Last month I talked about personal and business goals and how to become better at pursuing both. I mentioned that this month I would talk about the need to focus on a multi-pronged approach to marketing, so let's get started.
Lists: Are you using your own buyers list? Co-marketing with a JV partner? Or are you buying names from a list broker.
If you are using your own list your customers should be familiar with your E-Mail and   direct mail pieces. You should have your list broken down into the types of products and services your customers buy or how much they spend. You should also know what similar product they might invest in.
All your offer pieces should come directly from you. This makes it personal and a one-on-one communication.
  Your direct mail pieces and squeeze pages should be the same so your customer sees the same ad twice and it gives you a better chance of a sale. Remember to add your video testimonials. This gives your offer credibility and makes your customer feel more comfortable with their decision to buy.
Don't forget to add your company name, address and contact information at the bottom of the page. This will also give you more credibility and make the customer feel better about their purchase.
If you are doing a JV partnership the ad piece should come from the JV partner, introducing you and telling everyone about the product and service you are offering. It should also say why he feels your product will help his clients make more money. Your JV partner's testimonial will go a long way but you will need to have more testimonials to add extra credibility. Whether you use a direct mail piece or an e-mail you will need good copy to get people to respond and purchase.  The use of video in your web page gives your page an edge.
For the next couple of weeks look at all the direct mail pieces you get (Yeah, yeah, you're busy, but look at this as a tremendous learning opportunity). Look at the ad you have and what the web pages that you are sent to look like. Do they make sense and do they look like the ad you just got? Did they use video, are there testimonials? Written or video? How do they make you feel? Would you buy their product; do you have confidence and are you comfortable? Would you whip out your credit card and buy?
If you are buying a list or renting it you need to make sure you have a good list, based on the parameters you want. Talk to your list broker and go over your goals for this ad campaign, and the type and cost of product you are selling. Your list broker can be a vital part of the success or failure of your ad. In the very near future I will be discussing lists in complete detail.

 

 

 

  I've had a number of people call me to ask about bulk home purchases. There are a number of people selling bulk homes to the public. One of the biggest hurdles I hear from people is the difficulty of getting clear title. Some are saying that they are waiting 3 to 6 months for this.  The other stumbling block is they have no control as to where the property is. I've found that it is possible to get property in areas you want, you just might have to wait a bit longer. One thing I personally would do is have a competent real estate attorney look over all the paperwork. Also I would pay a local real estate agent to produce a broker price opinion for you. Remember due diligence is your responsibility.  
 

 

 

Don't be humble;you're not that great.

 

Golda Meir

 

I believe the first test of a truly great man is his humility.

 

John Ruskin

 

Talk to man about himself and he will listen for hours.

 

Benjamin Disraeli