Jul '24 • General 💡
Communications that get noticed and read
In my 2004 book Successful Seminar Selling, I wrote about the value of using handwritten communications as way to get your seminar promotions read and acted upon.
Even hand writing just the recipient's name on the promotional letter can increase conversion rates quite dramatically.
Today, just a few days before the general election I have had, as have you probably, a flurry of last minute election communications from various candidates. Two of them were handwritten (or printed to look that way) and one of them was actually written by hand.
Over the last few weeks I've barely scanned the leaflets that came through the door, but today I read all three of the handwritten ones.
Handwritten communications, or those designed to appear handwritten, are effective because they create a sense of personal connection and authenticity. These types of communications tap into the recipient's need for personal recognition and individual attention, and handwritten notes also evoke feelings of nostalgia and trust, suggesting that the sender has invested time and effort into the message. This perception can increase engagement, making the recipient more likely to read and respond.
In the context of seminar and indeed wider financial adviser communications, this approach can be particularly impactful, as it differentiates your message from the impersonal, mass-produced materials that people often disregard.
Have a think about all the different types of client communications that leave your office and maybe consider which ones could include a handwritten element.
PS There's a very neat trick involving handwriting on communication materials which has been proven to increase not only response rates but the quality of response rates. Drop me a line and I'll share it with you.
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Communications that get noticed and read
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