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Tuesday, October 29, 2013

First Impressions: A Prospect's Perception is YOUR Reality

Direct mail continues to be the preferred method of receiving information by Baby Boomer and Senior prospects. The way you look in the mailbox will say a lot about you, your firm and the services you provide. That is the very first impression that you make with your targeted audience. What do you want them to think or perceive? I see financial professionals with expensive business clothes, nice cars, nice homes, nice offices, nice presentation materials and yet, their direct marketing looks CHEAP!

It’s ironic to me that the same financial advisor who only wants to meet with affluent prospects ($100k+ in liquid assets) thinks that saving a few cents by sending out flimsy flyers or cheap postcards will attract this type of client. There’s a direct correlation between the investment you make in your direct marketing materials and ROI.

Remember, you’re marketing solutions – not products. That means the first impression you give in your direct marketing needs to immediately start generating a feeling of TRUST and CREDIBILITY.

Top performers in the financial services industry understand how important their image – their brand – is when they are asking prospects to take time out of their busy schedule to discuss the most intimate details of their finances.

So, before you send out your next marketing piece, take a critical look at it and ask yourself, “Is THIS the first impression I want to give to a potential client?”