Did Benjamin Franklin Invent The Best Way For Financial Advisors To Get More Clients?
From: James Pollard
Dear financial advisor, In 1775, seventeen years before the New York Stock Exchange was founded, Ben Franklin lit the fuse on an institution that would quietly mint fortunes for the next 250 years. Today, this institution provides one of the most underrated marketing strategies in existence. Which is a shame because it:
What was the institution Ben Franklin helped launch? The United States Post Office. What I’m about to show you will feel like discovering a hidden lane reserved exclusively for financial advisors who refuse to beg algorithms for attention. Because while your competitors chase the latest marketing fad, you’re about to deploy a strategy that’s hundreds of years old yet still delivers an impressive 112% ROI... 
According to Postalytics, direct mail delivers a better ROI than paid search, social media advertising, and more. Read on to discover the biggest advantages it can offer you...
I’m talking about direct mail.
But not the “Dear Resident” junk that lands in the recycling bin. I’m talking about expertly engineered, emotionally charged letters that speak to your ideal clients’ deepest desires. These letters guide them, step by step, to schedule an appointment with you. Allow me to explain the five incredible advantages direct mail has over every other financial advisor marketing strategy... Advantage #1: The Mailbox Is The New Blue Ocean...First, the mailbox is the new blue ocean.
No privacy-killing pixels. No “promotions” tab. No algorithmic doom-scroll. This trend shows no signs of slowing down, either. According to a recent State of Direct Mail Marketing report, a stunning 84% of marketers say direct mail delivers the highest ROI of any channel they use. 
Advantage #2: People Have Emotional Connections With Direct Mail They Don't Have Anywhere Else...A 2024 Vericast Direct Mail Influence study found that 88% of people save letters to revisit later, creating a built-in second look that most channels can only dream of.
Direct mail stays on the kitchen counter, refrigerator, or office desk. No other marketing strategy can say that. Reading comprehension is also higher with printed materials. A study from the University of Maryland analyzed more than 171,000 readers and found comprehension was highest when reading on paper. That means prospective clients are far more likely to remember who you are and how you can help them. 
Advantage #3: Direct Mail Is Laser-Focused...Imagine dropping a letter in the mail that lands only in the hands of 55 to 65-year-old corporate executives…
Or in front of every dentist in Florida who grosses a million dollars per year… Or on the desks of business owners in Green Bay, Wisconsin. With direct mail, you can build (or buy) hyper-specific micro-lists that digital platforms can’t touch. You can decide on the income, occupation, age, geography, and any other details you want. That means you have zero wasted spend on eyeballs outside of your niche, making direct mail arguably the most efficient marketing strategy in the entire world. An added benefit of this hyper-specific targeting is the privacy it offers because your competitors stay locked out. Because let’s face it… Anyone can lurk on your website, spy on your social media posts, or use a fake email address to get on your email list. But unless you add them to your direct mail list, rivals will never see the letters you’re sending or the appointments you’re booking. Your client acquisition strategy stays behind a steel door, impossible to swipe or reverse-engineer. Advantage #4: Direct Mail Gives You Space To Build Trust, Credibility, And Rapport...LinkedIn posts slam the brakes at 3,000 characters. Online ad platforms truncate your headlines and text. Even Gmail cuts off emails if they’re too long, forcing your best paragraph into a “[Message clipped]” abyss.
This is especially important because financial advising and financial planning require a high level of trust. Prospects need to feel that you’re competent, ethical, and uniquely equipped to guide their family’s financial future. That level of confidence isn’t easily built with a short message. It takes time to build credibility, reveal who you are, demonstrate your unique value proposition, answer unspoken objections, and more. A direct mail letter allows you to weave those elements into a compelling narrative that your prospective clients can absorb at their own pace. My favorite way for financial advisors to use direct mail is by sending #10 envelopes with up to three pages (printed on both the front and back) inside. That’s a ton of room to explain who you are, who you help, what you do, and so on. I also practice what I preach, too. For example, I recently spent $8,113.76 of my own money on a direct mail campaign. Do you notice anything interesting? 
This is an actual receipt from a direct mail campaign I recently ran, showing you that I practice what I preach...
See, a #10 envelope and a live stamp.
In other words, the exact same thing I tell financial advisors to do. I am not one of those people who tell you to do one thing while I do another. I’m living proof that what I teach works, and I’m willing to stake $8,113.76 of my own money to do it. Advantage #5: You Can Quickly And Easily Track Your ROI...Here’s exactly how to do it…
Make your call to action completely unique to your direct mailer. For example, if you want people to call you, then use a phone number that doesn’t appear anywhere else except in your mailer. That way, when people call that phone number, you know with 100% certainty it’s because of your letter. Or you could do something even easier and simply match the names of your booked appointments to your mailing list. If “William Smith” books an appointment with you and his name is on your mailing list, then you can safely assume direct mail did the heavy lifting. It also means you can scale with certainty. Because if $1,000 in postage returns $9,800 in planning fees, then you don’t need a rocket scientist to tell you to mail again. Give Me 48 Minutes And I'll Show You How To Put These Advantages To Work For You...Back in December 2024, I gave my private community of financial advisors (my Inner Circle) a 48-minute video called:
“Direct Mail Secrets For Financial Advisors: How To Use Simple Letters To Get More Clients.” Financial advisors RAVED about it because:
In December 2024, I shared this direct mail marketing video with my private community of financial advisors. I want to extend the opportunity for you to watch that same video...
Here’s a preview of what’s inside…
Why Should You Listen To Me?Two reasons…
First, I practice what I preach. I’ve already explained that I’m personally investing thousands of dollars of my own money into direct mail campaigns. 
Proof I eat my own cooking: a trunk packed with #10 envelopes headed to the post office... exactly the strategy I’m handing you.
Second, I’ve been helping financial advisors with their marketing since 2015. Over the years, I’ve witnessed numerous highs and lows, as well as significant changes and industry shake-ups.
Through it all, direct mail has been the one channel that never stopped filling calendars. In short, I’m not teaching theory. I’m handing you the exact playbook that’s driven measurable growth for advisors in bull markets, bear markets, and everything in between. So, if you’re ready to get started… Here's What To Do Next...The “cost” of this 48-minute video training is only $99.
As soon as you place your order, you’ll get a link with the video delivered directly to your inbox. (It’s important to note that this might be tax-deductible for you as well.) You’ll receive a link, allowing you to watch it as many times as you'd like. There’s even an option to download the video if you want. You can access it anywhere, immediately, without having to wait by the mailbox. And to be clear… THERE IS NO CATCH!I realize that acquiring more clients through direct mail is worth a significant amount of money to financial advisors. Therefore, you might be wondering if there’s a hidden catch to this offer.
There isn’t one. I’m practically giving you this video training because I want to demonstrate real value to you. I’m not getting rich with a one-time $99 sale because I make my money from fostering long-lasting, mutually beneficial business relationships. 😄 For instance, I publish a monthly print newsletter called The James Pollard Inner Circle®, which financial advisors happily pay $199 per month to receive. It’s one of the most prestigious newsletters in the financial advice industry. My hope is that you will use the information in this “Direct Mail Secrets” video to get some clients and then come back to me for even more. Speaking of even more, I’m throwing in two special bonuses… BONUS #1: Two Pre-Written Direct Mail Letters, Free...
As you can see, these pre-written letters are outlined with my commentary, so you can see why every sentence works wonders...
Have you ever heard the saying that if you give a man a fish, he’ll eat for a day, but if you teach a man to fish, he’ll eat for a lifetime?
Well, I’d like to show you how to fish AND give you some fish so you’re not hungry in the meantime… Because I’m also including two sample direct mail letters you can model right away in your business. The first letter is written to get prospective clients to register for a seminar. The concepts inside will work regardless of what you’re promoting, as long as it's an event of some sort. It could be a seminar, a conference, a workshop, or even a webinar. I think seminars are fantastic marketing tools for financial advisors, but the most challenging part is getting people interested enough to attend. This letter should solve that problem. Additionally, it’s written in a way that pre-frames the sender as the obvious choice for financial advice, thereby increasing the likelihood that attendees will become clients. The second letter is designed to encourage recipients to reach out and schedule an appointment. Not only have I written the letters for you, but I’ve also included notes to explain why I chose specific words and phrases, how each part of the letter is designed to capture attention, and how it moves recipients closer to taking action. These notes will provide you with insights into my thought process, allowing you to understand the psychology behind each line and apply it to your marketing. BONUS #2: "How Financial Advisors Can Get Clients With Direct Mail" MP3 Download, Free...In this private interview, I sit down with Craig Simpson, who is arguably the greatest direct mail marketer of all time.
If you’ve never heard of him, he’s sent more than 300,000,000 (yes, that’s three hundred million) direct mail pieces over the past few decades and is a master at generating appointments through mailers. When you purchase “Direct Mail Secrets For Financial Advisors” today, you’ll get instant access to this 46-minute MP3 download, where Craig and I discuss:
All This For Only $99...Let’s recap. You’re getting…
A 48-minute video with my complete direct mail marketing strategy for financial advisors… Two pre-written, ready-to-go direct mail letters you can begin using as soon as today… A 46-minute MP3 audio download with a man who has sent more than 300,000,000 mailers… For only $99. One new client pays for it many times over. Click the button below, download your materials in seconds, and let’s turn your next mail pickup into a calendar-filling event… 
NOTE: If you were an Inner Circle member in December 2024, then you already have this, so there's no need to buy it.
Thanks for taking the time to read this letter, and I look forward to hearing from you soon! 
James Pollard
TheAdvisorCoach.com P.S. Still on the fence? Let’s make this simple and think through how much money you can make with direct mail... A company called Focus Digital analyzed multiple industries and found that the average response rate for insurance and financial services companies was 3.51% to 3.95%. 
The average direct mail response rate for insurance and financial services companies ranges from 3.51% to 3.95%.
Again, I like sending simple letters, specifically white #10 envelopes with live stamps on top.
Right now, U.S. Forever stamps are 73 cents. And you can buy white #10 envelopes from Amazon for a nickel apiece. Throw in paper and printing costs, and you’re looking at a cost of roughly one dollar per mailing. (To be candid, you can outsource printing and fulfillment, but it costs more.) Okay, let’s do some math… That means if you are a drop-dead average marketer, you can send a thousand direct mailers at a total cost of $1,000 and get roughly 35 responses. $1,000 divided by 35 responses equals… $28.57 per response. Your mileage will obviously vary, but would you be happy with that number? Would you pay $28.57 to talk with a prospective client who already knows a little bit about who you are and how you can help? How fast could you scale if every discovery call on your calendar cost less than a single DoorDash meal delivery order? Click the button below to get started now…
NOTE: If you were an Inner Circle member in December 2024, then you already have this, so there's no need to buy it.
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