On Your Marks… Get Set… Go!

Timing is everything.  How’s your timing? There are events in the news that cause large amounts of money to move quickly.  Do you have a plan to capitalize on them?

Are you ready with an email or postcard to zip out to all your clients and prospects when any of the following occur…

  • When the market tumbles?
  • When the fed announces a big interest rate change?
  • When big tax changes are in the news?

I have a couple of advisors that sent out an email to a hundred or so people on their warm list when the markets fell 300+ points a few months ago.  It was a simple email… “Still looking for safer places for your money?  Give me a call.  I’d be happy to share a few ideas.”

One advisor brought on 2 new clients from their 100+ emails… cost? Zero.  Profit? Over $10,000.  The other advisor brought on just one client.  Cost? Zero.  Profit?  $17,150.

Dudes and Dudettes… don’t stand there with your hands in your pockets when things are hitting the news… think about how you can leverage it!

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Host a Happy Hour… get an unending flow of great prospects forever

First, find a fun, outdoor place with great happy hour appetizers.  Second, put together a list of professionals that share similar clients (CPA’s, Lawyers, Realtors, Mortgage brokers, podiatrist, chiropractors, dentists, etc.).

Now, invite them to the happy hour!  You want one of each.  At each happy hour, broach the topic of creating a Lead Club, a symbiotic relationship where you meet once a month.  Hey, you could even offer to host each month to make it easy.

This is a HUGELY efficient way to get in front of high quality people at extremely low or even no cost.  Go to www.leadsclub.com for more info (make sure you have the “s” in the url).

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Host an Event for Free

This is for you to get your clients to bring their friends to meet you.  You can do it at a number of different places, but one that I like is at a golf course.  Here’s why.  Many golf courses and golf pros are struggling.  Getting them to agree to an event can be relatively easy as long as it’s during their slow times.

You could have the pro give putting lessons and make it fun enough to bring spouses (everyone thinks putting is fun).  Or, you could have it be on driving, the short game or whatever you choose.

Make the event seem exclusive.  Put a limit on the number of friends they can invite.  Surprisingly, when you give a limit, it makes people want to hit that number.  Psychology at work!

Make the event fun.  Have drinks, prizes and fun food (it doesn’t have to be fancy).  Have everybody register for the prizes (to capture their contact info).

Make sure to send everyone a handwritten thank you note for coming.   Enclose your business card with your Killer Unique Selling Proposition on the back.  Don’t have one?  WHAT!  You gotta get one!   Here’s the Elevator Speech Guide to help you, courtesy of 5Q group.

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7 Easy Ways to Get Quoted in Your Local (or even National) Media!

It’s always great to be able to put “As seen in…” on your website, marketing, etc.  So how do you get quoted?   There are many ways to do this effectively, but my favorite is to be the contrarian.  Simply write a letter to the editor of a magazine, website, newspaper, etc.

Here’s how:

  1. Disagree with a survey the magazine or newspaper published. Explain why.
  2. Disagree with a common belief that they reported in a story.
  3. Come to the aid of an underdog. If they have reported negatively, give the other side of the coin.
  4. Talk about common misconceptions covered in an article.
  5. Make a surprising prediction.
  6. Point out problems with something that they were saying was beneficial.
  7. Point out the seedy underbelly of something that is popular right now

It never hurts to compliment them first… before being the contrarian.  Write letters regularly and you’ll be surprised at how quickly you will be able to collect “credibility badges.”

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The Magical Words to Get Your Press Release Published

Marketing expert Jeffery Dobkin gives excellent advice on how to get some free advertising through press releases.  Here’s what he recommends…

  1. Call the reporter or editor of the periodical you are targeting and ask them, “Are you the person I should send this release to?”
  2. When they say yes, or get you to the right person… give them the 30-second pitch of your product or service.
  3. Thank them and send out your press release to them immediately.
  4. On your cover letter you should start with, “It was nice speaking with you.”
  5. Write your Release…
    1. Have a large header stating, “FOR IMMEDIATE RELEASE.”
    2. Underneath the header add, “For more information: reach out to [your name, email and phone number].”
    3. Next line, write “No kill date” (meaning you’d like your press release to run indefinitely).
    4. Then the Headline of your Press Release
    5. Then your content—there should be no adjectives… if it looks like you are selling something, it’s going in the trash. The content should be newsworthy and beneficial for the reader.

Follow these directions and you will be getting plenty of free press going forward!

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Aloha Summer Income!

Aloha can be a greeting or a good-bye.  Let’s make this summer a greeting to profits instead of a good-bye.  Here’s one way to do it.  Have a Client/Friends and Family of Clients/Prospects Luau!   People want to have fun in the summer… here’s how you can help them and bring on some new clients as well as business at the same time!

Download the step-by-step manual HERE to throw a Luau and bring in more business.

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Simple Way to Get Referrals

Here’s a terrific way to get a new client talking about you…AND what you do.  When a client comes on board, send a big bunch of brightly colored balloons thanking them for becoming clients—to their workplace.  No logo… no advertising… just a classy handwritten note.

Not a fan of balloons?  How about a six-foot sub?  A couple of dozen donuts?  A live chicken?  Ok…just kidding about that one! 😊

Aren’t bringing on any new clients this summer?  Why not use the same idea for a client’s anniversary or birthday?

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Excellent Whitepaper to set yourself apart from your competition

One of the top concerns for people age 55+ is health care in general… and long-term care specifically.  I’ve created a whitepaper called, “10 Secrets Your Long-Term Care Salesperson Won’t Tell You.”

You may use it for both prospecting and to build credibility.  All I ask is that you leave the “© Lakes Publishing” at the bottom of each page.  You can download it here.

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What does your envelope look like?

You should treat envelopes as mini-billboards.  It’s what people first see.  Make sure you are communicating right from that first look.  Here are some points to keep in mind:

  • I know you love the name of your company and your logo… but your client could care less about it.  With that in mind, don’t chew up too much real estate on the envelope with your name and logo.
  • You can put more than a phrase on an envelope!  Think about how you would treat a letter that arrived in an envelope with additional writing on the back, like a mini-letter?  That would look odd, wouldn’t it?  Awesome!   It means you’d pay attention and likely begin to read it.  If you begin to read… WOW!  That’s a homerun before they even open the envelope!
  • Do the opposite of above!  Use a completely blank envelope.  (Postal regulations only require identification on the envelope when non-profits are using the lower fundraising postal rate).
  • Use an odd envelope.  Different color… different size… made from different material… even a different shape.  Being different works!

If you are spending the money to mail… make sure you are leveraging every aspect of it!

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How to make sure your Whitepaper is powerful

Whitepaper expert, Gordon Graham, identified the following criteria to make your whitepaper as effective as possible:

  • It cannot be one-size-fits-all.  You must identify a single need or specific target, market and address that one need or market.
  • Do NOT put your name in the title.  This is supposed to be informational, not self-promotion.
  • Speaking of self-promotion… make sure the whitepaper is truly informational.  The job of the whitepaper is to demonstrate your authority and expertise via how great the information is… NOT you blowing your own horn.
  • Make it extremely easy for people to access your whitepaper.  Make it readily available at your office, on your website, mention it on your voice mail recording, etc.
  • Follow up when people contact you with questions on the information in the whitepaper.  I know this seems fundamental… but I wouldn’t bring it up if every advisor was doing it!  Take the time to follow up as soon as they contact you (not a day or two later).
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