cash Flow
cash advances
Tracy Z. Rewey
effective Marketing
in 5 Steps
Tracy Z. Rewey
specializes in the use
of tax-advantaged
retirement funds
to purchase cash
flows, notes, and real
To generate a response, your marketing
estate. Co-author of
pieces must address your potential Promote Your Note
customers’ needs. Focus on what they
Business and the
Personal Profit
want, and you’ll get what you want.
Series, she has
handled millions
of dollars in cash
flow transactions
since 1985.
When you’re creating your marketing materials, you must
appeal to basic human desires, such as more money, happiness, No. 2
Focus attention on a need or want. Your
potential customers may or may not realize
time, and security or better relationships. By promising they need the service you offer. By listing the most common
to satisfy these types of needs, your marketing efforts will reasons people sell their cash flows or notes — unexpected
lead to more business than if they simply boast about bills, other investment opportunities, business expansion,
your company’s accomplishments. dream vacations, collection hassles, peace of mind — you
bring your customers’ needs to the forefront.
Motivating factors
People are generally motivated by one of two emotional
No. 3
Position your service as the solution. A
simple one- or two-sentence statement can
triggers: the fear of pain or the pursuit of pleasure. Those
help you position your service as the solution or answer to
who are reacting out of fear are trying to avoid or move away
your customers’ problems. An effective transition from
from an unpleasant situation. They might sell their cash flows
problem to solution in the cash flow industry might be,
to pay a past-due bill, avoid foreclosure, or meet payroll.
“If it’s cash you need, let us help!”
Those motivated by pleasure are looking forward
to a promising future; they’re moving toward a goal.
No. 4
Prove you’re the best solution. The most
effective method for convincing customers
They might liquidate their cash flow for a more lucrative
that you’re the best solution to their problems: Describe
investment, a dream vacation, or a business expansion.
the benefits and advantages of working with your business.
Because you don’t know which type of person will be
Examples include, “Get cash in as little as 10 business days,”
reading your marketing piece, your initial presentation
“We handle all the paperwork,” or “We pay all costs!”
should appeal to both groups. You’ll fine-tune your individual
You can also include success stories, testimonials, or
communications after you’ve made personal contact.
answers to common concerns. Point out anything that
makes you stand apart from your competition.
The formula for success
To write effective marketing pieces that get results, be
No. 5
Motivate action. The closing must tell your
potential customers what you want them to
sure to incorporate these five essential steps:
do. For example, “Call today for a free no obligation quote!”
No. 1
Grab your customers’ attention. We
To motivate customers to act quickly, create a sense of
are constantly bombarded with messages
urgency. Consider, “With interest rates down, your payments
that demand attention. For your message to stand out
are worth more now than ever before! Hurry before interest
and generate a response, it must grab your customers’
rates go back up.”
attention quickly.
Try a teaser or headline that provides a promise or appeals Across the board
to a need: “What Every Note Holder Needs to Know to Be sure to incorporate these essential elements anywhere
Avoid Losing Their Valuable Asset,” “Grow Your Business your marketing message appears — letters, postcards,
With Working Capital,” or “Cash Now!” As an alternative, brochures, ads, and Web sites — to achieve your goal
you can ask a question: “Tired of those monthly note of effective marketing.
payments trickling in?” or “Tired of waiting 30, 60, Tracy Z. Rewey can be reached at
or 90 days to receive payment on your invoices?” tracy@diversifiedinvestment.com
50 I July 08 I Growing Wealth I growingwealthmag.com
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