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Your Pre Approach Letter

Written by: Donald F. Pooley

Article Overview: The last issue dwelt on the significance of your letterhead in building credibility with a prospect you haven't yet met.

Your Pre Approach Letter

The last issue dwelt on the significance of your letterhead in building credibility with a prospect you haven't yet met.
But he has to open the envelope first, and if he's like most of us who get a lot of mail, much is discarded unopened. In most cases it's the stereotyped ones, those with a company name in the corner, a typed address, and mass mailing stamp.
So don't use a company envelope, use your own, write the address by hand, and stick on a real stamp. This doesn't mean the prospect will read your letter, but it increases the probability that he'll open the envelope.
When he unfolds your letter you must have something to grab his attention, and get him to read on. A bold-faced line at the top of your message. If you've been referred it could read, "Why did Jack Jones consult me?", or "Why did Jack Jones suggest that I contact you?".
If you haven't been referred, then you have to have a very strong 'grabber' headline.
The tabloids at the supermarket check-out counters are good at this. They name a well-known person and state something unbelievable about them such as "Kirstie Alley now weighs 302 pounds!", or pose it as a question "Which well-known TV star now weighs 302 pounds? (see inside)".
And people take them off the rack to leaf though or buy. So we know that it works.
How can we use it?
Find a well-known person whose financial record is abysmal. For example, "What top TV star left his debts to his widow?"
The exact amount of the debts would add to the urge to read on. For example, "What top TV star's death left his widow $1,200,000 in debt?" has more grabbing power.
Your message might then read, "Unfortunately, he could never spare the time for a financial advisor to explain better ways to pay off his outstanding tax liabilities.
"You probably don't owe as much as Ernie Kovacs did, nor have a movie actress wife such as Edie Adams who could earn enough (though it took her years) to pay it all off.
"You are more fortunate than him though, if you can spare the time to see me for a few minutes next week to explore some financial planning ideas that can benefit both you and your family.
"Please expect my phone call Monday morning to arrange a suitable time."
The sole purpose of the letter is to set up an appointment, so don't add in other stuff that might distract from this all -important goal. Tempting though it may be, do not add product promotions.
Oops! Running too long. More in the next issue.

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Re: Marketing to Wealthy Consumers - [quote="RussellWebb":4018wpr1] I'll then create a marketing piece, either postcard, letter or even a Fedex Letter (this really gets their attention!) and make contact this way. This approach allows me to create a tightly focused campaign that can be personalized... instead of a mass mailing approach.[/quote:4018wpr1] I use FedEx second day for when I target CEOs or Presidents and this REALLY gets their attention!
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Re: Marketing to Wealthy Consumers - [quote="Sebastien":3r7pgljg][quote="RussellWebb":3r7pgljg] I'll then create a marketing piece, either postcard, letter or even a Fedex Letter (this really gets their attention!) and make contact this way. This approach allows me to create a tightly focused campaign that can be personalized... instead of a mass mailing approach.[/quote:3r7pgljg] I use FedEx second day for when I target CEOs or Presidents and this REALLY gets their attention![/quote:3r7pgljg] Great idea Sebastien - isn't everyone a little curious when that type of package shows up


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