etc. Also, when you wish your customer ahappy birthday, be sure to put a smile inyour voice. I promise they will be able todetect the warmth in your voice.This step alone will drastically increasethe response, but we’re just getting started.Step 2 – The Letter Arrives. You shouldknow the approximate delivery date theletter will reach your customers’ homes.This is critical because all the marketingsteps and media are aligned around thisstep for best results. If you’re using standardor bulk mail, you will not be able todetermine this exactly, but you can stillget a good idea. My suggestion – addyour name to every mailing so you knowwhen it arrives.Step 3 – Send a follow-up Video Email.It is crucial that you capture customeremail addresses every day. Require thatall <strong>of</strong> your employees capture new emailaddresses or update existing email addressesat every opportunity. Some customersdon’t have email or don’t like givingtheir email address out – I get that,but we still need to be asking for them.Video is another type <strong>of</strong> media that isvery effective and extremely powerful –much more than written words. Imaginesending your customers an email containinga video <strong>of</strong> you holding the letterand mentioning your recent phone call.Talk about making them feel special!Following is a script for your videoemail:“Hello, ______ here with a very importantmessage. So important that Irecently called you and sent you this letterregarding life Insurance and your upcomingbirthday... Happy Birthday! Asyou most likely know, life insurance pricingis all about age and health, so as wegrow older, rates for new policies go up.Now is best time to quickly review yourlife insurance to make sure there are nogaps and before rates get higher for you.”Then if you can, insert a quick oneminute (or less) story about a real lifeexperience. This can be critical and veryemotional because as we know, life insuranceis all about emotion. If you don’thave a real life story, borrow one.End the video with a very clear Callto Action. “Just hit the reply button andlet me know the best time to contact youor call me at ________.”Also, be sure to include some <strong>of</strong> thecopy in a summary in the body <strong>of</strong> youremail. Do not assume that each personreceiving the email will click on the videolink and watch the video. By addingsome <strong>of</strong> the video content in text beneaththe video link, we can help ensure thatour customers are receiving the message.I can hear some <strong>of</strong> the agents now;“But Bill, I don’t know how to shoot avideo.” Well, there’s a first time for everything.Remember, successful smallbusiness owners don’t become successfulby whining or making excuses. If youwant this process to work, stop makingexcuses and get busy! If you’re still notsure if you can do it, maybe you’re in thewrong business.Shooting the video will take you a littlepractice. You will be uncomfortable atfirst, but that’s okay – it’s natural to feelthis way. It doesn’t have to be perfect andactually, it is probably better if it’s not.After all, you’re not a TV anchorperson.Step 4 – Outbound Call. This is themoney step. This is you and your teamactually speaking with your customer.Your script is basically a repeat <strong>of</strong> thescript in the video. Make small talk andlet them know the reason for your call.Remind them about your recent communicationswith them – call, letter, andvideo email. The next thing you know,you’re <strong>of</strong>f to the races booking anotherlife appointment.This Life Birthday Letter process isdone best just like all other highly successfulmarketing campaigns – when allthe steps are followed completely! Forthe best results, you must use all <strong>of</strong> thesteps mentioned above, in the right order,and completely. This will enable youto realize the best return possible andmake the most <strong>of</strong> the biggest advantagethat we have as small business owners– the relationships we build with ourcustomers, prospects, and our centers <strong>of</strong>influence. EfBill Gough is President <strong>of</strong> BGI MarketingSystems. BGI is a company dedicated tohelping Allstate agents take their agencies tothe next level <strong>of</strong> growth while maximizingpr<strong>of</strong>its. Bill can be reached at Bill@bgisystems.comor by calling 877- 208-9649.Attention New Agency Ownerswho either Bought an Agency orwere Assigned a Book <strong>of</strong> BusinessAre you frustrated with your FSL for not providing you with“Proven” methods to write more Life and Annuity Businessfrom your Book <strong>of</strong> Business?Let me show you a proven plan to increase your saleswhen you join NAPAA. With my plan, you’ll keep your FSL<strong>of</strong>f your back and make your EFS Happy – or you can do ityourself and put the $$$ in your pocket.For more information, please contact:Gerry FloresNapaa Benefits Representative563-564-180022 — <strong>Exclusivefocus</strong> <strong>Summer</strong> 2012
featureTerminated? What’s the Big Deal?By Dave ThorpeWe all remember FDR’s famousstatement that gave solaceto a frightened nation; “Theonly thing we have to fear, is fear itself.”Many <strong>of</strong> you in various regionsthroughout the country remember acertain high-pr<strong>of</strong>ile RVP who madehis mark by terrifying agents, territorialleaders and local sales leaders. He alsospent a lot <strong>of</strong> time in court defendinghis and Allstate’s actions. His style wasmanagement by intimidation. And itworked. He scared the hell out <strong>of</strong> me. Hewas perhaps best known for the lawsuitshe was party to. I’m not going to use hisname in this article for fear <strong>of</strong> a redux <strong>of</strong>previous litigation. I thought about quittingback then, and to this day wonderwhat would have happened had I doneso. I decided to contact a few agents wholeft Allstate either voluntarily or otherwiseto see if they were better <strong>of</strong>f.I was instrumental in the hiring <strong>of</strong>Wade Rohrs back in the late 1970s.Wade was an adopted child and after hisadoptive parents died, he changed hisname to his biological mother’s name,Hatton. We worked together sharing asales booth in a Sears’ store.Problems surfaced right away. He wasa handsome lad who was easily distractedby the Sears’ girls – and they loved hisattentions as well. He felt restricted inthe confines <strong>of</strong> Sears and thought theagency manager to be slow-witted. Sohe decided to walk out and try his handat catching bigger fish. On his plane rideout <strong>of</strong> town to Newport Beach, he happenedto sit next to a procurement <strong>of</strong>ficerwho worked for a small local airline. The<strong>of</strong>ficer complained about the pedanticattitude <strong>of</strong> his then commercial insuranceagent.Largely as a result <strong>of</strong> that meeting,Wade decided to go into commercialinsurance covering airlines. He kept incontact with the aforementioned procurement<strong>of</strong>ficer and when licensed,wrote up the airline. That segued intoselling coverage for municipalities, titlecompanies, fast food restaurant chainsand global business entities. He becamea multimillionaire and 30 years later,bored by insurance, sold his agency. Hebought a high-end hotel at the foot <strong>of</strong>the San Francisco Peaks in Flagstaff, Arizonaand renamed it the Hatton House.You can say hello to Wade by emailinghim at mhatton2006@yahoo.com.Mike Conley is a bright lad with an artisticbent. He sold a 10-year-old agency<strong>of</strong> medium size in 2000. He wanted thefreedom <strong>of</strong> a self-employed entrepreneur.He started Boundary Waters Pools andSpas. He designs pools, gazebos and<strong>Summer</strong> 2012 <strong>Exclusivefocus</strong> — 23