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Attention-grabbing envelopes improve financial advisors' direct mail efforts
Financial advisors
who use effective, well-prepared direct mail materials to drum up new business will
be handsomely rewarded for their efforts, but only if they take a hard look at what
they're putting the mailer into - the envelope.
If the envelope looks like junk mail, odds are it won't get opened.
It's very simple. For your message to be read, the envelope needs to get opened.
But statistics show that as much as 98 to 99 percent of mail is unopened. You need
to use your envelope to get the prospective client's attention.
Here are some ideas on how to create an irresistible envelope.
Don't
use mailing labels
Neatly write or print the addresses on the envelopes, including the return address.
If you don't have the time, then pay someone to do it for you.
Use
a colored pen
Address your envelopes with a colored pen. Blue is good because it stands out
and doesn't look computer generated.
Used
colored envelopes
Optical scanning equipment at the post office may not like colored envelopes
but you will when your sales increase.
Use
stamps
Use first-class postage and print FIRST CLASS in several places on the envelope.
An inexpensive rubber stamp with red ink gives the envelope an official look. And
instead of slapping one first-class stamp on the envelope, use several stamps in
smaller denominations.
Include
a short message
Print or rubber stamp a short message on the envelope.
Window
envelopes won't work
Don't use envelopes with windows. They look like traditional junk mail. They
also look like you don't care enough to hand address the envelope.
Try
large envelopes
Envelopes as large as 6x by 9x inches or even 9 by 12 inches may be more expensive,
but they will get opened. Think of it as an investment.
PURCHASE THIS BOOK
Martin R. Baird is
president of 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.
The firm's Web site, www.advisormarketing.com, offers free marketing information
and tools for financial advisors, including a free weekly e-mail newsletter. Baird
is author of "The 7 Deadly Sins of Advisor Marketing," a book that offers
easy-to-implement marketing ideas for advisors. Baird may be reached at mbaird@advisormarketing.com or by telephone at (480) 990-1775
or (800) 279-1775. Visit www.advisormarketing.com for marketing tactics that
will help your business grow.
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