Winning Over the Null Set
If you remember the null set from your school days, or as likely from your kid's math homework, you might recall it being used to describe those who did neither A or B but nothing at all.
You put a lot of effort into marketing your home staging services and sometimes get undercut by your competitor, and that hurts.
Marketing is essential in our competitive world, particularly in adverse times. While most people may realize it's important to invest in marketing when times are tough. Do they realize that sometimes the biggest competitor isn't the gal down the street with that "other" designation, but rather the null set.
In this case, the null set includes the people who come to your web site because they are considering home staging, but then decide to do without.
That's one of the reasons the little gift or bribe I wrote about yesterday is so effective. If you offer visitors something of value on your web site and then follow up with them; you have a far better chance of getting them to use staging and most importantly your services to stage their home.
If you don't, it's like betting your business on one cut of the deck, high card wins. They either are sold on your services when they see your web site or not.
In contrast, with a little gift, and follow-up you have a chance to continue that conversation for days, until they either say yes or no. You get multiple chances to share with them the value of staging and win their business. You won't win over the entire null set, but you have a better chance at getting more of them to use your services.
This process is at the heart of the Market Maker system.
Market Maker will be launching very soon. You want to be part of it. Market Maker is specifically designed for Home Stagers.
http://homestagingbusinesstips.com/MarketMaker/ComingSoon.html
Now I confess I have been stressing the need to sign up before your competitor does in most of my posts. And while it's true that market maker will give you a distinct advantage over your competitor, a good part of that advantage will be in turning members of the null set into customers. People who otherwise might not have staged at all.
Effective marketing isn't just about beating your competitor to the job, it's about getting more people to use your services. Market Maker does both.
That said, it's still true that only one home stager will be allowed to join the program from any one telephone area code. So it's important that you at least take a good look at Market Maker as soon as possible. And then decide to join or not.
Don't let your friendly competitor take your option to join away from you by beating you to the punch.
Home stagers who sign up on the advance notice list will get a half hour head start to join and advance notice of the actual start time. Word to the wise, I would sign up for that head start today.
Earl Netwal
Micro Business Specialist
www.HomeStagingBusinessTips.com/blog
To get on the advance notice list register your company at
http://homestagingbusinesstips.com/MarketMaker/ComingSoon.html
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