I was sitting in the airport the other day waiting for a flight and was watching CNN on one of the TVs at the gate.  I got to thinking about captive audiences and how it affects anyone who's marketing themselves.  There must have been over a hundred people in the general area and we all were watching the same news program whether we wanted to or not.  Unfortunately most of us in business don't have the luxury of the same captive audience.

I had a meeting with one of my clients the other day to go over their blog and help them with structural ideas and content.  It was immediately clear to me that they had done a lot of thinking before our meeting and had most of basics handled: who they were targeting, how much they wanted to spend, purpose and format; etc.

Our meeting was rolling right along until I asked, "So, why would your target audience be interested in reading your articles?"

Oops...a blank set of eyes was my return look.  They hadn't even considered the question.

In todays world of email marketing and blogs, if your targeted recipient doesn't want to get it...not just tolerate it...but actually want to get it, you're fighting an uphill battle.

The solution is simple to comprehend, but often tough to practice: Forget what you want your audience to know about you, and give them what they need or want to hear.  Often times this includes information that will make their lives better or jobs better and more productive.

As a Title Rep I'm continuously scouring the internet and industry for great marketing ideas and practices for my clients.  It's an endless search and one I actually enjoy.  It also makes it easier to write my own posts.

As a Realtor or lender you should be writing articles and providing information that your clients want to hear and learn about.  Don't think of it as giving information away for free...your clients will hire you because  of the help and information you offer.  Lay the foundation for your target market that displays you as an informed expert.  This takes a little time, however eventually they will seek you out via the information you provide.  Remember in Field of Dreams..."If you build it they will come."

Christian Stefferud
www.MyTitleRep.com
1.866.4MY.TITLE