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Sending letters is a very powerful way to deepen your relationships with clients and impress your prospects. It leads to more assets, more referrals, more loyalty, and more business.
Those who know it, do it. Those who don’t are missing out.
Of course, you can’t just send any letter. You must send good letters – meaning letters that engage, enlighten, and encourage the reader.
You must send letters that are conversational – meaning simple, everyday language, not buzzwords and jargon that no one understands.
Most of all, you must send letters that make the reader feel something – whether that something is confidence, understanding, inspiration, want, or even love.
Fortunately, we just happen to have a library of over two and a half thousand letters that do all the above.
Below we’ve shared some samples of some of our letters for you. As you’ll see, there are many types of letters you can send for a variety of situations. Look them over. Imagine what your clients will think, feel, and do if they were to get these kinds of letters on a monthly basis.
Try to imagine what your prospects will think when they realize you are sending them information far more valuable than their current advisor. Then, let us know if you have any questions or if there is anything we can do to help you.
As you read these letters, you will understand why…
content is still king.
Memorial Day Letter
The Medal of Honor
There are four core holidays you should always observe in your Monthly Drip. Not only will they build tremendous goodwill with your clients and prospects, they will cement your identity as that of a Good Citizen.
The first is Memorial Day. This letter tells the story of Ben Salomon, the “Warrior Dentist” of World War II, who sacrificed his life to save his wounded comrades during the Battle of Saipan.
Independence Day Letter
Rivals and Friends
July 4 is the next “Core Four” holiday.
This letter is about two Founding Fathers: John Adams and Thomas Jefferson. The two were both bitter rivals and dear friends. Years after a falling out, the two began exchanging heartfelt letters before dying on the exact same day: July 4, 1826, the 50th anniversary of the signing of the Declaration of Independence. Their correspondence is an inspiring look at the ideals on which our nation stands.
What I’m Thankful For
The third “Core Four” holiday, this Thanksgiving letter lists nine things to be thankful for as a financial advisor. It’s a great way to express gratitude and strengthen the relationship you have with your clients.
As a bonus, this letter will also enhance your Caring Individual and Good Citizen Identities, two important pieces of your Trusted Advisor brand. (Being seen as a Trusted Advisor is critical to generating more referrals and capturing out-of-house assets.)
The Greatest Gift
The final “Core Four” holiday, and perhaps the most important, as clients will often share our Christmas letters with friends, family, and neighbors.
This letter is a true story about a soldier in the Korean War who wanted to give his family the greatest Christmas gifts they ever received. It’s a heartwarming tale about what really matters on Christmas.
Russia Invades Ukraine
Whenever market volatility strikes, you should send a handholding letter. This is perhaps the single best thing you can do to cement your brand as an expert advisor, which in turn will win you more assets, more referrals, and more new clients.
At BGM, we release a new handholding letter whenever there’s a major market swing or geopolitical event. For example, when the world woke up to the news that Russia had invaded Ukraine, we released this handholding message before the markets even closed that day.
"Trending Now" Letter
The American Rescue Plan
Sometimes, your clients will encounter important news or confusing headlines. When that happens, providing a little context can make all the difference between a client who is merely satisfied and one who is a raving fan of yours. To help, we periodically release “Trending Now” messages explaining the economic news that’s, well…trending now.
As an example, here’s the letter we released examining President Biden’s “American Rescue Plan of 2021.”
Connections Letter - Feel Good
Dream Your Dream
If you’re like most advisors, you probably know people whom you would love to have as clients but are unwilling or unable to solicit them directly. We call these people “Social Connections,” and every month, we release two special letters just for them. One letter is always based on a heartwarming story to inspire the reader and show that dreams really do come true if you work for them.
As an example, take this letter about Manfred Steiner, who earned his Ph.D. in physics at the tender age of 89…showing why it’s never too late for any of us to dream a new dream.
Connections Letter - Educational
Questions You Were Afraid to Ask
If “feel good” letters aren’t really your thing, we also release an educational letter for your connections each month. By breaking down a common financial question or important financial topic, you can demonstrate your expertise to your connections. The result? When the day comes that they need a financial advisor, your name will be the first they think of.
This letter examines a common question among first-time investors: “What’s the difference between the Dow, S&P 500, and NASDAQ, anyway?”
The Rum Cake Recipe
If there’s one type of letter we’re famous for here at Bill Good Marketing, it’s our birthday letters. We have 1-2 gender specific birthday letters for every age between 1 and 100. You read that right. The letters can be funny, charming, heartwarming, corny, and inspirational. Some are all at once. Each and every one will touch your clients’ hearts, making them feel valued and appreciated on their birthday.
To give you a taste of these letters, check out this classic!
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