It Only Takes One...

Then one week, the subject line of his email caught my attention. It was compelling and interesting, presented a different angle, and was on a topic that I happened to be struggling to find someone to write about. I read the email immediately, and replied within 10 minutes asking whether hed like to become a contributor to ASJ. By the next day, Id found myself a new source, and the agent had further positioned himself as an expert in his field.

So many times, concerns about flooding inboxes or the amount of time that an email campaign could take outweigh the benefits of frequent contact. But the truth is a successful enewsletter should be blasted at least twice a month and at an absolute minimum once a month. Clients and prospects want to hear from you. They want to know whats going on in the financial world, or get a fun bit of trivia, or a little game to brighten their day. And if they decide they dont want those things anymore, they can opt-out of your newsletter. But more than likely theyll simply delete it if they dont want to read it, until the time that they dont delete it because they need you. And there you are, in their inbox, waiting for them to pick up the phone.

There is, of course, another lesson to be had in this story, and thats about the power of compelling subject lines. Even though the agent had been sending me quality content for months, it wasnt until he sent me something with an attention-grabbing subject line that I sat up and paid attention. Write your subject lines well, and send emails often, and youre bound to get a few new clients (or at least sell different products to existing clients) from your efforts.