, they will probably not remember the point you’re trying to get across. Even the fact that you sent something might not register with them.

    Eight to 10 contacts should make them aware of your message. Additional contacts will be needed to prompt them to call or e-mail you. Repetition is a must. A high number of contacts will not frustrate clients and prospects. They will not realize that you have “touched” them 20 times. They’re busy people.

    3. Try a campaign. Marketing campaigns are an excellent way to put repetition to work. One of the easiest ways to improve the effectiveness of your marketing is to develop a campaign to reach your target market repeatedly in a short period of time.

    For example, you could develop a campaign that’s designed to educate your target market about what they need to know in today’s economy. It could focus on how to cut through all of the media hype that’s flooding the airwaves and the newspapers.

    The campaign could be designed to reach them each week for the next 10 weeks. It could include articles you’ve written, as well as additional views you may have. After the fifth or sixth mailing, you may offer them the opportunity to attend a “town hall” meeting hosted by you at your local library, where they can listen to an informative session and then ask questions of you or a guest expert.

    After the seventh mailing, you may suggest that your prospect or client brings one guest to the meeting, but note that they need to call first because space is limited. Explain that you want to help as many people as you can but that you need to give this opportunity to your clients first.

    The above suggestion has the markings of a good marketing campaign — it has multiple contacts and it’s designed around a topic that’s timely and important to many of your clients.

    4. Step outside the financial world. The world doesn’t revolve around financial planning exclusively. Information passed along during your contacts with clients and prospects should not always be limited to the financial industry. Your clients want information they can use in all areas of their lives. This could mean information about hiking, sailing or organic gardening. The subject matter should mirror your clients’ needs and desires. (For more suggestions on topics and events, be sure to check out Advisor.ca’s “Client Relations Archive” section by clicking here.)

    In fact, hosting seminars on non-financial topics can be a very effective marketing technique. It will draw people because they are genuinely interested in the topic — and it will give you recognition. Attendees will remember that you cared enough to organize a seminar on a subject that affects their lives.

    Expanding the scope of information you send or provide to clients and prospects sets you apart from the crowd that sends generic financial information to people all day long. It also gives you more latitude in your communication. You can do more interesting things that will get your target market’s attention.

    5. Consider joint promotions. A joint promotion can be effective and inexpensive. Who else is trying to reach your target market that is not a competitor? Do they have a list of people who would want to learn more about what you have to say? Could they be interested in your solutions and services?

    With all that’s going on in the world now, it would be easier to pack it all up and quit than pursue the option of growing your business. But leaders see opportunities when others only see the obstacles. Now is a good time for leaders to see the amazing opportunities that are available to all of us.

    • • •

    Martin R. Baird is president of U.S.-based Advisor Marketing, a full-service marketing management firm that provides a variety of services to financial advisors to help them improve their marketing methods and increase revenues, including seminars and conference speaking engagements on such topics as referrals, marketing, client communication and transitioning to fee. Advisor Marketing also provides a service that tests multiple variables of a marketing campaign simultaneously so advisors will quickly know which elements of a marketing effort offer the best opportunity for success before they launch the campaign. For free marketing information and tools to help your business grow, visit www.advisormarketing.com. Advisor Marketing can be reached at 1-480-991-6421.

    04/21/04

    Martin R. Baird

    • faxes
    • postcards (to customize, try a service like www.amazingmail.com)
    • mailers
    • testimonial letters
    • free reports

    This list excludes public relations, which I consider to be separate from typical marketing contacts.

    2. Be repetitive. Variety also means that repetition becomes a factor in your marketing — and that’s a good thing. Marketing 101 says it takes eight to 10 contacts before a person remembers seeing your message. Thus, if you send only a few direct-mail pieces to someone, they will probably not remember the point you’re trying to get across. Even the fact that you sent something might not register with them.

    Eight to 10 contacts should make them aware of your message. Additional contacts will be needed to prompt them to call or e-mail you. Repetition is a must. A high number of contacts will not frustrate clients and prospects. They will not realize that you have “touched” them 20 times. They’re busy people.

    3. Try a campaign. Marketing campaigns are an excellent way to put repetition to work. One of the easiest ways to improve the effectiveness of your marketing is to develop a campaign to reach your target market repeatedly in a short period of time.

    For example, you could develop a campaign that’s designed to educate your target market about what they need to know in today’s economy. It could focus on how to cut through all of the media hype that’s flooding the airwaves and the newspapers.

    The campaign could be designed to reach them each week for the next 10 weeks. It could include articles you’ve written, as well as additional views you may have. After the fifth or sixth mailing, you may offer them the opportunity to attend a “town hall” meeting hosted by you at your local library, where they can listen to an informative session and then ask questions of you or a guest expert.

    After the seventh mailing, you may suggest that your prospect or client brings one guest to the meeting, but note that they need to call first because space is limited. Explain that you want to help as many people as you can but that you need to give this opportunity to your clients first.

    The above suggestion has the markings of a good marketing campaign — it has multiple contacts and it’s designed around a topic that’s timely and important to many of your clients.

    4. Step outside the financial world. The world doesn’t revolve around financial planning exclusively. Information passed along during your contacts with clients and prospects should not always be limited to the financial industry. Your clients want information they can use in all areas of their lives. This could mean information about hiking, sailing or organic gardening. The subject matter should mirror your clients’ needs and desires. (For more suggestions on topics and events, be sure to check out Advisor.ca’s “Client Relations Archive” section by clicking here.)

    In fact, hosting seminars on non-financial topics can be a very effective marketing technique. It will draw people because they are genuinely interested in the topic — and it will give you recognition. Attendees will remember that you cared enough to organize a seminar on a subject that affects their lives.

    Expanding the scope of information you send or provide to clients and prospects sets you apart from the crowd that sends generic financial information to people all day long. It also gives you more latitude in your communication. You can do more interesting things that will get your target market’s attention.

    5. Consider joint promotions. A joint promotion can be effective and inexpensive. Who else is trying to reach your target market that is not a competitor? Do they have a list of people who would want to learn more about what you have to say? Could they be interested in your solutions and services?

    With all that’s going on in the world now, it would be easier to pack it all up and quit than pursue the option of growing your business. But leaders see opportunities when others only see the obstacles. Now is a good time for leaders to see the amazing opportunities that are available to all of us.

    • • •

    Martin R. Baird is president of U.S.-based Advisor Marketing, a full-service marketing management firm that provides a variety of services to financial advisors to help them improve their marketing methods and increase revenues, including seminars and conference speaking engagements on such topics as referrals, marketing, client communication and transitioning to fee. Advisor Marketing also provides a service that tests multiple variables of a marketing campaign simultaneously so advisors will quickly know which elements of a marketing effort offer the best opportunity for success before they launch the campaign. For free marketing information and tools to help your business grow, visit www.advisormarketing.com. Advisor Marketing can be reached at 1-480-991-6421.

    04/21/04