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Staying silent at a time like this is not a good look
But a good email newsletter that looks professional and goes out at the same time every month/week does the opposite – it reminds people what you did for them, what you do when you’re not in front of them twice a year, and what else you could do for them as their lives change. It also gives you a platform from which to launch a referral campaign in the future, for example.
A client I sent a newsletter out on behalf of last week said he’d had people contacting him telling him about new plans they were making, new money to invest etc. People who would never would have done that normally.
So how can we spread that more widely? So how do you get people on your email list so that you can use all that amazing content externally as well as with current clients?
Well you can start small by adding a ‘sign up for my newsletter’ subscription box on your website.
And if you want to really rev things up you can also add what’s called a ‘lead magnet’ to your website. People don’t give their emails away easily, you have to give them something valuable in exchange. This is where a high-quality, specific, well written checklist or guide can invite them in.
The content should be based on something that solves their biggest problem or deepest financial desire and be as specific as possible. For example, ‘Your NHS pension benefits explained’ if you have medical clients or ‘5 things you need to consider if you’re going through a divorce / inheriting money / going through a career change’.
Now that you have their email address you can legitimately add them to your regular newsletter and so the ‘nurture’ period begins. From the comfort of their own home, and with no effort on their part, your prospect can get to know, like and trust you, through simply reading what you’re about, until they’re ready to book a call with you.
And if you want to galvanise them into action, there are a number of solutions to that too.
Which I’ll cover next time!
About Faith
Faith is an experienced communicator with a wealth of knowledge and understanding of the adviser profession. She was Marketing Manager at Nucleus for 5 years, creating innovative and award-winning campaigns. Before that she worked for Standard Life, Prudential and Royal London. In 2017 she set up her own consultancy to help forward-thinking financial advisers and planners to become more profitable through websites, communications and other laser-focused marketing techniques.
