What Makes This EOS So Great!

Let's take a look at the great aspects of René's postcards.

It features photographs of her clients.

This is tremendously powerful, because it makes the entire postcard real. The eyes of the reader are drawn to the visual, where they're noting that they're real people,'just like me'.

Receiving one of these postcards every month from more 'real people' establishes a deep psychological anchor…"René helps real people just like me." The reader is able to more closely identify with the testimonial as their eyes go from the copy to the photo, back to the copy, and back to the photo.

The testimonial is written in the voice of the testimonial giver.

This establishes a credible (and strong) third-party, arms-length endorsement of René.

The address portion of René's card, "Adding Value To Your Life," is one of the best slogans I've ever seen because it's about the customer and not about René.

If you're going to use a slogan, there's nothing more powerful than phrases that are about the client, not about you.

At the right-hand side of each card, René tells her clients that she prints these life cards "because the hundreds of people we serve every year have become the most important part of our life." Again, note how the card and everything in it is about the clients, not about René.

In the bottom right-hand corner of each card, René offers a free credit check (as well as a free loan pre-qualification). She says that clients call to ask about the free credit check.

Note how they don't call to ask about the free loan pre-qualification. While virtually all lenders offer free loan pre-qualifications, only a few offer free credit checks… and free credit checks are what consumers really want! Are you offering free credit checks? If not, why not?

Note that René mails these cards very inexpensively using bulk rates. Because the card is so personal (it features real people, has a great message, and is very readable), I'm confident that the use of bulk mail does not diminish their impact.

These are tremendously powerful cards from a tremendously confident marketer, René Romero. Congratulations, René! Thanks for sharing these outstanding examples of how to really take evidence of success to the peak of perfection.

Comments

[Ralph Thomas]

I really like the free credit report idea. That is an excellent way to demonstrate that you are concerned with the clients financial well being after the sell, as well as an opportunity to give something of value to them. Only a Consultant would do something crazy like that. Thanks for sharing!