Communicating with your clients, prospects, and centers of influence is important for your practice. Electronic newsletters are an opportunity to send your message to a list that you select and constantly refine, and it also gives you an opportunity to receive information about those on your list. Captive agents often have access to an e-newsletter provided by the home office. It has typically gone through compliance and will be a straightforward discussion of different issues and products that solve your clients' problems. Although every agent in your system has access to the same newsletter, don't let that deter you from regularly using the newsletter to keep your name and valuable information in front of your contacts.
Independent agents, on the other hand, will have more opportunities to develop their own e-newsletter. As always, though, any material about securities or investment advice must go through your compliance department. But there are many non-compliance-sensitive financial planning topics that you could discuss in a self-generated newsletter that will show your clients your breadth of knowledge about financial planning.
The process of going from your initial idea to your first published newsletter includes gathering email addresses to create a mailing list; finding good software to help with design, graphics, distribution, and tracking; and developing original articles that meet the needs of your clients and prospects.
Tips on gathering email addresses
On all your client fact-finding documents, make sure you include a return request form for an email address so you may send your clients an electronic newsletter. Always include a check box where someone can choose not to receive the newsletter.
Also, when you speak with your clients, pass out a form for them to fill in that gives you permission to send them an email. Don't ask them to email you with such a request, as very few will. It is more important for you to ask, give them a sign-up form, and then transfer their addresses to your distribution software. Don't forget to train your staff, if applicable, to ask all callers if they would like to receive your e-newsletter.
And most importantly, send your e-newsletter to your referral sources. Estate planning attorneys, CPAs, and financial planners should be an important part of your marketing efforts and should always be included on your distribution lists, particularly your e-newsletter.
Finding the right software
There are a number of newsletter software companies offering all kinds of services for a self-generated electronic newsletter. A Web-based program should assist you in creating, distributing, and tracking the readership of your e-newsletter. The tracking component especially makes this an excellent investment. Certainly you can start by writing your newsletter and managing the recipient list. But every newsletter must also have an option for readers to opt out of your list. It's much better to subtract disinterested people from your list and do it through a service that specializes in managing your list.
Developing articles for your newsletter
An original e-newsletter can be filled with your choice of material. Creating articles for your newsletter is a challenge, but it is a good one. To produce good copy, you should leverage the resources you already have at hand that help you compete for and win more business.
The very best stories come from your client questions. What are they asking you on a regular basis, and what questions have they asked that are unusual but interesting? Some ideas include:
| o | Calming down the market-volatility jitters. |
| o | Announcing client-appreciation events |
| o | Giving a heads-up to technological changes that may impact the client. |
| o | Featuring your firm's charitable efforts in the community. |
| o | Showing the importance of long term care planning. |
| o | Teaching clients why everybody should have a will and a trust. |
| o | How to use insurance to create an instant estate for children. |
| o | A question-and-answer column featuring questions from clients. |
| o | A feature article from your referral sources, such as a story written by an estate planning attorney on the basics of a will. |
The resources you need to fill your newsletter are as simple as the questions your clients ask and the answers you know they need. So harness the information you have and distribute it via your new e-newsletter. Distributing your newsletter electronically is far simpler and less expensive than any paper format and a great way to get your name out there.
Lisbeth Wiley Chapman is principal of Ink&Air PR Consulting, which specializes in working with financial advisors. For more information, visit www.inkair.com.
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