->-> Courtesy of “transformational leader” Tracy Garrad.
Do you have private health insurance?
I do – and I update it every couple of years.
That’s because that industry is run by a load of sly monkeys.
They get you in at a good price and then jack it up.
So then I switch – and it saves me a fortune.
Which brings me to the letter.
Tracy is the transformational CEO of what was Axa PPP healthcare – but isn’t now, as her letter tells me:
“Dear Mr. Bird
We believe by going a little further every day all of us can bring out our best selves.
And by continually making improvements to our business we can make things simpler and easier for you.
To help us do this…”
At this point you may wonder what incredible benefit she is about to offer me.
It is this…
“We are bringing all of our health brands together under one name – AXA Health.
What does this mean for you?
We will still be the health provider you can rely on
blah blah blah”
What a waste of paper – and a silly lie.
I don’t give a hoot in hell what they call themselves.
And it is untrue that changing their name will make things simpler and easier for me.
It’s just corporate bullshit and not worthy of Tracy Garrad.
But the question you may ask yourself is simple.
“OK so they’ve changed their name. A shorter name makes sense. But what should the letter have said?”
I’m glad you asked.
Tracy should have written something honest and helpful.
Now, Tracy is very clever has been paid shed-loads for a year and nine months and is a transformational leader.
So I would be amazed if she hasn’t transformed a few things.
So instead of wasting paper on lies she could have written a letter like this.
“Dear Mr. Bird
As you can see from the letterhead we’ve changed our name to AXA Health .
That’s because the previous one was such a mouthful.
(Note that I write to reader as if they were intelligent and as if we are having a personal conversation.)
Then if she has been doing her job she could say…
“But our change of name is not important to you.
What is important is that we have we’ve introduced three new services that etc…”
And explain those services.
If there aren’t three new services, two or even one will do.
There must be something new somewhere that is better for the customer.
But if so they have never told me about it.
So I wonder: what kind of organisation is it?
Is it merely run for the benefit of its employees?
So what’s the moral?
There are three.
- For God’s sake don’t lie or write piffle.
- Only send letters that interest me and improve my opinion of your organisation.
- If you can’t, get working on stuff that will improve things.
It’s not complicated.
But I fear that’s going to be completely ignored at AXA Health.
But on Wednesday I’ll write about a mailing I wrote that got 12 – 25% response… and on why direct mail could work better than what you’re doing now – which I wager is digital.
Oh, and if you read this far and suspect some of the letters you send are missing a few tricks, why not get in touch? We’ll put you right in no time.
Best,
Drayton
P.S. Know anyone who’d appreciate my Bird Droppings? Tell them to sign up to my mailing list here (dg250.infusionsoft.com/app/form/signup).
