Selling insurance is not easy. It's a highly competitive business filled with a confusing array of products. Consumers don't like to think about insurance, and they usually believe the price is too high. Many people believe that they don't need it, or they're simply willing to put off purchasing a policy until they have more time and/or money. Additionally, buying a policy can be confusing for the uninitiated consumer.

You've rustled up five leads from a topnotch online service. Ready to sell each and every one of them. At least, you think you're ready. Here are some tips to help you prepare to go 5 for 5.

1) Be Organized

Prior to calling anyone, you must be organized. Being organized refers to both the product you're selling and the method by which you sell it. First, you must know your product inside out and be able to talk about it easily. If a potential client has a question about term life insurance and his or her choices regarding length and amount of coverage, you need to be able to give them an accurate answer. When calling leads, be sure you have everything you need with you. It's preferable to call with your computer in front of you, enabling you to easily access any information you might require. You won't lose a sale if you're asked a question and you say, "Let me just double-check my computer," but you may lose it if you say, "I don't have that information right now, I'll have to get back to you on that."

You must also be prepared in the manner in which you go about pursuing your leads. It will take numerous phone calls before you connect with a lead. You'll need a system for tracking calls, taking notes after you speak with the lead and for determining the next action to be taken regarding that lead. It's very important that you take time to keep careful notes regarding a lead. Missing a follow-up call, forgetting to send requested materials or losing information essential to that lead will all have the same result-no sale.

2) Be Educated

Being educated means that you understand the marketplace, your products as well as your potential and existing clients. How do you know if you're properly educated? Ask yourself this simple question-what makes my service and product more valuable than any of the other services and products that crowd the insurance market? What is the value of what you are trying to sell and what separates it from all of the rest? Is it your commitment to service? Are you a full service agency, offering a broad range of products? Do your products carry great value-are they priced competitively but does the consumer get more for their money than from any other company? Perhaps you provide additional services free of charge-a monthly newsletter, portfolio planning or a yearly insurance review?

To define what gives your service and product value, you'll need to know what your competitors offer, understand what consumers want and determine the significant attributes of your products.

3) Be Quick

When you receive a fresh lead, you must act quickly. If someone has requested information, there's a small window of opportunity for you to make contact. Working against you is the fact that people are busy and it will usually take 5 calls or more for you to connect with a lead. If you have the opportunity to leave a message, do so each time you're given the chance. Hanging up on someone's voicemail is equivalent to never having made the call at all.

4) Be Polite and Professional

When contacting someone via the phone always remember that you are, in essence, in his or her home or territory. In other words, you're talking to someone because they are willing to listen to you. Always be polite and professional, even if the lead's behavior is not reciprocal. Ask if you've called at a good time and, if not, if there is a better time to call. Don't try to keep someone on the telephone if they've said they're busy. Always offer to contact the lead at another time or to send them information via e-mail or the post office. Try to keep the contact alive, and if they say they are not interested, ask if you might call them again in three months to see if they may be interested in your product. Even if you sell that lead nothing, you may still realize a sale due to your phone decorum. That lead that does not work out may know someone who's looking for insurance and your professional behavior may have impressed him or her enough to mention your company. One thing is for certain, if you're rude or non-professional, that person will definitely talk about your company to friends and family, and those conversations won't help you one bit.

5) Be Willing to Go the Extra Mile

Consumers constantly complain about bad service. Remember, you're working to earn the business of that lead and once you've done that; you're working to keep their business and possibly expand upon it. If you develop a reputation for good service and for going beyond the norm when it comes to service, your enterprise will be held in high regard and good word-of-mouth will provide you with more clients.

Leads do not sell themselves. Yes, there will be those rare times when you get that easy sale, but more often than not it will take persistence, effort, and knowledge for you to convert a real estate lead into a client. 

These 5 simple lessons from your insurance agent read in 15 minutes or less can save you hundreds of dollars in lost leads.

MAVERICK RULES!

Advantage Inspection Raleigh

. . .  performs the Nation's Best Home Inspection and provides the Nation's Only "No Denied Claims Warranty" available in the industry. For the last 18 years, Advantage Inspection has been the deciding factor for the people we serve:  Buyers, Sellers, Real Estate Agents and Home Inspectors.  Advantage Inspection Raleigh serves Raleigh, Durham and the Triangle area.
 

Dave Park
Advantage Home Inspection Raleigh
"more than just an inspection company!"
www.adrdu.com

How often do people try to sell us something before we have expressed an interest, have a desire, or are in the market for what they have? It seems the standard for many salespeople is to try to sell to anyone and everyone regardless of the interest level.

When someone attempts to sell us something before we have expressed an interest, the initial thought may be, "Why would I buy from you? You haven't earned the right to sell to me!"

The fact of the matter is that selling, both online and off, is about determining if there is a need before ever attempting to match a buyer with a product or service. It is about providing enough information for the buyer to make the best decision based on their needs. And it is about gaining trust. The most successful sales professionals are those who are a resource before they are a vendor.

Scanning today's websites it appears that most are "in your face".  Buy here!  Search here!  Free Stuff (We will never sell your give away your information)  Who are you?  I just came to look.  Make it personal right away.  Make it easy.  Make it simple.   

Having been in both brick-and-mortar and online sales and marketing for many years, it never ceases to amaze me how many people try to sell without determining the customer's needs. They don't seem to realize that the better the match, the more likelihood for return business. The better the match, the more trust gained. If you depend on repeat business or referrals, trust is absolutely a factor in your customer's decision to come back to you when they need your product or service.

Anyone who has been in business for an extended period of time (or plans to be) would be hard pressed to believe otherwise. Whatever you are selling, the buyer's experience from the initial visit and/or purchase will likely determine whether or not they will ever purchase from you again.

When a customer has a great experience from the beginning the chances of them turning into a repeat buyer is more likely. And building trust with existing clients will add to your conversion rate more consistently.

What is often missed in the equation of sales and marketing is the lifetime value of a customer. Once the initial sale is made they are forgotten. With proper care, a one-time or occasional buyer can turn into a loyal buyer and a loyal referrer.  And loyalty is more often than not based on trust.

We live in a "try before you buy" society. Because of this many buyers use what is referred to as the buying ladder. The buying ladder is very applicable to brick-and-mortar sales as well as Internet sales.

Before buying a high ticket item, buyers will "test the waters." This can be done in a number of ways: by test driving a car, taking a tour of a home, asking friends and associates for a recommendation. When purchasing on the Internet it can be downloading a free information item or buying an inexpensive product from a website to test out the level of service, quality of product, delivery time, quality of information (in the case of an information product), and response time. It may even depend on the buyer's "gut feeling."  What are your own buying habits? What process do you go through before making the decision to buy?

When you gain trust people want to do business with you. And they want to tell others about the experience. Have you heard the expression that if someone has a bad experience they will tell more people about that experience than they do a good one? I can't say that I necessarily agree with this statement. There are occasions when I have heard people rave about a great experience over and over again.

Buying decisions are made for a number of reasons, but they ultimately depend upon whether or not the buyer trusts the process. And if they trust you. It is through the process of building trust that we have earned the right to sell.

MAVERICK RULES!

Advantage Inspection Raleigh

. . .  performs the Nation's Best Home Inspection and provides the Nation's Only "No Denied Claims Warranty" available in the industry. For the last 18 years, Advantage Inspection has been the deciding factor for the people we serve:  Buyers, Sellers, Real Estate Agents and Home Inspectors.  Advantage Inspection Raleigh serves Raleigh, Durham and the Triangle area.
 

Dave Park
Advantage Home Inspection Raleigh
"more than just an inspection company!"
www.adrdu.com

"When people hire me to write marketing copy, they always ask, "Where do you come up with all those ideas?"  I just smile and say thank you.  Leaving them wanting more.

But, there is no "more". (That is TOP SECRET)

I write from my unconscious.  This may startle you, but I do not plan out or think through what I write.  Instead I write through dictation.  Yes dictation to myself.  I just listen to something within and just write.

I know the subject I am writing about, but I do not have an outline or sketch!  I have an intention, but not a formulated plan.

That is my First secret!

My second secret is the old question and answer routine.  I imagine that I am speaking to someone, telling them what I am writing.  I then answer their questions which are my questions which lead to answers and information on paper.

People buy what I am selling and when I have them hooked, they become information junkies.  They want long copy and answers.  My writing anticipates their questions and answers them.

That is my second secret!

The last secret I will whisper.  I look for places in my copy to replace a phase or word with magnetic copy or statements.  This collection of words is called a "swipe file".  I keep it guarded and I add to it all the time.  The words and statements in the "swipe file" are used in the best advertisements.  When you see an ad that gets your attention, what was the word or the statement that hit home?  Open your book and write it down.  Keep these words together.  This is your "swipe file".

And that is my third secret.

MAVERICK RULES!

Advantage Inspection Raleigh

. . .  performs the Nation's Best Home Inspection and provides the Nation's Only "No Denied Claims Warranty" available in the industry. For the last 18 years, Advantage Inspection has been the deciding factor for the people we serve:  Buyers, Sellers, Real Estate Agents and Home Inspectors.  Advantage Inspection Raleigh serves Raleigh, Durham and the Triangle area.
 

Dave Park
Advantage Home Inspection Raleigh
"more than just an inspection company!"
www.adrdu.com

I had a fight this morning with the newspaper guy!

We don't fight often, but sometimes it happens

What can I say?  "Was I the only one who noticed

it was raining outside?" 

We're human.  And fights just happen.

"Just bag it next time will ya?"

And that's good news.  "No Christmas extra jingle

in your pocket, buddy!"

It's good news because it's the number one thing people love to read or hear about. It's just that simple.  Conflict and stories go hand in hand.  Just give me a conflict and I give you a good story.  Simple!

Think about it.  What are the best movies, the classic movies about?  What are the best books that we can read over again about?  Don't they always involve someone who wants something and is struggling to get it?  Isn't something in his or her way?  In short, there is always a conflict.

Conflicts make great news.  Any time two people fight or two groups or two armies, the media will be there.  Why?  Because conflict is at the heart, magnetic.

What is your conflict? 

What is the conflict in your business?

What is the conflict in your industry?

Use this to your advantage.  Create a selling story by looking for conflict.  The conflict can be between you and another person, other people or even ideas that are butting heads.

I began this paper with the line, "I had a fight with the newspaper guy."  I did that for one main reason:  TO GET YOUR ATTENTION!

I knew your hardwired human interest in battle would make you at least curious about the opening line.  From there I wove a story about how we humans crave conflict and how you can use that fact to create stories on one can resist.

The truth is, I don't get the newspaper . . . but conflicts are magnetic!

And by beginning this paper with the hint of a conflict, I got your attention and you probably read all of this.  See How It Works?

MAVERICK RULES!

Advantage Inspection Raleigh

. . .  performs the Nation's Best Home Inspection and provides the Nation's Only "No Denied Claims Warranty" available in the industry. For the last 18 years, Advantage Inspection has been the deciding factor for the people we serve:  Buyers, Sellers, Real Estate Agents and Home Inspectors.  Advantage Inspection Raleigh serves Raleigh, Durham and the Triangle area.
 

Dave Park
Advantage Home Inspection Raleigh
"more than just an inspection company!"
www.adrdu.com

In OZ, after Dorothy's house is relocated to unsuitable soil, she was asked by the Lady in the Bubble, "Are you a good witch or a bad witch?"  The same question goes for mother-in-laws and the answer is not a coin toss!

Maverick:      "Yes your honor, I represent the defendant.    The plaintiff, a mother-in-law is making statements about perfection.  Yes being perfect"

Judge:          "Is that the young man there?"

Maverick:      "Yes your honor. "

Judge:          "Does your client wish to make a plea?"

Maverick:      "Yes he does your honor.  Guilty as charged"

Judge:          "Before I sentence the defendant, councilor do you have anything to say.

Maverick:      "Judge I still want to present my defense. . .

                   "My Case" . . . "My Case Against Perfection!"

What?  A case against perfection?

Yes and this is not an encouragement for being sloppy.

I am urging you to keep after that idea or promotion or client once you have begun and don't stop until you hit the finish line.

What I am saying here is that too many inspectors (including me) begin a project, judge it as pretty bad and quit.  They quit because their idea, promotion or courtship doesn't look "perfect".

Too many inspectors (including me) begin to edit their project and then either: (1) decide the project is trash and dump it into a file, or (2) decide the project needs a lot of re-working and then spends weeks, months and even years on it!

No!  Finish what you start . . . and FAST!  Complete it, edit it, rewrite it, revisit it, practice it, polish it and then in the immortal world of Nike . . . Just Do It!

I have learned that this is the fundamental key to success.

Don't Wait For Perfection!

No good work whatever can be perfect and the demand for perfection is a sign of misinterpretation of the end result. - davism

Perfection is your enemy.  Do the best you can and move on to the next project.  Striving for perfection will stop you from achieving results.  Go for results.

The more you do the better you get.  Quantity leads to quality in marketing, sales, appointments, promotions, etc.

Ray Bradbury, Mark Twain and Stephen King wrote thousands of stories in order to get the couple of hundred that were classics.  Bill Gates and Steve Jobs knocked on more doors than they can remember selling their system platforms before becoming industry giants.  Don't judge your ideas, promotions or pitches.

Just do it.

Refine it and Do it again.

Refine it and Do it again!

H.G. Wells said, "There is not passion equal to the passion to alter something."

Trust me, Mr. Wells means quit fiddling around with what you have and put it into motion.  Into action!  Into results!

If your idea or promotion deals with the public, say a newsletter or a sales flyer, you are going to have some people say your writing isn't clear.  Or you are pitching a real estate professional and they do not bite. . . Well Great!  Now refine it and do it again.

What is the "perfect pitch or promotion" then? 

I have no idea.

What's perfect to me may seem like a baby's first step to you.  My job as a business owner is to do the best I can.  That means ideas, promotions and pitches should be implemented with the skill and precision that you have available. 

Do it.

Sell it.

Edit it 

Refine it.

Promote it.

Distribute it.

Maverick:      "Judge, my message is this:  My client will learn from the feedback he receives.  Input will give him concrete direction.  My client will not let striving for perfection stand in his way of getting results."

Clerk:           "Will the defendant please rise."

Judge:          "You are ordered to finish what you start.  Edit and refine it the best you can.  Then let your work go. . . Case dismissed."

Let me finish by stating that mediocre is not OK, but . . .

Don't let striving for perfection stand in the way of getting results - davism

MAVERICK RULES!

Advantage Inspection Raleigh

. . .  performs the Nation's Best Home Inspection and provides the Nation's Only "No Denied Claims Warranty" available in the industry. For the last 18 years, Advantage Inspection has been the deciding factor for the people we serve:  Buyers, Sellers, Real Estate Agents and Home Inspectors.  Advantage Inspection Raleigh serves Raleigh, Durham and the Triangle area.
 

Dave Park
Advantage Home Inspection Raleigh
"more than just an inspection company!"
www.adrdu.com

"Jack London: Writer and Marketing Genius"

The Call of the Wild, Mr. London's most famous book is one that you may remember from your high school days.  Mr. London wrote over 50 books in his short lifetime.  Some of them non-fiction and a few autobiographical.

Jack London is a Marketing genius because he always . . .

Before I explain, let me point out that Mr. London was a power writer.  He wrote adventure stories and tales packed with energy, conflict and character.  The lead character maybe man or animal, but you always identified with them.

Jack London was a He-Man.  He was well read, smart, articulate and full of testosterone.  He was a sailor, owned boats, traveled and lived life to its fullest.  One of my favorite quotes of Mr. London is:

"I would rather be ashes than dust!" 

"I would rather that my ashes should have burned out in a brilliant blaze than it should be stifled by dry rot." 

"I would rather be a superb meteor, every atom of me in magnificent glow, than a sleepy and permanent planet.  The proper function of a man is to live, not to exist.  I shall not waste my days trying to prolong them.  I shall use my time." - Jack London

It's no wonder Mr. London was dead by the age of 40.  He lived a hard, active, wild life and regretted none of it.

I call Jack London a Marketing Genius because of the way he kept readers hooked by not giving them an ending to something you know they wanted to be resolved.

Radio did it with words.
Television did it with commercials. 
Motion Pictures did it with sequels.

London did it with each chapter.  Right when the conflict bubbles up, the chapter ends.  You have no recourse but to keep reading in order to resolve the tension London has creative.

This is marketing genius at its finest.  You are moved by the marketing to take an action . . . that resolves the stir . . .  that was created by the marketing.

In Radio you listened. 
In Television you watched. 
In Motion Pictures you waited.

London's marketing of his stories was hypnotic.  You had to keep reading.

I did the same thing at the beginning of this paper when I said, "Jack London is a Marketing genius because he always . . .,"  I was setting you up.  You wanted a marketing tip, suggestion, advice, lead . . .

In short, I held your attention by not resolving the statement.  I had begun and was betting that you wanted to read the end of it.

That is the marketing genius.
That is the sales brilliance
That is the inside secret.

You have to keep your audience engaged.  One way to do that is to tell them you're about to say something important - and then to into a new subject with the promise that you'll return to the original one in a minute.

Believe me, it works every time.  You just read this entire paper, didn't you?

Your Success is Our Success!

MAVERICK RULES!

Advantage Inspection Raleigh

. . .  performs the Nation's Best Home Inspection and provides the Nation's Only "No Denied Claims Warranty" available in the industry. For the last 18 years, Advantage Inspection has been the deciding factor for the people we serve:  Buyers, Sellers, Real Estate Agents and Home Inspectors.  Advantage Inspection Raleigh serves Raleigh, Durham and the Triangle area.
 

Dave Park
Advantage Home Inspection Raleigh
"more than just an inspection company!"
www.adrdu.com

"Imitation Sugar is Sweet, Too!"

Imitation isn't only the sincerest form of flattery; it's
also a power way to learn new business skills.

Mark Twain learned how to write by imitating other writers. 
As a youth he set newspaper stories in type for the newspaper.
Tedious work, but it gave him the chance to imitate writers.  He
learned the fundamentals of great writing by copying.

I hear the skepticism, "Mark Twain was a great author."

Well you're a great inspector.
Your a professional inspector.
And you drive a lot.

Have you ever walked down a street you normally drive?

Did you notice that you saw, heard and learned a lot more
about the street when you were on foot?  When you slow down,
you pay attention to all the wonderful things you normally miss.  

The same thing happens when you imitate the great marketers,
networkers and sales people.  You suddenly become aware of what
you normally never hear or see.

Imitation is POWRful.

Athletes watch film of great players.  They are training their minds,
(and bodies) to record patterns of creating success.

Businesses copy other successful business models. 
It isn't stealing, it's learning.

If you want to know how to become a better networker, then
imitate the people who are already doing it.  Just ask.  Then will be
glad to help.  You will set them as an expert.  It is a great stroke for
them.  A great education for you.

When you copy their form, their networking, their style, you will
begin to recognize how and why they get the results they have achieved.

Just ask a successful salesperson or training guru.  A networker or
media expert.  Find someone to follow in social media.  Guy Kawasaki or
Seth Godin.  Read their blogs.  Then handwrite their blogs.  

Sound too simple for you? 
Then keep this in mind.

Learning is eternal.  Set aside 10 minutes a day.  The POWR of
imitation can transform your entire ability to move your
business. . .  Double your Business!

You will be amazed what you will learn!

Plain and Simple!  Just like the "Toot Sweet"

Your Success is Our Success!

 MAVERICK RULES!

P.S.  I want to share with you the
THREE SECRETS STEPS of imitation:

•1.     Step One:  Set a Goal.
•2.     Step Two:  Be Aware of the Moment.
•3.     Step Three:  Trust what Happens.

Set at Goal by deciding on what skill you
need to approve on for your business. 
(Networking)

Be Aware of the Moment.  Focus on the
Point.  Focus on the imitation moment.
Your point of power is now.
(Keep quite the inner chatterbox)

Trust what Happens.  Everything in life
is or can be a learning experience.  Give
yourself the opportunity to learn, grow,
expand and enrich your skills.
(Take what you have learned and let if flow)

Advantage Inspection Raleigh

. . .  performs the Nation's Best Home Inspection and provides the Nation's Only "No Denied Claims Warranty" available in the industry. For the last 18 years, Advantage Inspection has been the deciding factor for the people we serve:  Buyers, Sellers, Real Estate Agents and Home Inspectors.  Advantage Inspection Raleigh serves Raleigh, Durham and the Triangle area.
 

Dave Park
Advantage Home Inspection Raleigh
"more than just an inspection company!"
www.adrdu.com

When I am invited to speak at events I always prepare myself for the same questions.

I then pause for effect as they hem and haw.

I finish with "Go ahead and make mistakes. Make all you can. Because, remember, that's where you will find success."

So here are a couple quotes on mistakes:

Many people rush into a business thinking it will be easy to run.  They soon realize that it is not easy as it is envisioned by most optimists.  A successful business is a finely tuned machine. Here are 7 common mistakes to avoid:

1.  Not having clear objectives: Many business people start a business without clear objectives. They fail to set realistic goals for their marketing and consequently set themselves up for failure. It is important to make a list of goals and objectives based on a quarterly time line. If you do not have company goals and objectives you are like a car driving without a road map. Make sure all employees are briefed on company objectives. When your employees are not properly prepared you will not be able to achieve company objectives.

2.  Neglecting to analyse your potential customers is a dangerous mistake: It can lead to many problems. When you do not analyse your customers wants and needs you do not know what products and services to develop for them. This will lead to targeting the wrong market and neglecting to understand your own niche market. It is important for any business to do their marketing analysis so that you can target your market and maximise your sales.

3.  Not testing: By not testing your sales copy and places you advertise with split testing your advertising, you will be losing sales. Split testing is simple to do but many businesses fail to do this. This results in a lot of wasted time and effort. If you do not test your ad copy and marketing promotions you will not have a proper idea of the ads and promotions that are pulling and what is not working. It is simple to do by placing 2 ads for the same product in a publication or website etc. You can then see which one is performing the best.

4.  Not budgeting: Budgeting is extremely important in business. Your business should never run out of money. This is especially true with your marketing and advertising ventures. It is important to have a monthly or quarterly budget for your marketing. Within that budget put aside money for each promotion you will be doing. Start small, test and then build on successes. This will allow you to always stay solvent and have enough for promotions.

5.   Giving up too soon: Companies go out of business at an alarming rate these days. One of the reasons is that the owners give up too soon. Just when success might be just around the corner they give up and decide to close the business down. In exactly the same fashion marketing promotions can fail. You need to give your promotions at least 3 months before you decide to scrap them. Some promotions will take longer than others to bring results. As always, test all marketing tactics before you launch a larger promotion. Patience is one of the hallmarks of business and you need to implement it.

6.   Poor sales copy: How often have you wanted a product but when you read the sales page you had serious doubts? Poor unprofessional ad copy will cost you sales. In fact without good sales copy you will not be able to sell effectively at all. It is critical to your business to get this right. If necessary get an experienced copywriter to do this. It is worth the investment, as you will see returns when you make sales.
 
7.   Not screening your employees carefully:  It is very important not to rush into this. There is no dearth of people needing employment but you need to screen them carefully before hiring. One rude customer service agent can cost you customers. Do not take this type of risk. You want to preserve the integrity of your company at all times and screening employees is the way to achieve this. You will then be able to build a core of loyal professional employees that will be an asset to the company.

Maverick Rules!

Advantage Inspection Raleigh

. . .  performs the Nation's Best Home Inspection and provides the Nation's Only "No Denied Claims Warranty" available in the industry. For the last 18 years, Advantage Inspection has been the deciding factor for the people we serve:  Buyers, Sellers, Real Estate Agents and Home Inspectors.  Advantage Inspection Raleigh serves Raleigh, Durham and the Triangle area.
 

Dave Park
Advantage Home Inspection Raleigh
"more than just an inspection company!"
www.adrdu.com

Many people read "do-it-yourself" books and think they now know everything about construction, home improvement, and even home inspections. But that's not really the case. With his firm Advantage Inspection based in Raleigh, Dave Park serves the entire Triangle area of North Carolina, and talks here about why it's important to hire a professional home inspector to carry out your next home inspection, instead of trying to do it yourself...

Every year the number of home inspections rises. Every year the price of home inspections rises. Every year the "do it yourself" subculture rises.

The "do it yourself" subculture is here and is here to stay.  Home improvement stores have commercials that tell you to save money and just do it yourself.

And an assortment of television shows pride themselves on showing the average person how to fix it or renovate it or replace it. And at bookstores, shelves are devoted to the weekend warrior.

At first blush, it might appear that these tools of education and instruction are bad for the home inspection business. business. But, do not worry as you need to consider what all this has all provided for the profession:

1.  They have raised consumer consciousness about the need to have a home inspection.

2.  Sure, people like to be educated, but the DIY culture has made people realize that deep down, they want to hire a professional.

3.  It takes a professional with years of experience to inspect a home in two to three  hours. How long would it take an amateur guided by a book?

4.  People are more aware now of liability: Who wants it and who has it?

5.  Tools. Home inspectors have them, and they know how to use them. Those DIYers do not.

6.  Objectivity. Home inspectors have it. Homeowners can't have it: That's why they leave it up to us.

7.  Nobody to blame but yourself. Saving $400 just cost the do-it-yourselfer $4,000 on something that was missed.

The irony of the do it yourself media, both video and written, is that it carries a disclaimer that warns clients not to get in over their heads. So please just "do it yourself" -  and call in a professional home inspector.

This interview was conducted by Wendy Sloane, writer with Yodle.

Maverick Rules!

Advantage Inspection Raleigh

. . .  performs the Nation's Best Home Inspection and provides the Nation's Only "No Denied Claims Warranty" available in the industry. For the last 18 years, Advantage Inspection has been the deciding factor for the people we serve:  Buyers, Sellers, Real Estate Agents and Home Inspectors.  Advantage Inspection Raleigh serves Raleigh, Durham and the Triangle area.
 

Dave Park
Advantage Home Inspection Raleigh
"more than just an inspection company!"
www.adrdu.com

And I'm reminded of the days, many years ago, when I volunteered as a Pet Adoption Counselor with the SPCA. Looking back, I must have been training for what I do now. I had lots of enthusiasm. People often teased, "You're selling cats!" Sure enough, many visitors went up with a crate holding a furry bundle of joy.

Our Volunteer Coordinator kept reminding us, "Don't judge the visitors. You're not going home with this person. The adopter who drives you crazy may be the best thing that ever happened to a dog."

True.

And copy works the same way. We don't judge our friends the way their dogs and cats do. And we don't read our copy like our own customers.

I tell my own clients, "You may not like this copy. But you're not the target market, even if you think you resemble your clients."

Here are 3 reasons why.

1. Customers live on a different planet.

If you hang around the Internet, you develop a unique lifestyle. For instance, some of my best friends are people I've never met. We exchange emails and phone calls for years. My favorite web designer is an American living in Brazil.

And you hear the same promises over and over. "Bring traffic to your website." "Attract all the clients you can handle."

But if you're targeting ordinary people (i.e., those who have actually met their best friends in person), many of our ho-hum phrases will seem fresh and exciting.

"Hype-free marketing? I like that," purred an earth-dwelling prospect recently. "That's a whole new way of looking at marketing."

Your familiar phases will seem fresh and exciting to your target market.

2. Customers want to be sold.

They know you're not putting up websites and creating brochures so you'll feel good and collect gold stars for your Permanent Records.

And if they want your service, they're looking for reasons to say "yes." Think of all those Madison Avenue ads with the theme, "You deserve it." Or, "You're worth it." They're giving us permission to spend our money.

As long as you're tasteful and - drum roll - meeting their real needs, your customers will actually appreciate learning about what you offer.

3. Customers don't want to stop and think.

Some words and phrases slow us down. For some good examples, pick up your college textbooks and maybe a couple of academic journals. You'll see words like "moreover," "counterintuitive," "although," and more.

How did you read your college textbooks? I bet you read slowly, made marginal notes and hung on tight to your yellow highlighter pen.

Alas, website visitors don't study our copy the same way. We have to help them create highlights and move along fast.

Which gets read more:

(a) "Although you can work very hard, you may not see results for a long time."

(b) "But you can work really hard and wait forever for results."

Bottom Line: Expect surprises when you unveil your copy to your clients, especially if you're new to marketing yourself.

 Maverick Rules!

Advantage Inspection Raleigh

. . .  performs the Nation's Best Home Inspection and provides the Nation's Only "No Denied Claims Warranty" available in the industry. For the last 18 years, Advantage Inspection has been the deciding factor for the people we serve:  Buyers, Sellers, Real Estate Agents and Home Inspectors.  Advantage Inspection Raleigh serves Raleigh, Durham and the Triangle area.

Dave Park 

Advantage Home Inspection Raleigh
"more than just an inspection company!"
www.adrdu.com