If I asked you to name the most valuable gift you can give to someone, what would you say? My answer to this question might surprise you. It’s not money, fame or power, but rather something much simpler: your attention.
Did you know that in today’s modern world, we are inundated with nearly 5,000 marketing messages per day? In order to capture someone’s attention, you have to cut through the noise and offer something of substance and value. When I meet with agents and brokers who are struggling to meet their goals, they are often missing the mark completely when it comes to crafting earning and holding the attention of their customers.
To keep your marketing efforts from falling into a proverbial black hole of noise, never to be seen or heard from again, I’ve pulled together some of the best marketing strategies I’ve developed over the years. Following these steps will keep you and your products top of mind next time your customers are looking to make a purchase.
STEP 1: WHO ARE YOU EVEN TALKING TO?
First, you need to ask yourself, “how well do I know my customers?” Think about the world from their point of view. What are their needs? What’s causing them to lose sleep at night? What problems can you help them solve?
Before you can fire off any target shots, you have to know where to aim. By identifying and embodying your personas, you’re able to finely tailor your marketing strategy down to each potential audience member’s daily habits. For example, start by making a list of traits common in your customers. If you can make a realistic pattern out of them, you’re on the right track to developing key demographics and purchase behaviors—the hardest part is over.
STEP 2: CONTENT THAT CONVERTS
Good marketers know they have about 15 seconds to grab someone’s attention. What does that mean for you? Your content has to be punchy and to-the-point. Focus on these five must-dos that will help capture the attention you crave:
- Create a sense of urgency
- Use persuasive words
- Write for scanners and skimmers
- Always provide an accessible call to action
- Use the right tone
STEP 3: WHAT’S IN IT FOR ME?
If you’re not answering this question right off the bat, you’ve already lost the game. Communicating the value of what you’re selling directly to your customers will set you apart from your competitors. What problem are you solving? How will your product make their lives better? How will it impact them on a personal level? Think about ways to integrate these value concepts into what you say and how you say it.
Think about what makes your products, your service, or even you unique. If you can provide your target audience with something they can’t find elsewhere, you’ll build trust and credibility—two things that give you an instant leg up on your competition.
Stay tuned for more insider tips on how you can maximize your marketing efforts and increase your close rate. You can also reach out to me directly. I’d love to connect.