Mail and Email

Email has become the opener to our workdays. And for most of our clients and prospects, too. It may even be the primary mode of business communication today, because it's easier to jot off an email than play telephone tag.

So how can we use this great new communication tool to build your financial advisory businesses?

The first step is a simple one that I've mentioned before: make a 'sig' file. 'Sig' stands for signature, as it goes at the end of every email you send, to tell people who you are, and what you can do for them. For an example, look at the last email you got from me. To learn how to make one read “Is Your E-Mail Missing Something?” in TIP 4, of Past Issues at www.eTIP.ca

Step 2 is a regular, informative message to your clients. It is easier to re-sell an existing client than to sell someone who doesn't yet know you. And you lose 1/12 of the value of a client every 30 days that you don't communicate with them.

The easy way to maintain this relationship is with your own monthly newsletter. And an eNewsletter was second only to “Referrals” in things you said you want to know more about.

But, if you already use a paper newsletter, why would you also want an email version?

For starters, it's cheaper.

Paper will cost you at least a dollar for each copy you have printed, folded, stuffed, stamped, and mailed. But faxing, or emailing as much as a 1,000 copies costs almost nothing.

And it's immediate. Snail mail can take longer to cross the city than the ocean.

It's also in your face. Well, your clients' faces really, because they look at it before their snail mail has arrived.

So, as most of the benefits of a paper newsletter apply to an electronic one, why have a paper one at all? Because more people have postal addresses than have email addresses. And many prospects and clients may not have fax or email access, or may prefer a paper version.

So go for both. But one at a time.

Start with a paper newsletter. Keep it simple. One page is enough. And get (or write) one that you can easily adapt to an email version. Then ask your paper subscribers if they'd prefer to have it emailed. Some may want both versions, which is great. They may want the paper one to take home, to file for future reference, or even give to someone else. All good.

You don't have to write your own newsletter, you can buy it-- see A High Earners' Favourite at www.eTIP for one source, but publish it just on paper for at least a few months to get your routine established.

It's important that you establish a regular routine. Your newsletter must be regular. It cannot be hit and miss, with a month or two skipped here and there because you were too busy, couldn't be bothered, or forgot about it. Your newsletter is a projection of you, so commit to getting it out on the same day every month, NO MATTER WHAT.

If you can't do that, then forget it. Spasmodic efforts will alienate your clients, and impugn your credibility.

So get your preparation and distribution systems for a paper newsletter well established and working smoothly, regularly and consistently before you even think about transferring it to email. Email requires an even greater commitment.

Mail and Email - To learn more about this author, visit Donald F. Pooley's Website.

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