But My Clients Are Different…They Don’t Read Newsletters
There are cases where someone might know a person so well that they can make a claim like this, but in most cases it’s simply not true.
I’ve had potential clients say this. They come to us wanting to increase their market share and put a hedge around their client base. They understand the power of direct marketing, the influence that newsletters have, they’ve seen them work for others, but become agitated by the idea of having to fulfill the needs of a monthly newsletter.
Then like any other ego-driven response they say, “But my clients are different…” followed by:
- They wouldn’t like to read things
- They don’t like to get things in the mail
- I know all my clients and they won’t read a newsletter
- My clients don’t have time to read mail
- I don’t want to bug them too often
- I don’t have time to write
- I really just want to set-it-and-forget it
In most cases, none of these things are true. I briefly mentioned ego. Suffice it to say I’ve written extensively about this, but to make it brief, ego will try to hide the problem of being able to write, rather than just ask for help.
Well, at Exodus, we don’t want you to waste any time pretending that what works for everyone else won’t work for you, because of a special circumstance with your clients that makes them impervious to the human condition.
That’s why we offer the Content Help Service. For those that don’t have the gift of creative writing, we spend 5-7 minutes asking a few basic questions, both business and personal (don’t worry, not too personal) and from those answers we write the personalization for you. And it’s completely free, as often as you need help.
Don’t make the mistake of NOT being involved with your communication to your clients.
ALWAYS be part of the process, otherwise it tends to get phony and pitchy and your sphere of influence doesn’t want to be pitched. Loan officer marketing doesn’t work that way.