Offer multiple publications at different intervals and let your readers choose
1. Consider what your readers want
How often do your clients want to hear from you? Survey them informally when you meet with them. If they’re frequent web surfers, you could conduct an online survey.
Weekly could be appropriate if you are providing market commentary.
Monthly if you are providing financial planning tips. Especially if you’re targeting prospective clients and referral sources, it’s a gentle reminder of your existence. But it’s not so frequent that it’s obnoxious.
Quarterly works well for many advisers and could be used to complement the sending of client statements or market commentary.
2. Don’t over-commit
Come up with a publishing schedule you can keep to because there’s no sense in making promises you can’t keep. Your readers will begin to count on you if you communicate regularly. If you can’t keep to your commitment to publish, clients and prospects may wonder how committed you are to other aspects of your business.
3. Offer choices
If your business is robust enough to offer multiple publications at different intervals, let your readers choose how often they want to hear from you.