Mass Client Communication Has Changed Completely. Too Bad Many Professionals Are Still Using the 2016 Playbook
Ten or fifteen years ago, the professional who sent a newsletter, mailed a holiday card, and maintained an updated LinkedIn profile was considered ahead of the curve.
The bar was low. Showing up, in almost any form, was enough.
Today, that communication strategy blends into the background. This is not because newsletters stopped working, direct mail disappeared, or LinkedIn became oversaturated. It was because client expectations changed, attentions changed, the way we build trust changed. The shift was gradual, then sudden, and now permanent.
Where We Were Five to Ten Years Ago
In the mid 2010s, most mass communication followed . . . [more]
