Some Not-So-Obvious Items to Include in Your Year-In-Review Letter
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Here's some important information for you to consider including in your client year-end letter:
First of all, it's not too late to send out a letter recapping 2015, but don't wait too long.
Here's what clients want to hear from you:
- Updates on staff: Did you add a new member to the team? Did someone earn a promotion? Did someone get married? Has someone had a child? Has someone earned a degree or professional designation? Let your clients know about these events.
- Updates on you and your family: Did a child graduate from high school or college? Did you and your spouse celebrate a landmark anniversary? Did you celebrate a landmark work anniversary? Share this information.
- Updates on your professional life: Did you earn a designation? Let clients know what this means to them. Did you attend a conference or due diligence meeting? What did you learn?
- Team updates: Did you and your team conduct an offsite meeting? Did you participate in a teambuilding and/or charitable event?
- Market updates: Whether the market is volatile or not, including a brief market update is important, but keep the information brief and at a high level. Here is an example:
At times like these, it is important to stay focused on your goals, making prudent decisions while not falling victim to the hype of the media. Please let me know if you’d like to get together to discuss how the current market environment might be affecting your goals.
- Reminders about introductions: It is okay to use this letter as a reminder to clients to make introductions. You might say something like the following:
If you have friends or family members who are concerned about the market volatility, I will be happy to speak with them. It would be my pleasure to be a resource to the people who are important to you.
- Notes of thanks for continued patronage: This is an opportunity to thank your clients for remaining loyal. Make sure you include a personalized note of thanks.
If you plan to send out a year-in-review letter in 2017, now is the time to begin your list of possible topics. Keeping a computer document that you add to throughout the year is an easy way to have an extensive list to choose from when it comes time to create your letter. Keeping an ongoing list is much easier than trying to remember everything you did in 2016 in January 2017.
Include centers-of-influence and prospects on the distribution list.
Finally, if you don't have much to talk about, get out there and make noteworthy things happen!
For the past 18 years, Teresa Riccobuono has been a professional organizer, business consultant and practice-management specialist to the financial services industry, helping advisors bridge the gap between their existing and their ideal financial planning practice. She lives in the San Francisco Bay Area but works with advisors across the country. She is a member of the board of directors of the East Bay Chapter of the Financial Planning Association and is currently the co-chair of the Public Relations committee. She can be reached at [email protected].