Stop This from Happening
You meet an annuity prospect, but he does not make an appointment. Or you do meet with him, but he decides not to take action. So you put his contact information into your tickler for a call in 90 days. When you call him in 90 days, you find out he has just invested $100,000 into an annuity that would have grossed
you $8,000. But he had forgotten about you. In fact, he says, “Geez, Joe, I would have made this
investment with you, but the guy at the bank caught me when I was rolling over a CD.”
To maximize the yield from your seminars, direct mail or any other marketing program, it’s critical
to drip on people you have met but who did not make an appointment or become a client. Eventually
they will. You have to be in front of them:
1. At the right time, and
2. With the right message
And if you fail to maintain contact, to sonduct drip marketing, the above scenario will happen to you again and again. Money, transactions, policies and commissions will continue to slip through your fingers.
“The very best money I have ever spent in my business is the insurance newsletter I obtain from your firm ... it never fails to generate $15-20k of commissions each mailing.” B. Broich, WA
This is where most financial professionals fall down. They waste significant prospecting effort
meeting people, yet never bring these people to full boil. They waste time and energy heating the water,
yet fail to keep the flame burning. Their hot prospects cool off and disappear. Read on and see how the
right insurance newsletter converts these prospects to clients.
The right monthly insurance newsletter will help you turn prospects into clients. Why monthly? Because people have a lot of distractions in life and they see lots of offers and advertisements. After 30 days, they barely remember who you are. But by having your silent salesman (your insurance newsletter) show up in their mailbox every 30 days, you stay fresh on their mind.
If you’ve been sending a quarterly newsletter, save your money! After 3 months, they don’t remember who you are and when they receive your newsletter they think to themselves, “Who’s this guy?” and they toss it out.
If you do not keep in touch with clients and prospects, someone else will. Another financial professional will invite your clients to seminars and keep pounding them with their insurance newsletter, and your clients’ assets and prospects will drift elsewhere. The only efficient way to stay in front of your prospects and clients is with a monthly insurance newsletter.
“Just a note to let you know that in the short time that I have been using your newsletter I have picked up an additional $300,000 in assets under management.” T. Treacy, NY
Target Your Audience to Generate Sales
Sending just any newsletter WILL NOT do the job. You’ve seen what most professionals send—some boring junk about a change in the tax law, the latest economic report, statistics from the Fed, political commentary... BOOORING!!!!
The prospect cares about only one thing: “What’s in it for me?” They couldn’t care less about some economic prognostication or the change in the fed funds rate. They want to know, “How am I gonna make more
money?” Or in the case of seniors, they ask, “How can I best preserve my principal and obtain more income?”
Your insurance newsletter, targeted at the affluent 50+ audience, addresses their concerns and solutions regarding investing for income, investing for growth, mutual funds, annuities, long-term care, estate
planning, and tax minimization.
So you send an insurance newsletter that tells them point blank how they can make money or save it. Every article answers the question, “What’s in it for me?” As a result, the newsletter generates business for you because people call you to learn more; it’s not just some low-key public relations tool. It generates commissions and fees! In the next post, I’ll explain why they call you from this insurance newsletter.