It looks like bulk mail
Window envelope, printed postage, a stock photo of a couple on a beach. People toss it without opening it.
Why a lot of it gets thrown out
People decide between the mailbox and the trash can.
It's about you
"Our team, our process, our 30 years." They want to know what's in it for them.
It asks for too much
A meeting about their money is a big ask from a stranger.
Nobody follows up
One mailer, a couple of calls, and the advisor gives up on mail. I think mail works best with a phone call a few days later.
What gives it a chance
These are my choices, not measured results. Test them on your own list.
A real envelope and a real stamp
No window. It looks like it came from a person.
Something for them
A checklist, a class, a keepsake for their family. People keep things that are for them.
A small first step
Scan a code, text a word. The meeting comes later.
A list you chose
Past seminar guests, referrals, people from your church or your club. Easier to explain to compliance, too.
A call a few days later
"Did you get the letter?" beats a pitch.
Where VerbaPost fitsThat's how our invitation works: a real letter in your firm's name, offering to record a family story and mail it to someone they love. You call the ones who say yes.
Formats
Each one has a job.
| Format | Good for | Watch out for |
|---|---|---|
| Postcard | Reminders, to people who know you | Read in two seconds. |
| Seminar invitation | Filling a room | You pay for the room either way. See dinner seminar alternatives. |
| Newsletter | Staying in touch with clients | Rarely brings in anyone new. |
| Handwritten note | Thank-yous and referrals | Doesn't scale. |
| Sales letter | A specific offer | Reads as a pitch. |
| Story invitation | Starting a relationship | Slower. The meeting comes after the story. |
A 30-day campaign
Start with 25 to 50 people.
Week 1: pick the list
People you have a reason to write to. Get compliance to approve the list and the piece.
Week 2: mail it
First-class, with a stamp. It lands in two to five days.
Week 3: call
Responders first. Check the Do Not Call list before you dial, and take notes.
Week 4: count
Mailed, responded, reached, meetings booked.
Measuring it
Cost per first meeting
cost per first meeting = (printing + postage + list + your time) ÷ first meetings
Compare it with seminars, paid leads and ads. Then check which of those meetings became clients.
Checklist
Before you mail
- Pick 25 to 50 people and write down why.
- Get compliance sign-off on the list, the piece and your disclosure.
- Take off anyone who asked not to be contacted.
- Block time for calls in week three.
After it lands
- Call responders first, starting with anyone who asked for a call.
- Take notes on every call.
- Keep a PDF of the piece and who got it.
- Fill in the tracking sheet before you send more.
Tracking sheet
Your numbers go here. A story isn't a yes to talking about money, so count them separately.
| Campaign | Mailed | Stories | Wants a call | Reached | Meetings | Clients | Spent | Per client |
|---|---|---|---|---|---|---|---|---|
| Pilot | 25 | |||||||
| Second |
When we're not a good fit
You don't have a list
We don't find prospects. You bring the names.
You need clients this month
This takes weeks.
You won't make the calls
Then you're paying for a nice gift.
Compliance says no
Some firms won't approve a free gift or phone contact. Ask first.
You'll judge it on 25
Twenty-five might bring a few stories or none. Treat it as a test run.
What compliance will ask
Not legal advice. Just the questions to expect.
Is it an advertisement?
If it offers your services to more than one person, probably, under the SEC Marketing Rule (Rule 206(4)-1).
Where did the list come from?
They'll want the source of every name.
How will you follow up?
Phone calls bring in the TCPA, the Telemarketing Sales Rule and state do-not-call rules.
What do you keep?
Advertisements, generally for five years under Rule 204-2.
Where VerbaPost fitsYour disclosure goes on every piece. We get written consent before any call, check the Do Not Call list right before dialing, and give you a PDF of every letter and your landing page. Your firm's compliance is still your firm's.
Questions advisors ask
Does direct mail still work for financial advisors?
It can. Send a real letter with a stamp, offer something for them, and call a week later. One mailing with no follow-up won't tell you much. Track your own numbers.
What should my mailer offer?
Something for them, not a pitch. A checklist, a class, or a keepsake for their family.
How soon should I follow up?
Within a week of it landing. First-class letters take two to five days.
Is my mailer an advertisement under the SEC Marketing Rule?
Probably. If it offers your services to more than one person, it likely is, and you keep it for five years under Rule 204-2. Get compliance to sign off first.
How do I know if it worked?
Add up everything you spent and divide by first meetings. Six months later, count how many became clients.
