Are you using a Mega-Phone or a Magnet?

Here's an excerpt from a post on my other blog:

I listened to a web seminar today by Seth Godin promoting his new book Meatball Sundae and during the question and answer session he said something that is key to planning todays marketing strategy. You can no longer use a "mega-phone" you must now use a "magnet".

I picked up a local real estate listing magazine at lunch and as I turned through the pages all I could see was one company after another using "mega-phones" to tell me how great they were. Imagine if I was currently looking for real estate and actually came across an ad that discussed a free e-book about buying or selling homes that I could get by going to a website. Magnetic.

Advertising is not going away as there is always the need for business to sell products, but it is changing quickly from what it was just a few years back.

For the complete post click here.

Posted by John Leach on 11/01/2007 08:08 PM

Comments (16)

seth godin, john leach, advertising, marketing

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16 Comments on Are you using a Mega-Phone or a Magnet?

NOV

2007

I like simple marketing. My best marketing tool thank you cards and hand written note cards.

Is this what you mean by a magnet? Instead of flaunting my jewelry and car and telling the public how great I am I just keep it simple.

John,

I'm not exactly sure what you are talking about, but it is really thought provoking. For two years I have sent out a newsletter that is designed differently than any thing you will ever see. Most of my blogs to date are actually these news letters. They don't say with a Mega phone I'm great, they just educate, week after week, Same day every week. I can't tell you how much business I've gotten from them.

Here's an example:

http://activerain.com/blogsview/253871/What-s-Different-About

I think what both of you are doing is - Staying In Touch. That is why it is working for you.

DEC

2007

John,

Dead-on. People buy with those in-flow. No one wants to be sold. They love to buy. Using a megaphone hurts the ears of eligible buyers. Employing a magnet is like giving a gift to a picky buyer.

DEC

2007

I can't afford another phone!!!!! Can't keep up.

Ok so now I have to go out and buy a magnet for the new year. It sounds good. I send a lot of megaphones out and will look for some magnets to send out.

MAR

2008

Doesn't that create a great image...one Realtor with a mega-phone shouting out to the world, "I am number one, use me" while the next Realtor has a large magnet saying, "I'm not number 1, YOU are"! Excellent post!!

APR

2008

You nailed it Misty...and I can tell by your blog that you get the point. Good job!

I've always felt that the best way was to be a resource for your client. A part of our job is educating the consumer (our clients) on the market and their real estate investments. I've never had my face on a bus bench (I only want to see fangs in my mouth if I'm in costume for Halloween).

Building relationships is one of the best ways to build your business. Screaming from a megaphone doesn't allow that.

APR

2008

Hey John - HabitatBOOM.com has definitely been magnetic lately! If you're interested in working with FSBO's check the site out. They just recently turned their site into a FREE resource - no strings.

The world is yours!

Yep...seems half the battle is just making first contact. Then if you can give them something that connects them to you, I guess that is what Seth is referring to as a magnet!

APR

2008

Customers are already seeing through the free ebook tool as well. They know we are just phishing for an email address. Are you talking about actually giving it away - or only after they share their info?

APR

2008

Hi Bo,

Great comment...you are right. Consumers aren't willing to give their info so easily because of the fear of SPAM, being dripped on, cold calls.

I say just give it away, and keep giving. If they want to opt-in (subscribe to your weekly newsletter, etc.) then let them, but don't hold back info on the premise of "I'll only give this to you if you give me your contact info".

Check out 1000wattblog.com by Marc Davison and watch his video "I Am Not A Lead" it's priceless.

John

What is a magnet? Something that draws things towards itself. Great perspective and thanks for the advice!

DEC

In todays market, we need to use all available tools. but i still confuse what a magnet. What tools should be considered a magnet?

Jay Skinner
Myrtle Beach Real Estate

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