Prospecting is an important part of growing your business, and as you make your initial contact with potential clients, first impressions matter. Creating a financial advisor prospect letter template can allow for smoother communication and set the stage for discussing the prospect’s planning needs, as well as help you save time on preparation. Let’s review an example of a financial advisor prospect letter and how to draft one.
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What Is a Financial Advisor Prospect Letter?
A prospect letter is a formal communication that financial advisors use to introduce themselves to potential clients. Prospecting letters are a key step in the sales process. And may even be the first point of contact an investor has with a financial advisor during their search.
The purpose of a financial advisor prospect letter is to share a snapshot of who you are, what your business does and the value you offer in a way that excites interest. The end goal of the letter is to encourage a prospect to contact you, which ideally leads to a sit-down conversation.
Prospecting letters may be written and sent as part of a direct mail marketing campaign or delivered via your email marketing strategy. A good prospect letter is brief, but valuable. It should also be personalized so as to address the recipient’s needs or pain points.
What Should Be Included In a Financial Advisor Prospect Letter?
It can take some practice to perfect your prospect letter format. There are several things you’ll want to include in your prospecting letters to make them effective, such as the following:
- Introduction. Your introduction is your warm-up, and should be designed to grab the prospect’s attention right away. Some advisors do this by asking a question or citing an eye-catching statistic. Others start by introducing themselves and sharing their brand statement. There’s no right or wrong option here. The goal is to start the letter in a way that’s designed to keep the recipient reading.
- Purpose/why. Once the introduction is out of the way, it’s time to explain to the prospect why you’re writing. This is where you should be addressing the recipient’s pain points or challenges, explaining how you can help with those challenges, and highlighting your unique value proposition. Your messaging should hit on what the prospect needs help with and why you’re the most qualified person to provide that help.
- Conclusion/call to action. What do you want the prospect to do once they’ve read your letter? Your closing and CTA are how you steer them toward that action, whether it’s booking an introductory call or scheduling an in-person meeting. Even if a prospect knows they should talk to an advisor, they may require some nudging to get them to take the next step.
If you’re sending your prospecting letters through email, you’ll also need to include a killer subject line that gives the recipient a reason to open the message. And, of course, you’ll need to include your contact information so the prospect knows how to reach you.
Example of a Financial Advisor Prospect Letter
If you need some help drafting a prospect letter, you can use this example as a guide for creating one:
Dear [Prospect name],
My name is [your name] and I’m a financial advisor who specializes in helping investors like you build sustainable retirement plans.
As inflation increases the cost of living, it’s more important than ever to have a sound strategy for the future. For example, did you know that the typical American anticipates needing more than $2 million to retire comfortably?
Perhaps you have a similar target but are unsure about the best way to invest for growth. Or may you need help balancing retirement savings with competing financial goals.
Those are the kinds of challenges I help my clients with every day, and I’d love an opportunity to talk with you about what your unique retirement vision looks like.
Does this sound like a conversation you’d like to have? If so, let’s schedule a time to meet. We can chat over the phone if you prefer or meet in person when it’s convenient for you.
You can reply to this message or give me a call directly at [your number].
Looking forward to talking with you,
[Your name]
[Contact information]
[Firm name]
This example prospect letter starts with a straightforward introduction and then identifies a possible pain point for the reader before moving on to the CTA. You can adjust this template to fit your needs and the needs of prospective clients you plan to reach out to.
Frequently Asked Questions (FAQs)
How Do Financial Advisors Find New Clients?
Advisors may use several avenues to connect with prospects and generate leads. Some of the most effective ways to gain clients include referrals, email marketing and social media marketing. Understanding who your ideal client is and what they need help with the most is the first step in developing a client acquisition strategy.
How Does Compliance Affect Advisor Prospecting?
Compliance rules govern what you can and can’t say when crafting marketing messages as an advisor. For instance, the SEC’s marketing rule prohibits you from making unsubstantiated claims or presenting unbalanced information that only highlights the positives of an investment, without explaining its risks. Your chief compliance officer (CCO) should review any marketing materials you send out, including prospect letters, to ensure that you’re not in violation of any compliance guidelines.
How Can You Simplify Financial Advisor Prospecting?
Templates and automation can streamline some of your prospecting efforts. For example, developing a financial advisor prospect letter template means you don’t have to start fresh in drafting one each time you want to reach out to a potential client. You can also use automated lead generation and marketing tools to connect with qualified prospects.
Bottom Line
Prospect letters are an essential element in any financial advisor’s marketing plan. The example shared here is just one way you might approach the prospecting letters you send to potential clients.
Tips for Growing Your Advisory Business
- How big is your digital footprint? If you’re struggling to gain traction with online marketing, it may be time to consider a strategic partnership. SmartAsset AMP (Advisor Marketing Platform) is a holistic marketing service that financial advisors can use for client lead generation and automated marketing. Sign up for a free demo to explore how SmartAsset AMP can help you expand your practice’s marketing operation. Get started today.
- One of the biggest mistakes many advisors make when it comes to marketing and lead generation is failing to follow up. Developing some follow-up email or letter templates and establishing a schedule for how often you check in with prospective clients can help you avoid missed opportunities to connect.
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