FEATURE/History's Most Expensive Direct Mail Campaign? Frankenfeld.com Learns Key to Lawyers' Hearts: $50 in Cash

Business Wire, Dec 2, 1999

--(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. "Besieged 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 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 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, says Frankenfeld. But he solves that problem the old fashioned way, with more cash. "I'm gratified 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."