Ellis Communications, L.L.C.

How Can Advisors Create Effective Direct Mail, Generate
Referrals When They Don’t Know the Methods for Doing Them?

New Advisor Marketing Videos Offer Practical Lessons in Both Areas

          When it comes to growing their business, financial advisors either shy away from or do a poor job of employing two techniques that are very effective.  When done properly, direct mail and referral generation are crucial to finding and attracting new clients.

          To help advisors make the most of these tried-and-true methods, Phoenix, Ariz.-based Advisor Marketing has produced instructional videos on each of those subjects.  Titled “Advisor Marketing’s Official Guide to Direct Mail” and “Advisor Marketing’s Official Guide to Referrals,” the videos are about an hour long each and feature Martin R. Baird, the company’s president and a nationally recognized marketing expert and speaker in the financial services industry.

          “Advisors roll out direct mail campaigns with the best of intentions, but they’re often disappointed with the results because they didn’t go about it the right way,” Baird says.  “How are they supposed to develop effective direct mail when no one has taught them how to do it?”

          Advisors know the value of referrals but they seldom pursue them, according to Baird. 

          “The fact is, advisors don’t like asking for referrals,” Baird says.  “But their attitude changes when they discover there are easy, effective ways to generate referrals, ways that they are personally comfortable with.”

          The videos were developed from actual seminars that Baird presented for financial advisors.  They offer detailed, easy-to-implement ideas that advisors can begin using immediately, Baird says.

          The direct mail video covers such subjects as writing compelling copy, writing copy that is sales in print, getting the reader’s attention, addressing the prospect’s interests and concerns, making an emotional connection with the reader and talking about the benefits of products and services.  It also addresses effective headlines, the importance of a call to action, adding personal touches to the mailer, packaging the mailer in an effective envelope, mailing lists and repetition in the campaign.

          The referral video covers the importance of simply asking, how to ask for referrals, client interviews as a source of referrals, listening to clients’ needs and looking for client signals that are referral opportunities.   It also covers the use of rewards, using relationships with other people and organizations, building client trust to get referrals, educating clients on how they benefit from giving referrals and common advisor objections to seeking referrals.

          “Direct mail and referral generation can be frustrating when you don’t know what you’re doing,” Baird says.  “Our videos take the mystery out of these areas that are so important to growing your business.  We show that these methods are, in fact, quite simple when done the right way.”

          Those interested may order the videos by calling Advisor Marketing at 480-991-6421.  They sell for $79.95 each or $119 for both.  Quantity discounts are available.  Visa and MasterCard are accepted.

          Advisor Marketing 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. 

          Advisormarketing.com is the premiere Internet-based source for free marketing advice, information and tools for self-driven, success-oriented financial advisors who are demanding information that helps them market their practice, meet the needs of their clients and increase sales.  It offers such services as a free weekly electronic newsletter, free reports on how to conduct different kinds of marketing and evaluation of advisors’ marketing materials that is provided at no charge when the critique is posted online for all advisors to read.  Advisormarketing.com also offers an electronic forum where advisors can learn from each other by discussing common problems, sharing ideas and gaining new insights from their peers. 

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"Check to see if Martin is available for your next program!"
Contact Martin at 206-774-8856 or e-mail at [email protected]