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 (15)

seth godin, john leach, advertising, marketing

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

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.

11/01/2007 08:23 PM

by Rebecca Savitski NC Real Estate Listings (NC List for Less Realty Incorporated)

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

11/01/2007 08:38 PM

by Bill Duncan (Home Status Inspection Company, LLC)

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

11/01/2007 08:44 PM

by Vicky Poe, Realtor/Apprentice Auctioneer (Realty 1 Group)

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.

12/30/2007 09:37 PM

by Benjamin Day

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

12/31/2007 12:25 AM

by Rosemary Brooks -Mother & Daughter (866)-750-8282 (Family Realty Group - 866-750-8282)

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.

12/31/2007 06:04 PM

by Gene Allen Realtor Hampton Roads Real Estate (Resh Realty Group)

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!!

03/28/2008 08:29 AM

by Misty Thomas, Realtor Crosby, TX (Alliance Properties)

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

04/04/2008 07:50 PM

by John Leach (The Lending Company, Inc.)

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.

04/04/2008 09:22 PM

by Geoff Scowcroft (Coldwell Banker)

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!

04/05/2008 12:19 AM

by Josh Perrington (1st Metropolitan Mortgage)

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!

04/05/2008 12:04 PM

by Tony Fantis, Realtor , ABR, Associate Broker - Salt Lake City (RE/MAX Associates - Fantis Group)

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!

04/05/2008 12:04 PM

by Tony Fantis, Realtor , ABR, Associate Broker - Salt Lake City (RE/MAX Associates - Fantis Group)

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?

04/27/2008 11:29 PM

by Bo Buchanan, Blue60.com Directory for Real Estate Pro's & IllinoisHouseHunter (Blue60.com & Kettley Realtors)

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

04/28/2008 11:47 AM

by John Leach (The Lending Company, Inc.)

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

04/28/2008 12:38 PM

by Candis Hidalgo - ClassifiedFlyerAds.com Real Estate Marketing (Classified Flyer Ads .com)

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