Hemingway
Sales Octane #7
An epic battle between a man and a giant marlin makes for a great Hemingway tale but, an ego marketing battle between you and yourself makes for a lousy Saturday afternoon of fishing.
Marketing. Marketing should be a continual cast into the sea. Marketing should never stop. Marketing is not only a growth tool, but a business sustainable tool. Marketing should be in your operating budget and in bolded type on your business plan! Marketing is how you touch your client. Marketing is how your tell a story and good stories sell!!
OK, so marketing is where your start but, you need to know what end result your are looking for? What do you see as your "pass go" in your marketing campaign? Marketing campaigns might have to go around the board a couple of times but your success will be the direct result of marketing.
But what is Marketing all about? Is it all about you? Is it all about what you can do? Is it all about who can see me? Is it all about your wonderful brand design? Is it all about your people? Did you forget?
Please leave all egos at the door!
You market to start the phone to ring, the conversation to begin, and the buzz around town. Marketing can be subtle (the brilliant report cover that is used) or flashy with color ads, e-mails, and pod casts. Marketing is not about you. Marketing is not about your business. Marketing is not about your brand. Marketing is not about your people. Marketing is all about your target. Your client.
You will need to answer these 3 questions to start your marketing. Without these three answers, any campaign will not return the results that you are looking for.
1. Who is your marketing target?
2. How are you going to reach the target?
3. How are you going to move or motivate the target?
"All good questions boss!"
Who is your marketing target?
Realtors, Lenders, Attorneys, Homeowners, Buyers Sellers, Property Managers, Investors?
How are your going to reach the target?
Flyers, e-mail, podcasts, seminars, sales meetings, phone calls, food, education, networks, radio, TV, or u-tube?
How are your going to move or motivate the target?
Value, Discounts, Leadership, Product, Service, Timing, Call to Action, Risk Reversal, Charity?
Take your 3 answers and design a story that will catch your target hook, line, and sinker. Now, what's next?
After you have brought your target into the boat, the marketing does not stop.
You must now decide how to market to your captured target. You want to keep the target in the boat. The target has already swallowed (said yes) to start the relationship. Now market to catch your target again and again. Start with the same 3 questions.
Once the target has been captured multiple times the target turns into one of your marketing tools. (referrals, testimonials, introductions, venture partners, etc.) Now pull out your rod and reel them in!
In the Hemingway novel, "The Old Man and the Sea", the old man's target was the fish. He used a boat to get to his target. He used bait to get the target to move. The reader was Hemingway's target, the book was how he got to his target, and the story was how he moved the target.
Now how "big" will your fish story be?
An epic battle between a man and a giant marlin makes for a great Hemingway tale but, an ego marketing battle between you and yourself makes for a lousy Saturday afternoon of fishing.
Marketing. Marketing should be a continual cast into the sea. Marketing should never stop. Marketing is not only a growth tool, but a business sustainable tool. Marketing should be in your operating budget and in bolded type on your business plan! Marketing is how you touch your client. Marketing is how your tell a story and good stories sell!!
OK, so marketing is where your start but, you need to know what end result your are looking for? What do you see as your "pass go" in your marketing campaign? Marketing campaigns might have to go around the board a couple of times but your success will be the direct result of marketing.
But what is Marketing all about? Is it all about you? Is it all about what you can do? Is it all about who can see me? Is it all about your wonderful brand design? Is it all about your people? Did you forget?
Please leave all egos at the door!
You market to start the phone to ring, the conversation to begin, and the buzz around town. Marketing can be subtle (the brilliant report cover that is used) or flashy with color ads, e-mails, and pod casts. Marketing is not about you. Marketing is not about your business. Marketing is not about your brand. Marketing is not about your people. Marketing is all about your target. Your client.
You will need to answer these 3 questions to start your marketing. Without these three answers, any campaign will not return the results that you are looking for.
1. Who is your marketing target?
2. How are you going to reach the target?
3. How are you going to move or motivate the target?
"All good questions boss!"
Who is your marketing target?
Realtors, Lenders, Attorneys, Homeowners, Buyers Sellers, Property Managers, Investors?
How are your going to reach the target?
Flyers, e-mail, podcasts, seminars, sales meetings, phone calls, food, education, networks, radio, TV, or u-tube?
How are your going to move or motivate the target?
Value, Discounts, Leadership, Product, Service, Timing, Call to Action, Risk Reversal, Charity?
Take your 3 answers and design a story that will catch your target hook, line, and sinker. Now, what's next?
After you have brought your target into the boat, the marketing does not stop.
You must now decide how to market to your captured target. You want to keep the target in the boat. The target has already swallowed (said yes) to start the relationship. Now market to catch your target again and again. Start with the same 3 questions.
Once the target has been captured multiple times the target turns into one of your marketing tools. (referrals, testimonials, introductions, venture partners, etc.) Now pull out your rod and reel them in!
In the Hemingway novel, "The Old Man and the Sea", the old man's target was the fish. He used a boat to get to his target. He used bait to get the target to move. The reader was Hemingway's target, the book was how he got to his target, and the story was how he moved the target.
Now how "big" will your fish story be?
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