Today everyone seems to be talking about content marketing as if it were a brand new concept, just discovered as the way to reach new customers and build brand recognition. That simply isn’t so. At least two companies were using content marketing in the late 1800’s. Dr. Oetker: In 1891, Dr. August Oetker, working at […]
One Copywriter’s Pet Peeve: Lazy copy
Every writer has pet peeves that make him or her cringe. I actually have two. The first one is “I want to thank…” It must just be me, because I see it and hear it all the time. Every time I do, my instant reaction is “Well, then why don’t you do it if you […]
Do You and Your Prospects Speak the Same Language?
You might all speak English, but if you speak “text” and your prospects don’t – you may be losing them to confusion. As more and more people are texting, those acronyms and other abbreviated forms of communication are slipping more and more into email messages, blogs, and even newspaper articles! But are you SURE everyone […]
The Relationship-Building Value of Drip Marketing
The name “drip marketing” doesn’t sound very glamorous. In fact it sounds kind of, well, drippy. But its value in building relationships with your clients and prospects is far from drippy. Used in a permission-based e-mail campaign, or in a postal mail campaign, drip marketing does more than remind your prospects that you exist. It […]
Market to Boomers With Feel-good Sights and Sounds
Baby boomers make up a huge part of the buying public right now. And studies show that women over 50 control a mammoth percentage of the nation’s wealth. This is a group with buying power, so if your product or service is one that would appeal to them, you’d do well to target them […]
How to Write an Effective Email Marketing Message
E-mail is a wonderful way to reach a large number of people for little cost. But it won’t do you any good if it goes straight into the delete file. The first step is to pass the “glance test” and to create a friendly feeling in the minds of your readers. First pay attention to […]
Real Estate Newsletters – a Soft Sell That Works
Staying in touch with your sphere of influence, past clients, and warm leads is important. You know that. But what can you say that won’t make them think you’re being pushy? Sales letters aren’t appropriate for past clients or even for your sphere of influence. These are people who may turn into current clients at […]
Why Effective Sales Letters Never Begin With “I”
Good sales letters never begin with “I” or “We,” and there’s a very good reason why. It isn’t because it sounds a bit rude and self centered, although it does. It’s because of a fact which many of us would rather not believe. That fact is that our readers really don’t care about us. What […]
When you want a reply by postal mail…
Enclose a reply envelope… If you hope that your prospective client will reply via postal mail, enclose a reply envelope in your mailing. If he or she has to go hunt for an envelope and address it, your chances of a reply are pretty slim. So make it easy. Step #2: stamp that envelope. You […]
Yes, you need a real estate niche
Why A Marketing Niche Can Expand Your Sales Have you ever heard the expression “Jack of all trades and master of none?” It used to be a common one – describing people who knew a little bit about a lot of things and could perform a variety of tasks. The down side was that they […]
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