Quotes of the week
 
"It's easy to get people's attention; what counts is getting their interest."
 Philip Randolph
 
~~~

"Bigness comes from doing many small things well. Individually, they are not very dramatic transactions. Together though, they add up."
Author, Edward S. Finkelstein
 
 
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~~~
 
A Marketing Idea  I'd pass up
 
This week on Active Rain I read about a male mortgage lender who advertises in public rest rooms... inside the stalls in the ladies room.
 
The reason it came up was because he had "creeped out" some of those ladies.
 
Why mention it?
 
Because sometimes ideas that seem good when you first hear of them aren't really so good.
 
Along with thinking of how many people will see your message and whether they'll be in the frame of mind to notice it in that particular place and time, always think about how your prospects will react. 
 
Thinking ahead to holiday giving...

As we all know, small business people are having a tough time lately.

As small business people ourselves, it seems like it might be a good idea for us to try to help our friends and neighbors by spending our gift-giving dollars locally - on goods and services our family and friends can actually use.
 
Make your prospecting letters stand out in the mailbox...
Want people to read your prospecting letters?
 
Of course you do. So here are a few methods that direct marketers use to make their mail stand out and get opened.  

Use an unusual sized mailer.

Print your message on an odd-sized postcard, or if you prefer to use envelopes, mail it in something other than a #10 business envelope. Greeting-card size usually evokes curiosity, especially if you've hand-written the address. Or try an 8 ½ X 11 mailer to look somewhat "official."

Use a teaser.

Write a promise of what's inside on the outside of the envelope.
 
This won't work if your prospecting letter is of the "Here I am, I'm wonderful, hire me" variety. But you're way beyond that by now. So give a hint of the "good stuff" to come.

Maybe it's a market report. You could say "What are homes in your neighborhood selling for this month? Get the full report inside."

If it's a report you're sending to expireds on "Why it didn't sell," you could say: "Inside – the 3 primary reasons why homes expire off the market unsold."

Maybe you're writing to residents of an apartment complex. Your teaser could say "Purchasing a home without a buyer's agent could cost you thousands. Look inside for the reason why."

Go lumpy.

Few people can resist opening an envelope if it's lumpy. You just never know what you might find inside, and we humans are almost as curious as cats.

A few years ago I wrote a promotion for a new agent who was establishing a territory in her own neighborhood. Her mailing contained a quarter, along with the message: "Here's a quarter, call someone who cares." (In case you don't remember, that's from a once-popular Country-Western song.)
 
Of course, the promotion went on to talk about her love for the neighborhood and that SHE was the one who cared.

Your lumpy object could be all sorts of things – pens, notepads, a packet of garden seeds, or even a wooden "round tuit."  
 
Use your imagination and match "the lump" to the neighborhood, the clients, or the season.
 
 
If you're just getting started, where do you start?
 
An agent wrote me this week to ask about my prospecting letters and get some advice on where to begin when she's new.

You probably know I always recommend choosing a niche and really working it, rather than trying to be all things to all people.

But which one? I believe the best place to start is in your own neighborhood, with the Geographic Territory Farming Letters.

After all, you already know some of the people. You already know things about the neighborhood that other people don't know. And hopefully, you like living there.

And a big plus in today's economy: If you stick to a territory that's close to home, you'll spend a whole lot less on gasoline.
 
Here's to more and faster closings,
 
 
P.S. When it's time to update your website, energize your bio, or create a new brochure or newsletter, get in touch!
Copy by Marte, Priest River, Idaho
www.copybymarte.com
208-448-1479