I wish I could take credit for this one, but I'll have to admit that I read it on a forum somewhere.
Halloween is fast approaching - so soon now that the checkers in the grocery store today were discussing their costumes and what they can wear that will be comfortable to work in all day. I hope I remember to go to town that day to see what they all come up with.
I used to go to the real estate office with my hair sprayed bright pink - I loved it!
But costumes aren't what this is about. Back to the idea.
If you live in a neighborhood where you'll get trick or treaters, buy a supply of those tiny brown bags and attach your business card to each of them before putting in candy. Then hand each of the children a bag at your door. Since most parents now do check the candy before they let the kids pig out, they'll see your card and know they have a top agent in their own neighborhood.
You might even have some inexpensive cards printed for the occasion - you can do it on your computer if you have the right program. Say something like Happy Halloween from Jane Doe - your neighborhood Realtor. Then insert the tag line that you've created for your specialty.
If you try this, be sure to put some mom-approved candy in that bag!
Monday, October 08, 2007
Monday, September 24, 2007
Should you ever turn away business?
You market diligently to get new business - should you take all that comes your way?
I don't think so. But maybe that's because I turned down what might have been an extensive and lucrative copywriting project just recently. The clients wanted me to write a letter promoting someone I think is a monster. I thought long and hard about it and then said no.
Now that kind of thing doesn't happen all the time. There aren't that many monsters who have support systems like that. But a writer can be asked to promote a product that is inferior or even harmful.
A building contractor can be asked to cut corners to make a spec house cost less, a garage owner can be asked to rewind an odometer - and a real estate agent can be asked to list a home under circumstances that just aren't right.
For instance, some owners ask their Realtors to withhold information about a property that would cause buyers to turn away. It could be the presence of a sex offender next door, or the fact that the roof leaks - but it is something that buyers clearly should know.
But there's another reason to turn down business. That is your own happiness. My belief is that you should not deliberately do business with a person who makes you uncomfortable and unhappy every time you see them or hear their voice on the phone - and there are people like that. They're arrogant or just difficult at every turn.
I say, if you see them coming, run the other way. The time, energy, and stress you'll expend on them could be much better spent working with people who are pleasant and cooperative. Plus, often the transactions you try to put together with those people fall apart at the last minute - leaving you nothing but a headache for your effort.
We all need to work - but we can choose to work at a job we love with people we appreciate.
I don't think so. But maybe that's because I turned down what might have been an extensive and lucrative copywriting project just recently. The clients wanted me to write a letter promoting someone I think is a monster. I thought long and hard about it and then said no.
Now that kind of thing doesn't happen all the time. There aren't that many monsters who have support systems like that. But a writer can be asked to promote a product that is inferior or even harmful.
A building contractor can be asked to cut corners to make a spec house cost less, a garage owner can be asked to rewind an odometer - and a real estate agent can be asked to list a home under circumstances that just aren't right.
For instance, some owners ask their Realtors to withhold information about a property that would cause buyers to turn away. It could be the presence of a sex offender next door, or the fact that the roof leaks - but it is something that buyers clearly should know.
But there's another reason to turn down business. That is your own happiness. My belief is that you should not deliberately do business with a person who makes you uncomfortable and unhappy every time you see them or hear their voice on the phone - and there are people like that. They're arrogant or just difficult at every turn.
I say, if you see them coming, run the other way. The time, energy, and stress you'll expend on them could be much better spent working with people who are pleasant and cooperative. Plus, often the transactions you try to put together with those people fall apart at the last minute - leaving you nothing but a headache for your effort.
We all need to work - but we can choose to work at a job we love with people we appreciate.
Saturday, July 07, 2007
A tribute to Power Linemen
Hi all, and sorry for my absence. For some reason Google decided my "email address didn't exist" for a few days... tonight it works again. That's computers for you!
Tonight isn't about marketing, because I want to take a minute and pay tribute to some amazing men. My son is one of them, or I might not even know how amazing they are.
I'm talking about power linemen.
A week ago today a freak wind storm hit North Idaho - it roared through here, did its damage, and was gone an hour later. We were fortunate - no trees on the roof or flying sheds. Just a lot of branches to pick up everywhere. We only lost power for a day. But others were not so fortunate.
When my son got the call at 7:30 last Friday night he thought he'd be out for a couple of hours - little did he know the extent of the destruction or how many power lines would have to be completely rebuilt. His crew finished their last repair at 9:30 tonight. He was out for a couple of hours alright - plus a week!
What most people don't know is the hours they work. By the time they got back in tonight they had worked 138 hours in 7 days. When the people are without power, these guys just don't quit.
They missed celebrating the 4th of July - and they missed last Christmas because of a storm on the Washington coast. But they don't complain. It doesn't matter if its snowing and ten below zero, or if the temperatures reach 100 in the shade (like today).
So, next time your power goes out, know that there are a bunch of dedicated men out there hustling to get it back to you. If you happen to see them, give them a friendly wave and a smile and let them know they're appreciated.
Wishing you a wonderful week-end,
Marte
Tonight isn't about marketing, because I want to take a minute and pay tribute to some amazing men. My son is one of them, or I might not even know how amazing they are.
I'm talking about power linemen.
A week ago today a freak wind storm hit North Idaho - it roared through here, did its damage, and was gone an hour later. We were fortunate - no trees on the roof or flying sheds. Just a lot of branches to pick up everywhere. We only lost power for a day. But others were not so fortunate.
When my son got the call at 7:30 last Friday night he thought he'd be out for a couple of hours - little did he know the extent of the destruction or how many power lines would have to be completely rebuilt. His crew finished their last repair at 9:30 tonight. He was out for a couple of hours alright - plus a week!
What most people don't know is the hours they work. By the time they got back in tonight they had worked 138 hours in 7 days. When the people are without power, these guys just don't quit.
They missed celebrating the 4th of July - and they missed last Christmas because of a storm on the Washington coast. But they don't complain. It doesn't matter if its snowing and ten below zero, or if the temperatures reach 100 in the shade (like today).
So, next time your power goes out, know that there are a bunch of dedicated men out there hustling to get it back to you. If you happen to see them, give them a friendly wave and a smile and let them know they're appreciated.
Wishing you a wonderful week-end,
Marte
Thursday, June 14, 2007
Can you market yourself as a brand?
You've heard people refer to someone as "Having her own brand of charm" or "His own brand of wit." But what about your own brand of doing business?
Do you go about your business in a way that makes you unique? My guess is you do. And since you take the time to read about and think about marketing, my second guess is that your brand is probably a good one.
I'll have to admit, when I first thought the words "brand of doing business" I immediately thought of someone whose "brand" you would not aspire to. He was a carpet installer, cabinet maker, and general remodeler. His unique brand was to say he'd be there on Tuesday, but you could never be sure if that meant Tuesday next week or Tuesday next year. Then, when he did show up, he'd work (?) for an hour or two and rush off to try to pacify some other poor soul whose job wasn't being finished. I knew better when I hired him, so my cabinets being installed 5 months late was my own fault.
He is his own unique brand. Among the local contractors, when anyone says "He pulled a Duane," everyone knows exactly what that means.
I'll bet you can think of a few people like that yourself. People who are well known in a negative sort of way - and who are so good at it that when their name is mentioned everyone else knows what trait you're talking about.
But that's not you. Your brand may be to always be on time! It might be a talent for putting people at ease around you, or for solving problems, coming in early, or working late. It might even be your adventurous nature or your willingness to explore new marketing ideas.
Think about yourself and your business. What is it that sets you apart from the others? Can you expand on it, and turn it into a brand you'll be known for? How will saying it fit into your current marketing? Will saying it give your marketing even better impact?
I know its easier to talk about your products or perhaps the people who work for or with you. Many of us grew up with moms who said "Don't brag" and who admonished us not to make ourselves "seen" in public. So when we say "I'm good at this" we feel a little guilt. Mom would really not approve.
But, there's no way around it. If you want to make a good living you need customers and clients. And as nice as it would be if all business could come from other people singing your praises, it just doesn't happen that way. You have to promote yourself.
So this time, before you send out your next ad or letter or email... think about your brand and how you'll let strangers know about it. Take the time to incorporate it into your marketing messages so it will grow - and some wonderful trait will automatically be associated with your name.
Until next time - good marketing!
Marte
Do you go about your business in a way that makes you unique? My guess is you do. And since you take the time to read about and think about marketing, my second guess is that your brand is probably a good one.
I'll have to admit, when I first thought the words "brand of doing business" I immediately thought of someone whose "brand" you would not aspire to. He was a carpet installer, cabinet maker, and general remodeler. His unique brand was to say he'd be there on Tuesday, but you could never be sure if that meant Tuesday next week or Tuesday next year. Then, when he did show up, he'd work (?) for an hour or two and rush off to try to pacify some other poor soul whose job wasn't being finished. I knew better when I hired him, so my cabinets being installed 5 months late was my own fault.
He is his own unique brand. Among the local contractors, when anyone says "He pulled a Duane," everyone knows exactly what that means.
I'll bet you can think of a few people like that yourself. People who are well known in a negative sort of way - and who are so good at it that when their name is mentioned everyone else knows what trait you're talking about.
But that's not you. Your brand may be to always be on time! It might be a talent for putting people at ease around you, or for solving problems, coming in early, or working late. It might even be your adventurous nature or your willingness to explore new marketing ideas.
Think about yourself and your business. What is it that sets you apart from the others? Can you expand on it, and turn it into a brand you'll be known for? How will saying it fit into your current marketing? Will saying it give your marketing even better impact?
I know its easier to talk about your products or perhaps the people who work for or with you. Many of us grew up with moms who said "Don't brag" and who admonished us not to make ourselves "seen" in public. So when we say "I'm good at this" we feel a little guilt. Mom would really not approve.
But, there's no way around it. If you want to make a good living you need customers and clients. And as nice as it would be if all business could come from other people singing your praises, it just doesn't happen that way. You have to promote yourself.
So this time, before you send out your next ad or letter or email... think about your brand and how you'll let strangers know about it. Take the time to incorporate it into your marketing messages so it will grow - and some wonderful trait will automatically be associated with your name.
Until next time - good marketing!
Marte
Thursday, June 07, 2007
E-mail marketing: the subject line puzzle
How much time do you spend each day hitting the delete button? And how many tenths of a second does it take you to decide to click?
I'm personally getting pretty fast -- hope I don't accidentally delete something I want. But sometimes the titles, or the sender names, are so silly that I stop and stare a second. For instance, I've been getting mail from someone named Ron Representive. How clever.
Meanwhile, I read a good tip this week, so have to share. The writer was discussing the difficulty of getting email opened, and he had a good idea. Put your main subject first, and some follow up words after a colon - like I just did with this title
It makes sense, especially if you're talking about 10 ways to do something or promoting a class or maybe sending an invitation to an industry event. For instance. Instead of writing
"10 ways to write a better business letter", you could say "Business letters: 10 ways to improve yours."
That method might help your open rate, and might alert quick fingered folks like me to stop and look just an instant longer.
The other method I've read, which I think is really good if you're writing to folks who know you, is to put your name or your company name in brackets at the beginning. Such as [Marte Cliff]
Not much help though, if you're writing to strangers.
Whatever we do, its definitely time to identify who we are and what we're offering - or at least find a way to differentiate our messages from the ton of pure junk that floods our in boxes.
I'm hoping that all those people who write the cute, tricky subject lines will become so discouraged by their results that they'll fade into the sunset. You know, the ones that say things like "I got your message" when it's from someone you've never heard of. But, I expect when they do, others will take their places.
If you have any great tips to share on this subject -- or any other -- please write!
Yours for success,
Marte
P.S. If you want some tips on writing a better business letter, join my marketing ezine. Just send a blank email.
I'm personally getting pretty fast -- hope I don't accidentally delete something I want. But sometimes the titles, or the sender names, are so silly that I stop and stare a second. For instance, I've been getting mail from someone named Ron Representive. How clever.
Meanwhile, I read a good tip this week, so have to share. The writer was discussing the difficulty of getting email opened, and he had a good idea. Put your main subject first, and some follow up words after a colon - like I just did with this title
It makes sense, especially if you're talking about 10 ways to do something or promoting a class or maybe sending an invitation to an industry event. For instance. Instead of writing
"10 ways to write a better business letter", you could say "Business letters: 10 ways to improve yours."
That method might help your open rate, and might alert quick fingered folks like me to stop and look just an instant longer.
The other method I've read, which I think is really good if you're writing to folks who know you, is to put your name or your company name in brackets at the beginning. Such as [Marte Cliff]
Not much help though, if you're writing to strangers.
Whatever we do, its definitely time to identify who we are and what we're offering - or at least find a way to differentiate our messages from the ton of pure junk that floods our in boxes.
I'm hoping that all those people who write the cute, tricky subject lines will become so discouraged by their results that they'll fade into the sunset. You know, the ones that say things like "I got your message" when it's from someone you've never heard of. But, I expect when they do, others will take their places.
If you have any great tips to share on this subject -- or any other -- please write!
Yours for success,
Marte
P.S. If you want some tips on writing a better business letter, join my marketing ezine. Just send a blank email.
Wednesday, May 30, 2007
Working from a home office...
Do you work from a home office? Then you know just how difficult it can be some days.
For some reason, people think that when you work at home, you aren't really working. Sometimes even your beloved family falls into that mindset. Take today, for instance.
My husband, who is retired, is getting ready to go on the annual fishing trip to Montana. That means about 2 weeks of planning and packing in order to be away for 4 whole days. He thinks he's not bothering me with any of it... but somehow, having someone running in and out of the house all day looking for things really is an interruption.
About the time I've figured out exactly the right words to help promote a client's business, I hear footsteps overhead and the sound of someone rummaging around in the cupboards. The words fly out of my head and I go upstairs to help.
Then a very good friend called, asking me to go on an outing with her on Friday. She's retired too, so forgets that I need to keep fingers to the keyboard if I plan to pay the bills.
And then there's the neighbors. This afternoon our neighbor lady, also retired, came by to give me some plants for the garden. It was very thoughtful of her, but...
So, once again I've decided to quit fighting it. After the house quiets down tonight and my husband is fast asleep, I'll be able to concentrate and I'll get back to work. Then all I'll have to worry about is the cat jumping into my lap at an inopportune moment -- and the dogs reminding me that it really is time to go outside.
It's a very good thing that I am, by nature, a night owl.
How about you? If you work at home, have you trained family and friends to let you work during "working hours" or do you, like me, burn the midnight oil? Have you found great ways to cope with the "work from home" situation? If so, share...
OK, off to do stuff around the house until things quiet down...
Marte
P.S. If you've been sweating over how to get your emails read, go grab some great free information at emailpromosexposed.com
And of course, if you want some help with those emails, your web copy, a letter you need to mail, your personal brochure, or any other marketing piece, get in touch. Visit me at www.marte-cliff.com or email: marte@copybymarte.com
For some reason, people think that when you work at home, you aren't really working. Sometimes even your beloved family falls into that mindset. Take today, for instance.
My husband, who is retired, is getting ready to go on the annual fishing trip to Montana. That means about 2 weeks of planning and packing in order to be away for 4 whole days. He thinks he's not bothering me with any of it... but somehow, having someone running in and out of the house all day looking for things really is an interruption.
About the time I've figured out exactly the right words to help promote a client's business, I hear footsteps overhead and the sound of someone rummaging around in the cupboards. The words fly out of my head and I go upstairs to help.
Then a very good friend called, asking me to go on an outing with her on Friday. She's retired too, so forgets that I need to keep fingers to the keyboard if I plan to pay the bills.
And then there's the neighbors. This afternoon our neighbor lady, also retired, came by to give me some plants for the garden. It was very thoughtful of her, but...
So, once again I've decided to quit fighting it. After the house quiets down tonight and my husband is fast asleep, I'll be able to concentrate and I'll get back to work. Then all I'll have to worry about is the cat jumping into my lap at an inopportune moment -- and the dogs reminding me that it really is time to go outside.
It's a very good thing that I am, by nature, a night owl.
How about you? If you work at home, have you trained family and friends to let you work during "working hours" or do you, like me, burn the midnight oil? Have you found great ways to cope with the "work from home" situation? If so, share...
OK, off to do stuff around the house until things quiet down...
Marte
P.S. If you've been sweating over how to get your emails read, go grab some great free information at emailpromosexposed.com
And of course, if you want some help with those emails, your web copy, a letter you need to mail, your personal brochure, or any other marketing piece, get in touch. Visit me at www.marte-cliff.com or email: marte@copybymarte.com
Tuesday, May 22, 2007
Grow your business by helping others
It just occurred to me that one of the best things about the internet is that we have the opportunity to help each other prosper. That's pretty neat, I think, and it isn't even difficult.
I'm talking about link exchanges. Everyone knows they need their web site to rank high in a generic search -- unless they want to pay for clicks. And while optimizing a site for SEO is fun and does do a lot of good, there's that external SEO to deal with.
And that's where friends come in.
While the big companies can hire someone to go out and get them links, most of us cannot. But we can trade with all the people we know and trust to do business well. We all have someone else who helps us do business in some way, or we have customers we can trade with.
For instance, if you run a small retail store, you have dozens of vendors -- some of whom are small enough that you could call them up and suggest a trade. You also have customers who buy from you regularly. Why not trade with them?
The same holds true for Realtors, Insurance Agents, Plumbers, Landscapers, Dog Groomers, Hairdressers, Chiropractors, Motel and Restaurant owners... in short, everyone.
The links you add can also be a source of referrals back and forth between your businesses -- which is a second benefit. Would you rather choose a plumber from the phone book, or from a list of "preferred vendors" on your favorite Realtor's website? I'll admit, you won't get a ton of business that way, but it certainly won't hurt.
One thing to keep in mind is the content of the links. For the maximum benefit, they should be from your keywords - definitely not from "click here." It will take a little extra effort to decide how to word a sentence to do that, but from everything I've read, it will be worth the effort.
Right now I'm working on getting links from "web copywriter" because I'm trying to raise the ranking of that page on my site. Location doesn't matter to me, because my clients come from all over the country, but if you have a local business, try to work in the name of your City as well as the keyword that will draw folks to you. For instance, link from "Boise landscaper" or "landscaper in Boise," rather than just "landscaper."
And that reminds me... if you link to a certain function of your business, be sure to link to the proper page. Just today I followed a link to find more information about something that was promised, and when I got there I got a home page with no clue about where to find the information. I left in disgust. I'm sure you've encountered the same thing.
That's my thought for the night. Let's all get busy and help each other tomorrow!
Yours for success,
Marte
www.marte-cliff.com
writer@marte-cliff.com
I'm talking about link exchanges. Everyone knows they need their web site to rank high in a generic search -- unless they want to pay for clicks. And while optimizing a site for SEO is fun and does do a lot of good, there's that external SEO to deal with.
And that's where friends come in.
While the big companies can hire someone to go out and get them links, most of us cannot. But we can trade with all the people we know and trust to do business well. We all have someone else who helps us do business in some way, or we have customers we can trade with.
For instance, if you run a small retail store, you have dozens of vendors -- some of whom are small enough that you could call them up and suggest a trade. You also have customers who buy from you regularly. Why not trade with them?
The same holds true for Realtors, Insurance Agents, Plumbers, Landscapers, Dog Groomers, Hairdressers, Chiropractors, Motel and Restaurant owners... in short, everyone.
The links you add can also be a source of referrals back and forth between your businesses -- which is a second benefit. Would you rather choose a plumber from the phone book, or from a list of "preferred vendors" on your favorite Realtor's website? I'll admit, you won't get a ton of business that way, but it certainly won't hurt.
One thing to keep in mind is the content of the links. For the maximum benefit, they should be from your keywords - definitely not from "click here." It will take a little extra effort to decide how to word a sentence to do that, but from everything I've read, it will be worth the effort.
Right now I'm working on getting links from "web copywriter" because I'm trying to raise the ranking of that page on my site. Location doesn't matter to me, because my clients come from all over the country, but if you have a local business, try to work in the name of your City as well as the keyword that will draw folks to you. For instance, link from "Boise landscaper" or "landscaper in Boise," rather than just "landscaper."
And that reminds me... if you link to a certain function of your business, be sure to link to the proper page. Just today I followed a link to find more information about something that was promised, and when I got there I got a home page with no clue about where to find the information. I left in disgust. I'm sure you've encountered the same thing.
That's my thought for the night. Let's all get busy and help each other tomorrow!
Yours for success,
Marte
www.marte-cliff.com
writer@marte-cliff.com
Saturday, May 19, 2007
The growing REO market offers opportunity
It's a sad but true fact that many people are losing their homes this year. You feel sorry for those people, but there's nothing you can do about it -- unless you're as rich as Midas and you can bail them all out.
That said, there's no reason not to take advantage of the opportunity it presents to Realtors and a host of other service providers who deal with real estate in some capacity.
First, the real estate agents: If you can become expert at finding out the unknown facts about these homes, you can become a valuable resource for buyers - and you can advertise your expertise. Keep in mind that many agents are too lazy to dig until they learn the things buyers want to know. They're used to sellers providing information, and that just won't happen with REO houses. When you provide the extra service, you'll stand out from the crowd.
Then - the others. Another sad fact is that many repossessed homes are in terrible condition. They're either dirty or damaged or both. Some homeowners, upon realizing that they've lost their homes, go out of their way to leave everything in top condition -- others go out of their way to destroy things. I've even listed repo houses where the kitchen sink had been removed and rocks thrown down the well.
That offers opportunity for a whole host of other professionals. People like:
If you're a Realtor, begin compiling a list of competent service professionals. If you're one of those professionals, make up a little brochure outlining your services and give copies to all the real estate people in your vicinity.
You'll be helping the new purchasers and helping yourself at the same time.
Until next time, I wish you success.
Marte
That said, there's no reason not to take advantage of the opportunity it presents to Realtors and a host of other service providers who deal with real estate in some capacity.
First, the real estate agents: If you can become expert at finding out the unknown facts about these homes, you can become a valuable resource for buyers - and you can advertise your expertise. Keep in mind that many agents are too lazy to dig until they learn the things buyers want to know. They're used to sellers providing information, and that just won't happen with REO houses. When you provide the extra service, you'll stand out from the crowd.
Then - the others. Another sad fact is that many repossessed homes are in terrible condition. They're either dirty or damaged or both. Some homeowners, upon realizing that they've lost their homes, go out of their way to leave everything in top condition -- others go out of their way to destroy things. I've even listed repo houses where the kitchen sink had been removed and rocks thrown down the well.
That offers opportunity for a whole host of other professionals. People like:
- Cleaning people
- Plumbers
- Electricians
- Painters
- Landscapers
- Carpenters
- and sometimes, even well drillers and septic installers.
If you're a Realtor, begin compiling a list of competent service professionals. If you're one of those professionals, make up a little brochure outlining your services and give copies to all the real estate people in your vicinity.
You'll be helping the new purchasers and helping yourself at the same time.
Until next time, I wish you success.
Marte
Monday, May 07, 2007
Why do you choose to open an e-mail?
Last week I wrote an e-mail promotion for a client who wanted to use the subject line: "Mother's Day Special." We did, and we got about a 15% open rate with a 6% conversion rate.
I'd like to increase her open rate on the next one and still maintain the good conversion rate. But how? I've thought about that a lot for the past several days.
What makes the difference between opening an email and deleting it without looking? The name of the sender, of course. And then the Subject line. We're all getting subject lines designed to trick us in to opening. Things like "Thanks for calling" and "Old friend found you." Those might get opened, but if you're like me, your annoyance at being tricked is enough to make you delete just as soon as you see it's bogus.
So what does work? I'd love to hear your opinions. What makes you delete without opening? What makes you open and at least give the message a glance? Was my client correct in stating that the email contained information about a special? Or should we have gone to a curiosity subject like "What does Mom want most this Mother's Day?"
What I do know for sure is that a steady program to build trust is vital. You absolutely must give your e-mail recipients something of value when you write. Not just a promotion, but information people can use. Then when they see your name in the send line, they'll open it to see what you have to say today.
After that, you have to be consistent. I've seen 3 or 4 internet marketers who started out well and have since fallen into the habit of "advertising only" in their emails. Now if they had something good to say I'd never know, because I delete automatically when I see their names.
So, do you have a rule of thumb? What makes you open or delete?
Looking forward to your answers,
Marte
Marte Cliff, Copywriter
www.marte-cliff.com
I'd like to increase her open rate on the next one and still maintain the good conversion rate. But how? I've thought about that a lot for the past several days.
What makes the difference between opening an email and deleting it without looking? The name of the sender, of course. And then the Subject line. We're all getting subject lines designed to trick us in to opening. Things like "Thanks for calling" and "Old friend found you." Those might get opened, but if you're like me, your annoyance at being tricked is enough to make you delete just as soon as you see it's bogus.
So what does work? I'd love to hear your opinions. What makes you delete without opening? What makes you open and at least give the message a glance? Was my client correct in stating that the email contained information about a special? Or should we have gone to a curiosity subject like "What does Mom want most this Mother's Day?"
What I do know for sure is that a steady program to build trust is vital. You absolutely must give your e-mail recipients something of value when you write. Not just a promotion, but information people can use. Then when they see your name in the send line, they'll open it to see what you have to say today.
After that, you have to be consistent. I've seen 3 or 4 internet marketers who started out well and have since fallen into the habit of "advertising only" in their emails. Now if they had something good to say I'd never know, because I delete automatically when I see their names.
So, do you have a rule of thumb? What makes you open or delete?
Looking forward to your answers,
Marte
Marte Cliff, Copywriter
www.marte-cliff.com
Wednesday, April 25, 2007
What kind of ezines do you read?
My question for the day is a reaction to the ezines in my mailbox.
There are some I love, and read clear through. John Forde's for example. And then others I scan through, trying to see if there's something good, and delete.
The difference for me: Some have a good story or some good advice, presented in a clear, linear fashion, right there in the email. Others have a half dozen or more little blurbs telling you to go somewhere else to read the rest. Most of them are ads for something or other. I just deleted one a minute ago that probably had some good things to learn -- somewhere. But I didn't have the patience to wade through it to find which link might lead me there.
I did read somewhere that short emails get delivered more readily than long ones. Don't know if that's the truth, but I read it. That would be a good reason to link to your longer message on a web page if it's true.
So what do you think? What kind of ezine do you prefer? (I know that my tastes are often far removed what what other people think.)
And what about the rest of the format? Would you rather get an ezine with a header, and color, and a few graphics? Or do you appreciate a straightforward, black and white e-mail?
Share your opinion -- and rant a bit if you like!
Marte
There are some I love, and read clear through. John Forde's for example. And then others I scan through, trying to see if there's something good, and delete.
The difference for me: Some have a good story or some good advice, presented in a clear, linear fashion, right there in the email. Others have a half dozen or more little blurbs telling you to go somewhere else to read the rest. Most of them are ads for something or other. I just deleted one a minute ago that probably had some good things to learn -- somewhere. But I didn't have the patience to wade through it to find which link might lead me there.
I did read somewhere that short emails get delivered more readily than long ones. Don't know if that's the truth, but I read it. That would be a good reason to link to your longer message on a web page if it's true.
So what do you think? What kind of ezine do you prefer? (I know that my tastes are often far removed what what other people think.)
And what about the rest of the format? Would you rather get an ezine with a header, and color, and a few graphics? Or do you appreciate a straightforward, black and white e-mail?
Share your opinion -- and rant a bit if you like!
Marte
Friday, April 06, 2007
Have you considered a marketing partnership?
Staying in regular contact with your past, present, and future customers is vital to your success in business. That means you should be sending some kind of direct mail at least quarterly, and preferably more often. I recommend a newsletter, because when part of your mailing is "newsy" people are more apt to read instead of toss.
The trouble is, postage rates are climbing higher and higher and higher.
So why not share that cost with a complimentary business? What's that? Any business that serves the same clientele.
For instance, if you're in real estate you could team up with almost anyone - but the most obvious would be insurance, landscaping, pool cleaning, house cleaning, home staging, house painting, plumbing, appliance sales - and the list goes on.
If you sell cars you could team up with the person who sells tires or does detailing - or even one who sells custom seat covers or truck bed liners.
If you're a business accountant, you could team up with an office supply store or a commercial cleaning business.
The combinations and possibilities are endless - and can be a benefit to both of you - or all 3 or 4 of you. You not only save money by sharing postage, you are, in effect, recommending each other.
Think about who you know and go talk to them. It might be the beginning of something wonderful.
Meanwhile, get that second quarter mailing ready to go - the year is flying and your customers could, at this very moment, be forgetting about you!
Yours for success,
Marte
P.S. If you can't decide what to say, or don't have 3 or 4 hours to write a letter, call or write me. I'd love to tell your customers how great they'll feel when they do business with you.
208-448-1479
writer@marte-cliff.com
The trouble is, postage rates are climbing higher and higher and higher.
So why not share that cost with a complimentary business? What's that? Any business that serves the same clientele.
For instance, if you're in real estate you could team up with almost anyone - but the most obvious would be insurance, landscaping, pool cleaning, house cleaning, home staging, house painting, plumbing, appliance sales - and the list goes on.
If you sell cars you could team up with the person who sells tires or does detailing - or even one who sells custom seat covers or truck bed liners.
If you're a business accountant, you could team up with an office supply store or a commercial cleaning business.
The combinations and possibilities are endless - and can be a benefit to both of you - or all 3 or 4 of you. You not only save money by sharing postage, you are, in effect, recommending each other.
Think about who you know and go talk to them. It might be the beginning of something wonderful.
Meanwhile, get that second quarter mailing ready to go - the year is flying and your customers could, at this very moment, be forgetting about you!
Yours for success,
Marte
P.S. If you can't decide what to say, or don't have 3 or 4 hours to write a letter, call or write me. I'd love to tell your customers how great they'll feel when they do business with you.
208-448-1479
writer@marte-cliff.com
Tuesday, March 27, 2007
Read any good real estate signs lately?
Hi all,
Last week-end I got to be a passenger instead of a driver on a couple of trips in to town, so I got to do more gawking than usual. It's always fun to get to really look at the things passing by outside the windows and notice the changes that have taken place.
One thing I noticed a lot is real estate signs - and how few I could read. For some it's because the sign itself is too busy - the print is too fancy and small to be easily read at 60 miles per hour. And because of the placement, it does no good for a passenger to turn for a longer look. But for others, it's because they're torn, faded, or knocked over.
Those "silent salesmen" aren't doing a very good job!
A few of those signs had brochure boxes, so if we had been in the market for real estate we could have stopped to get some information - if there had been brochures in the boxes. Most are empty.
Now I'll admit, its been a long winter and it isn't any fun to get out there and take care of signs in the snow and the mud. But some things you need to do for your business just aren't fun. They need to be done anyway.
Before you head out there to straighten or replace the signs and fill those brochure boxes, why not take a couple of hours and re-vamp your flyer? Give those prospective buyers something good to read that will make them get on the phone and make an appointment?
In fact, before summer hits and the real estate market gets crazy, why not give ALL of your marketing materials a face-lift? Good advertising takes time, so do it now while you still have a little time.
If you're looking for more ideas to energize your business this year, check out my e-book, Getting Clients.
You just might find the idea that will double or triple your sales this year - without doubling or tripling the time you spend at work. Wouldn't it be fun to have the money for something like a new boat - AND have the time to go enjoy it?
Meanwhile, if you consider writing your ads an unpleasant chore, just write me. I actually like that part of your job.
Until next time, good selling!
Marte
Last week-end I got to be a passenger instead of a driver on a couple of trips in to town, so I got to do more gawking than usual. It's always fun to get to really look at the things passing by outside the windows and notice the changes that have taken place.
One thing I noticed a lot is real estate signs - and how few I could read. For some it's because the sign itself is too busy - the print is too fancy and small to be easily read at 60 miles per hour. And because of the placement, it does no good for a passenger to turn for a longer look. But for others, it's because they're torn, faded, or knocked over.
Those "silent salesmen" aren't doing a very good job!
A few of those signs had brochure boxes, so if we had been in the market for real estate we could have stopped to get some information - if there had been brochures in the boxes. Most are empty.
Now I'll admit, its been a long winter and it isn't any fun to get out there and take care of signs in the snow and the mud. But some things you need to do for your business just aren't fun. They need to be done anyway.
Before you head out there to straighten or replace the signs and fill those brochure boxes, why not take a couple of hours and re-vamp your flyer? Give those prospective buyers something good to read that will make them get on the phone and make an appointment?
In fact, before summer hits and the real estate market gets crazy, why not give ALL of your marketing materials a face-lift? Good advertising takes time, so do it now while you still have a little time.
If you're looking for more ideas to energize your business this year, check out my e-book, Getting Clients.
You just might find the idea that will double or triple your sales this year - without doubling or tripling the time you spend at work. Wouldn't it be fun to have the money for something like a new boat - AND have the time to go enjoy it?
Meanwhile, if you consider writing your ads an unpleasant chore, just write me. I actually like that part of your job.
Until next time, good selling!
Marte
Wednesday, January 31, 2007
Benjamin Franklin, The Secret, and a pesky cat
He was so learned that he could name a horse in nine languages; so ignorant that he bought a cow to ride on.
That's a quote by Benjamin Franklin that I happened to come across today. It has absolutely nothing to do with anything else in this message. I just liked it.
What I've been thinking about today is success. For some reason I've come across several inspiring success stories lately. They're all about people who just decided what they wanted to do, and did it, even while friends and family told them they were sure to fail.
Some were old stories - like the one about Henry Ford not giving up on his dream. But some are very NEW stories.
One was about a publishing company that didn't even exist ten years ago. They started out by converting an old barn into offices (and sharing it with the cows at first) and now they're a major company with dozens of employees, publishing hundreds of books.
Others are about people who have "made it big" on the internet.
The other thing I've been thinking about is a question: How many more people will find this same kind of success now that "The Secret" is out.
If you've been on line, you already know about "The Secret". But have you watched it?
If you somehow missed all the hoopla about it, click on this Amazon link and go read all about it. A few of the reviewers say "Bah, humbug, voodoo." But most agree with me that watching The Secret is probably the most important thing you can do for your future success.
I don't want to give it all away, but I have to say this: I've watched people my whole life who always had trouble. Sometimes it was illness, sometimes financial troubles, sometimes emotional turmoil. But the same people kept right on having one problem after another.
Now I know why.
Go read all about it, get the movie, watch it - and I'll bet you'll be just as excited about knowing The Secret as I am.
Now I need to learn how to apply its message to the pesky cat.
Some days when I try to write she won't allow it. Just when I'm deep in thought and trying to hurry up and get it down on paper before it evaporates, she decides that she WILL be in my lap. If I'm really focused on my work I nearly jump off the chair when she suddenly lands with a thud!
Then when I dump her on the floor she glares at me and scratches the carpet, starting a whole chain-reaction event with the dogs, who come to chase her when I holler at her to quit.
She's a very persistent cat, so as soon as things calm down, she starts all over again!
Today was one of those days. Hopefully tomorrow she'll take longer naps.
Until tomorrow - I wish you success, and a cat who behaves.
Marte
writer@marte-cliff.com
P.S. If you haven't signed up for my marketing ezine yet, send a blank e-mail to martegale@getresponse.com. In return you'll get a nifty report filled with tips to make every ad you write get attention - and sales.
That's a quote by Benjamin Franklin that I happened to come across today. It has absolutely nothing to do with anything else in this message. I just liked it.
What I've been thinking about today is success. For some reason I've come across several inspiring success stories lately. They're all about people who just decided what they wanted to do, and did it, even while friends and family told them they were sure to fail.
Some were old stories - like the one about Henry Ford not giving up on his dream. But some are very NEW stories.
One was about a publishing company that didn't even exist ten years ago. They started out by converting an old barn into offices (and sharing it with the cows at first) and now they're a major company with dozens of employees, publishing hundreds of books.
Others are about people who have "made it big" on the internet.
The other thing I've been thinking about is a question: How many more people will find this same kind of success now that "The Secret" is out.
If you've been on line, you already know about "The Secret". But have you watched it?
If you somehow missed all the hoopla about it, click on this Amazon link and go read all about it. A few of the reviewers say "Bah, humbug, voodoo." But most agree with me that watching The Secret is probably the most important thing you can do for your future success.
I don't want to give it all away, but I have to say this: I've watched people my whole life who always had trouble. Sometimes it was illness, sometimes financial troubles, sometimes emotional turmoil. But the same people kept right on having one problem after another.
Now I know why.
Go read all about it, get the movie, watch it - and I'll bet you'll be just as excited about knowing The Secret as I am.
Now I need to learn how to apply its message to the pesky cat.
Some days when I try to write she won't allow it. Just when I'm deep in thought and trying to hurry up and get it down on paper before it evaporates, she decides that she WILL be in my lap. If I'm really focused on my work I nearly jump off the chair when she suddenly lands with a thud!
Then when I dump her on the floor she glares at me and scratches the carpet, starting a whole chain-reaction event with the dogs, who come to chase her when I holler at her to quit.
She's a very persistent cat, so as soon as things calm down, she starts all over again!
Today was one of those days. Hopefully tomorrow she'll take longer naps.
Until tomorrow - I wish you success, and a cat who behaves.
Marte
writer@marte-cliff.com
P.S. If you haven't signed up for my marketing ezine yet, send a blank e-mail to martegale@getresponse.com. In return you'll get a nifty report filled with tips to make every ad you write get attention - and sales.
Saturday, January 27, 2007
Write a Real Estate Prospecting Letter They'll Read!
How many times have you gotten a letter, started to read it, and then set it aside?
My guess is it happens to you even more often that it happens to me. I'm a copywriter, so I want to know what other people are writing even if I don't want the product or service. But... since I can't read everything, I stop quickly when I see there's nothing to learn.
What's your criteria? Do you read the letter if it happens to be from your competitor? (You should) Do you at least begin to read it if it is from a person whose services you might want soon?
And what makes you stop? Usually there are three reasons why people don't read your letters. The first is that they clearly see that you don't offer anything they want.
Next is that your headline and lead failed to show them how choosing you to do business with gives them a clear benefit. Remember - everyone wants to know what's in it for them.
Third is style. If your style is boring and hard to muddle through, most people won't bother. And now, contrary to what your High School English teacher may have said, please realize that "proper" and interesting don't always go hand in hand.
The best way to write a letter people will read is to make it sound just like you. Use your own voice and "talk" on paper. If you have some dangling particples, so what? That's how we talk.
I should add a note of caution, however. If you've picked up that awful "like" habit from your junior high and high school kids, eliminate it on the final draft. And of course don't curse!
Because so many people stiffen up when they begin to write, do this: Pretend you're talking to a dear friend who happens to belong to your target audience. (Yes, do a little make-believe if you have to.) Then start telling your friend how you can help him or her with your services. Be sincere. Forget what getting this client means to your bottom line. Just concentrate on how you will help your friend.
At this point in the process, don't over-think it. Don't agonize over your sentences or do any editing. Just write your thoughts. Editing now will block the flow.
When you've finished, set the letter aside for a few hours. Then come back and "clean it up" with a little re-arranging, spell-check, and punctuation. Break your long paragraphs into small ones so your page has plenty of white space and so each paragraph contains only one idea. Cut out unnecessary sentences to make it concise.
Add some information about how to contact you, and you're almost done.
Now read it out loud and see if it still sounds like you - and if it makes good sense. If you stumble somewhere, go back and re-work that section until it flows smoothly.
Keep it up and pretty soon people will be telling you how much they enjoy your letters.
If you absolutely can't do it - call on me and I'll do it for you. Real Estate copywriting is my specialty.
Happy writing,
Marte
writer@marte-cliff.com
My guess is it happens to you even more often that it happens to me. I'm a copywriter, so I want to know what other people are writing even if I don't want the product or service. But... since I can't read everything, I stop quickly when I see there's nothing to learn.
What's your criteria? Do you read the letter if it happens to be from your competitor? (You should) Do you at least begin to read it if it is from a person whose services you might want soon?
And what makes you stop? Usually there are three reasons why people don't read your letters. The first is that they clearly see that you don't offer anything they want.
Next is that your headline and lead failed to show them how choosing you to do business with gives them a clear benefit. Remember - everyone wants to know what's in it for them.
Third is style. If your style is boring and hard to muddle through, most people won't bother. And now, contrary to what your High School English teacher may have said, please realize that "proper" and interesting don't always go hand in hand.
The best way to write a letter people will read is to make it sound just like you. Use your own voice and "talk" on paper. If you have some dangling particples, so what? That's how we talk.
I should add a note of caution, however. If you've picked up that awful "like" habit from your junior high and high school kids, eliminate it on the final draft. And of course don't curse!
Because so many people stiffen up when they begin to write, do this: Pretend you're talking to a dear friend who happens to belong to your target audience. (Yes, do a little make-believe if you have to.) Then start telling your friend how you can help him or her with your services. Be sincere. Forget what getting this client means to your bottom line. Just concentrate on how you will help your friend.
At this point in the process, don't over-think it. Don't agonize over your sentences or do any editing. Just write your thoughts. Editing now will block the flow.
When you've finished, set the letter aside for a few hours. Then come back and "clean it up" with a little re-arranging, spell-check, and punctuation. Break your long paragraphs into small ones so your page has plenty of white space and so each paragraph contains only one idea. Cut out unnecessary sentences to make it concise.
Add some information about how to contact you, and you're almost done.
Now read it out loud and see if it still sounds like you - and if it makes good sense. If you stumble somewhere, go back and re-work that section until it flows smoothly.
Keep it up and pretty soon people will be telling you how much they enjoy your letters.
If you absolutely can't do it - call on me and I'll do it for you. Real Estate copywriting is my specialty.
Happy writing,
Marte
writer@marte-cliff.com
Thursday, January 11, 2007
What's your biggest real estate marketing challenge?
This afternoon I was talking with a friend about real estate marketing. She felt the biggest challenge was marketing herself to get new clients. But a few days ago another agent told me that writing interesting ads to sell his listings was the really tough part.
What do YOU see as the biggest challenge in real estate marketing?
Since I love writing, prospecting letters were fun. I'll admit that finding a way to position your work as different from the competition is a challenge. It takes a little work to determine what you do that's "more and better." But you can do it, even if you have to stretch and push yourself to add a little more service to your work.
My big problem was trying to find a unique selling point when I had a boring listing. For instance, in our town we had an over abundance of old single-wide trailers. Usually they sat on lots that had no landscaping, no garage, no nothing to make them special. About the only thing to say was that it would be a roof over your head for little money!
Now, of course, even those old trailers are expensive. I'm glad I'm no longer trying to find buyers for them.
The second challenge in writing good house ads is putting the buyer in the house without breaking any ADA or Fair Housing rules. That's why I love the fact that over 3/4 of all buyers search first on the internet. You can write more words, and that lets you show people what they can see, hear, walk to, etc. without using any of those forbidden words.
Are you using the full potential of the internet to bring buyers to your listings? If not, then make it your January resolution to get started.
Meanwhile, post your answer to my question: What is your biggest challenge in real estate marketing.
What do YOU see as the biggest challenge in real estate marketing?
Since I love writing, prospecting letters were fun. I'll admit that finding a way to position your work as different from the competition is a challenge. It takes a little work to determine what you do that's "more and better." But you can do it, even if you have to stretch and push yourself to add a little more service to your work.
My big problem was trying to find a unique selling point when I had a boring listing. For instance, in our town we had an over abundance of old single-wide trailers. Usually they sat on lots that had no landscaping, no garage, no nothing to make them special. About the only thing to say was that it would be a roof over your head for little money!
Now, of course, even those old trailers are expensive. I'm glad I'm no longer trying to find buyers for them.
The second challenge in writing good house ads is putting the buyer in the house without breaking any ADA or Fair Housing rules. That's why I love the fact that over 3/4 of all buyers search first on the internet. You can write more words, and that lets you show people what they can see, hear, walk to, etc. without using any of those forbidden words.
Are you using the full potential of the internet to bring buyers to your listings? If not, then make it your January resolution to get started.
Meanwhile, post your answer to my question: What is your biggest challenge in real estate marketing.
Wednesday, January 10, 2007
Do you need help writing a reference?
Earlier today a friend called for advice on how to write a reference for a former employee. It isn't easy, especially since the word "former" indicates that there may have been a problem.
I've been faced with this myself, and believe me, it's much easier to stare at a blank page than to stutter into the phone when the question comes out of the blue!
Perhaps that "former employee" learned something since they left you, and will do a better job next time. Perhaps not. You have no way to know.
So while you don't want to lead a new employer astray, you don't want to sabotage that former employee's chances at a good job. (That is, unless you have good reason to think they'll do damage to the next employer.)
My advice is to mention their strong points as well as areas where they could use improvement - and say anything nice you can think of. Don't lie, but don't emphasize the negative unless you have a very good reason.
Meanwhile, remember that your letter is an important correspondence. Give it the same care that you would any other business letter. Be professional.
Every time you correspond with a customer, client, or another business person, you're imprinting an image of yourself. Re-read your letter before you send it. Make sure the sentences flow well. Don't ramble! And do check for typos.
As an added note: Many small business people write these short letters by hand. That's a personal touch that we don't see often, and it does carry a nice feel. IF you can read it! I know of at least two small businessmen who love to write letters, but have illegible handwriting.
It really doesn't do much for your credibility when people pass your letters around - making guesses at the words and trying to decipher the meaning.
If you need help writing a reference, or help with any business writing, call me! You may dread it, but writing is my fun, as well as my work.
Yours for success,
Marte
I've been faced with this myself, and believe me, it's much easier to stare at a blank page than to stutter into the phone when the question comes out of the blue!
Perhaps that "former employee" learned something since they left you, and will do a better job next time. Perhaps not. You have no way to know.
So while you don't want to lead a new employer astray, you don't want to sabotage that former employee's chances at a good job. (That is, unless you have good reason to think they'll do damage to the next employer.)
My advice is to mention their strong points as well as areas where they could use improvement - and say anything nice you can think of. Don't lie, but don't emphasize the negative unless you have a very good reason.
Meanwhile, remember that your letter is an important correspondence. Give it the same care that you would any other business letter. Be professional.
Every time you correspond with a customer, client, or another business person, you're imprinting an image of yourself. Re-read your letter before you send it. Make sure the sentences flow well. Don't ramble! And do check for typos.
As an added note: Many small business people write these short letters by hand. That's a personal touch that we don't see often, and it does carry a nice feel. IF you can read it! I know of at least two small businessmen who love to write letters, but have illegible handwriting.
It really doesn't do much for your credibility when people pass your letters around - making guesses at the words and trying to decipher the meaning.
If you need help writing a reference, or help with any business writing, call me! You may dread it, but writing is my fun, as well as my work.
Yours for success,
Marte
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