After last week’s post, How To Add People to Your Email List (Video), I received a great question from one of my readers. Neil asked, “How would you suggest to approach those people to put them on an email list? In other words, what would you say to them?”
This is a great question, as we always want to get permission before we add people to our email list. But there’s a deeper issue at play here: Why would someone want to get your emails?
And this issue cuts to the core of your marketing strategy—and your business strategy. What does your firm do? How do they help people? How do people benefit from the services you offer?
If you’re sending out canned content each month or trying to sell financial planning products or services, your emails are just noise. But if you are truly doing something different and valuable, your target market would benefit from your knowledge.
That’s what custom content marketing is all about. You should be delivering valuable, relevant information to your network which helps them live a better life.
When I ask to add financial advisors to my email list, I say:
I’d love to add you to my email list if you’re interested. I share my best ideas once a month to help independent financial advisors grow their AUM through digital marketing.
If they aren’t interested in growing their business through marketing, they’re not my target market.
So the structure of asking is easy:
I’d love to add you to my email list if you’re interested. I share my best ideas once a month to help ABC do XYZ.
But what is the ABC and the XYZ for you?
This is where you need to do some soul searching. Try asking yourself:
- Whom do you love serving most?
- Why do they work with you?
- What’s the one urgent problem you solve for them?
- What is your true mission or passion?
This is the heart of your marketing strategy. Do you need help with your marketing strategy? Learn more about our marketing package today.
Claire Akin runs Indigo Marketing Agency, a full-service marketing firm serving financial advisors. It’s her mission to help independent financial advisors help more people through their incredibly important work. Claire is a former Investment Advisor Representative who holds her MBA in Marketing from the Rady School of Management at UC San Diego as well as a BA in Economics from UC Davis.