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Remaining Top-of-Mind For Your Clients
5 Keys to Marketing Yourself
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re·mark·a·ble |riˈmärkəbəl| worthy of attention; striking
(GAITHERSBURG) Wednesday, February 13, 2008: I opened my mailbox tonight and found a beautiful gift. It was a decorative Valentine's Day bag with a matching card attached by colorful ribbons, full of assorted chocolates. As I looked a little closer and pulled it from my mailbox, I thought, "Someone must have hand-delivered this. Surely, something this nice has come from a loved one...was it you, Mom?" I was so curious that I didn't even make it up the driveway before opening the card to find out who sent it. No, it was not from my mom. It was from business friends!
Have you ever received a Valentine's gift from a business provider? Many people don't even receive chocolates from their significant other on Valentine's Day! This gift was not only created from scratch, it was hand-delivered to my home! By the way, included in the generous assortment of chocolates were M&M candies imprinted with "Kari & Mo" and "Sell Homes." Ever seen a personalized M&M? How cool!
What did these two gifts have in common, besides the fact that they both came from real estate friends? They were:
1. Unique. The only one of its kind; superior to others.
2. Useful. Clients always want to know, "What's in it for me?"
3. Thoughtful. Treating people in a kind and considerate way,
especially by anticipating their wants or needs.
4. Tasteful. Having or exhibiting good aesthetic taste.
5. Remarkable. Worthy of attention; striking.
If your current marketing & promotional tools do not meet these criteria, then your message may be falling on deaf ears.*
Most people send and receive holiday greeting cards. If you are like me, the ones from friends and family go up on the mantle, and the ones from business providers go in the recycle bin. No offense. I just can't see placing my Aunt Cherie's card next to one from my bank. On the other hand, I still have that CD. We are less likely to toss away something like a music CD because we perceive an intrinsic value. That's why some businesses send calendars every year. Personally, I am not a huge fan of holiday music (or calendars for that matter), so I will likely pass them along to someone who will appreciate them...and that person will now have the promotional gift, complete with contact information.
We are all selling something. That something may be a product or service, or it may be yourself. Maritz Dialogue Marketing group says that we are bombarded with a minimum of 3000 marketing messages each day. If you want to make an impression and be remembered, your marketing must be truly notable. Taking the time to make it unique, useful, thoughtful and tasteful, with a personal touch, will go a very long way.
Be sure to choose a marketing idea that you will enjoy for the long haul. You certainly would not want to put yourself in a position where you feel obligated to do something that is no longer fun. Keep in mind that when it's remarkable, you will remain top-of-mind with your clients and they will be looking forward to receiving your marketing. In fact, they may well feel letdown if you do not deliver consistently. We "Spring Forward" in less than 3 weeks -- I enjoy sending out postcards twice a year as daylight savings time reminders and I've been doing it for 11 years. Imagine if I missed one...!
Coming soon in the Driven To Excel eNewsletter: "The Power of Consistency."
Please contact me for more information on my two remarkable real estate friends,
Kari Wilner and Mark Svrcek.
*If you are looking for a creative expert on promotional items, call Seth Weiner of Sonic Promos
(see client list on right)
All the best and good selling!
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| Steve Dorfman
Driven To Excel, Inc.
301.996.9147
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| Client Feedback |
"I wanted to let you know that you undoubtedly have the power to light up the whole room! Your presentation and hosting were both very engaging and fun!"
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Partial List of Clients |
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Browning Pools & Spas
Rosenthal Acura/Mazda
College Hunks Hauling Junk
Compassion Music
Greystone Grill
Jerry Frishman Photography
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Did you pay forward a
"U Rock!"?
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