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Life Health > Long-Term Care Planning

The love letter strategy

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Margie Barrie, a veteran long-term care insurance (LTCI) agent, marketer and educator, has been writing articles about long-term care (LTC) planning and related issues for years.

See 2 ways to increase LTC product sales and 7 ways to fight the holiday blues.

Here she explains how to tie an outreach campaign to Valentine’s Day.

Q. I’m always looking for good information to send to clients and others to keep my name in front of them. What suggestions can you provide?

A. Top-of-mind awareness is essential as part of the never-ending quest for referrals. I’m always looking for great articles and other materials to send.

That’s why I was excited when I learned about the “Love Letter” at a women’s networking meeting. Jennifer Lee of Modern Wealth, a financial planning firm in Sarasota, Fla., uses “the letter” for marketing – particularly for female clients. She not only sends it to clients; she and her team use it as a topic for workshops targeted to women. 

I plan to send the “Love Letter” to all of my clients, prospects and referral sources as a Valentine’s Day gift.

For the key points in the letter, read on.


Love Letter (to your spouse, partner, kids or grandchildren)

The love letter has been designed to help your family members by providing them with all of the pertinent information in a time of confusion and to help minimize the types of mistakes that can occur during a time of turmoil and could be costly to those left handling your personal affairs. 

I know it is hard to discuss death with a loved one, so this will make it easier for you and your family.

A love letter should include:

1. A personal note about your life together.

2. In an effort to make the next few days / weeks / months easier on you and the girls, I’ve put together some information about me, for you to use when you are dealing with the things you will have to take care of:

  • Full legal name.

  • Social security number.

  • Driver’s license number.

  • Divorce decree.

  • Adoption papers.

  • Employment and pertinent benefits. (Health, life and disability insurance).

  • Long-term care policy information, including the schedule page, copy of the policy, and contact information for the insurance company.

  • Annuities.

  • What I want done with my jewelry and art.

  • Location of my will, advance health care directives, financial power of attorney, and organ donor form.

  • Credit card accounts.

  • Passwords for computer and online accounts.

  • Records of medicines and surgeries.

  • Name and contact information for trusted advisors.

  • Contact information for siblings, kids and best friends.

  • Burial or cremation wishes: Pallbearers, music to be played, outfit to be worn, stories to be told and by whom.

Go here for a version of the “Love Letter” I’m sending to my own clients. 

See also: 20 ways to impress LTC planning prospects


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