What You Need to Know
- About 70% of households with income over $100,000 read newspapers.
- Niche print publications may reach readers with a higher net worth.
- U.S. adults tend to trust print ads more than they trust social media posts or direct mail solicitations.
Building a successful business as a life, health and annuity advisor starts with a keen understanding of the markets. However, it takes more than that to truly build a successful advisor business.
One of the keys is also a keen understanding of business marketing. You need the right people in your community to recognize your name, expertise and reliability.
Print ads are one tool that can help with all of these things. But print ads aren’t a small investment, so you’ll want to carefully consider whether they might be right for you.
Here are three ways to consider whether you should advertise in print:
1. Your target audience is well educated and high earning.
Every financial advisor has their own niche in the community, but if you’re hoping to reach an audience that is primarily older, well educated and that has a higher net worth, print readers tend to fit that description.
Seventy percent of households with income above $100,000 are newspaper readers, according to a 2018 Nielsen Scarborough Report. Niche publications such as business journals and fine art programs (such as of the local symphony or theater) are excellent places to reach a higher-net-worth audience.