Consumer Insights is prepared monthly for use by BHC producers. These reports are written with your clients in mind. They address topics of general interest, give solutions to problems faced by you & your clients, and are written for easy understanding. These 10 steps will show you how to use this report for maximum effectiveness.

Step 1:   Make sure you are registered to receive the new issues as they are released. Also, subscribe your industry friends & associates. Subscribe FREE at:
http://www.bhce-service.com/free/.

Step 2:   As an active BHC producer, you can get a free supply of pre-printed, client-ready reports every month. There is no mention of BHC. The client-ready reports resemble a press release that was written by Shelby Smith, Ph.D. If you're not with BHC, you may read the reports but cannot distribute them to your clients and prospects.

Step 3:   Put the client-ready reports in an envelope, include your business card and hand addressed to clients and prospects. You will be tempted to just fold them, address and stamp - don't, this will give the appearance of "cheesy". For the clients you know, and especially if the message pertains to them, hand-write a personal note to them in the margin of the report, e.g., "Joan: I thought of you when I saw this, I'll call you Tuesday to discuss." Collect their e-mail address so you can save postage next time. By the way, according to the Direct Marketing Associations, 22% of Americans age 65 or older use the Internet and the percent continues to grow.

Step 4:   Make sure you faithfully send out the reports every time a new issue is released. This will "brand" your name so that when your clients and prospects need financial help, you will be top-of-mind. Remember: direct mail is like water torture: drip, drip, drip is what makes it effective. Direct mail marketing will not yield instant results but is very effective if done consistently over time. The Rule of Seven holds that, on average, seven impressions or contacts with the customer are required over a period of 18 months in order to trigger the desired behavior. Do not expect instant success - it won't happen.

Step 5:   Follow up with a phone call to make sure your clients and prospects received the report. If you don't have time, have an assistant place the call or if you can't call everyone, at least call your good clients. This is an opportunity for you to "touch" clients and prospects for more branding. Don't try to sell them anything: just ask if they received the report, what they thought about it and if they want to continue receiving it.

Step 6:   Keep Consumer Insights in plain view in your office for visitors to see and read. You may want to place the reports in an attractive binder labeled "Consumer Insights on Investing". Feel free to post Consumer Insights on your website.

Step 7:   Use the report as a hand-out at seminars, during appointments or as a special follow up mailer to an interview when you know the prospective client fits the points being made. Obviously, you'll have to read the reports to know what is, and is not, appropriate.

Step 8:   You may be tempted to take the author's name off the report and substitute your own. This is not advised because not only is the author a "neutral third party" that you can reference but is also a "Ph.D. Economist" that is a seasoned professional in all matters financial. Use this "outside expert" as someone who can document the recommendations you have made to a client. Use as you would a magazine story that supports your position.

Step 9:   If you have an idea for a future Consumer Insights, contact BHC Marketing and ask that a future issue address your topic.

Step 10:   If you need to discuss the topic in more detail or would like some clarification, ask BHC Marketing to have Dr. Smith call you. This is just part of the value-added that BHC offers.
 

BHC's Consumer Insights Menu