Use the 3 pitch piece approach

This simple method for maximizing your direct mail works like a charm:

Within a one month time period, send out three direct mail pieces.

The first one offers a free report, and links to a website where the prospect can downloadit.

The second letter offers the same report, with a copy of the first letter showing what the original offer was.I use a screenshot of the first letter as the copy, and place on the second letter front page.

The third and final letter is a basic “we haven’t heard from you, so here is your free report.”

Normal response on direct mail is 1/2 of 1%.  Whenever I use this method, I’m at least in the 3% return ratio.  Try it, you may like it.

Financial Elder Abuse – How to Stop It!

Yesterday, my wife and I attended a meeting of one of her retiree groups from her association. The speaker was the key Assistant D.A. from San Diego who has focused on elder abuse and elder financial abuse for 15 years.  I’m sure the ideas he talked about are rampant around the nation, but it seemed to be quite unsettling–and I’ve heard these before.  Just FYI – make sure you tell people about this info, and spread the word.

10 Easy Tips that Can Keep You Safe:

1.Choose a caregiver with caution: Even using a bonded agency, there is no current law requiring mandatory background checks.  Those I know through networking are ALL bonded and REQUIRE background checks.

2. Keep an inventory of all Jewelry. The #1 item stolen from senior’s homes.  Lock it in a drawer, and have a photograph and inventory list of all precious items.

3.Every home must have a shredder. Shred everything with your name, address, and other I.D. markings.  Time to shred the magazines that come in the mail.

4. Protect your mail – outgo and incoming. Do not allow incoming mail to sit in an unsecured box. Change to one with a lock on it. The mailmen can drop it in, but no one else can. Don’t use red flags-it alerts thieves.  Take your mail to the post office. Why? They have cameras that show when people drop off mail.

5. Obtain a credit search on yourself 2 – 3 times per year.  Use the free ones. And don’t fall for the free credit report commercials.  That’s just a way to capture your info, and it could cost you money.  Go directly to the 3 credit agencies: Experian, Equifax, and Transunion.  Look for mistakes, and contact the three immediately.

6.Every phone should have a caller I..D.  If it’s blocked call, don’t answer it.

7. You will never win the Canadian lottery.  It’s a phishing scam. Same from emails from Nigeria or other 3rd world countries.

8.Allow your bank to send a copy of your monthly statement to a trusted family member or advisor.  Most financial abuse is found six to nine months after the crime.  And since many of the perpetrators are close family, it’s really best to use an outside advisor.

9. Don’t assume that friendly handyman is licensed or qualified.  If someone has no license, don’t use them.  Also, the law only requires a 10% deposit on any job when signing.

10. Always have a second line of defense at your front door. A locked screen door or security guard chain helps.  NEVER ALLOW A STRANGER INTO YOUR HOME. They have an emergency, tell them through the door you will call 9-1-1 to help them.  If they run away, good!

Here’s 2 quick examples from friends of my wife:

One lady felt sorry for her son, who seemed to have problems keeping a job, and was a drug user.  He beat his mother up and sent her to the hospital.  After spending 3 years in jail, she said he had straightened out, and took him back.  Loaned him more money.  He finally left and got his act together, but it was tense.  DON’T FEEL SORRY FOR YOUR KIDS. If they are over 25, they should be on their own and living in their own house!

Friend #2: Got a phone call during the day from a voice who said “Grandma?” The women said “Scotty?” Mistake: She gave him info. “Yeah, granny it’s me.  I’m in trouble.  I’m under arrest in Costa Rica.  Went to a friends wedding, got drunk, hit a car.  I have a lawyer, if you can send $5,000 wired to this PO Box, I can get free!”

Obviously, a scam.  Fortunately, I had just read about those scams in the AARP Bulletin. My wife called her friend back and said, “call you son, find out if “Scotty” is in jail.” (He actually was in jail, but in Coachella Valley, and had been for months.  The father said, no way is he in Costa Rica, he couldn’t afford the airfare!”

When the “attorney” called back, she denied them the money and said I don’t fall for your scams.

Nuff said!



Top 10 Social Media Tips for 2014


1. You must have a plan of attack before you plan to attack social media. It’s not enough for you to want to do social media and say I’ll try Facebook, or Twitter, or YouTube, or Google plus, or LinkedIn, or HootSuite, or any other social media sites –it just doesn’t work that way!

Have a written plan that shows which social media you will use, how often you will use them, when you use them, and why.

2. Start with the basic marketing discussion to yourself: which of my customers uses social media? How often do they use social media? Which ones are they using? Why do I think they use a particular social media sites over others? Who are their customers, and how often do they engage them with social media?

3. Assuming that my customers or prospects use Facebook, are they using just personal or both business and personal? If they are using just personal, would the use of a business Facebook page for my company makes sense? Are my customers putting business information or nonsense on their personal page? What type of business information are they putting on their business page? Can I share or forward their information to my potential customers to both help them and make myself look good?

4. In terms of Linked In, are my customers only on the personal portion of LinkedIn, or do they also have a business page or company page as well? How often do they use it? Where do they put most of their posts? Is my personal profile 100% complete? Do I have recommendations and testimonials, as well as endorsements on my profile? Do I have too much stuff on my profile that has nothing to do with business? For example, the classes you took in college 45 years ago–will they really make a difference? Or does the person just need to know my bachelors or Master’s degree? And do they really need to know the date I graduated high school and college? Probably not!

5. Regarding Twitter–do my potential clients and customers use it actively, and will it help me gain followers and ultimately clients? Do I understand how to use Twitter to engage in meaningful conversations? Or am I just using it to constantly promote myself–a definite no-no! About Twitter chat–learn how it works, and how to engage people on it. Make sure I follow people within my industry on Twitter, and reply to their tweets with relevant insights and data.

Don’t just follow everyone, and don’t just follow everyone who follows me. Make sure I have a defined purpose for linking up with them on Twitter.

6. Regarding YouTube. Create for myself a YouTube channel. Post relevant content on a timely basis every week, not necessarily every day. My YouTube posts should be no more than 1 min. long, and contain interesting ideas about how my business helps other businesses. The key is EDUCATIONAL CONVERSATIONS that help people, not sell them!

7. The new buzz for the month seems to be Google plus and Google chat. I need to learn how to work these to my advantage. Add people within my networking and industry groups to my circles. Keep my conversations short and to the point. Again, this is education, not direct selling.

8. While Pinterest seems to be the latest and greatest, to this writer, it seems to be the fad of the moment. Pictures of recipes, hobbies, and other non-business interests may make, for some people, the thing to do–most of the people I am following will not make my business grow. Oh, it’s nice to know that they have these hobbies–but I have too many things to do at the present time to follow each person that adds me. Basically, the jury is out on Pinterest.

9. Plan to link all of the above social media sites using HootSuite. You can have up to five social media sites connected to HootSuite at no charge. For more than five, get a commercial account for $9.95 per month. It is well worth it. When I want to post to the above sites, I do it once on HootSuite, set the date and time I want it to post, and press share. It’s like that old television commercial–” just set it and forget it!”

10. Again don’t forget–have a written plan for two reasons: 1) so you don’t forget what you need to do and when you need to do it, and 2) so you don’t engage in the typical” social media plan of the month”!

Reece Franklin is a Certified Social Media Marketing Manager and business consultant to Boomer and senior businesses. He can be reached at or to seniors. To contact Reece directly, e-mail him at or call 909-841-0527.



Social Caregiving – new term?

Heard a speaker on a webinar the other day talk about Social Care giving. I know we have Social Media (You’re reading this on the main one) and Rick Cooper talks about Social currency. But social care giving involves the entire community working with seniors to make sure the right message gets to the right people. And it virally spreads the word. Does your senior company practice Social care giving? A morning post “food for thought”.

Explosive Business Growth 2013 – Sept. Teleclass Notes & MP3 Recording

Explosive Business Growth


The Top 3 Mistakes All Senior Business Makes

Mistake number 1: not understanding that there are multiple target audiences. For example, there are the seniors ages 70 to 90, and then there are the Boomer children who are the influencers.

There are two groups of boomers: the leading edge boomers ages 58 to 66, and younger boomers, ages 48 to 57. When you’re marketing to seniors and boomers, you need to know how each group thinks.

Mistake number 2: thinking you can use the same marketing tactics, phrases, and mindsets with each group. Each target group has different needs, different wants.  To lump your marketing message into one tightly knit, bundled message for the different groups is crazy, and it’s dangerous.

Mistake number 3: doing fragmented or piecemeal marketing. (This comes from Madcapper marketing consultants.

Let’s go over each one of these points in detail.

Number 1. The seniors that you want to attract your business, ages 70 to 90, are the silent generation. They are set in their ways, they don’t like changes, and they don’t trust people who don’t have a relationship with them. Here are just some of the things they do:

  • They still listen to the radio
  • They do watch TV-however, it’s more PBS or educational type.
  • They still read newspapers, and some read magazines.
  • They have quite a bit of money, but they don’t spend it on frivolous needs. At this point in their life, it will take multiple tries to convince them to change from their current vendors to a new one.

 Number 2. The leading edge boomers, ages 58 to 66, are more pliable and can be convinced to change vendors if a relationship is developed. This relationship cannot be done in one day, one week, or even a one-month. It has got to be worked on over at least a two or three months. And it has to be done using multiple methods of contact.

For example: social media, direct mail, webinars, teleconferences, websites, senior directories, and other marketing methods. These are the things you should focus on over the next four months, but not all at once. Pick two or three things to do and were get them consistently on a daily basis, weekly basis, and monthly basis.

Number 3. The younger boomers, ages 48 to 57 are especially attuned to the web and social media. They might or might not have the ear of their senior parents you want to deal with. If you start now to address the needs of their parents using their methods, when it comes time for them to make decisions about their own lives, you will be so much further along.

 5 Things You MUST Do In The Last 1/3 Of The Year.

Here are five things you must do in this last one third of the year in order to maximize leads and lead conversions that you can work on.

1. Create a portfolio including your biography, testimonials, comparative advertising flyers, brochures, business cards, and other materials. When you send them to your prospects or current customers you will wow them.

2. Make sure you’re up-to-date on social media. You must, at minimum, have a Facebook personal page, a Facebook business page, a LinkedIn personal and business page, and a twitter account. Tie them all in with HootSuite. (Make sure your profiles on each of these are up-to-date.)

Be writing articles, posts, blogs, and website info at least once a week. If you use the same material for one and attach it to your blog and website, it should only take one hour per week.

3. Make a list of organizations and locations where you want to give half hour speeches. Check chambers of commerce, senior networking organizations, social organizations like Kiwanis, the Lions, Elks, Eagles, and any other place where leading-edge boomers and or seniors congregate.

Create a one-page speech flyer including your picture, two or three speeches you can present, a few testimonials of your speaking, and your contact information.

Create a cover letter offering a free half hour speech or workshop at no charge. Then the e-mail both to the list you created at the beginning of three.

4. Create a small book or booklet that you can give out with tips about your part of the senior industry. For example, 25 ways to determine if your parent or grandparent needs assisted living; 12 ways to use referral services; 15 ways that in-home care can help your parent.

Use saddle stitch binding or comb binding. Make sure you include several testimonials, your picture, your company biography, etc. Also, have a great cover that stands out.

5. Create a publicity campaign using local newspapers, radio, and cable television. For example, there is a cable station in San Bernardino that allows free half hour shows about great things happening in the San Bernardino area. Create a senior show, and get copies of the tape. Now you have something to put on YouTube and Facebook.

For the newspapers, publicity sites, and magazines, check Google.  Type in Free Publicity Sites and use those.

 How to turn your business around

Use the 80/20 Rule

80% of your business comes from 20% of your customers. Similarly, 80% of your leads come from only 20% of the people you are reaching out to –whether it is a lead capture page, a webpage, direct mail, or simple phone call.

The 80/20 rule applies to all marketing and sales.  Therefore, you should make a list of the top 50 to 100 prospects and customers you are working with.  Understand that only 20 out of 100 will be your core customers.  It’s OK to weed people and companies out.

According to Perry Marshall, author of 80/20 Sales and Marketing, you should ask these 5 questions, also known as the power DIS-QUALIFIERS:

1. Do they have the money to work with you?

2. Do they have an urgent problem that must be solved?

3. Do they buy into your unique selling proposition?

4. Do they have the ability to say yes?

5. Does what you sell fit into their overall plans?

 1. Do they have the money to work with you?

Some companies and people would love to work with you, but cannot afford your services.

2. Do they have an urgent problem that must be solved?

So they have a hurt so painful they must get help immediately, or can it wait?

 3. Do they buy into your unique selling proposition?

Do they understand why you are special and unique in the industry?  If you are a commodity company, you won’t get far.

4. Do they have the ability to say yes?

Many of the people you meet at networking groups are sales counselors themselves, they just go by different titles.  If they don’t pay the bills, you need to find the ultimate decision maker.

5. Does what you sell fit into their overall plans?

You might have the greatest service or product, but if it does not fit into their plans, they won’t hire you.

According to Perry, the key object is to disqualify people using the 80/20 rule, so you do not waste your time or theirs.

 A next step action plan for moving your business forward

Before we finish, let me go over some statistics so this makes sense.

Leading-edge boomers buy just about everything at higher average prices and any other consumers. For example, they buy:

Support of the arts-60%

Luxury travel-80%

Charitable donations-65%

One thing you must do is understand the niches and cell culture of leading-edge boomers and seniors. For example assisted living facilities, their owners and administrators think very differently than the day-to-day workers.

You need to profile your desired leading-edge Boomer and senior consumers. In addition you need to create your own profile. This personal profile of you or your company is the basis for:

One thing you might do therefore is to create charitable donations and supporting the arts with your company. Using publicity, social media, and the like will get the word out that you are a like-minded company.

Lead generation advertising, elevator speech prospecting, selecting and renting mailing list, and matching your message to the segments.

The best approach is media integration-using off-line and online marketing together.


Do not become a commodity in your business. Example: all the brochures I see at networking meetings take out the name and the picture with someone else’s and it’s all the same. The same things at networking meetings-people tend to stand up and say I to have an in-home care-referral agency-whatever.

Here is how you differentiate yourself:

1. Authorship write a book.

2. Public speaking, like authorship, carries a cultural imprint of specialness.

3. You must communicate, but not using vernacular. Don’t use words that only you know about your niche or industry. It will definitely confuse the seniors, and there Boomer kids.

4. Find your niche where others are not.

5. Be sophisticated and diversify your marketing. Most people want to simplify and reduce the ways to get their message across. This is a big mistake.

6. Become a celebrity-become slightly famous right we live. This is the result of your book, promotion, publicity, and public presence.

7. Do what you do so well. Be good at what you do and show proof with photos, statistics, awards, recognition, certification, testimonials, and endorsements.

How to use differentiation with lead generation: give people more than one way to respond, and ask them for a “micro yes”. Since 99% of your prospects do not know what to ask her what is important you need to lead them.

Your book, direct mail letters, e-mails, audios, DVDs, web videos, and others are viable options and cost-effective.

Here is advice from Dan Kennedy: make a list of all the questions that your prospective clients or customers asked in the course of making decisions. Now, use one page per question to answer it on your website. This is prized content your prospects want.

 Create a membership site-membership has power.  People want to be part of a group of like-minded forward thinking businesses.  That’s why master mind groups, membership sites, and other organizations foster a spirit of cooperation.

Great Meetup This Morning!

We had a GREAT this morning. 12 eager business owners who love to share and network.  We meet the 2nd Friday of every month in Rancho.  If you want to get the latest and greatest info on senior marketing, we are it.  Go to the site and register.

We have room for another 10 members only.

How do you get YOUR leads?

According to an article in a home care magazine, CMS has announced around to competitive bidding prices. This begins July 1 of 2013. According to the release, CMS estimates the program will save Medicare part B 25.7 billion between 2013 and 2022.

Also in the magazine an article on traditional HME providers shows that they focus on hospital discharge planners and case managers as well as physicians. Most retail HME have never called on a hospital or doctor, instead relying on chain pharmacists, independent and assisted living facilities.

If you are a DME or HME, how do you get your leads?