Marketing via U.S. mail still pays

"Don't give up on mail," wrote marketing consultant Libby Dubick in "Four marketing resolutions for 2010." I agree that investment and wealth management firms should continue to use the U.S. mail.

Letters and brochures ranked high when Dubick conducted an informal survey of how senior marketing executives would like to be introduced to a wealth manager. They came in second only to personal referrals.

If you write a sales letter, remember these tips

• Emphasize your prospect's WIIFM--What's In It For Me--rather than talking about your firm
• Keep it short--People have short attention spans.
• Don't send it and forget it--Follow up with the individual.

Related posts

• Guest post: "The Lost Art of the Thank You Note"
• Your mail has three seconds to grab your reader's attention
• Guest post: Can I replace my print newsletter with an e-newsletter instead?" 

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The next session of "How to Write Blog Posts People Will Read: A Five-Week Teleclass for Financial Advisors" will start in September. For more information, sign up to receive "Information on upcoming classes, workshops, and other events" as well as my free monthly newsletter. Copyright 2010 by Susan B. Weiner All rights reserved