Why Your Direct Mail Sucks

In this episode of Advisor to Advisor (the best marketing podcast for financial advisors!) we’re flipping the script and Jonathan interviews Chazz about the truth behind direct mail marketing.

From design to data strategy, Chazz has played a major role in building out Steep’s direct mail division. This episode dives into what’s wrong with most direct mail campaigns in the financial services industry — and how advisors can stand out in a sea of sameness.

We unpack:

• Why so much advisor mail looks the same as everyone else’s, and how design laziness hurts your brand
• The 4 pillars of Steep’s proprietary 14er Report
• The danger of relying on cookie-cutter templates and stock steak photos
• How to make your mailer match your high-end venue (yes, that Ruth’s Chris logo does matter)
• Why too much personalization actually hurts readability
• The power of punchy headlines and action-oriented bullet points
• Real examples of good vs. bad copy — and how it affects conversions
• The massive impact of event logistics: in-home timing, venue radius, and start times
• What we’ve learned about mailing to high-net-worth audiences (spoiler: more money ≠ less response)
• How the Steep Wealth Blend targeting method outperforms traditional IPA lists
• Our results from side-by-side comparisons in Catchlight and actual campaigns

Key Takeaway:
At the end of the day, direct mail isn’t about reinventing the wheel — it’s about doing every little part just a bit better than everyone else. From design and data to timing and targeting, the little things add up.