The “2 cent stamp card” was a huge success. We have had user after user tell us that their phones have been ringing off the hook and that one, two and up to 5 clients or prospects have called them with money to invest! Which brings up the point, “What is the best type of mailing to send to prospects and clients?”
The main reason letters or solicitations from most financial professionals fail is that they are written too professionally. I have talked to so many advisors that are afraid to look unprofessional. They don’t want to send out a card with a joke or a riddle because they believe their clients will think less of them.
These financial professionals believe that they should be professional in their communication, and they are right to a point. You should absolutely be professional when:
- You are speaking about your client’s money and investments
- You are handling a client’s or prospect’s question or concern
But you should be contacting your clients in some shape, form or manner at least 21 times a year to maintain their loyalty (April ’06, OnWallStreet, “Illusions of Loyalty”).
What should you contact them about then? You certainly shouldn’t be contacting clients 21 times a year about money. If you do, your clients will think that the only thing you care about is their money…and that is an extremely dangerous thing for them to think.
If you want to get their attention and you want them to think positively of you, make your clients smile. Make your clients feel good about themselves. Make your clients want to be around you.
Think. Who do you like to be around? Some guy who’s really smart and is always talking about his favorite subject? Or someone that can put a smile on your face? Who do you want to introduce your friends to, a gal who is an expert and can’t wait to show everyone that they are an expert or someone that is quick with an interesting story or has the ability to make people feel good about themselves?
This goes for both working with your clients and prospecting for leads. Clients and prospects will remember a salesperson that puts them in a better mood. It is a scientific fact that humans release chemicals when they are feeling good that make them like the people surrounding them that moment even more than they usually would. This is the kind of chemistry you want to use in your favor!
Many successful advisors I know find that the most successful part of their newsletter is their quiz! They get more phone calls from that portion of their newsletter than all others combined. The Client and Prospect newsletter about the little old lady writing a tongue in cheek letter to the bank was by far the most popular with our user’s clients.
Clients, prospects, people in general all love to share entertaining stories, facts, jokes, whatever. If you can give them one to pass around, you now have more people that want to be around you and who know who you are.
Please don’t take yourself so seriously! A little levity will pay huge dividends!