FREEMAN-SPICER FINANCIAL SERVICES
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Vol. 25, No. 9 • September, 2007
You can find this newsletter and some past issues on the web @ www.Freeman-Spicer.com
Marketing Takes Many Forms................ For this one, you’ll need more envelopes: Five days (plus or minus one) after a significant prospect or client contact, send a thank-you note. And you’ll need more pens, too, because you should handwrite the note. Work-processed notes are too easy to create from a template and easy to delegate to an assistant. Handwritten notes clearly show that the person was worth your time. To develop the habit, carry thank-you cards and envelopes everywhere. Planes, coffee shops, restaurants, while you’re waiting for your lunch date. The opportunities occur constantly - and note writing is more interesting than any in-flight magazine. Simple touches like this work magic - and build business. (What Clients Love)
Slipping Past The Call Watchdogs.................. The Do Not Call registry created by Congress in 2003 was supposed to spare consumers of calls from aluminum siding salesmen and their ilk. But four years in, the reality is that many telemarketers have gotten crafty at finding loopholes that let them keep dialing for dollars. Marketers are conducting bogus opinion polls and consumer research studies (which all end, conveniently, with a pitch for their product). Old-fashioned sweepstakes are back in vogue, since each signed entry from creates a “business relationship” that allows the marketer to call for the next three months. Time-share operator Bluegreen says it now harvests up to 4.5 million names and numbers a year via sweepstakes and the Internet. “The fine print is there,” says Bluegreen executive David Bidgood. “They should read it, but most people don’t.” Legal? Probably, but annoying nonetheless. The FTC last year received more than 3 million complaints, up fivefold from 2003. And enforcement seems to be spotty. Since 2003, the FTC has brought fewer than 30 lawsuits against telemarketers - in part because many calls consumers report prove to be legal. Which suggest Caller ID may still be your best defense. (BusinessWeek)
A Florida Senior Citizen .......................... drove his brand new Corvette convertible out of the dealership. Taking off down the road, he floored it to 80 mph, enjoying the wind blowing through what little hair he had left. “Amazing,” he thought as he flew down I-75, pushing the pedal even more. Looking in his rear view mirror, he saw a state trooper behind him, blue lights flashing and siren blaring. He floored it to 100 mph . . . then 110....then 120! Suddenly he thought, “What am I doing? I’m too old for this,” and pulled over to await the trooper’s arrival. Pulling in behind him, the trooper walked up to the Corvette, looked at his watch and said, “Sir, my shift ends in 30 minutes. Today is Friday. If you can give me a reason for speeding that I’ve never heard before, I’ll let you go.” The old gentleman paused, then said, “Years ago, my wife ran off with a Florida State Trooper. I thought you were bringing her back.” “Have a good day, sir,” replied the trooper. (Lopatin)
“I couldn’t repair your brakes . . . . . . so I made your horn louder” Unknown
Marketing......................... As Leo Burnett drilled into the heads of those who wrote advertising copy at his agency, “Don’t tell people how good you make the goods; tell them how good your goods make them.” Think in terms of what your reader or listener is thinking, not in terms of what you are thinking. Once you’ve got your prospect intrigued with the possibilities of what your product can do, then you can talk about your product. Have you been led to believe that it is crucial that you talk about your product. Have you been led to believe that it is crucial that you interest people in your marketing? Well, it is, but people won’t pay a whit of attention to marketing. They only pay attention to what most interests them - which is themselves. Talk to your prospects about themselves and you’ve got their rapt attention. (Guerilla Marketing Attack)
The Wisdom of Mothers .......................
My mother taught me to appreciate a job well done - “If you’re going to kill each other, do it outside. I just finished cleaning. My mother taught me religion. “You better pray that will come out of the carpet.” My mother taught me about time travel. “If you don’t straighten up, I’m going to knock you into the middle of next week!” My mother taught me logic. “Because I said so, that’s why.” My mother taught me logic #2. “If you fall out of that swing and break your neck, you’re not going to the store with me.” My mother taught me foresight. “Make sure you wear clean underwear, in case you’re in an accident.” My mother taught me irony. “Keep crying and I’ll give you something to cry about.” My mother taught me about the science of osmosis. “Shut your mouth and eat your supper!” My mother taught me about contortionism. “Will you ‘look’ at the dirt on the back of your neck?” My mother taught me about stamina. “You’ll sit there ‘till all the spinach is finished.” My mother taught me about weather. “It looks as if a tornado swept through your room.” My mother taught me how to solve physics problems. “If I yelled because I saw a meteor coming toward you; would you listen THEN? My mother taught me about hypocrisy. “If I’ve told you once, I’ve told you a million times - Don’t Exaggerate!!” My mother taught me the circle of life. “I brought you into this world, and I can take you out.” My mother taught me about behavior modification. “Stop acting like your father!” My mother taught me about envy. “There are millions of less fortunate children in this world who don’t have wonderful parents like you do!” My mother taught me about anticipation. “Just wait until we get home.” My mother taught me about receiving. “You are going to get it when we get home!” My mother taught me medical science. “If you don’t stop crossing your eyes, they are going to freeze that way. My mother taught me to think ahead. “If you don’t pass your spelling test, you’ll never get a good job.” My mother taught me ESP. “Put your sweater on; don’t you think I know when you’re cold?” My mother taught me humor. “When that lawn mover cuts off your toes, don’t come running to me.” My mother taught me about sex. “How do you think you got here?” My mother taught me about genetics. “You’re just like your father.” My mother taught me about my roots. “Do you think you were born in a barn?” My mother taught me about wisdom of age. “When you get to be my age, you will understand.” Enough said! (Anonymous)
What Are Those Little Half Moons In Your Names Called? . . . . . The pale half-moon shape at the base of each nail is called the lunule. It shows where the hardening process is not yet complete. Also: Fingernails tend to grow a little faster than toenails. Toenails are approximately twice as thick as fingernails. (The American Academy of Dermatology)
You Can Ease Your Children’s Burden . . . . . . If you include these in a letter of instruction: Location of: Estate-Planning documents (wills, trusts, power of attorney). Financial records, such as tax returns and deeds. Safe-Deposit Boxes (and their keys). If there’s no safe-deposit box, say so. Life Insurance and long-term-care policies. Social Security, banks, credit union and brokerage accounts (include online passwords). Phone numbers for: The people you do business with, including attorneys, accountants, and financial planners. Your funeral home, if you’ve already made arrangements. Include instructions about organ donation or your memorial service. (Money Magazine)
Crash Course: 529 Plans 101 . . . . . . . . .
• Who can invest: parents, grandparents and nearly anyone else who wants to save for a child’s higher education.
• Income limits: None
• Minimum required: As little as $25 a month in many plans.
• Maximum allowed: Typically $250,000 or more per beneficiary.
• Requirements: The money must be used for qualified undergraduate or graduate expenses (such as tuition, room and board) at an accredited, degree-granting institution.
• Tax breaks: Investment earnings and withdrawals are free of federal income tax; 32 states offer a state deduction or credit on at least a portion of contributions.
• Penalties: If the money isn’t used for higher education bills, you will pay income tax on the earnings, plus a 10% penalty. (Money Magazine)
Ask Loyal Clients . . . . . . . . . why they stay loyal, and they will give one answer more than all others combined: Comfort. In this age of so many choices and messages, with trust declining, with mobility and opportunity splitting communities, today’s client fells uniquely uncomfortable. So how do you answer the craving for comfort? A familiar name and brand makes people comfortable. Perceived expertness comforts people. Clarity comforts. Integrity comforts. Expressing your genuine interest in people comforts them, too. Even your passion comforts people. We admire excellence and envy superiority, but it is simple comfort that captures and keeps us. Comfort clients and you will keep them. (What Clients Love)
Communications . . . . . . . . Think about your organization (or any organization you belong to). How many people in other offices - or other departments - do you know or talk to? Probably not enough. Internal communications is important to any company, and as a manager, once you realize that people aren’t talking to one another, it’s up to you to force the issue. In one of our offices, we organize regular lunches where we invite people from different divisions to break bread together. If nothing else, they put a face to a name. In another office, we put out a bulletin summarizing deals so everyone knows who we have relationships with. Personally, I do my bit. During a conversation Sincerely, with an employee, my favorite phrase is, “Will you please tell that to (fill in the blank)....” (Never Wrestle With A Pig)
Edward C. Levy
President
Freeman-Spicer Financial Services
316 South Eddy Street, P.O. Box 1238, South Bend, IN 46624
(V) 574.234.0069 or 800.526.6753 / (F) 574.234.6414 / surekey@aol.com
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