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IMD guide aiming to help IFAs build up their A team

The Insurance Marketing Department is issuing the latest in its series of marketing guides aimed at helping IFAs make the most of a mailshot campaign.

The new guide follows three previous editions giving advice on advertising techniques, organising seminars and making presentations. It provides hints to IFAs on how they can expand their existing client base through professional mailing.

It also advises IFAs on how to raise the number of their regular clients who provide them with substantial amounts of business. IMS claims that 80 per cent of income tends to come from only 20 per cent of customers.

It claims that successful mailing methods can shift many of the irregular clients of IFAs into what it calls the A category – those who contact their adviser at least five times a year for advice on investments and other financial issues.

IFAs can download some sections of the latest guide and from the earlier editions from the website at www.marketingdepartment.co.UK or order the full publication online for £17.63.

IMS director Stephen Phil-lips says: “IFAs have a track record of combining a technical understanding of the financial services market with a thorough understanding of their clients&#39 needs.

“What we aim to do is help them reach wider audiences and reinforce relationships with existing ones.”

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