18. Third time’s the charm.
I offer three mailings to the same prospect. The first one on Monday, the second on the following Friday and the last one on the following Tuesday. By the third mailing you have a 67 percent chance of it being read. A follow-up call will be to a warm prospect.
17. 50 ways to meet a client.
Each week I send out a 50-piece personal hand-lettered mailer with a real stamp, a real return address and I hand print each and every person’s address on the envelope. Then I write on the left corner “See You Next Week!” Inside the envelope it pretty much has a very quick overview of important senior issues, with my picture on the letterhead. At the bottom line of the letter I say, “If I don’t hear from you I will be stopping BY!” Within a few days I usually get one or maybe two people who call me and say “I don’t need your services,” which then I know my people got the letter. I then go to my P.O. Box to see if any were returned and then I go knocking on each and every door. You will be amazed at how people look at you when they see you are a real person at their door. I have clients who place their letter right on their televisions waiting for me. One time a person had a table and chair in the middle of their living room waiting for me! And my business couldn’t be booming any better!
16. Low cost cards
Send these in the mail, followed up by phone calls and email are the only thing that seems to work.
15. Humor your prospects.
I send drip mail with a cheap watch and ask for their time. I have also sent a mirror and on it asked how they saw themselves on Medicare.
14. Consideration is key.
We focus on a four-letter word—CARE. In our office we focus on customer service. Everyone is on the same page, the client comes first. We send hand-written cards for every major event in their life, and a thank you card every time they come in our office.
13. Book it.
Follow up the initial meeting with a new prospect by mailing them a short, easy-to-read book or booklet, mailed in a book box. We use a financial parable book. Follow up with a phone call a few days after the book has arrived and your second appointment ratio will increase significantly.
—Steven G. Johnson
I find the best way to market yourself is to provide a consistent message and consistent opportunity to get your name and face in front of potential new clients. I achieve this through a weekly and monthly newsletter as well as sending out interesting articles on complex issues.
11. Valentine’s Day.
Sending a simple Valentine’s Day card to my widowed lady clients is successful. I include a $5 Starbucks gift card. I’ve had a couple of widow clients remarry this past year and sent cards to them. Amazingly, in both cases, the new husbands thanked me. I received three referrals from the husbands and will do/have done business with both. I've gotten 40 good responses from 42 cards sent.
10. Personal observation.
Send a personal greeting/introduction, and a personal follow-up by phone and hand-written note.