FEATURE/History's Most Expensive Direct Mail Campaign? Frankenfeld.com Learns Key to Lawyers' Hearts: $50 in Cash.--(BUSINESS WIRE FEATURES)--Dec. 2, 1999-- Frankenfeld.com offers an innovative marketing service for personal injury lawyers. But President Don Frankenfeld couldn't win the attention of decision-makers at target law firms This list of the world's largest law firms by revenue is taken from The Lawyer and The American Lawyer and is ordered by 2006 revenue:[1]
tr.v. be·sieged, be·sieg·ing, be·sieg·es 1. To surround with hostile forces. 2. To crowd around; hem in. 3. with phone calls and direct mail from marketers these folks hate such calls and they screen them out. Some firms have screeners for their screeners." Yet Frankenfeld has found a dramatic and effective way to get right through: cash. Attached to each of his marketing letters, sent by registered mail, is a crisp new $50 bill. "Per piece, this is probably history's most expensive direct mail campaign," says Frankenfeld. "But with a response rate approaching 50%, it may be history's most effective campaign as well." Frankenfeld, who sends about thirty such letters weekly, claims his costly campaign is proving to be an outstanding investment. "Lawyers charge by the hour. I compensate them for the time they take to read my letter. Instead of being an unwanted intruder An attacker that gains, or tries to gain, unauthorized access to a system. See attacker, intrusion and IDS. I become a welcome guest." Frankenfeld says getting $50 from a stranger is taken by many recipients as a mark of confidence. "They know instantly that I wouldn't invest this kind of money unless I knew my service would be well received. So our conversations begin with an air of credibility." His company has signed up firms in a dozen major cities across the country. Frankenfeld thinks he will recruit 200 law firms by the end of next year. Frankenfeld has encountered a few problems along the way. "Initially our bank was suspicious when we started asking for a few thousand dollars worth of fifty dollar bills each month. I imagine Treasury authorities are watching us closely even now." Also the post office balked balk v. balked, balk·ing, balks v.intr. 1. To stop short and refuse to go on: The horse balked at the jump. 2. at handling so many registered letters at one time. "They suggested we go to Federal Express. At $8 per letter you'd think they would be happy to have our business." Sometimes the intended recipient, usually the senior partner, pockets the money and assigns an underling to call Frankenfeld. In that case the caller may be somewhat resentful re·sent·ful adj. Full of, characterized by, or inclined to feel indignant ill will. re·sent  ful·ly adv. , says Frankenfeld. But he solves that
problem the old fashioned n. 1. A cocktail consisting of whiskey, bitters, and sugar, garnished with with fruit slices and often a cherry.Noun 1. old fashioned - a cocktail made of whiskey and bitters and sugar with fruit slices way, with more cash. "I'm gratified grat·i·fy tr.v. grat·i·fied, grat·i·fy·ing, grat·i·fies 1. To please or satisfy: His achievement gratified his father. See Synonyms at please. 2. to discover how friendly people can be if you just give them money. We're looking at other areas of life where this principle may apply." |
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