A veteran planner had been using direct mail and postcards to generate leads for his practice. He had tried all sorts of product offers. He had expounded on how happy his clients were. He had tried listing all of the reasons people should work with his firm. Yet after spending thousands he had barely broken even…until he stumbled on these 3 questions.
He simply created a direct mail letter that utilized a question format. In the letter he asked the recipient:
- Does your adviser keep in contact with you, in someway, monthly?
- Are you confident that you have explored every tax saving technique developed in the last 12 months?
- Has your adviser set up and explained your financial plan so that you could easily and simply explain it to someone in a 2 minute time period?
- If you answered no to two or more of these questions, you should give us a call.
This letter generated over a 5% response rate and has paid for his direct mailing and postcards for the whole next year.
When you are creating or sending direct mail or postcards, always make sure that you put yourself in the recipients shoes. Ask yourself, “If I received this card in the mail today, what would I do with it? Would I throw it? Would I think about it? Or would I act on it?”
If you wouldn’t hold on to the direct mail or postcard long enough to at least think about it, if not act on it, save yourself the considerable postage you are just about to spend.
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