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Suggest You - Easy Marketing Methods with Letters, Post Cards, Referrals and Testimonials
Every session of teaching is compared to an instance of public speaking. As with the audience at public speaking event, the students in a classroom session want to follow the content with ease and comfort, learn something new and carry home the happiness of having acquired a new insight. They characteristically abhor the teacher and his session if the required care is not taken to facilitate them to follow and imbibe the contents, no matter how spectacular the contents of the lesson are. Students want to learn without being smothered with confusion or unrelated content. They, by nature, expect the flow of content to be within their stride. They want the flow to be smooth, humorous and juicy. They are willing to learn new things on the basis of their existing conceptual knowledge. They, moreover, want to be involved in the class and seek an opportunity to employ their mental faculties. In the following discussion, several strategies to make the students really enjoy their class time are weighed.There is no alternative to preparation. Preparation is the key to success of every session. A teacher, no matter how long his experience is, has to prepare well. The only blessing for the experienced teacher, needless to say, is that the preparation time is less and it is in indirect proportion to the length of experience. The focus of preparation is determination of the conceptual contents, examples, logic among concepts, key words and the correct statements. One should not expect to get ideas on the spot or depend on such spontaneous ideas that may or may not cross the mind during the session. In fact, when the preparation is good, one can recall relevant anecdotes spontaneously and quite naturally.Textual lesson should be adapted to the level of students. A professor should not heavily depend on the textbook whose contents may not be up-to-date and may not be relevant to the level of the students. Besides, the arrangement of concepts
Post cards can look good printed simply in one or two colors… so they can be inexpensive to print. While I don’t mind one color printing, I do always prefer an upscale sheet of paper (like bright-white Cambric Linen). Don’t use glossy stock unless your post card is printed in 4 colors, as the post office mail sorting rollers will leave black marks on it. Mail post cards once a month to every 6 weeks for consistency, or to maintain Top-of-Mind awareness.
Write about anything… as long as it’s interesting. The limitations of space ensure the brevity of copy; this generally will make sure the card remains interesting to a good degree.
Somewhere, somehow on the card, say “Call for a quick quote!” to encourage people to call. If the objective of the card is to generate a call and it doesn’t, it didn’t work, did it?. Supersize the phone number and follow it by a longish laundry list of all the types of insurance your firm
Many operations leaders have been there, done that with re-engineering. And they report, in effect, that the process is like ringing a doorbell with a howitzer shell.Reducing costs through wholesale layoffs ostensibly tied to ultimate results provides quick hits on balance sheets, but its clumsy blows can raise hell with operations.Operational results can be achieved consistently with precision and power not when people are taken out of the organization but instead put back in."Putting people in" doesn't mean adding headcount but instead putting people into the mix of vital factors that contribute to operations results — having power with people, not over people.Just as we're supposed to use only a fraction of our brains' capabilities, so I'm convinced, working with businesses in major industries, that few organizations come close to achieving their potential operational results.That's because many operations leaders ignore one of the most important aspects of operational effectiveness: the human heart.When I speak of the heart, I speak of that intuitive, emotional, feeling aspect of all of us.No question: It's not just technology and equipment that drives operational success. It's employees. Clearly, they must be skilled and knowledgeable, but they also must be emotionally committed to their work. They must be motivated.Yet most operational strategies and programs focus on rational not emotional/motivational considerations and so let great opportunities slip away.To understand how quantum leaps in results can be achieved, far beyond re-engineering's capabilities, let's view operations three big drivers —— cost-reduction, productivity and efficiency — in terms of motivational factors.Cost-reduction: Operations founder when they fail to achieve continuous cost-reductions. A leader of a world manufacturing organization told me, "One of my most tenacious leadership ch
This Month: Strategies for Letters, Post Cards, Newsletters, Testimonials, Referrals.
Selling insurance is tough: too many agents selling too few clients, and ouch - trying to show value when all you are selling is a piece of paper that no one really thinks he needs… until it’s too late. But you knew all that. Here’s how to get more business and keep the customers you have.
Send a “Thank you for your business” letter.
I’ll bet you ten bucks that I know the last piece of correspondence your customer received from you or your providers: it was a bill. Right? OK - 99 out of 100 of you pay up. Break this cycle of insurance bills with something refreshing. Send a bottle of champagne. Just kidding. Send that bottle to me, Schramsberg/NAPA is just fine. To your clients and prospects, send a couple of refreshing “Thank you” letters.
Spend the 74?
To keep customers happier and longer, twice a year send them a letter simply thanking them for being a customer. Let them know their business is appreciated. Paint a picture of your firm on high alert 24 hours a day: if they need you - you’ll be there. Let them know you appreciate their business and that you are eagerly waiting to serve them. Your customer retention rate will soar. Your customers will be happier; therefore, your customers will be your customers, longer. As for me, I’m still waiting for that bottle of Schramsberg.
Now I’m not talking about the pre-printed “Thank You” card you get from your accountant each Christmas. Ugh. That’s close to worthless (don’t tell your accountant, I’ll start getting nasty letters). I’m talking about a real, bonafide letter. Signed personally by you, or at least someone who works with you who is willing to sign all those letters with your name in a blue pen. Yes - twice a year. Cough it up: postage 74?. That’s not much of a cost to retain a customer. Do you know what other agencies call your best customers? Prospects. I personally think a letter is the cheapest customer retention strategy you can use, and the most effective. Hummmm... cheapest; most effective.
See, nice guy that I am, I started off this article with my best tip first. It’s all downhill from here. Or is it?
Don’t start a Newsletter.
That’s right, don’t. You’ve got to be crazy to start a newsletter. 90% of the ones I get are terrible: no direction, poor copy, lousy photos… everyone’s dressed. Nothing like that Hooter’s newsletter I, er, a friend of mine signed up for 2 years ago. What? What do you mean you don’t think there’s continually fresh and interesting news from a restaurant chain?
Most newsletters are written with no clear objectives, and some just ramble on in a dialog “about” and “by” the president… like someone cared about his babble on the new boat he just bought. In reality - where I virtually think we are - newsletters are just a lot of work. They may start out with some enthusiasm, but soon become the drudgery of month after month of hard work, eventually assigned to someone as a thankless job no one really wants to do. Without lively copy, great design, consistent frequency and timely delivery, newsletters lose all effect of branding and building customer loyalty.
Case in point: Q. The number one priority of a newsletter? A. It must be read. To be read it must be fascinating and interesting beyond belief. Remember, if it ain’t read, it ain’t working. See my article on newsletters elsewhere on this site. Or visit www.dobkin.com for this and other articles of marketing tips I’ve written.
Instead, create a series of post cards.
That’s right, slightly oversized 5-1/2” x 8-1/2” post cards print nicely 2-out of an 8-1/2” x 11” sheet. Spend some time on graphics and copy to make them really interesting and clever. Since I just mentioned “newsletter,” I know some readers are now hell-bent on creating a newsletter, so you guys can title your post card “The World’s Tiniest Newsletter.” Then design it like a tiny newsletter. Well, I hope that made your day. Still stuck on newsletters? Call this number and complain: 610-642-683. If I really cared, I’d have given you the last number, which is 2. It’s our fax machine. Or at least the fax machine of our competitor.
Post cards can look good printed simply in one or two colors… so they can be inexpensive to print. While I don’t mind one color printing, I do always prefer an upscale sheet of paper (like bright-white Cambric Linen). Don’t use glossy stock unless your post card is printed in 4 colors, as the post office mail sorting rollers will leave black marks on it. Mail post cards once a month to every 6 weeks for consistency, or to maintain Top-of-Mind awareness.
Write about anything… as long as it’s interesting. The limitations of space ensure the brevity of copy; this generally will make sure the card remains interesting to a good degree.
Somewhere, somehow on the card, say “Call for a quick quote!” to encourage people to call. If the objective of the card is to generate a call and it doesn’t, it didn’t work, did it?. Supersize the phone number and follow it by a longish laundry list of all the types of insurance your firm
There’s been a lot written and said about how the numbers of Hope Ranch Real Estate sales are off when you compare them to 2004. Since it’s always a good idea to stand back and get a little perspective to see where we’ve been I thought I’d go back to 2000 and look at each subsequent year to today.Okay, so looking at Hope Ranch Real Estate for 2000 from Jan. 1 through October 31 we see 19 sales with a median price of $1.8 million. The number of listings for the same time period was 25 with a median list price of $2.09. So there was roughly a 10% disparity between the list price and sales price.For 2001 for the same time period sales were slightly slower with 18 properties closing escrow from 1/1 to 10/31. The median sales price dipped however down to $1.247 million. The real big number in 2001 was the number of homes that came on the market. 57 homes came on the market meaning twice at many houses as the previous year. When there’s more of something the price falls so that would account for the $1.2 million median sales price. But the original list prices for those 57 properties was $2.35 million a big difference.So what happened in 2002 as far as sales were concerned? From 1/1 to 10/31 there were 23 houses that closed escrow. The median sales price at that time stayed pretty close to the 2001 level coming in at $1.3 million. The number of listings was 51 year to date for 2002 with a median list price of $2.59 million. That means from 2001 to 2002 sales and prices were pretty flat.In Hope Ranch Real Estate for 2003 the number of sales rose slightly to 30 while the median sales price rose significantly to $2.077 million. The numbers of listings for that time period were off slightly at 49 and the median list price was about where it was in 2002 holing steady at $2.58 million.Moving into 2004 what happened? Well in 2004 at that time we had 25 sales with a median sales price of $2.1 million. So sales dipped sl
Now I’m not talking about the pre-printed “Thank You” card you get from your accountant each Christmas. Ugh. That’s close to worthless (don’t tell your accountant, I’ll start getting nasty letters). I’m talking about a real, bonafide letter. Signed personally by you, or at least someone who works with you who is willing to sign all those letters with your name in a blue pen. Yes - twice a year. Cough it up: postage 74?. That’s not much of a cost to retain a customer. Do you know what other agencies call your best customers? Prospects. I personally think a letter is the cheapest customer retention strategy you can use, and the most effective. Hummmm... cheapest; most effective.
See, nice guy that I am, I started off this article with my best tip first. It’s all downhill from here. Or is it?
Don’t start a Newsletter.
That’s right, don’t. You’ve got to be crazy to start a newsletter. 90% of the ones I get are terrible: no direction, poor copy, lousy photos… everyone’s dressed. Nothing like that Hooter’s newsletter I, er, a friend of mine signed up for 2 years ago. What? What do you mean you don’t think there’s continually fresh and interesting news from a restaurant chain?
Most newsletters are written with no clear objectives, and some just ramble on in a dialog “about” and “by” the president… like someone cared about his babble on the new boat he just bought. In reality - where I virtually think we are - newsletters are just a lot of work. They may start out with some enthusiasm, but soon become the drudgery of month after month of hard work, eventually assigned to someone as a thankless job no one really wants to do. Without lively copy, great design, consistent frequency and timely delivery, newsletters lose all effect of branding and building customer loyalty.
Case in point: Q. The number one priority of a newsletter? A. It must be read. To be read it must be fascinating and interesting beyond belief. Remember, if it ain’t read, it ain’t working. See my article on newsletters elsewhere on this site. Or visit www.dobkin.com for this and other articles of marketing tips I’ve written.
Instead, create a series of post cards.
That’s right, slightly oversized 5-1/2” x 8-1/2” post cards print nicely 2-out of an 8-1/2” x 11” sheet. Spend some time on graphics and copy to make them really interesting and clever. Since I just mentioned “newsletter,” I know some readers are now hell-bent on creating a newsletter, so you guys can title your post card “The World’s Tiniest Newsletter.” Then design it like a tiny newsletter. Well, I hope that made your day. Still stuck on newsletters? Call this number and complain: 610-642-683. If I really cared, I’d have given you the last number, which is 2. It’s our fax machine. Or at least the fax machine of our competitor.
Post cards can look good printed simply in one or two colors… so they can be inexpensive to print. While I don’t mind one color printing, I do always prefer an upscale sheet of paper (like bright-white Cambric Linen). Don’t use glossy stock unless your post card is printed in 4 colors, as the post office mail sorting rollers will leave black marks on it. Mail post cards once a month to every 6 weeks for consistency, or to maintain Top-of-Mind awareness.
Write about anything… as long as it’s interesting. The limitations of space ensure the brevity of copy; this generally will make sure the card remains interesting to a good degree.
Somewhere, somehow on the card, say “Call for a quick quote!” to encourage people to call. If the objective of the card is to generate a call and it doesn’t, it didn’t work, did it?. Supersize the phone number and follow it by a longish laundry list of all the types of insurance your firm
Your job interview is tomorrow. You know your appearance will matter, so you polish your shoes and brush your hair. You realize your interviewer will have your resume in hand, so you've come prepared to explain every minute detail included on it. You've even done practice interviews and prepared your responses to all the trick questions. Are you ready? Not yet. There remains a single type of preparation that you should do that can make or break your interview-knowing how to handle the possible biases of an interviewer. You need this knowledge because of a simple reality; interviews are subjective, no matter how many objective indicators are introduced. Interviewers are human, and all carry with them some assumptions about different types of people. Despite what may be valid attempts to leave these assumptions behind in the process, even the most earnest interviewer may be letting some of these biases make their way into the decision-making process. The best candidate for a job has many a time been passed over in the interview process because of bias. You don't want to be one of them. You're not likely to be able to change the bias itself in the short duration of the interview, and you may not be able to recognize it with so much else going on. You can, however, increase the chances that the interviewer will not apply their biases or assumptions toward you. This means preparing for the possible biases of an interviewer before you encounter him/her. You therefore need to recognize the most likely biases people have toward you and prepare to address these biases in interviews to minimize their impact. Pinpointing Potential Biases Many people think biases surround visible differences that people have, like race, gender, or appearance. This is true. However, biases usually run much deeper and assumptions are made about a number of other potential differences you may have with your interviewer. An inter
See, nice guy that I am, I started off this article with my best tip first. It’s all downhill from here. Or is it?
Don’t start a Newsletter.
That’s right, don’t. You’ve got to be crazy to start a newsletter. 90% of the ones I get are terrible: no direction, poor copy, lousy photos… everyone’s dressed. Nothing like that Hooter’s newsletter I, er, a friend of mine signed up for 2 years ago. What? What do you mean you don’t think there’s continually fresh and interesting news from a restaurant chain?
Most newsletters are written with no clear objectives, and some just ramble on in a dialog “about” and “by” the president… like someone cared about his babble on the new boat he just bought. In reality - where I virtually think we are - newsletters are just a lot of work. They may start out with some enthusiasm, but soon become the drudgery of month after month of hard work, eventually assigned to someone as a thankless job no one really wants to do. Without lively copy, great design, consistent frequency and timely delivery, newsletters lose all effect of branding and building customer loyalty.
Case in point: Q. The number one priority of a newsletter? A. It must be read. To be read it must be fascinating and interesting beyond belief. Remember, if it ain’t read, it ain’t working. See my article on newsletters elsewhere on this site. Or visit www.dobkin.com for this and other articles of marketing tips I’ve written.
Instead, create a series of post cards.
That’s right, slightly oversized 5-1/2” x 8-1/2” post cards print nicely 2-out of an 8-1/2” x 11” sheet. Spend some time on graphics and copy to make them really interesting and clever. Since I just mentioned “newsletter,” I know some readers are now hell-bent on creating a newsletter, so you guys can title your post card “The World’s Tiniest Newsletter.” Then design it like a tiny newsletter. Well, I hope that made your day. Still stuck on newsletters? Call this number and complain: 610-642-683. If I really cared, I’d have given you the last number, which is 2. It’s our fax machine. Or at least the fax machine of our competitor.
Post cards can look good printed simply in one or two colors… so they can be inexpensive to print. While I don’t mind one color printing, I do always prefer an upscale sheet of paper (like bright-white Cambric Linen). Don’t use glossy stock unless your post card is printed in 4 colors, as the post office mail sorting rollers will leave black marks on it. Mail post cards once a month to every 6 weeks for consistency, or to maintain Top-of-Mind awareness.
Write about anything… as long as it’s interesting. The limitations of space ensure the brevity of copy; this generally will make sure the card remains interesting to a good degree.
Somewhere, somehow on the card, say “Call for a quick quote!” to encourage people to call. If the objective of the card is to generate a call and it doesn’t, it didn’t work, did it?. Supersize the phone number and follow it by a longish laundry list of all the types of insurance your firm
Another one walked out the door. With him, $25,000 in recruitment fees, $3,000 in relocation expenses and a $31,000 learning curve went down the drain. Clients became uneasy, employee morale suffered and my firm's ability to recruit top talent was negatively impacted.My management style was costing my firm money and it was exacting an emotional toll on me. Taking each departure personally, I was beginning to feel like a failure.Like so many young managers, I had been bumped up into management because I was a good producer. No one had considered that production and management require two different skill sets, and that those skill sets are often at odds with one another.I wanted to be a good manager. I took management courses, read a plethora of self-help books and hired a management coach, but I still hadn't hit on the right formula for management.Totally ill equipped for my new role, I continued to make mistake after mistake.It wasn't until I looked at myself that I got it.First, I had tried to control my employees. Then, I had tried to motivate them, but only when I sought to inspire them did I become a good manager. It was a principle so simple that I had missed it.Good management is not built upon behavior modification, manipulation or motivation; it is grounded in intention. Instead of searching for the right combination of words and actions to produce desired behaviors, I began to put my employees' needs first and truly care about them as people. Together we worked toward the company's goals while meeting our individual needs.Good management is not linear. Like the imagination, it is fluid, flexible and creative. While I found no set rules to becoming a good manager, I did discover seven principles that helped me grow into management.Good managers know themselves. Good managers know their strengths and weaknesses, and they understand their management styles.<
Case in point: Q. The number one priority of a newsletter? A. It must be read. To be read it must be fascinating and interesting beyond belief. Remember, if it ain’t read, it ain’t working. See my article on newsletters elsewhere on this site. Or visit www.dobkin.com for this and other articles of marketing tips I’ve written.
Instead, create a series of post cards.
That’s right, slightly oversized 5-1/2” x 8-1/2” post cards print nicely 2-out of an 8-1/2” x 11” sheet. Spend some time on graphics and copy to make them really interesting and clever. Since I just mentioned “newsletter,” I know some readers are now hell-bent on creating a newsletter, so you guys can title your post card “The World’s Tiniest Newsletter.” Then design it like a tiny newsletter. Well, I hope that made your day. Still stuck on newsletters? Call this number and complain: 610-642-683. If I really cared, I’d have given you the last number, which is 2. It’s our fax machine. Or at least the fax machine of our competitor.
Post cards can look good printed simply in one or two colors… so they can be inexpensive to print. While I don’t mind one color printing, I do always prefer an upscale sheet of paper (like bright-white Cambric Linen). Don’t use glossy stock unless your post card is printed in 4 colors, as the post office mail sorting rollers will leave black marks on it. Mail post cards once a month to every 6 weeks for consistency, or to maintain Top-of-Mind awareness.
Write about anything… as long as it’s interesting. The limitations of space ensure the brevity of copy; this generally will make sure the card remains interesting to a good degree.
Somewhere, somehow on the card, say “Call for a quick quote!” to encourage people to call. If the objective of the card is to generate a call and it doesn’t, it didn’t work, did it?. Supersize the phone number and follow it by a longish laundry list of all the types of insurance your firm
Real estate is an industry that can help people experience great wealth. Many of the worlds richest people have made their money through real estate. It is no surprise that many people are looking into real estate as a career. Getting a real estate license allows you to help people buy and sell real estate. Each state has its own procedure on how to get a real estate license.A real estate license is required in every state in order to practice as a real estate agent or broker. To get a license a person must be 18 years old or older, graduated high school or have a GED, and pass a written licensing test. Some states require schooling or college course work. The reason for testing and licensing is that real estate can be complicated and the laws can be hard to understand.There are two levels of licensing in each state. A real estate agent can be a broker or salesperson. A broker can act on behalf of a client and a salesperson can only perform under the supervision of a broker.The license test is administered by a state agency and the name of the actual test varies form state to state. You should go to the testing agency to determine your states exact licensing procedure. There are many variations on requirements like age, background, and education.If education is required you should find out the specifics about this requirement. Some states require college course work, while others only require special real estate courses.The test format can change at any time, so be prepared for any format. Basically, though, most states have a multiple choice test. The test will either be one part or broken into two parts. If in two parts, one part will generally cover key points and the other will get into specifics.If you are wanting to persue a career in real estate the first step is finding out how to take the licensing test and how to prepare for it. Once you obtain your real estate license you
Post cards can look good printed simply in one or two colors… so they can be inexpensive to print. While I don’t mind one color printing, I do always prefer an upscale sheet of paper (like bright-white Cambric Linen). Don’t use glossy stock unless your post card is printed in 4 colors, as the post office mail sorting rollers will leave black marks on it. Mail post cards once a month to every 6 weeks for consistency, or to maintain Top-of-Mind awareness.
Write about anything… as long as it’s interesting. The limitations of space ensure the brevity of copy; this generally will make sure the card remains interesting to a good degree.
Somewhere, somehow on the card, say “Call for a quick quote!” to encourage people to call. If the objective of the card is to generate a call and it doesn’t, it didn’t work, did it?. Supersize the phone number and follow it by a longish laundry list of all the types of insurance your firm offers (or that you can get for your customers). If it’s a long list - and it should be - set the list in small type - and print it on the lower portion of the bottom of the card.
Here’s an example: Since you live in Nebraska, boat insurance probably isn’t your main livelihood, or flood insurance either, so most of your customers probably don’t know you can get these kinds of coverage for them along with their tractor insurance. By listing all the kinds of insurance policies you sell on this card, all your customers who own boats (both of them) will get the message that they can call you for a quote. Other customers and prospects will see what they need also - and call for quotes, too.
The list of services is not the main message in the card, but it lets clients know that you offer a full depth of different products, and they can get all their insurance quoted and placed by a quick phone call to your office. Remember, if you don’t get calls from your post cards, and thus additional business - they didn’t work. Then let me guess: Your mailings went into your “we tried direct mail and it didn’t work” file. How unfortunate. Know who’s getting those phone calls if you’re not? Your competitors. Their post cards went into their “Holy Cow! Look how much money we made from this little post card mailing!” file.
Why are phone calls so important?All your business starts with a phone call.
Any time you can make the phone ring - especially for a quote, you have the opportunity to generate a sale, or perform a service for your customer. Either way, if you look at this more closely as an opportunity, you’ll find a phone conversation is a great way to increase a client’s loyalty and endear them even more deeply to you and your company.
If you can get the phone to ring from a mailed piece, the piece is a total success, even if you didn’t get any business at that exact moment. Here’s why I say this: I’ve been in direct marketing for… OH MY GOD AM I THAT OLD ALREADY!. Anyhow, it’s tough to sell something from a sheet of paper, especially insurance, which is sometimes tough to sell anywhere, even in a stuck elevator for 12 hours with 6 doctors whose medical malpractice policies have an ex-date of tomorrow. Come to think of it, if you want a business decision from a doctor you’ll have to ask his office manager or his wife. Either way, a “yes” answer will take a month.
By trying to sell something directly from a sheet of paper, you get no feedback, no buying signals. You can’t tell where the hot buttons of your clients are. When do you back off? When do you press for a close? All this may come subconsciously when you’re selling in person, but I assure you a lot of thought has to go into a printed piece to get to these specific areas with just the right timing, correct pace and selling proposition to close a sale from a flyer that you sent in the mail.
Armed with the knowledge that it’s very difficult to sell anything off the page, don’t even think about trying to sell anything from your mail piece. The objective of 99% of the letters, mailers, post cards and brochures I create for clients don’t sell anything -- the objective is simply to generate a phone call. My client is the one that does all of the selling. With your brochure, you do the selling when they call.
Face the further fact: create letters and mailers with the sole objective of making the phone ring. When the phone rings - the piece worked. Voila. Now we know it was successful. Then you sell the client.
For an article I’ve written on post cards, just drop me a letter requesting it: Jeff Dobkin, P.O. Box 100, Merion Station, PA 19066. No, an email won’t work. I’d like to make sure you really want it and an email won’t show me this - I don’t want to get 5,000 emails requesting stuff like the last time I offered something free on the Internet. Ugh.
OK, let’s get back to more tips about your post card mailings. Sending post cards every four to six weeks keeps your agency in “Top of Mind” awareness of your clients.
When they need new policies, or a quote… when they have friends that need insurance services -- they’ll think of you. Who
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