Try Wave Messaging

A series of highly targeted, thought-provoking messages can multiply the power of your pre-approach efforts and lead conversions in your market segments. No matter how interesting or well-written, any single pre-approach message is essentially a low-percentage contact, even when followed up by phone. To make pre-approach activity more cost-effective, and significantly improve your lead-conversion rate, tailor your messages to the situations and interests of the recipients, and build rapport over a short period of time. Many advisers do this with a "wave messaging."

Wave messages are a series of contacts, including letters or e-mail, with brochures or articles (hard copies or attachments) sent to qualified prospects over a three- to four-week period. This increases a likelihood that inundated prospects will pay attention to your messages and want to meet with you when you call (if not before!), and gives them another chance at basking in the glow of your professional identity brand. Each message should your return mail address, phone and fax numbers, e-mail and Web addresses. And (this is important), each should also make an offer or suggest specific action, even if it's only visiting your Web site for free information.

This a great way to introduce yourself to, and stay in contact with, people in your market segments with whom you have neither leverage nor third-party influence, but who don't want to risk losing to one-shot pre-approach contacts or low-percentage marketing calls or single letter. Build a series of messages you can put into your direct mail or e-mail systems, and select brochures or articles of interest to your primary markets. Simply adapt your messages to the recipient's situation.

Example: A current magazine article or e-newsletter, describing the uses of deferred compensation, might be very interesting to incorporated businessowners or professionals. The effect is even more powerful if you're the author! Your follow-up contacts might include more information on related topics, as well as promotional messages about you, your firm or company. Of course, if you've already met the prospect, refer back to topics covered in your conversations.

Try This: Schedule ten to 20 wave messages per week to prospects in your target markets, then follow up, after the third or fourth message, to each name on your list. The last message in the series should let the prospect know you'll be calling for an appointment. Be sure to follow up! As they say, "You can never tell where your next great idea will come from, or how far it will take you!"