Where should you spend your next marketing dollar?

Your prospects will be hit by over 3,000 advertising messages, from all sorts of media, today.  Which of those will they remember?

Half the battle in today’s world is getting your message heard… and if you sound like everyone else… your message will fall on deaf ears.

Here’s an experiment I did with one of my advisors in 2016… just to demonstrate to him the power of the handwritten note.  As you’ll see, it worked so well he quit doing it after one try.  I guess the pen got too heavy for him.

Case Study:

  1. Spend $700 on several different media types to determine effectiveness
    o  Radio – $700 for 14 commercials
    o  Newspaper – $700 for ½ page ad in paper
    o  Direct mail – $700 for 1,850 form letters
    o  Leads – $700 for 25 leads
    Total spent: $2,800
    Results: 4 prospects, 1 sale for $82,000
    Made: $4,920 in commissions – $2,800 = $2,120 profit

  2. Handwritten notes – $700 for 488 handwritten notes
    Total spent: $700
    Results: 15 calls to thank you for being so caring
    7 additional calls to set up time to meet (Generates 4 sales totaling $840,000)
    3 additional calls to refer to friend (Generates 1 sale totaling $125,000)
    Made: $58,100 in commissions – $700 = $57,400 profit (plus 488 happy people because you took the time to write them a handwritten note… something they rarely receive.)

A simple handwritten note wins hands down, but who in their right mind would write 488 handwritten, personally addressed notes?  Somebody that realizes how much impact a handwritten note has on a person.  When was the last time you received a handwritten note?  Did you read it?

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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