Back in the late 1990’s and early 2000’s I’d tell my advisors to send invites and newsletters via email… because people were getting inundated with junk mail in their postal mail boxes and they didn’t get much in their email box.
Now that is reversed. People’s email boxes are slammed and their postal boxes are empty. And it ends up people love getting mail in their postal boxes. An overwhelming amount of surveys in the last couple of years say people look forward to going to their postal mail boxes, to get their daily mail.
How does that affect you? Well, in the last 6 months advisors have flocked to advertising via Facebook and digitally because it’s cheaper and novel. And it has worked so well, it has attracted even more advisors now… in fact, a flood of advisors!
So, guess what’s happened to the amount of advertising and seminar invites in prospects’ postal mail boxes? It has fallen off tremendously… so guess what has happened to the effectiveness of postage (mailed) seminar invites… it has spiked upwards again. Marketing can seem like you are on a never-ending merry-go-round… what works today… doesn’t tomorrow. What doesn’t work today… starts working again 3-months from now. Well right now… the postage delivered advertising is working, because so many advisors abandoned it. You want to be where everyone else ISN’T if you want to be effective. So, if you haven’t tried direct mail lately… you might want to give it a shot again.