Here’s One to Get Your Letters Read…

In the age of 140 characters and Twitter, many people will see a letter on letterhead and just give it a once over before chucking it.  How can you slow them down and actually get them to pay a little more attention to your letter?

Here’s two ideas that have worked for me and the advisors I coach:

  1. Print your letter upside down on your letterhead… this absolutely stops them in their shoes.  Now make sure you reference the upside-down printing so that they know it wasn’t a mistake.  You could say something like, “Yep, upside down is the new right-side up apparently.”  Or, “This will turn what you though on its head.”  Or, simply, “Yep, I printed this upside down to make sure you read this.”
  2. Put something inexpensive in the letter to make it lumpy.  I’ve used quarters saying, “Apparently your phone isn’t working, so I thought I’d send you a quarter to get hold of me on a payphone… good luck finding one!”  Or a shoestring with, “Investing can be as exciting as buying shoe laces… and that’s a good thing!”  Or an eraser with, “Wouldn’t it be nice if we had a way to erase any investing mistakes we made… both now and in the future?”

Are these outside the norm? YES! YES! YES!  We are a commodity!  We all look and sound alike.  We all talk about and promise the same things. If you want to get somebody’s attention, DARE TO BE DIFFERENT!

About Mike Kaselnak

Michael Kaselnak is considered one of the top marketing and sales experts in the financial services industry. He has personally mentored over 300 financial advisors in the past 10 years. These financial advisors saw their average production increase by 62%. Many saw increases of over 300 percent. He writes articles that have appeared in many mainstream magazines and has written the popular report 300 Financial Headlines that sell.

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