A Simple Way to Stand Out from Other Financial Advisors

The mistake is simple: too many advisors, in an attempt to cut expenses wherever they can, decide to drip on their clients using email instead of letters. 

Don’t do this. 

I said above that dripping is effective because it creates top-of-mind-awareness.  However, in order to create TOMA, you must use letters.  Sorry, but emails just don’t work as well.  That was true in the nineties, it was true in the aughts, and it’s true now.  People get dozens of emails every day, but they almost never get letters. 

For that reason, letters get noticed more than emails.  They get read more than emails.  And because they are something tangible that you can hold and frame or stick on your refrigerator, they get saved more than emails.  (And by the way, I’ve heard numerous stories about clients doing all these things.)

Just as importantly, I guarantee that most of your competitors aren’t sending letters.  That’s why sending them is such a simple way to stand out.

Here are just a few recent stories we’ve received from other advisors like you.  None of them would have been possible without letters.