Get Your Letters Read

In the era of Twitter and 140 characters, a lot of people will glance at a letter on letterhead and decide to give it a quick read before discarding it.  How can you actually slow them down so that they read your letter with a little more attention?

Here are two strategies that worked for me and the advisors I coach:

  1. On your letterhead, print your letter upside down. They are completely stopped in their tracks by this.  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 thought on its head.”  Or, simply, “Yep, I printed this upside down to make sure you read this.”
  2. Fill the letter with something cheap to give it some lumps.  Send a quarter and say, “Apparently your phone isn’t working, so I thought I’d send you this to get hold of me on a payphone… good luck finding one!”  Or send a shoestring that read, “It’s a good thing that investing can be just as exciting as buying shoelaces!” Another could be written on an eraser and says, “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!  Everybody looks and sounds the same.  We all make similar promises and discuss similar topics. DARE TO BE DIFFERENT if you want to capture someone’s interest!

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