My thanks to Carol Williams for writing this post and reinforcing what I harp about all the time: Successful marketing requires consistency!
"I'll make you an offer you can't refuse."
On June 5, 2017 I published the following content in a blog post. Although it did garner the coveted Feature Gold Star, I thought it might be worth bringing back as a reminder for all. It will be new content for any readers who missed it the first time around.
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Q: Dear Carol:
Why isn't my marketing working?
A: Dear Stumped:
Have you ever heard that it takes listening to something 6 times before it totally sinks in and you remember it? Why is that? Well, research has shown when you are exposed to new information for the first time, you forget some of it within a day, most of it within the first three days and almost all of it within a week.
Why is that? I think it is because our minds wander. Maybe the information was never actually comprehended the first time. Maybe you only heard part of what was being said, and the rest just blew right over your head.
I got to thinking about this yesterday after listening to a church sermon. The pastor said, "The devil always has an offer". For some reason, when I heard that one sentence I totally spaced out and have little recollection of what the rest of the sermon was about. My mind took its own path, and I started thinking about YOUR real estate business. Crazy, isn't it? Why would I let my mind wander to real estate at a time like that? Well, because that's what brains do. They have a mind of their own, so to speak. They have their own agenda... and we sometimes have little control over its spontaneity.
So, what's the point of telling you this? The point is, I get discouraged by agents who say their marketing isn't working. They say they sent out 100 mailers and got no response. Why would you even expect a response? Do you respond to every piece of junk mail you get because someone is trying to sell you some product or service? Oops... did I just call your mailings "junk" mail. Why, yes... yes, I did. That's all it is until you have established some sort of rapport with your target prospect. You MUST market your products and services over and over and over and over and over and over before you can realistically expect any results. You can't expect any results or loyalty until you have proven that you are in for the long haul and have value to offer them. Once you have established your expertise and reliability... then you can and should expect results. If you aren't getting results after that, you aren't sending out the right message for the target audience.
The devil is an expert at making enticing offers over and over and over. Are you? Don't get me wrong. I'm not suggesting you make deceiving offers, as the devil does. I am, however, suggesting you take a lesson from his persistence.
Like, The Godfather, you need to make an offer they can't refuse, AND you need to keep making it until they truly believe your offer is in their best interest. That is what the devil does. Take the devils marketing tactics and use them for good.
"The best way to predict the future is to create it!" -Peter Drucker
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