The 5 most valuable letters you can write

Good morning. Okay, we are traveling to celebration to finish up day three of the Breakthrough Blueprint today and we're being driven in my Tesla. So we've got some time to talk here. I was thinking, you know, when was the last time that you got a letter, like a real letter in the mail? It's probably been a long time, like a personal letter that was meant for you. There's been a lot of things that have been going on for me that have been pointing in this direction of direct mail. I've loved, you know, because we've been talking about in these videos some of the things that we were doing, you know, direct mail because there was no Internet.

And then yesterday at the Breakthrough Blueprint, we had a gentleman who was there who I've been working with for a while and we sent a letter. He has a very high end client profile who he's looking to work with, but he can save them from 50, 70, $100,000 a month by what he does for them. And he had been pursuing this one particular company that for five years with like outreach and emails and cold calls, trying to get to them. And then we sent a letter, you know, maybe a couple of months ago now we sent a letter to them that was written in a very specific way and he got, they called him, you know, they reached out to him.

It was such a compelling letter. He actually didn't act, didn't have his contact information explicitly in the letter. And they looked him up, filled in the form, the contact us form on his website to pursue him. But the way that we positioned what he was doing was so compelling that they immediately saw this as something that they clearly wanted. So they were reaching out, saying, we got a letter and there was no contact information, but we'd like to talk about your, the service. So it was a really interesting thing of breaking through. And I've done the same thing now with, with estate attorneys, with some estate planning.

Getting through to almost anybody with a physical thing that they can hold in their hands is a differentiator, especially if you're only doing digital things. So I tell you all of that because that's been happening recently. And then today as I was looking through to see what we were going to talk about today, I come to a page where I've got a heading, the 10 most important letters you can write. And this, there's some really gems here. We were mostly, of course I was talking about realtors, but these are all transferable to, to any business. So the number one was reconnect with Your client base, you know, in a sense of.

I've been thinking a lot about you and maybe just a nice note. We've. We've been Joe Polish and I on the I Love Marketing podcast for the last few episodes. We do monthly episodes by Zoom Live now, and we've been talking about sending handwritten notes to people. And there's something different about getting something that you can hold in your hand, even if it's just a, hey, I was thinking about you, or this reminded me of you. Or, you know, if you're a realtor, send. You know, I just. I drove by your house the other day. I remembered how much fun we had when we were working together.

It's great to see what you've done to the house, whatever. Just connecting as a human to another human. Because so much of what we do is really about just the human relationships. The number two letter that I had down here was what we called evidence of success. And those are letters where you just tell a story about someone that you were able to help, that maybe there was a unique situation or a problem that they had to overcome. Let's say you were working with somebody who was a business owner and they were having trouble because entrepreneurs and business owners notoriously have trouble getting conventional mortgages because the way they.

Their income is set up. And so maybe selling the story of. We were working with a business owner who was looking to buy a home, and we found a lender who can work with bank statement loans for entrepreneurs to get the, to get homes. And not telling the evidence or the stories of the types of people that you're helping, you know, whether it's helping a couple who are downsizing or whatever life transition. We were working with a couple that was, you know, had a third child and they needed a bigger home. We were able to help them get their townhouse sold and get into an attached home before the baby was due.

Just telling all of those things and making it so that you're presencing the types of people that you help and then offering to help anybody that they know that's had that same situation. So sending constant, like evidence of success. Things are great. And we do that with our. With the world's most interesting postcard every month. There's a note on the back of a know interesting card that presences the types of people that you're working with and offers your clients something valuable to pass on to anybody that they hear having conversations about either selling their house or buying a house or doing whatever it is that that you do.

Another letter that we had here was we would send a letter to new sellers when we would have a listing, say basically here's how you can help me sell your house. And so when, a lot of times when people list their house or on board with you for whatever service it is that you're offering, there's often a period of like quiet after it while things are going on behind the scene to get people on boarded or to get things prepared for them. And sometimes letting them know what's happening and getting them involved in the process is a great thing. So we would say to you'd send a letter, hey, everything is all set.

Here's three ways that you can help us. Help me sell your house for top dollar and, and go through the process of we've set up your instant open house or we've set up in this case the hotline for your house because we were using recorded messages. Here's some flyers that you can, that you can have to put up at work or some. We would do lead gen business cards that you would give to people with the recorded message number and a picture of their house so that they could distribute them out. And we would remind them that when we talked about listing their house, that we talked about the whole reticular activator process, that once you list your house you're going to notice that everybody's talking about real estate, everybody's in the middle of moving.

And in case you hear someone talking about that, here are the business cards. And now we do these as digital things. Digital, digital photos. We create a almost like digital info box flyer that people can send just text to people when they see them in conversation. So that kind of thing getting people aware of what's happening and seeing how they can get involved in the process. Here's another great one is we would send buyer testimonial letters into an apartment complex. One of my favorite things to do was whenever somebody would move from an apartment into their first home. It's a momentous thing. Most of the time people are unaware that they could own a home for the same or not much more than what they're paying in rent.

And so we were able to, when somebody did that, send back a letter from the buyer into the apartment complex and include a picture where you would tell the story of it that you're telling it from their voice of. We used to live in the River Lake apartments and it was fine we, when the twins were young, but now that they're getting older, we always wanted for them to have a yard of their own. We never thought it would be possible. We thought it was too expensive. But we found that there's actually a program our realtor told us about where we were able to buy a home with zero down payment.

And that would be the USDA program, you know, here in Winter Haven, and maybe in different parts of the country, if you have a USDA program, it's a great way for people to buy homes with zero down. And so we were able to get a home and then include a picture of the boys playing in the yard as an inspiration for people and offering them a book on how to get lovely homes for zero down payment, that kind of thing. If you think about where did this person come from and would they be willing to go back and help take other people out of that same situation?

So that was a really. That's a really good. Now some of these things are. They require a little bit of work. You know, it's not the same as just sending a blanket postcard into an area. This is something that requires a little bit of original work, but you can work from a template to do it. So I think that's a. You know, my encouragement for you would be to think about what are the most important letters that you could send and just start thinking about how can I integrate something physical into the way that I communicate with people? And it can be as simple as a note card.

But let me know what you come up with. I'd love to see.