Whenever
I go out into public, I wear either a "Russel Ray, Marketing &
Business Consultant" shirt or a "Russel Ray, Property Consultant"
shirt. Early this morning -- I mean early, 3:30 a.m. -- I was standing
in line -- yes, there was a line -- at the express checkout lane at
Wal-Mart to buy Zoey the Cool Cat some kitty cat food.
The person behind me asked what kind of marketing & consulting
I did, so in 30 quick seconds I told him. Rather than him commenting
about my business, he remarked about how well I could tell him about my
business in just 30 seconds.
What I gave him was my 30-second commercial, something that I learned
at Toastmasters in Houston back in 1977. I have not only a 30-second
commercial, but I also have a one-minute commercial, a five-minute
informercial, and a ten-minute informercial. The longer the time I have
to speak about my business, the more detailed my commercial gets, and
the circumstances in which I find myself will dictate how much time I
have.
For example, when I'm out and about running errands, my 30-second
commercial is ever ready. Standing in a long line during the holidays
will quite often get my one-minute commercial. When I worked in
downtown Houston on the 53rd floor of a skyscraper, my one-minute
commercial came in handy quite often, either while waiting for the
elevator or while riding up or down in it.
My five-minute and 10-minute informercials are for making presentations
to various groups when they have specifically provided me with five or
ten minutes to speak, such as at a BNI meeting.
If business is slow for you, sit down and write out your various
commercials. It will take a lot of memorization and practice for you to
get them down, but when you're in the situation and you can rattle off
the key points about your business -- with no notes, no stuttering, no
hesitation, no "you know," and no "uh" -- you'll have an audience that
really believes you know exactly what you and your business do.
Once you have those commercials well memorized, don't be afraid to use
them, especially your 30-second and one-minute commercials. It's all
about making contacts, telling those contacts what your livelihood is,
and asking them for business should they need what you have to offer.
I'm always amazed when I'm in line somewhere and see someone a few
people in front of me wearing a Realtor shirt but with the meanest
look in the world on his face. Don't let that be you. Smile and
strike up conversations with those around you. It's much more powerful
and you are, after all, supposed to be a master at meeting new people
and talking with them.
Be sure to
scroll down for quick links to some of my other blog entries.
I am thinking of purchasing those huge sandwich type signs (like you see people wearing on corners for grand openings of businesses) for my agents to wear everywhere they go.......now that will get some attention.....
Russell - you are so right about the happy face in public, I remind myself when I drive around that someone might see me - keep the hand signals clean!
Would love to see videos of your different commercials.....
Hi Russel~ Great idea about having the different commercials in your head and read to go.... you should go ahead and video some of yours... I would like to see and hear them :) Vickie
When i wear my own logo items I am the nicest person in the world, but sometimes on weekends I like to put on a Russel Ray shirt and just go out causing trouble. Sure hope he never finds out.
Russel - Great idea. Yes, it is important to smile because people get attracted to people with a ready smile at all times. I think I have no problem with that because my old boss called me Smiley.
That's awfully early to be out buying cat food---not sure I would be awake enough to engage in a infomercial about my line of work--I might have to rely on a company sweatshirt and big sunglasses!
Russel - this is why when I am in my "mean" mood I do NOT advertise I try to hide LOL. Or if I don't have make up one, or if I have a screaming baby on my arms LOL. This is a great post. ~Rita
You should totally video those so we can learn from the master! :) Great idea and hadn't really thought about it! The question I get the most is always the "how's real estate doing?"
Interesting, I had seen the "commercial" idea when at a Business Networking breakfast(noone warned me in advance) and I really liked it. I never considered the uses outside of that! Relating it to toastmasters is a neat idea too...I have been in Toastmasters but never heard of the commercial idea there.
An informative post. Would love to see a video of your commercials. I've read some of your posts, and they are very informative. Thanks, and keep going!
I've been working on a 30 second commercial. Generally I'm pretty good off the top of my head but its probably a good idea to have a routine memorized.
I think of them as scripts. Certain cue words get a certain response. New agents in all peer groups can learn from your lesson. thanks cheryl (give me 30 sec and .....)willis
There was an ActiveRain contest for this about a year ago, but very few people entered and most of them didn't "get" it. I was one of the judges, and we all were very frustrated. In light of that, this is something you may wish to expand upon in other posts.
I wear my name badge everywhere - even to WalMart to have the oil in my car changed. Sold the girl who works in the automotive department and her husband a house.
Hi Russel, This is great advice! About a year ago I made a promise to myself not to leave the house without wearing my Realtor name badge. And that means no more quick runs to the store in old sweatshirt and sweatpants. If I'm going to wear my name badge, then I had better look nice and be ready with a smile and plenty of business cards. It makes me feel good to meet people too without being uncomfortable (instead of hoping no one recognizes me when I'm running out to get one quick thing in the midst of a yardwork project).
The art of a great infomercial and the correct length for the occassion is a great way to show your professionalism and it will earn you business beyond many more expensive alternatives. This post is GREAT.
We actually had a class where we had REALTORS stnad up and give the "elevator pitch" un-rehearsed and then again after some practice. Night and Day is all I can say. Beliwve me Day gets the business every time.
Russell, I guess that's why they call it the "elevator speech" -- you have to rattle it off before the elevator door opens! Great job on getting the attention you deserve.
Your posts are so worthwhile. This one I am commenting on because I too, have an elevator speech and a 30 second follow up. Not only am I prepared, and dazzling, when introducing myself or answering the 'what do you do' question, but developing those mini-speeches helped me define my business more succinctly.
The first thing Russel did for me when I started in real estate in May 2005 was to help me compose my various commercials. They have come in handy many times.
If I wasn't running two companies concurrently -- this one and my home inspection company -- I might actually sit down and videotape my commercials. Perhaps if business ever slows down, I'll get some extra time and do that.
On the other hand, though, if some of you have good rapport with Mother and Father Nature and can get me a couple of 48-hour days to close out that year, that would help me, too.
It's 16 degrees out right now. My shirt isn't very effective because of the winter coat covering it up! I guess I'm going to have to ask Santa for coat advertising this year!
Always great advice & info. Hope all is well in CA ... it's freezing over here in NW Ohio!
You nailed it!! When I was a member of Business Networking International I learned everything you mentioned about the 30 sec, 60 sec. 5 min & 10 min are perfect. Know your "Elevator Speech" and be ready with it just as you say to a stranger, "Nice Day" or How's it going?" I have company shirts that I wear when I am "off" (when is that with your own business?). I also keep the magnets on my car at all times I have wrapped my company truck and keep it parked on a busy street. All this passive marketing has gained me name recognition, branded me and after the initial outlay of cash; not cost a lot. Thanks, Russell.
Hey Russel , great idea, I use a similar version that takes 15 seconds and is called the "elevator pitch". I noticed that you mentioned Houston in your post, are you a Texas native?
OK I just read your profile and you ARE from Texas and an AGGIE!?!? I will pray for you...just kidding. Our son is in his first year of college and was accepted at A&M and 5 other schools and we actually enjoyed and were very impressed with A&M but he chose Tulsa instead which was nice because he was also accepted at OU which would have been...well you know what that entails, have a good weekend!
I developed an "elevator speech" about my business. I do like the idea of varying the length of your "commercial" to suit the situations. Thanks for the tip!
I have just added this to my 2009 business plan. I'm going skiing in the mountains this coming up week and will have some "me" time. I am going to work on this. Thanks
I don't usually do any commenting on my own blog entries but a few comments here deserve answers.
I will visit each of your blogs in the coming days - sometimes the coming weeks when the ActiveRain Proxy Error interferes with my daily goals.
Joshua - I have Russel Ray sweatshirts, Russel Ray sweaters, Russel Ray running shorts, and Russel Ray jackets. Of course, I'm lucky because I rarely need more than a jacket here in San Diego.
Russell - As you discovered from my profile, yes I am a Native Texan. I lived in Houston from 1977 to 1982. Aggies like to say that Aggieland is wherever there is an Aggie; well, I'm on temporary assignment in San Diego, where I have brought Aggieland and Texas with me. Now if you can just send me some chicken-fried steak and some Texas barbecue (Luther's in Houston will do), all will be right with the world.
Mark - I've always had passive marketing via my clothes. My wise old grandmother made me a shirt for my eleventh birthday that said "Russel's Research, Writing, and Typing Service." I was so proud of that shirt.
Castellum Realty - My commercials and informercials are not "made" or something to be aired on television or the radio. They simply are me talking about my business in certain situations. Short ones are a few key points. My 5-minute anda 10-minute infomercials are basically presentations in front of a group, such as a group of Realtors at their Tuesday morning meetings. For those, I might also reinforce my message with useful handouts, an overhead projector, or a computer overhead presentation, depending on the amenities of the group I'm talking to.
Diane, Janice, Lauren, and Mike - I've been around wildlife and pets all my life, so learning from my cats how to take cat naps has served me well. Actually, I'm one of those people who can't sleep longer than 3-4 hours. There's an actual medical name for it, but I forget what it is. Nonetheless, I take little 30-60 minute catnaps throughout the day. I've found that 3:30 in the morning is the best time to drive a mile to my local Wal-Mart to do my shopping. That's why it was so surprising that there was a line.
How can people in a people industry not like to strike up a conversation with, uh, people, regardless of where they are -- gas station, grocery store, laundry, Wal-Mart, whatever?
As one commenter above noted, passive marketing is very inexpensive. I call it Guerrilla Marketing, which requires just your time, energy, and creativity, with very little money.
I have a few 'Wexler Group" / Coldwell Banker hats I wear on the weekends, at the gym, golfing, and have had inquiries about my business, always worth the small investment if you are not going to wear a realtor pin
I am always striking up conversation, online and offline, so the "what do you do" comes easily for me. I agree with you in that everywhere there is an opportunity.
Coming from a sales background I know that in the beginning I would write a script out and make it my own. After awhile I learned to rely less on the script and engage in the conversation. It is important to realize your value proposition. If you do, you will now how to position and communicate it anywhere and everywhere you go.
Hi Russel, this was a very good post, congrats on the feature. I have a 60 second "manager minute" due to BNI but need to work on 5 minutes and 10. I will put this on my list. Thanks for the idea! KM
Russel, Great ideas. We do have (Linda Fredericks & Team) shirts which I find help strangers strike up a conversation with me about real estate. Additionally, I read a great book, I'd like to share with everyone called "How to Toot Your Own Horn Without Blowing It". It helps people create that "elevator speech" to show off who you are to the people you meet without sounding like a pompass you know what.
It's been years since I've hit Walmart at 330 in the morning! I guess I am getting old. Great post and thanks for sharing the ideas! I always have my signs on my car and yes, I have forgotten they were there a couple of times :)
I've been a Client of Russel's for a few years now. Wearing my Jim Frimmer shirt and putting my Jim Frimmer magnets on the car -- and having lots of business cards with me -- are things that I never forget.
I plan to get some clothing with my logo on it, was waiting for the new logo. I noticed when I got my magnets for the car that it really makes you a better driver...lol. You have to be on your best behavior when your name and contact info is written on the outside.
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Russel,
Never even thought about continuous advertising of my business. I'll take a closer look at what you are suggesting. Thanks