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40 Years and Counting

Bill Good Marketing has been helping financial advisors grow their businesses for over 40 years. In that time we’ve developed a strategic framework that can help any advisor double their business in just a few short years.

We’ve had clients double two, three, and even four times over the years of working with us.

Each and every one of those doubles started with our growth plan. Whether you are an RIA, or working with a broker dealer, just getting started or have decades of service under your belt our two year plan can put you on the path to new growth.

A Truly Personalized Plan

This is not a boiler-plate plan, but one tailored to you and your practice. We’ve worked with 1000’s of advisors across the spectrum of companies.

We know the complexities of both sides and compliance. We will factor in everything from your likes and dislikes to the speed at which you’re prepared to move.

What Will A Message Plan Do For You?

Part of our “Client Relationship Retention Formula” states,

“Send every client a letter every month about something they are likely to be interested in.”

Bill first formulated this in 1989 and we have seen no reason whatsoever to modify it in any way. Especially because it gets results.

Yes, we have added emails and social media. But the core of “Monthly Drip” is a physical letter with the specific type of stamp.

Client mailings were the start of Monthly Drip.

Not too long after we started mailing to clients, someone asked, “What do we do with prospects?” Bill’s reply, a few days later, was, “Let’s treat prospects like clients, and they will become clients.”

Vast experience since then has proven that to be true.

Why letters, not email?

Because people that follow the Head Gorilla’s advice enjoy more referrals, less work, easier-to-close prospects, better branding, and less selling. We have covered all of this many, many times.

And our Message Plan Process is how we make this noble idea happen every month. Without fail.

What's the Process?

Here’s how the Head Gorilla will create your custom Message Plan.

Step 1: Analysis

The Head Gorilla himself will do a quick physical exam of the business. What does your market look like? What are you trying to accomplish? How many clients do you have? Prospects? Connections?

Step 2: Holiday Planning

Then you’ll pick off the easy letters first. He will show you several choices for Christmas, Memorial Day, July 4, and Thanksgiving. You’ll tell him which one you like best.

He will drop a link to that choice in your Message Plan. For each letter, you will work out the exact schedule that it needs to be sent, first to compliance, and then to your prospects and clients.

Step 3: Event Planning

With the low-hanging fruit pruned off, you still have to work out eight months of letters for clients. That’s where you will tell him what events you want to do. The planning on this can be a little tricky. Let’s say you want to invite all clients within easy driving distance to a Shredding Event a few weeks after Tax Day.

You probably have some clients who are not in easy driving distance. So to meet the commandment of Client Retention – that every client receives a letter every month – we need to plan something for the category that we call “Everyone Else.”

Step 4: The Year in Review

Now we are down to six letters left to plan. January should now (and always) be the “The Year In Review.”

Step 5: Growth via Clients

So let’s now take these remaining five months and fill them with letters designed to generate business now, promote referrals, and educate your clients and prospects. Exactly which of these categories he will recommend will depend upon you and what you want to do.

Step 6: Planning for Prospects

That takes care of clients, at least for this year. Now you and he will work on a plan for prospects. It certainly can and should be similar to your client plan. You will probably want more branding and less feel-good. And the Head Gorilla will work that out in conjunction with you and your objectives.

Step 7: Campaigning for Connections

If you also have social connections, it’s vital to deploy the correct campaign for that. So, he will spend some time talking about the nature of your relationships to your connections and make certain that will work for your connections. Then, it’s just a question of coming up with a dozen letters out of some very deep campaign libraries.

The Joys of a Message Plan

Let’s suppose you have spent an hour or two with the Head Gorilla developing your plan. You are wrapping up a busy Christmas season. And for a fleeting second, you wonder, “What am I going to do for Monthly Drip in January?”

Then you remember you have a plan.

Then you check with the team member responsible for getting out the mail, “How are we coming on January’s plan?” The answer should be something like, “We are ready to go. Compliance has done its thing.” And you go back to doing your job, and we will continue to do ours.

If you are looking to get back on the full system, click here to schedule a call.

We look forward to seeing you back in our jungle!

The best time to get started is today, to be ready for tomorrow.
If you decide you’d like help putting this plan into action, we can help with that too.

Don't just take it from us

We let the results speak for themselves

Meet Brandon

"One of my clients has a wealthy spouse who I've been trying to work with for years. Recently, I sent them your 'Red Bandana' letter. My client called in to say, "your letter moved my wife to tears. We need to come in and meet with you." They came in, and his spouse moved $800k to my management, meaning I now have $1.2M between them."

I want results like Brandon!

Meet Curtis

"Over the last few months, we have mailed 4 letters to a 401(k) participant with a small account balance. This morning, a guy stopped in the office and said, “I’ve been getting your letters and liked what I read; I wanted to come in to see you.” His wife (the participant) just left her employer and now wants to roll her 401(k). She also has a traditional IRA and a ROTH as well (all somewhere else). So does he. They are selling a rental property and will have that cash available to invest as well. So he asked if we could help them with all of it… He does not have email, but has six figures for us to invest. Dear Bill: please stop marketing your System to my competitors. They could save a lot of money on postage."

I want results like Curtis!

Meet Mark

"I had a prospect who was procrastinating due to the death of her husband. She was stalled after interviewing several advisors. But I sent her drip letters, birthday letters, holiday letters, and market “don’t panic” letters over the span of eight months. As a result, these message campaigns helped me close a $2.7 million client."

I want results like Mark!

Meet Don

"I was on the Bill Good System when I went from $300,000 to over $2,000,000 in nine years. That's one helluva growth rate. Recently, three different families have shown me 3-ring binders with all the letters I sent them. Most of these letters are from Bill Good Marketing. They love them, especially the holiday letters."

I want results like Don!

Meet Ryan

“I sent out Bill Good’s newest handholding letter on China and the recent market volatility. A client is now transferring in about $250,000 from Vanguard. Another client came in this morning with the letter and said, ‘You are spot on as it gets.” He is now transferring in the last $1,300,000 from the competition.”

I want results like Ryan!

Meet Benjamin

"Bill, these letters have helped us cement relationships with our clients. Interestingly, it’s also helping on the multi-generational front. We have had a situation recently where a client passed away. We are keeping three out of the four kids. One of them commented, “Dad kept all your letters. We found them. And read them. We love them too.” We love the natural way, the no-sales way the letters are written. We are now able to talk to people through the letters. By the way, we have lots of tech people among our clients. Interestingly, they love getting physical letters."

I want results like Benjamin!

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