The Most Important Part Of Marketing For A Fee Based Financial Planning Firm – Lead Conversion | FEE010 – Transcript

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Now this is where the fun begins. In going through and preparing for today’s episode, I just, I don’t know what happened, but I got really excited about it, so I’m really, really happy to be going through all of the topics, all of what we’re going to go through today. And what we’re going to go through today is we’re going to talk about the most important part of marketing for a fee-based financial planning firm. And the most important part is the whole lead conversion process.

You see, with marketing, the purpose of marketing is really to get people to raise their hand and let you know that they’re interested in what you have to offer. And it’s easy to get people to raise their hand. I mean, you’ll find when you start following a direct-response marketing approach, you know. You just follow the steps and suddenly people will raise their hand and say hey I’m interested.

Now, the problem with that is, is that as maybe a rookie marketer would not, you might say to yourself, well listen, I’ve got all of these people that are interested. Why is it that they’re not calling me and booking an appointment or getting together with me or, you know, what gives? Well, the big trap that people fall into when it comes to marketing is that they feel that if they’ve been successful in getting someone to raise their hand, they should be able to convert that person to a client. Well, raising your hand…remember, all it does is it says that you’re interested in the offer, so if you’ve got people who are raising their hand to the offers that you’re putting in place, all they’re saying is hey I’m interested in what you have to offer.

But you now need to take it to the next level, which is nurturing your leads and nurturing your leads is really where the power comes in. You see, people are not ready to buy right away. Most of the time, I mean, there’s studies that show that people respond to a direct response marketing program will buy what it is that you’re looking for in most cases over the next 18 months. It’s not something that happens immediately. It’s not like they’re just ravenous for what it is…to take advantage of what you have to offer. What it is is simply they’re saying, “I’m kind of interested in that. That’s kind of interesting.”

In some cases, maybe you’ve just made them aware of something they weren’t aware of. So understand that people who are raising their hand and saying I’m interested doesn’t mean that they actually want what you have right then and there, but it does mean that they’re interested and we are seeing studies that are showing that people will eventually, over a period of time, and we’re seeing here that it’s around 18 months, will actually be purchasing or looking and moving forward with what it is that you offer over that time period.

So really what that means is you’ve got to nurture those leads. It’s critical to y our success. You need to have a really strong system to nurture the leads over time and what it does is that system will help you bridge the gap. It really encourages them to meet with you so that they’ll be able to…or it allows you to then present your great offer, okay?

So think of it like this. You go back and you think about when you met your spouse. Well, when you first met your spouse, you didn’t expect to marry them the day you met them. You didn’t expect to go home with them the day you met them. You met them and then you courted them a little bit. You started to build the relationship and you started to build rapport and you started to get to know one another. Then as things progressed, you eventually find out that you want to have a longer-term relationship.

It doesn’t happen over night. It takes time. So you need a system in place to nurture those leads. Now, if you rush your marketing process and if you don’t follow the steps, one step at a time, and you rush it, all you’re doing is you’re simply creating a quicker path to a no. So let’s talk a little about the step-by-step steps in generating leads.

The first step is identify your target market. Now we went through this in the last episode. We went through it pretty great detail. It sort of was the precursor, the information that showed us all about marketing from the perspective of what I’m talking about, which is really more direct response marketing. So in the first step is, when you’re putting together a campaign, you identify who your target market is. What’s the niche you want to go after? And the great thing about this is that you only have to niche the campaign, not your entire business.

And this is something that dogged me for years. It’s important because for years I was always told that I needed to niche my business, although the marketing people and the business coaches and everybody who was sort of focusing on our industry. They always came back and said well you have to niche. You have to become a niche business; you have to niche your clients and just work with a certain type of client. I got all stressed about this. I got all stressed because what I did was so useful to so many people I just found it difficult to niche it down.

So I do appreciate the importance of it because it allows you to speak to a specific market in a more compelling way. So what I did was I said okay, I’m going to follow the advise of these so-called pros and I’m going to check out my client base, I’m going to analyse my whole client base and just see what commonalities came up among them. I did this. First thought was I’m screwed. I’ve got no commonalities. I really didn’t have anything rising to the top that said okay here is your…you tend to work with this type of clientele. Nothing was really coming to the top. I had clients who were retiring, I had clients who were starting, I had clients in the middle, I had clients…you name it, I had a bit of everybody.

So I really, I got stressed about it. I thought I was screwed, so I thought I’d never be able to take my business to the next level. I didn’t have a niche. Then I discovered that I could niche my marketing campaigns without sacrificing the general nature of my business. Now, this is a developing concept because obviously if you can just say look, I focus strictly on dentists or I focus strictly on chiropractors or whatever, then you can truly build a business that is so focused on that niche. There’s a lot of value to that. I just wasn’t able to find it, so I needed to find a better way.

So what I’ve done is now we’re finding that we can niche our marketing campaigns and we really focus that niche and so we can speak to the perspective clients in their language based on that niche, and that really becomes much more compelling to them. That really does allow us to drive more leads and to attract more people to the information that we’re putting together.

So the first step is identify your target market. Now, the second step is to compel the prospects to call you. This is in part of the marketing where you are solely focused on them to get them to raise their hand and identify themselves as a prospect for what it is that you have to offer. So this is where you’re saying look, I’m going to go into an auditorium, I’m going to say something, I’m going to put something up on the screen, I’m going to do whatever, and I’m going to then try and get the names and addresses of the people who raise their hand that want that information.

Or you take a flyer and you put a piece of content together, you send out that flyer to a targeted area, and you identify all the people in that area that are interested in what it is that you have to offer. This is where you narrow your list to leads of people who are potentially your clients, picking people out of a crowd who are interested in what it is that you’re offering. But you must remember that compelling a prospect to call you is the entire goal of this step, but not the goal of the marketing campaign. The goal of the marketing campaign is to whittle it down to people who are perfect that you want to work with.

But in this step, compelling prospects to call you, it’s just the step of saying who’s interested in what I’ve got. Give me that narrower list. And so don’t try and do too much because then next step then is where you then start to educate and motivate the prospects to meet with you. Okay, so take a step back. Now, you’ve identified your market, you’ve compelled them to give you a call, they’ve raised their hands, hey I’m interested in what you’ve got. Now you need to educate them. You need to sort of motivate them; motivate them to ultimately get together with you, but really what you’re doing is, as well, you’ve got to remember is you’re motivating the people who are risk truly not ideal for you to meet with to go out of the system to simply move on, to go somewhere else and narrow it down to the people who are ideal.

So the educating and motivating part is where the rubber meets the road. This is where the relationship building comes in. Remember this: Prospects respond to your direct response campaign because they’re interested in what you…what it is that you’re offering, not because they wanted to hire you initially. Understand that it is all about when they are ready. Not everybody’s ready to move forward with what it is that you want to do right then and there. They responded to your ad or marketing because they were ready to gather further information, but not to move forward with your services just yet.

You need then to put in place a system that will nurture these leads, build rapport and eventually motivate them to call you when they’re ready. So you’ve got to stick with them. It’s more of a longer-term approach. So let’s now talk about the automated lead nurturing systems that are out there.

So automated lead nurturing systems, what the heck is that? Well, the best way to describe this is by way of an example. So let’s go through an example. We’re going to just…we’re going to create a marketing campaign right here and the marketing campaign is going to be targeting retirees, okay? So I’m sure there’s a lot of people who are listening to this that focus on that market and so this is something that you may want to consider.

So the target market is retirees. Now, how do we compel them to call? How do we compel them to call and raise their hand and say hey I’m interested? Well, we’re going to put together some free content. So you may have seen on some stuff that we’ve done in the past, we have a program called, “Six Mistakes Retirees Make With Their Finances and How to Avoid Them?” This is simply a direct response title or concept and we just put together our own six mistakes that we found were common to that particular market.

Now, it could be a video series, it could be a special report, could be a free recorded message, anything. I mean really, just put together…just think of it this way. You’ve got six mistakes you’ve got to find out. So if you’re dealing with retirees, go back to the past ten retiree clients that you’ve worked with and ask yourself what were the six mistakes they were making? What were the mistakes that they were making when they first met me that I helped them correct, and what have we really worked on over time?

Just make a list of them. You’ll find that you’ll be able to very quickly put together five or six or four or whatever the number is and then you’ve not got the essence for the content that you’re putting together. Then you can simply go and put it into a video series, put it into a special report, put it into white paper, just put it into a recorded message with a 1-800 number. Who knows?

But really now you’ve got the essence for putting together that content. And if you want, just go back to the last episode and just take some of the titles. I think I was rattling of a handful of great titles that were being used. Take the title and answer the question in the title. If you’ve got four ways to make for a better retirement, okay well then just put together four ways. I mean, so really just put together something that you can then market, and so this really turns into the carrot that you’re going to be marketing.

So what’s the methodology then? Well, the methodology, you can do a variety of things but here’s, just an example of this particular example. You can send flyers to a targeted neighbourhood with direct response copy to motivate them to want to find out what the six mistakes retirees make are. So what we just talked about in the last one, in the last episode, this is where you can go to the…in Canada we have the unaddressed ad mail and you can target a neighbourhood and you can say okay I want 5,000 people; the top 5,000 households that meet this criteria and just think of what the criteria would be for retirees and now you’ve got your list.

This is the first filtering process because remember, this whole thing is all about filtering it down to just the really, really hot leads. So this is the first filtering process. This is where we send out the flyer to the neighbourhood and then the neighbourhood, only the people who are interested in that information will respond and so you give them a place to respond. Now, where do they go? What do they do? One of the ideas is you can go to a landing page on a website. Well, okay, what’s a landing page and for those of you who don’t know, sometimes called squeeze page, sometimes called a landing page, whatever. It’s in essence the place where you’re going to tell them to go.

So I like it because it’s the internet and I find that it just allows people a very friendly way, risk free way of going to a place to find out more information. So what they do is when they get there is it’s called a squeeze page for a reason because what you’re doing is you’re squeezing them into making one of two decisions. That’s it. They don’t have any other choices. The choices are they can register for the free content that you’ve got, or they can leave. That’s it. So there’s our filtering process, so you can see this is the second filtering process.

Now that we’ve identified the people who want to call, now the ones who are going to actually register for the information online or whatever it happens to be, they’re a little more motivated, so now we’ve filtered them down a little bit more. So in essence we just put together a nice headline on there, we put the opt-in form for gathering their information, their name and their email address. We put a little bit more content that explains what it is they’re going to be getting by registering for the information, and then we go from there.

Now, once they’ve done that, the lead then registers on the landing page to reveal what’s called an opt-in form. And an opt-in form, if you go into the website, you’ll go to the toolbox and on our website, there’s a direct link there to the company we recommend you use for the opt-in forms. It’s the company that we use for all of our email auto responders and they’re fantastic. The reason why they’re so fantastic is because they’re easy to use, it’s easy to set up and their tech support is great.

So what this does is it gives you a double opt-in. Now, a double opt-in, it’s pretty straightforward. So let me just explain what it is. When you go to a website, well even if you go to our website, go to the, and you get to the website, you’ll see a registration page there and you register. Well what happens is, when you register, it says okay thanks for registering. Now to confirm your registration, we’ve sent a confirmation email to your inbox. So you go to the inbox, it shows up, there it is in your inbox. You click on the line and that then activates whatever it is that you’re doing. So if you’re giving away a piece of content or if you’re giving away a free video series or whatever, what it does is it then you click on the link and it simply registers and then places the person on the page that gives them the content they asked for.

What did that just do? What that did was now it gets rid of the risk of anybody saying well I want the content but I don’t want this guy to know who I am, so I’m just going to put a dummy or a crap email address. I’m just going to put something that just makes it gibberish and hopefully I’ll just do that. So you just put gibberish in.  Well guess what? You don’t get the content because it was gibberish. We want to make sure that the email that you’ve provided us with is good, is real.

So what have we done? We’ve created a third filtering process. So the third filtering process is just simply saying I’m going to make it a little more challenging that you have to put in real information. You need to have an active email address. Well, that’s important. So it will definitely lower your response because some people will go, they’ll try to put in a crappy email address, and they would then just, you know, they won’t get the information and they’ll go ah forget it, it’s not worth it. And that’s fine and you’ll be able to tell if somebody’s done that because the program does tell you a lot of that information.

But what it did was it now says okay, you know what? That was just a tire kicker. they’re not really, really interested, so it’s kind of a filtering process that said anybody who then does register, now these people have made it through three stages of filtering. They’re pretty interested. So they now get onto the free content, so they receive the free content that’s requested and now the nurturing begins because what we do is we now, because we’ve confirmed that we do have a real live quality email address, and that prospect has actually agreed to us contacting them because they’ve confirmed yes this is the registration, I want to register for the information you’re providing us with. Now we have the right to then follow up with them.

So what we do is we set up what’s called a automated follow-up emails or an auto responder series, and what we do there is we write a whole series of emails and we write all of the email auto responders as if you were writing to one client at a time. So you want the person who registered for the information to feel like you’re communicating with them on a one-on-one basis or one-to-one basis. So when you’re writing those emails, when you’re writing the initial…maybe the first one where it says thanks for your registration, here’s the information you requested, you know, they’re going to understand that that’s probably an automated process.

But the next email after that, I want you to set it up so that it makes the person feel like that you took the time to follow up with them personally. So here’s what you don’t do. You don’t set it up to have an instant, instant, instant response back because there’s no way, if they’re signing up at 2 o’clock in then morning, there’s no way that you’re up at 2 o’clock in the morning and you’re going to get that.

So what I would do is I would say, you know what? Twenty-four hours later, that’s when you want to have your first one. The first one go out that feels like it’s coming from you personally because that then says, well you know what? I had the time, I was able to recognise that you’re a new person on the list. Hey thanks, I just wanted to write you an email and say thanks for sighing up. If there’s anything further that I can do for you, if there’s any questions that you have…or actually, you know what? That’s not the best way of doing it. Do it this way: The first email going out to them would be something like: listen, thanks for sighing up. I have two questions for you. The first question is what is the one thing, the one question that you have, that if you got an answer to this question–and some of this may sound familiar to you–if you got an answer to this question, you would be in whole better place.

What’s that one thing? And so, you know, just say look, why don’t you just do this? Just hit reply and just type one sentence or one phrase and just let me know what it is and I’ll get back to you as soon as I can once I’ve got the answer to your information and if I don’t have a direct answer I’ll at least respond to you just to say hey I’ve got your question, I’m looking into it. Who knows what you’ll get from that. So that would be one thing.

So you need to make them personal. They can’t sound corporate or still. You need to let some of your character show through, so you know, you’ll find that when you’re putting these together, act as if you’re writing to your best friend. Now, if you’re writing to your best friend or even a close friend, would you put their name in the subject line, for example saying like, let’s say I’ve got a friend Craig or a friend Dan. In the subject line would you put, “Dan, have you see these?” No, you wouldn’t do that. Why would you write his name in there? So that’s a situation where if you do that it might be a little alarm saying wait a minute, this is probably him not writing me. This is probably just an auto responder.

So you say maybe the subject line is hey have you seen this before, and just leave it at that, and the go into the body copy and just write as if you’re writing directly to one person. And then just obviously you’re going to put the, you know, have the fields put in for the first name and all that sort of stuff, but you want it to look like it goes through. You know you’re doing a good job when people respond to those with personal comments and they respond as if the responding replying to a one-off, one-to-one email. That’s when you know things are going very well.

So the constantly deliver more and more great content focused on your niche, so the question then oftentimes is well what do I send out? What do I follow up with? Well, you know the niche that you’re working on. You know the niche that you focused on. And if your niching retirees in this case, well what do retirees want to know? Yeah, the want to know stuff about retiring properly and what not, but you know what? They also have other interests. They also have another interest in certain health issues, health concerns and how to make their health better. So you need to go in and start finding what are the hot buttons, what are the things that this particular market wants to know about and start forwarding information that really is valuable information to that.

You know, you don’t just want to be like a clipping service, but you do want to make sure that it does tie back to the fact that it does have something to do with proper retirement planning or proper financial planning for that particular market. So what would you do? Well, you could put…you could write stuff in your blog, so if you’ve got good content in your blog, you can say hey, this was a piece that I wrote a while back. I think it might be something you might be interested in, thought I’d pass it on to you. Here’s what I was thinking when I was writing this. Here’s what motivated me to write this, and just link back to that blog.

The content you find online, so if you’ve got series where you’ve got, you know, a Google Reader account set up where you’re constantly pulling information, I would create a folder of information on various blogs that are focused on your target market and have those blogs feed into your Google Reader account so you can just constantly, every day, find more and more good information. Once you find some pretty cool stuff, then you can build it into an auto responder and you can start sending out further information that goes into, you know, more and more depth as to show that you really do care, not only about just the money, but also about the lifestyle and what it means…what that particular market’s going through.

Insider tips and tricks, you can talk about that. Don’t be afraid to send out other people’s content because you get a lot of credibility from being the one who found the content and decided to send it out, so if you’ve come across a great journalist that you really like and you’ve got some good articles that are in, you know, some really respectable newspapers, by all means send that information out. People will start to reply back to you saying hey thanks for that content; it was really great and I think it’s, you know, thanks for sending it out. So definitely you can start building a rapport that way.

If there’s any new tax changes, put something into plain English, you know. Dumb it down and really say look, here’s the essence. Here’s the plain English version of what you’ve been hearing on the radio, what you’ve been reading in the news and seeing on the television. So how do you keep this content rolling? Well, what I do is, because you’ve got to remember. As you build it, it becomes bigger and bigger and people will join your list at different times and that’s what’s so great about these auto responder series is that they can join the list at any time and they’ll get the exact same experience every single time because you don’t just send out broadcast emails. You send out automated emails that are basically triggered from a time delay.

For example, a person might register on Day 1, then they get an instant response within immediately that says here’s the information you asked for; then 12 hours later or 24 hours later they get their first piece of content which is something further from you, just adding some more credibility or something like that. And on Day 3 and Day 5 and Day 10 and Day 15, and you just basically say five says after the last piece send this piece; seven days after the last piece send this piece, and keep on building it out.

You can actually start building it out as you go, so once you put the marketing effort in place and you’ve not got the opt-in page going, now as soon as people hit it they’re going to get the first piece. And maybe you haven’t got a second piece. Maybe you’ve got the first piece but you haven’t got one yet. Well, maybe it takes three or four days to get that. So as soon as you write it, and you say okay send this piece out four days after the first, then it will go in and say okay, who’s received the first one, how many days have gone by. If more than four days have gone by then send this piece out to them, and then it puts all them together.

So you can see that it does handle things quite well, and you can just build things as you go. You don’t have to build it all at once; you can build it as you go. New pieces of content, I would recommend that you send it out on an automated basis. You know, initially you want to sort of build, get the information that they asked for, but then you don’t want to be seen pesty, like you’re a pest. You just want to be seen that whenever they get your email, you want to make sure that they’re looking forward to it because they know it’s going to be of value.

But don’t send out too much, okay? You don’t want to be seen as spamming because as soon as you get seen as that, they’re going to unsubscribe to the list. So I would say no more than, you know, five days and no earlier than five days between each piece, but you can even go as far as seven days, depending on some things. You can play with other renditions for other pieces of content, but in general, for quality content that you’re sending out, you want to set it up so that’s about five to seven days apart. Once you’ve written it, then you can write it and forget about it, but one thing you’ve got to keep in mind is you need to make sure the content is evergreen. You don’t want to be writing about how you’re having to cut the grass all the time and then somebody’s getting this in the middle of winter.

You don’t want to be writing about how a heat wave just came through and they’re getting it in the middle of winter. You don’t want to be writing about how you were just snowed in because of a massive snowstorm that came through and they’re getting it in the middle of July in the summertime. So, you know, you’ve got to make sure that the content is evergreen, so evergreen simply means make sure it can be sent out at any time and it always makes sense, so it’s a good rule of thumb to follow is to make all of the content evergreen, that way you don’t look like a food because when they do catch on that it is an auto responder, at least they’ll recognize well it’s at least good content and that’s great.

Great content is everywhere. So find it and promote it. There’s nothing wrong with sending out other people’s information because when you are seen, you don’t have to create everything. You can just find great quality information and send it out and they’re going to thank you for that. You know, oftentimes I’ll come across an article that somebody’s given me and I think them for it. Well, I know they didn’t write the article, but they were the one that thought of me and that gave them a lot of credibility, so it goes a long way to put that together.

Now the other thing you don’t want to forget your call to action because remember, we’re nurturing leads now. We’re setting things up that we’re going to keep the relationship going over time, because remember, we’ve got at least 18 months. We’ve got to continue following up with these people. So you need to make sure that along the way, you’re putting in place what’s called a call to action. And a call to action is simply, you know, a p.s. at the end of the email describing how the great strategies that you put together for a particular client works so well.

And so, you know, if they’re interested in finding out more about that then they can call you. Tell stories about how you helped some of your clients. If you don’t tell them what to do to contact you, they won’t contact you, so here’s an example of this. Picture this: If you came over, and this is an example that has been used by a guy by the name of Dean Jackson. He’s a great marketing guy and he talks about this in some of his content, and he says, you know, if you came over to a friend’s house, or let’s say you met me for the first time and you were coming over and we were just getting together and I said hey, have a seat and make yourself comfortable. Listen. Anything you want in the fridge, it’s yours. Help yourself. It’s all available to you. Just help yourself whenever you want. Drinks, food, whatever.

Now ask yourself, would you help yourself? No, you probably wouldn’t. You just don’t feel comfortable. Well, that to me is a very weak way. It’s basically…I think people do this because they’re afraid of the rejection. They’re afraid of somebody saying no, so they say well I’m offering everything. I don’t know why they’re not taking me up on this. Think about it. If you then came back in, let’s change the scenario. You come back in, bring the person in, they sit down. You go into the kitchen, you come back out with a plate of freshly baked cookies. You stand in front of them and you say, “I just baked these. Have a freshly baked cookie.” What are they going to do?

They’re going to reach forward and they’re going to have a cookie. If you come out with a tray of drinks and you say here, have a drink, they’re going to take a drink. Why? Why would they take it there when you told them before just go and get whatever you want? Well, the bottom line is people need to be told what to do, so if you want them to take action, you have to tell them how to take action. You need to be very clear on how they take action. You need to say call me at this phone number. Speak to my assistant whoever they are. This is what you want to ask them. Tell them you’re calling about a free introductory appointment. Tell them exactly what to do. Tell them it’s a no obligation appointment. Tell that if they’re interested just simply call this number and we’ll get together and we’ll speak further on it.

This is why you’re doing it, because these calls to action, eventually they’re going to get enough content, they’re going to have enough interest in what it is that you’re doing and are offering that when they’re ready to move forward with it, they’re going to follow one of those calls to action. If they’re not ready, they’re probably not even going to be reading the call to action because they’re going to be reading it and go okay they basically just want to get together. I’m not ready now so I’m not going to bother reading it. But one day they’re going to sit down, something’s going to happen. Some life event is going to take place and they’re going to say we need to speak to this person, we need to call somebody; we need to get some help.

Your email’s going to come in and there’s going to be a call to action there. Guess what? They’re going to call you. That’s what it is. That’s what it means to have a proper nurturing program set up so that you can automate that whole nurturing process. You don’t want to be writing an email to every single lead that comes in. You want to automate this process. Well, the great thing is, as you build it, you only have to build it once, maybe once a week or once every other week you keep on adding more and more content. Well how difficult is that?

If you build it into your regular daily routine or your weekly routine to find a piece of content, how difficult is that to find a good piece of content to sent out? Maybe the content comes from your own website, maybe it comes from something you found. Bottom line is, they’re getting it from you and if they consistently see you helping them along the way, when it comes time for them to work with somebody, they’re going to call you.

Now, this was a pretty cool idea that I just came across. I actually just tried it simply before, while I was preparing for today’s episode. I actually tried this idea. I had never used it before; I tried it. So basically elapsed time right now from recognising the idea, writing about it and putting some notes down in this particular episode and then activating the idea, the elapsed time has probably been five or six hours. So what’s the idea?

What it is, it’s an amazing nine-word email that revives dead leads, okay? And this nine-word email, this was an idea that was given to me directly from Dean Jackson, and here’s what he does. He says, you know, I don’t know how often you want to do it. I’m probably going to be doing this once a year because I don’t want to be doing it too often, but once a year I think is pretty good. You gather up a list of all of the prospects that have somehow been made aware of you and that have contacted you. Maybe they met with you once but they didn’t move forward with your services. Maybe they responded to, I don’t know, maybe you were at a trade show and they were all the business cards that were put in. Maybe they were people who responded to a whole bunch of your marketing materials and your direct response and you’ve got all these lists of people who basically raised their hand to say I’m interested in what you’ve got, but they never, ever followed through and actually committed to working with you.

So gather them all up. Don’t ever get rid of those lists, because you’re going to see when you go through this process. In my mind you do it once a year and you’ll be amazed at how well it works. So put together this list of everyone you know. Grab their email address. And if you can get as much information, so ideally you want their first name, their email address. Now, put them into a system where you can send a mass email, okay? And here’s what you’re going to do. Here’s the email that you write. The subject line is their first name. The body of the email, so if it’s say Joe, so the subject line is their first name, Joe.

And the email says Joe, are you still looking for a financial planner, question mark. And then put your sign off. Say Scott or whatever your name and title and what not. Now, don’t put anything else. When I first heard this, I thought well yeah, but I have this…it’s difficult to not put anything else. Do not finish the email beyond this point. This is critical. The most important thing you can do is not finish this email. You’re going to want to say things like are you still looking for a financial planner, because if you are, then you know, we can get together, or because I’ve got some great information you may want to…whatever. You know, do not finish the email. It’s uncomfortable to send out an email that’s not completed.

Well, guess what? The same goes for the people who you’re sending it to. They will want to know why you sent it. They will want to know…it’s unfinished to them, okay? And they will have to reply to you to get the answer. So imagine this. You get the email. It says Joe, are you still looking for a financial planner? And that’s it, okay? Well, this is pretty masterful because you’re probably going to get, you know, there’s a lot of people who might just say no. You know what? I’m really not, or thanks for following up or getting in touch with me but I’ve gotten together with somebody else and I’m moving forward with them, or I’m already working with such and such company. Whatever.

Now, it’s amazing though because what did this cost you? It didn’t cost you anything. But what you’re doing is now you’re reinvigorating a list. It’s masterful. It’s quick, it’s easy, it’s free. You know, to reach out in a low key way, to see if anyone’s situation has changed or maybe they changed their mind or, you know, are now somewhat interested. You know, you’ll find that people respond and say hey, thanks for reaching out, things are so crazy the last time we met, or they’ve been crazy for a long time. It just wasn’t the right time, but you know what? Thanks for touching base. Perhaps now we should get together and talk.

Well, here’s what happened for me. I sent this out six hours ago and I’m just going to quickly check m y email here. Okay, so I’ve checked my email and I’m just going to quickly go into our database and see how many responses. Now, I sent out, I just quickly put together a list of 42. There we go, yeah. So we went out a list of 42. Well of that 42, within the first six hours, I received four responses and these are people I haven’t communicated with for a long time. I literally just went and said what’s the crappiest list I can find. I mean, really it was just I don’t even know if these were actually people I’d met with. I mean, they were just emails that I found. Just scrounged them up to try this little test.

I sent out 42, four responses. What’s the math on that, right? What’s the math on that? That’s a 10 percent response to one simple little email and that was just on 40. Imagine if you had 4,000. Imagine if you had 100, if you had 200, 300, whatever. All of a sudden, who knows? It just takes one. Well, what did it take to send out a big broadcast email to everybody individually, customising Dear Joe, putting Joe in the headline, and writing those nine works in the email and then just signing off?

Well, the responses I got from these people were, one guy wrote back and he said, I mean, so far the four said, you know, they’re not interested but one person said hey thanks for following up. You know, I met with somebody else I’d met before I met with you, decided to go with them, but I appreciate the follow up. So in every case, everybody was pleasant and everybody put a thank you in some way, shape of form for me following up with them. It didn’t lead to any business, but I got a 10 percent response on a nine-word email and I just sent out 42 emails.

So you know what? Try it. What have you got to lose? It didn’t cost a dime. Give it a try. See what happens. I mean, you’ll be amazed at what can come of it. So definitely check that out. I mean, that was just a quick and dirty idea that I came across at the last minute. I decided to do a quick test myself, didn’t amount to anything immediately right here. I don’t know. I mean, six hours has gone by and I got a 10 percent response on that. We’ll see what happens over the coming days and weeks. But give that a try. I mean, these things are not difficult. You just need to put together the basics of how to do it. They’re down and dirty, easy to follow, easy to do things, they don’t cost a lot of money. The infrastructure to set them up is not a lot. I mean, setting up a basic WordPress website, setting up…getting a hosting account with the host that we recommend, that we’re currently using.

If you go to the toolbox on our website, just go there, click on the host. It’ll take you right to them. Register for the hosting package. I think it’s, I don’t know, like 100 bucks a year or something like that, if that. I can’t remember what it is. It’s very, very inexpensive. Have them walk you through setting up a WordPress site. Go in, get one of the free themes that already comes with WordPress or go to one of the premium themes listed there and just buy a couple of them. Put it in there, just you don’t even need a logo. You can just put the name of your company. It’s so easy to do.

Set up the auto responder, go into the auto responder, create an opt-in form. It walks you through how to take that opt-in form, put it on your website. It’s basically, if you can copy and paste or cut and paste, you know how to do it. It’s that simple. So, you know, just set that up. There’s no reason not to. I mean, your whole marketing campaign, without sending out any flyers, can cost you maybe a couple hundred dollars a year. Well, how many clients does it take to make that pay off? Not many.

So that’s what I’d recommend. Take advantage of the lead conversion. Really focus on a nurturing program that you can build over time. Once you start building it, it’s just going to get bigger and bigger and bigger and you’re going to have such a great follow up process. People are going to love it. They’re going to constantly come back to you and guess what? Once you set it up and you’ve got it running, maybe set it up for a year, so you’ve got 12 months worth of constant follow up, you’ll be amazed at how much business is going to come from an automated process that you set up once. So check that out. This will definitely help you build a better business.

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Copyright © Scott E. Plaskett 2012 All Rights Reserved. No part of this document may be reproduced without Scott E. Plaskett’s written permission.

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