Bull's eye

Direct marketing also serves a more valuable purpose than just selling more products. Used properly, direct marketing can help convey your company's values and can help build a stronger rapport with your clients.

It should not just be about what you can sell to your clients. To work effectively it has to offer value. Always think 'what's in it for the clients?' If you get it right, they will come back to you when they need updated financial advice. If you're doing it well you will already be aware of any changes to your client's lifestyle or circumstances that would invite updated advice.

The great thing is that these days it does not have to be very expensive at all. E-mail has provided a new and very cost effective direct marketing channel. Combining this with the close knowledge of your clients, and more importantly, your relationship with them, if you're not already investing a little time and resource, direct marketing could really pay dividends for your business.

Roger Edwards is proposition director of Bright Grey