Target me, please

February 14, 2012

by Roger Pynn

Others have written here about poor efforts to produce targeted communication, but the one I got yesterday was really sad.  I actually felt bad for the poor person who sent me a letter that started, “Dear Plan Sponsor,” asking for a chance to take over our company’s 401K investment plan.

If you are receiving this letter, I’ve researched information about your company’s 401K plan that you NEED to be made aware of,” it said, going on to warn “I have identified YOUR 401K plan as a HIGH FEE PLAN.

Knowing that our longtime plan advisors Carpenter Claydon pride themselves on moderate fees and that they have done an outstanding job that has seen our plan outpace most market indicators, I imagine those could easily become fighting words.

But then I thought about the envelope I had just opened.  I doubt anyone would feel threatened by a non-personalized letter sent in a 5×7 manila envelope that was hand-lettered … poorly lettered at that.

Tip to small businesses:  it costs so little to do it right.  And it pays big dividends.



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