TL;DR
National Retirement Security Week (third full week of October) gives financial advisors a reason to reach out without sounding “salesy.” Use this week to start clear, human conversations about financial confidence—not just savings goals. Combine direct mail and digital touchpoints to meet prospects where they are: cautious, uncertain, and ready for real answers.
Key Takeaways
National Retirement Security Week (third full week of October) is a reminder that most Americans aren’t as prepared for retirement as they’d like to be. For financial advisors and insurance professionals, it’s not about slogans or seasonal posts; it’s about showing up when clients are ready to talk about something that actually worries them. This is the week to open that door with clarity, empathy, and a plan that converts interest into trust.
Stop Selling “Retirement”. Start Talking About Security
Most clients already know they should save more. What they don’t know is how to feel secure when every headline says something different about the market, inflation, or Social Security.
If your marketing sounds like every other advisor (“plan early, save smart”), it blends in. Instead, shift your message toward what clients are really asking:
“Will my money last?”
“Can I retire without running out?”
“What happens if I get sick before I’m ready?”
Use this week to simplify the conversation. Explain concepts like income stability, guaranteed benefits, or long-term coverage in plain language. When clients understand the trade-offs, they trust your process, and that’s what builds appointments, not fear.
Direct Mail Still Reaches the Right People
There’s a reason seasoned advisors still swear by direct mail: it reaches the demographic that’s actually thinking about retirement, people in their 50s, 60s, and early 70s, without fighting digital overload.
Ways to make it work:
- Send something worth keeping. Try a one-page “Retirement Readiness Checklist” or “5-Minute Financial Confidence Test.”
- Keep it personal. A simple letter format with your name, photo, and a direct invitation to talk beats a glossy postcard with no face behind it.
Connect it to action. Include a QR code that leads to a short form, a calendar link, or a 2-minute video from you explaining what to expect from a meeting.
Every piece should have one clear purpose: start a conversation, not close a sale.
Use Digital to Reinforce, Not Replace
Your mailers get attention. Your digital channels keep it.
- Landing pages: Simple, clear, mobile-friendly. Explain one offer and make scheduling effortless.
- Retargeting ads: Follow up with the same message, not a new one. Repetition builds recognition.
Email follow-ups: Three short emails over two weeks can move someone from “curious” to “ready.” Lead with stories or common questions, not bullet points.
Direct mail and digital should feel like parts of the same campaign, not competing channels.
What’s Working Right Now
Financial professionals who see results during National Retirement Security Week are doing three things differently:
- They simplify. No jargon, no charts, just clarity and next steps.
- They stay consistent. One focused campaign across channels instead of random posts.
They humanize. Real photo, real name, real offer.
These are small, boring habits that outperform clever marketing every time.
Plum’s Take
Lead with trust, support it with consistency, and measure everything.
That’s how you turn a week about “retirement awareness” into new relationships, and steady growth.
FAQ: National Retirement Security Week for Advisors
Why should financial advisors care about National Retirement Security Week?
Because it’s one of the few times people are already thinking about retirement. It lowers resistance and gives you a natural reason to start meaningful conversations.
What kind of campaign works best during this week?
A hybrid one, direct mail to reach your audience, digital follow-up to convert them. Together, they build visibility and measurable ROI.
Is it worth investing in direct mail for just one week?
Yes, if it’s part of a focused push. One well-timed campaign tied to a relevant theme performs better than generic year-round ads.
How can Plum help?
Plum creates complete campaigns for financial advisors—mailers, lists, landing pages, and digital ads that actually align. You get strategy, design, and measurable results in one place.
Ready to launch your National Retirement Security Week campaign?
Plum designs complete, measurable campaigns for financial advisors—from data-driven direct mail lists to landing pages that convert.
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