Are you currently sending direct mail and seminar invitations to the man in the household? Or the woman? If you’re like 99 percent of advisors it’s the man. But I’d like to share some simple logic to make you rethink that method.
An advisor from Florida recently shared how he started addressing seminar mailers to the woman in the home and instantly saw increased responses on his mail pieces. Instead of finding another zip code, restaurant, age demographic, etc. to use on his next invite, he mailed to the same list but addressed everything to the women of the household. And it worked extremely well.
Admittedly, I don’t have a large amount of data yet to back this up, but the logic makes sense. Whether your response rates are lagging or thriving, this is worth considering as part of your seminar strategy.