Their Email Marketing Left Something to Be Desired

I signed up for one of Fisher Investments’ free retirement guides. I figured their email follow up would be pretty buttoned up. Here's what happened:

Day 1: I get the Guide

Day 2: I got a follow up email from a "vice president" at Fisher.

Polite. Professional. Completely forgettable.

"Just wanted to see if a meeting would be helpful.”

“Is there a good time to talk?”

A few days later...a phone call and another email titled "reply requested"

More "when is a good time to talk for you?"

Nothing about what's in it for me if I talk to this guy. 

Always remember, your prospects are self interested and will not take action if you don't give them a reason to.

People aren’t looking for another polite conversation.

They’re looking for a reason to care.

Here’s how I’d do the follow up if I were advising Fisher:

Email 1: The Reframe

Subject: The #1 Retirement Mistake People Miss

Hi John,

The biggest risk to your retirement isn’t the stock market.
It isn’t inflation.

It’s overlooking something critical.

A missed tax rule.

An income gap you didn’t plan for.

An assumption that doesn’t hold up.

These “small” oversights can cost you hundreds of thousands over time.

If you’re wondering what you might be missing, let’s spend 15 minutes together.

No pitch. Just a second opinion to make sure nothing slips through the cracks.

[Get your free retirement check up]

Now here’s the follow-up that tells a story and builds urgency:

Email 2: The Story That Converts

Subject: The couple who waited too long

Hey John,

(insert a relevant story about someone you've helped)

A few months ago, I spoke with a couple in their early 60s. They were smart, financially responsible, and confident they were doing fine.

But they’d never worked with an advisor.

Here’s what we found:

-Too much cash sitting idle “just in case”
-Missed out on years of market growth after pulling out in 2020
-Planning to claim Social Security in a way that would’ve cost them six figures

They weren’t broke. But they left a lot of money on the table.

And they were running out of time to fix it.

Sometimes the biggest financial mistake is assuming everything’s fine, until it’s not.

If you’ve ever wondered whether you’re missing something… now’s the time to find out.

[Book a Call]

The overarching theme: hitting on the fear of missing something important.

Which is a very real fear retirees have. This isn't some manufactured fake urgency, we're hitting on the pain that's already there.

That's one small example of what actually moves people to take action and talk to you.

Look, I know Fisher is a gigantic company.

I know they’re probably doing just fine.

But their email marketing team is leaving money on the table with follow ups like what I got.

Your follow up shouldn’t sound like everyone else’s.

It should tell a story. Build trust. Offer a clear reason to act now.

And if you don’t know how to do that?

That’s what I help advisors and firms with.