What modes of advertising have you used in your business? Are there any that you thought were bad choices because you didn’t receive any leads from them?
Was it the mode of advertising, or was it the AD itself?
Anita Clark, in Warner Robins Georgia, had a featured post today about a mode of advertising that she feels she was sucked in to getting. You can see her blog post here.
In her post she talks about buying in to advertising on the slip covers that go over the room key-cards for a hotel, and how this didn’t generate any leads for her, so her assumption is that she was suckered into a mode of advertising that just doesn’t work.
Looking for alternate ways to advertise (gorilla marketing), is actually the best way that you can stand out above the competition, and be seen first. But too many real estate professionals don’t put any thought into the type of ad they place on these items. They think that putting their face and contact information, and some sloppy slogan like “Your Hometown Realtor”, or “I’m the Best”, is going to get people to jump up and take action.
Every day people are bombarded withadvertising. With social media, and the internet, the quest for marketers to get our attention is overwhelming. Everywhere we look we are being “sold to”.
Nobody likes to be sold to.
So how do you stand out, without being “salesy”? How does your message get attention, and generate leads?
Here are question to take into consideration when creating your next marketing piece:
1. Is this advertising to a targeted audience (preferably the target audience you want to attract)? If the answer is “no”, then don’t run the ad.
a.“Blanket” advertising is a waste of money.
b.You have to be targeting the prospects that you want as clients.
2. What are the concerns of your target market?
3. What main concern can you draw attention to?
4. What can you offer to your prospects that will address their main concern, and get their attention?
a. Do you have something you can give them in return for their email address (ie. a special report).
5.Have you addressed the main concern in your ad, and have you provided a “call-to-action” (reason for them to go to your website, to give their email address, to get something of value)?
You see, advertising is only as good at the ad that is on it. Doing the same old thing that everyone else in your market is doing is NOT going to get you the results you need.
You need to find alternative advertising (special promotional items, direct mailing, farming) that will get the attention of your audience, and set you apart from your competition. But once you have that mode, you need to create advertising that speaks to and ATTRACTS the type of prospects that you want to work with, and give them a compelling reason to contact you.
And once you create the ad, TEST IT. See what works and what doesn't. Professional marketers don't give up on their first try with an ad. They test it, tweak it, and test it again.