I have to share a tried-and-true time management tactic that I've just begun to use, but first, have to share my excitement!
My copy of Money & the Law of Attraction arrived today! I got started reading over lunch, and can hardly wait to keep on. In fact, I'm going to block some time just for this book.
OK, back to time management. I keep CD's in my car and work on my education any time I have to drive somewhere. Early last week I gave a second listen to a Glazier/Kennedy CD and heard again about time blocking. So I tried it, and I really am accomplishing more. I'm also feeling better about it.
The idea is to block out a certain amount of time for each of the tasks you must accomplish - and of course to put first things first so you don't miss deadlines or put off doing the things that will bring you the greatest rewards. We humans seem to be experts at "busy procrastination" that keeps us doing trivial things and putting off the important ones.
My trouble always has been thinking that I had to do it all "today" and then ending up accomplishing nothing because I couldn't decide where to start.
With the time blocking method you know when you'll get at each project, and it removes the pressure of thinking you have to do everything at once. The only real problem is deciding which things can wait until another day. My method is deadlines and promises first, business-building activities next, and routine bookwork after that.
The second important benefit to time blocking is that time once blocked cannot be interrupted. In other words, you don't take phone calls or go throw a load of laundry in the washer. And you don't let your mind wander off to the other tasks you think you should be doing. You simply focus on the task at hand.
From a psychological standpoint, you're telling yourself that you will accomplish a certain thing within a set time frame - and the result is that you generally do so. The speakers on the CD didn't mention the Law of Attraction by name, but that's what they were talking about. You state an intention, you believe in it, you do it.
Yours for prosperity,
Marte
P.S. If you haven't ordered your copy yet, I recommend that you do. This book is really something!
Friday, August 29, 2008
Wednesday, August 27, 2008
How to make readers delete your mail
How silly would that be? But from the looks of my mailbox, plenty of people are working hard at it.
One that stands out today says something like "Why Jerry hated my article." But guess what? When I scrolled down, I saw no mention of Jerry or an article. It was just a whole lot of short blurbs urging me to click and go to dozens of different places.
I deleted it. I'm not that curious about Jerry or her article.
I've said it before - nearly everyone has said it before - be sure your subject line is not only interesting enough to make people open your mail, but has some relevance to the message below it. Otherwise, people won't just delete this time - after you've done it to them a couple of times they'll automatically delete without bothering to look at what you have to say.
One of our most well-known copywriting gurus is doing that now - his headlines promise some information,but when you scroll down you find that you'll only get the information if you buy something. I don't even bother to look any more. I really should take the time to opt-out of his stuff, but the speed of my satellite connection leaves a lot to be desired, so I don't want to take the time.
So - if you offer something in your subject line, be sure your visitors find it quickly when they open your mail. Otherwise, you'll lose your credibility and the trust you work so hard to build.
Yours for prosperity,
Marte
One that stands out today says something like "Why Jerry hated my article." But guess what? When I scrolled down, I saw no mention of Jerry or an article. It was just a whole lot of short blurbs urging me to click and go to dozens of different places.
I deleted it. I'm not that curious about Jerry or her article.
I've said it before - nearly everyone has said it before - be sure your subject line is not only interesting enough to make people open your mail, but has some relevance to the message below it. Otherwise, people won't just delete this time - after you've done it to them a couple of times they'll automatically delete without bothering to look at what you have to say.
One of our most well-known copywriting gurus is doing that now - his headlines promise some information,but when you scroll down you find that you'll only get the information if you buy something. I don't even bother to look any more. I really should take the time to opt-out of his stuff, but the speed of my satellite connection leaves a lot to be desired, so I don't want to take the time.
So - if you offer something in your subject line, be sure your visitors find it quickly when they open your mail. Otherwise, you'll lose your credibility and the trust you work so hard to build.
Yours for prosperity,
Marte
Tuesday, August 26, 2008
Public speaking won't kill you - even if you think it will
This past week I helped the owner of a moving company in San Francisco put together a speech to give to a group of Realtors. He was, of course, terrified of getting in front of the group, but he did it anyway, because he'd like to earn their referral business. And you can too!
No matter what you're doing for a living, you have some expertise that others don't have, and you can share it with a group of individuals who care. This is effective marketing at only the cost of gas to get there - or the cost of a copywriter if you can't decide how to say what you want to say.
Who can do this? Anyone. Who can you talk to? Any group that has meetings.
For instance, if you're lender expert in reverse mortgages you could speak to the Senior Citizens group and let them know the pros and cons. If you sell insurance you could speak to this same group about the various and confusing Medicare plans.
If you're a Realtor you could talk to the Chamber of Commerce. Just fill them in on how the market is affecting real estate sales in your city, if more people are moving out than in, if people are still searching for commercial property in your vicinity, etc. These folks have heard plenty of rumors, so go tell them how things really are.
With the Chamber, you can give a short talk introducing any kind of services - because business people do like to know about other businesses in town.
If you're a farrier you could talk to the local 4-H Horse clubs about proper care of their horses' feet.
If you're a tutor you could talk to a parent-teacher group.
If you sell fund-raising materials you could talk to local service groups - and tell them the results of any studies you have about which promotional materials result in the most future sales.
If you're a leather crafter, go talk to the local gun club and show them how to choose the perfect holster (that you can create.)
Think about what you do, who your target market is, and then look for a group of people who meet regularly and would welcome expert information about their topic of interest.
You don't have to talk for an hour - in fact, they'll be glad if your talk is brief and to the point.
Be sure to prepare a little hand-out material. You can give your audience a brochure, coupons for $ off future service, or an informational piece with your name clearly displayed. And be sure to attach your business card. Make sure your photo and your web address are on one or more pieces that you hand out - so people will instantly remember who you are when they look at your materials later.
You really can do it - just prepare ahead of time so you know what you're going to say. You can take along your notes so you don't miss an important point, but try not to just read your speech.
Remember that this is a group who is interested in what you have to say - it's not anything at all like when I was a student teacher and had to get up in front of a class of kids who wished I'd just go away.
They won't expect you to be perfect - only real. So get out there and promote yourself!
Yours for prosperity,
Marte
No matter what you're doing for a living, you have some expertise that others don't have, and you can share it with a group of individuals who care. This is effective marketing at only the cost of gas to get there - or the cost of a copywriter if you can't decide how to say what you want to say.
Who can do this? Anyone. Who can you talk to? Any group that has meetings.
For instance, if you're lender expert in reverse mortgages you could speak to the Senior Citizens group and let them know the pros and cons. If you sell insurance you could speak to this same group about the various and confusing Medicare plans.
If you're a Realtor you could talk to the Chamber of Commerce. Just fill them in on how the market is affecting real estate sales in your city, if more people are moving out than in, if people are still searching for commercial property in your vicinity, etc. These folks have heard plenty of rumors, so go tell them how things really are.
With the Chamber, you can give a short talk introducing any kind of services - because business people do like to know about other businesses in town.
If you're a farrier you could talk to the local 4-H Horse clubs about proper care of their horses' feet.
If you're a tutor you could talk to a parent-teacher group.
If you sell fund-raising materials you could talk to local service groups - and tell them the results of any studies you have about which promotional materials result in the most future sales.
If you're a leather crafter, go talk to the local gun club and show them how to choose the perfect holster (that you can create.)
Think about what you do, who your target market is, and then look for a group of people who meet regularly and would welcome expert information about their topic of interest.
You don't have to talk for an hour - in fact, they'll be glad if your talk is brief and to the point.
Be sure to prepare a little hand-out material. You can give your audience a brochure, coupons for $ off future service, or an informational piece with your name clearly displayed. And be sure to attach your business card. Make sure your photo and your web address are on one or more pieces that you hand out - so people will instantly remember who you are when they look at your materials later.
You really can do it - just prepare ahead of time so you know what you're going to say. You can take along your notes so you don't miss an important point, but try not to just read your speech.
Remember that this is a group who is interested in what you have to say - it's not anything at all like when I was a student teacher and had to get up in front of a class of kids who wished I'd just go away.
They won't expect you to be perfect - only real. So get out there and promote yourself!
Yours for prosperity,
Marte
Monday, August 25, 2008
What if your marketing budget is small?
Look around - you'll find a ton of places where you can market for free - or almost for free. Start with Craig's list and search for more. Do this for both your services and your listings. Remember, the internet is a powerful tool - the place where over 80% of all home buyers begin their search. Make use of this power.
Remember also to market at the end of every email you send, so that no one can forget what you do.
In my ebook, Getting Clients, I outline many methods of low-cost yet effective marketing techniques. One of the first is wise use of business cards. They're so inexpensive that you could actually have different cards for different niches.
Try adding a tag line such as "Making short sales simple." Be sure to include your URL - to direct people to your site, where they can learn more about how you'll help them.
If you're strapped for cash starting out, go to Vista Print and get their free business cards.
The real challenge is in deciding how you'll present yourself, and making sure that everything you do shows the benefit you'll bring to your customers and clients. Your tag line needs to be short and attention-getting. So the first step is deciding what you're trying to accomplish, and then distilling the message down to a few words.
Now is not the time for "Me too" or "I'm here" marketing - it's the time to separate yourself from the crowd and show people how you can help solve their specific problems.
About those business cards - hand them to everyone! Hand them to people you've handed them to before, and if they ask why, tell the truth: "I hope you'll give this one to someone you know who needs my help."
Do you see a theme in what I've said? The more you focus on how you'll help people, the more business you'll have.
Above all, remember that the Law of Attraction is at work - so focus on what you want, expect to get it, and start each day with positive confidence!
Yours for prosperity,
Marte
Remember also to market at the end of every email you send, so that no one can forget what you do.
In my ebook, Getting Clients, I outline many methods of low-cost yet effective marketing techniques. One of the first is wise use of business cards. They're so inexpensive that you could actually have different cards for different niches.
Try adding a tag line such as "Making short sales simple." Be sure to include your URL - to direct people to your site, where they can learn more about how you'll help them.
If you're strapped for cash starting out, go to Vista Print and get their free business cards.
The real challenge is in deciding how you'll present yourself, and making sure that everything you do shows the benefit you'll bring to your customers and clients. Your tag line needs to be short and attention-getting. So the first step is deciding what you're trying to accomplish, and then distilling the message down to a few words.
Now is not the time for "Me too" or "I'm here" marketing - it's the time to separate yourself from the crowd and show people how you can help solve their specific problems.
About those business cards - hand them to everyone! Hand them to people you've handed them to before, and if they ask why, tell the truth: "I hope you'll give this one to someone you know who needs my help."
Do you see a theme in what I've said? The more you focus on how you'll help people, the more business you'll have.
Above all, remember that the Law of Attraction is at work - so focus on what you want, expect to get it, and start each day with positive confidence!
Yours for prosperity,
Marte
Sunday, August 24, 2008
Profiting from the real estate downturn, part III
Sad to say, many Realtors and others who serve the real estate market will drop out over the next few months. They'll buy into the gloom and doom and stop trying.
We have to be honest here, and realize that a whole lot of agents who got in when the market was hot weren't really trying much then, either. Just being there gave them enough business to keep them in the game. During my 19 years in real estate I met dozens of them who gave little effort to sharpening their skills - either as an agent or in marketing themselves.
Their decision to drop out is good news for you! They really were just cluttering things up and making it harder for customers and clients to find you.
Now is the time to sharpen your expertise - about all the homes for sale in your niche, and especially about how to deal with selling repossessed properties. And now is the time to market yourself as an expert.
Since many of those homes are in a pre-foreclosure state, it's also the time to learn all you can about handling short-sales. They do require an extra dose of patience and persistence. They also call for your use of compassion and kindness, because those home sellers are in a state of unhappy turmoil.
For those who serve the market in other ways, you may have to shift your idea of who your customers will be - for instance, instead of marketing exclusively to home sellers, also market to the agents who handle REO properties.
But think about this: Those people who are not in financial trouble, but who need to sell and move during tight times, may need your services more than ever. We all know that a sparkling clean and properly staged and landscaped home will sell faster than homes that merely look "lived in."
Your task is to show home sellers the advantage you can give them over their competition.
So get out there and present yourself as the professional they need! And if you have a hard time developing your marketing plan, get in touch.
This really can be a time of prosperity...
Marte
We have to be honest here, and realize that a whole lot of agents who got in when the market was hot weren't really trying much then, either. Just being there gave them enough business to keep them in the game. During my 19 years in real estate I met dozens of them who gave little effort to sharpening their skills - either as an agent or in marketing themselves.
Their decision to drop out is good news for you! They really were just cluttering things up and making it harder for customers and clients to find you.
Now is the time to sharpen your expertise - about all the homes for sale in your niche, and especially about how to deal with selling repossessed properties. And now is the time to market yourself as an expert.
Since many of those homes are in a pre-foreclosure state, it's also the time to learn all you can about handling short-sales. They do require an extra dose of patience and persistence. They also call for your use of compassion and kindness, because those home sellers are in a state of unhappy turmoil.
For those who serve the market in other ways, you may have to shift your idea of who your customers will be - for instance, instead of marketing exclusively to home sellers, also market to the agents who handle REO properties.
But think about this: Those people who are not in financial trouble, but who need to sell and move during tight times, may need your services more than ever. We all know that a sparkling clean and properly staged and landscaped home will sell faster than homes that merely look "lived in."
Your task is to show home sellers the advantage you can give them over their competition.
So get out there and present yourself as the professional they need! And if you have a hard time developing your marketing plan, get in touch.
This really can be a time of prosperity...
Marte
Saturday, August 23, 2008
Profiting from the real estate downturn, part II
Yesterday we talked about how Realtors can profit by targeting rental buyers, and how others who provide services should step in now and market themselves to Realtors who list repossessions.
Now think for a minute about becoming a rental manager, taking care of details for those rental buyers and freeing up their time to find and buy even more.
Not only will you make a nice little side income, if you happen to be a Realtor, you can put yourself in a firm position with next year's home buyers. Of course, if you manage enough units, your income could be substantial, so if you like it, go for the gold!
But back to next year: You begin by treating your tenants very well - making sure that they not only like but trust you. Then you offer to show them ways to improve their credit scores, save money, and have the down payment they need for a home sooner instead of later.
Read the book: "Drop Your Debt Fast" and share tidbits with them - encourage them to get it for themselves and get busy. Counsel them on all the things they should and shouldn't do while they're building that credit. And when they've made progress, begin telling them about homes they can afford. In short - create a group of "buyers in waiting" who will turn to you when the time is right.
You non-Realtors who offer cleaning, repair, remodeling, landscaping, staging, accounting, database management, etc. should get in touch with the agents who follow my advice and create a list of rental owners. Show them the work you do and ask for a referral to those owners.
Again, when you approach the Realtors present yourself as a professional - dress the part and carry a well written brochure plus business cards. I showed you yesterday how to get the business cards for just the price of shipping... and your brochures need not be expensive, either. If you use the right paper, you can even print them from your own computer.
Just make sure that your brochure focuses on what you'll do for the prospect - make sure you don't fall into the "I, I, me, me" trap that makes so much marketing a waste of time and paper. If you can't figure out how to write a Customer-focused brochure, or if you're unsure of your own grammar and punctuation skills, write me.
To make yourself look even more professional, why not go back to Vista Print and get a Free Car Door Custom Magnet? Then those rental owners will know at a glance what you have to offer - and you could get calls from people who haven't seen your marketing elsewhere.
OK, keep squeezing that lemon -
Now think for a minute about becoming a rental manager, taking care of details for those rental buyers and freeing up their time to find and buy even more.
Not only will you make a nice little side income, if you happen to be a Realtor, you can put yourself in a firm position with next year's home buyers. Of course, if you manage enough units, your income could be substantial, so if you like it, go for the gold!
But back to next year: You begin by treating your tenants very well - making sure that they not only like but trust you. Then you offer to show them ways to improve their credit scores, save money, and have the down payment they need for a home sooner instead of later.
Read the book: "Drop Your Debt Fast" and share tidbits with them - encourage them to get it for themselves and get busy. Counsel them on all the things they should and shouldn't do while they're building that credit. And when they've made progress, begin telling them about homes they can afford. In short - create a group of "buyers in waiting" who will turn to you when the time is right.
You non-Realtors who offer cleaning, repair, remodeling, landscaping, staging, accounting, database management, etc. should get in touch with the agents who follow my advice and create a list of rental owners. Show them the work you do and ask for a referral to those owners.
Again, when you approach the Realtors present yourself as a professional - dress the part and carry a well written brochure plus business cards. I showed you yesterday how to get the business cards for just the price of shipping... and your brochures need not be expensive, either. If you use the right paper, you can even print them from your own computer.
Just make sure that your brochure focuses on what you'll do for the prospect - make sure you don't fall into the "I, I, me, me" trap that makes so much marketing a waste of time and paper. If you can't figure out how to write a Customer-focused brochure, or if you're unsure of your own grammar and punctuation skills, write me.
To make yourself look even more professional, why not go back to Vista Print and get a Free Car Door Custom Magnet? Then those rental owners will know at a glance what you have to offer - and you could get calls from people who haven't seen your marketing elsewhere.
OK, keep squeezing that lemon -
Friday, August 22, 2008
The real estate crisis could fatten your bank account
If you're selling real estate in one of the areas hardest hit by foreclosures, think about rental management for a minute.
It could be your way to turn the lemon market into lemonade for you - AND to assure yourself of a good supply of buyers next year and the year after.
Let's start at the beginning - finding and selling the rentals.
First, search out the foreclosed homes that would make good rental properties. You know, the ones that are structurally solid mid-size properties at a price that will allow them to become rentals. In other words, homes whose payments will be less than current rents for comparable homes. (That means you'll have to research rentals just a bit.)
Turn yourself into the encyclopedia of all foreclosures with rental potential.
Next, advertise the fact. Target your marketing toward those entrepreneurs who are actively seeking rental properties. They're people who either have a good chunk of money stashed away, or excellent sources for obtaining financing. They want the best bargains in town, so show them that you know where they are.
Be sure you preview each of those homes and talk with the agents ahead of time. You'd feel pretty silly taking an offer on a home on a Thursday when the deadline for bids was Wednesday night.
As a rule of thumb, Mortgage company REO agents won't look at an offer that's more than 10% under list price - check with each agent and see if that holds true for the company they're representing.
Some of your buyers will try to go 20 or even 30% under - and that is probably a waste of their time and yours - so have your facts before you talk with them.
If you aren't sure how to appeal to that crowd, get in touch. These people could become not just your bread and butter, but your gravy as well - so do what it takes to reach them.
Tomorrow I'll tell you how this down market can create next year's income... And remember, if you need help creating your marketing materials, I'm as close as your email, and helping you make more money through your marketing efforts is what I do. Write me.
P.S. If you're not a Realtor, but could provide services needed in cleaning up, fixing up, and maintaining those REO properties, now is the time to contact every agency in town and offer your services.
Be sure you have a well-written flyer or brochure, and attach a business card. You're going in as a professional offering assistance - so look the part!
It could be your way to turn the lemon market into lemonade for you - AND to assure yourself of a good supply of buyers next year and the year after.
Let's start at the beginning - finding and selling the rentals.
First, search out the foreclosed homes that would make good rental properties. You know, the ones that are structurally solid mid-size properties at a price that will allow them to become rentals. In other words, homes whose payments will be less than current rents for comparable homes. (That means you'll have to research rentals just a bit.)
Turn yourself into the encyclopedia of all foreclosures with rental potential.
Next, advertise the fact. Target your marketing toward those entrepreneurs who are actively seeking rental properties. They're people who either have a good chunk of money stashed away, or excellent sources for obtaining financing. They want the best bargains in town, so show them that you know where they are.
Be sure you preview each of those homes and talk with the agents ahead of time. You'd feel pretty silly taking an offer on a home on a Thursday when the deadline for bids was Wednesday night.
As a rule of thumb, Mortgage company REO agents won't look at an offer that's more than 10% under list price - check with each agent and see if that holds true for the company they're representing.
Some of your buyers will try to go 20 or even 30% under - and that is probably a waste of their time and yours - so have your facts before you talk with them.
If you aren't sure how to appeal to that crowd, get in touch. These people could become not just your bread and butter, but your gravy as well - so do what it takes to reach them.
Tomorrow I'll tell you how this down market can create next year's income... And remember, if you need help creating your marketing materials, I'm as close as your email, and helping you make more money through your marketing efforts is what I do. Write me.
P.S. If you're not a Realtor, but could provide services needed in cleaning up, fixing up, and maintaining those REO properties, now is the time to contact every agency in town and offer your services.
Be sure you have a well-written flyer or brochure, and attach a business card. You're going in as a professional offering assistance - so look the part!
Wednesday, August 20, 2008
Do you believe in the law of attraction?
I do, and that's why when I found this link to the new book "Money and the Law of Attraction" I was anxious to bring it to you!
Try as we might to keep a positive thought - and think only of the things we want to manifest in our lives - sometimes it helps to do some serious reading and remind ourselves of just how much we influence the "outside" events that shape our lives.
I've been reading Abraham for quite a while - and realizing why so many people are stuck in a kind of "rat on a wheel" existence. As much as they "wish" for something better, deep down they only believe in what they've always experienced.
Like my friend who once again hired a Realtor who isn't marketing his home. This makes #3. The other day he said "I didn't expect any better from her." Well gee, why did he bother to hire her then?
I hope that when you embark on a new marketing program or strive to create a winning sales letter - or even head out the door to meet with a client - that you are expecting the results you want. And that you're putting your belief behind that expectation.
It really is the only way to get from where you are to where you want to be.
Yours for success,
Marte
Try as we might to keep a positive thought - and think only of the things we want to manifest in our lives - sometimes it helps to do some serious reading and remind ourselves of just how much we influence the "outside" events that shape our lives.
I've been reading Abraham for quite a while - and realizing why so many people are stuck in a kind of "rat on a wheel" existence. As much as they "wish" for something better, deep down they only believe in what they've always experienced.
Like my friend who once again hired a Realtor who isn't marketing his home. This makes #3. The other day he said "I didn't expect any better from her." Well gee, why did he bother to hire her then?
I hope that when you embark on a new marketing program or strive to create a winning sales letter - or even head out the door to meet with a client - that you are expecting the results you want. And that you're putting your belief behind that expectation.
It really is the only way to get from where you are to where you want to be.
Yours for success,
Marte
Saturday, August 16, 2008
More on marketing to multi-cultural clients
Oops! Sorry! I got busy here and didn't get back "tomorrow." But I'm back now, with more about marketing to multi-cultural clients.
When you were being taught about in-person sales, you were probably told to be friendly and outgoing, and to offer your hand in greeting. That may have been fine when you were working in a one-culture community where hand-shaking was the accepted mode of greeting.
But it isn't fine any more! Not if you're dealing with people whose culture you don't know well.
There are actually two reasons why your friendly greeting can repel the very people you wish to impress.
First, for the purpose of this discussion, is cultural differences. In some cultures, strangers simply do not touch each other. Not with a hand-shake, and not with a friendly pat on the arm or shoulder. This is such a strong belief, that for some, touching a woman is tantamount to an insult - to her, to her husband, and in fact to her entire family! A good reason to keep your hands to yourself.
Second, most Americans have become germ conscious. Have you noticed that more grocery stores now offer antibacterial wipes at the door, so you can wipe down the shopping cart handle? Some people just don't want to grasp the hand of a stranger, not knowing if that hand has been washed recently.
And that's not new. I remember an incident years ago - We had gone out with friends for the evening and stopped at a quick stop on the way home. The gentleman with us excused himself to use the rest room, and when he came out, my husband introduced him to the girl behind the counter. He stuck out his hand and she refused it. She said "I'm not going to shake your hand. You just came from the men's room and I know you didn't wash." Sheepishly, he admitted that she was correct, and everyone laughed.
Now while that girl was straightforward in her objection, your potential clients probably won't be. In fact, some might not know what to do, and will definitely feel uncomfortable. And when you make people uncomfortable, they'll avoid you in the future.
So what to do? Easy. Let your future customers and clients take the lead. Smile, nod, give them a warm verbal greeting. And if one of them sticks out a hand to shake, take it.
By the way, when you do shake hands, be firm but gentle. Nothing marks a person as wimpy and untrustworthy so fast as a limp handshake - and nothing makes people wince so fast as a bone-crusher. That happened to me just a few days ago, and my knuckle still hurts!
Yours for prosperity,
Marte
Marte Cliff
writer@marte-cliff.com
When you were being taught about in-person sales, you were probably told to be friendly and outgoing, and to offer your hand in greeting. That may have been fine when you were working in a one-culture community where hand-shaking was the accepted mode of greeting.
But it isn't fine any more! Not if you're dealing with people whose culture you don't know well.
There are actually two reasons why your friendly greeting can repel the very people you wish to impress.
First, for the purpose of this discussion, is cultural differences. In some cultures, strangers simply do not touch each other. Not with a hand-shake, and not with a friendly pat on the arm or shoulder. This is such a strong belief, that for some, touching a woman is tantamount to an insult - to her, to her husband, and in fact to her entire family! A good reason to keep your hands to yourself.
Second, most Americans have become germ conscious. Have you noticed that more grocery stores now offer antibacterial wipes at the door, so you can wipe down the shopping cart handle? Some people just don't want to grasp the hand of a stranger, not knowing if that hand has been washed recently.
And that's not new. I remember an incident years ago - We had gone out with friends for the evening and stopped at a quick stop on the way home. The gentleman with us excused himself to use the rest room, and when he came out, my husband introduced him to the girl behind the counter. He stuck out his hand and she refused it. She said "I'm not going to shake your hand. You just came from the men's room and I know you didn't wash." Sheepishly, he admitted that she was correct, and everyone laughed.
Now while that girl was straightforward in her objection, your potential clients probably won't be. In fact, some might not know what to do, and will definitely feel uncomfortable. And when you make people uncomfortable, they'll avoid you in the future.
So what to do? Easy. Let your future customers and clients take the lead. Smile, nod, give them a warm verbal greeting. And if one of them sticks out a hand to shake, take it.
By the way, when you do shake hands, be firm but gentle. Nothing marks a person as wimpy and untrustworthy so fast as a limp handshake - and nothing makes people wince so fast as a bone-crusher. That happened to me just a few days ago, and my knuckle still hurts!
Yours for prosperity,
Marte
Marte Cliff
writer@marte-cliff.com
Wednesday, August 13, 2008
Respect my personal space - Please!
Ever meet someone who gets so up close and personal with you that you keep backing up to get away from them - and they keep coming forward to get closer again?
It's awful!
And you could be doing it to your own clients, if you don't understand that different cultures require different degrees of personal space. The average American wants and needs about 2 1/2 feet between them and a casual acquaintance. That's where we feel comfortable, and the space we try to maintain.
But some cultures, the Japanese for instance, want more space - about another foot. So, they might shake your hand, but then step back. If you step forward into your comfortable space, they'll back up. And unless you catch on, you're apt to back them right out your door, never to return.
You know how much you like to avoid people who crowd your space - so do they!
On the other hand, some cultures are more comfortable up close - way too close for your comfort. And just as you feel a bit slighted when someone backs away from you, they'll feel slighted when you back away from them. So try to resist.
You can learn "who is who" when you take the quizzes at ethnoconnect.com - a wonderfully informative site that will help you learn to connect with customers from a wide variety of cultures.
Something else to remember - each of us is an individual, no matter what our culture. So tune in to your individual customers and their need for personal space. Some folks are just more private than others, so make it your goal to let them feel comfortable when they're with you.
I'll be back tomorrow with more on marketing to multi-cultural customers. In the meantime, I wish you a productive day!
Yours for prosperity,
Marte
Marte Cliff, Copywriter
www.marte-cliff.com
It's awful!
And you could be doing it to your own clients, if you don't understand that different cultures require different degrees of personal space. The average American wants and needs about 2 1/2 feet between them and a casual acquaintance. That's where we feel comfortable, and the space we try to maintain.
But some cultures, the Japanese for instance, want more space - about another foot. So, they might shake your hand, but then step back. If you step forward into your comfortable space, they'll back up. And unless you catch on, you're apt to back them right out your door, never to return.
You know how much you like to avoid people who crowd your space - so do they!
On the other hand, some cultures are more comfortable up close - way too close for your comfort. And just as you feel a bit slighted when someone backs away from you, they'll feel slighted when you back away from them. So try to resist.
You can learn "who is who" when you take the quizzes at ethnoconnect.com - a wonderfully informative site that will help you learn to connect with customers from a wide variety of cultures.
Something else to remember - each of us is an individual, no matter what our culture. So tune in to your individual customers and their need for personal space. Some folks are just more private than others, so make it your goal to let them feel comfortable when they're with you.
I'll be back tomorrow with more on marketing to multi-cultural customers. In the meantime, I wish you a productive day!
Yours for prosperity,
Marte
Marte Cliff, Copywriter
www.marte-cliff.com
Tuesday, August 12, 2008
Your clients need a little privacy - so give it to them!
Yesterday I re-listened to a CD about selling to a multi-cultural market. This segment of society is growing by leaps and bounds - it was already at about 1/3 of the population a year or so ago when the CD was recorded. And, according to studies by NAR, was purchasing 70% of the homes. Other businesses also need to be aware that 1/3 of their customers - more or less, depending upon location - will be from a culture different from their own.
That means, unless you're in a small town like mine, where almost everyone is either of Scandinavian or Italian descent, you need to be acutely aware of cultural differences.
This week I'll bring you some of the highlights from that CD...
But one thing covered on the CD seems to me to apply to everyone - every culture, every gender, and every age. That is the need for people to talk privately, without a sales person hovering over them saying "What do you think?" "Are you ready to order?" "Shall we write an offer on this house?" ... and on and on.
NO! Sometimes they aren't ready. Sometimes they need to talk to each other without anyone listening!
Multi-cultural customers often use a different language to accomplish this in front of the sales person - and sales people are insulted by the practice. But the truth is, they should feel encouraged by it. When buyers want to talk privately, it's one of those things called "A buying sign."
So, to best serve your bank account, let your customers have a little privacy.
Yours for prosperity,
Marte
Marte Cliff, Copywriter
writer@marte-cliff.com
That means, unless you're in a small town like mine, where almost everyone is either of Scandinavian or Italian descent, you need to be acutely aware of cultural differences.
This week I'll bring you some of the highlights from that CD...
But one thing covered on the CD seems to me to apply to everyone - every culture, every gender, and every age. That is the need for people to talk privately, without a sales person hovering over them saying "What do you think?" "Are you ready to order?" "Shall we write an offer on this house?" ... and on and on.
NO! Sometimes they aren't ready. Sometimes they need to talk to each other without anyone listening!
Multi-cultural customers often use a different language to accomplish this in front of the sales person - and sales people are insulted by the practice. But the truth is, they should feel encouraged by it. When buyers want to talk privately, it's one of those things called "A buying sign."
So, to best serve your bank account, let your customers have a little privacy.
Yours for prosperity,
Marte
Marte Cliff, Copywriter
writer@marte-cliff.com
Sunday, August 10, 2008
Marketing smarter instead of more expensively
Your prospects - the people who are still spending money - see thousands of advertising messages every single day. I read somewhere that we see more now in a week than our great-grandparents saw in a lifetime. And I don't doubt it - Just the junk e-mail puts a hundred or so in front of most of us every day. Add the newspaper, TV, radio, direct postal mail, Billboards - and it's astounding.
So... how can you stand out from all this noise?
I think you need to start with the customers you have - Give them a good incentive to give you their email addresses, and then mail to them regularly. But not just with an ad.
I believe you need to send them something interesting enough that they might pass it on to friends. Then include a weekly special that's for your email list only. In other words, let them feel special, and let them invite their friends to feel special too.
What's interesting enough to read regularly, and send on? Articles about your field of expertise are one good idea. But you could also send a weekly quote, a good joke, or even a puzzle. If you get alerts about viruses, send those as a courtesy. If there's a special event coming up in your community you could give updates about it. If you're supporting a local charity you could talk about it.
Just make sure you:
1) Send something in addition to a sales message.
2) Include a call to action in the form of something special for your customer
They call it viral marketing, and if you do it correctly, you can begin to reach more and more people who are actually interested in what you offer - and spend a fraction of what it would cost to run ads in newspapers and magazines.
If you offer a "once in a while service," such as real estate sales - use this method to maintain top of mind awareness - and perhaps even to bring your customers super special (exclusively from you) deals from other businesses. (You could even sell ad space in your email - but do be sure you believe in the other person's product or service before you do!)
Spend less - benefit more! And if you can't figure out how to write those letters, write me! Copywriting to add to your income is what I do.
Yours for prosperity,
Marte
Marte Cliff
writer@marte-cliff.com
So... how can you stand out from all this noise?
I think you need to start with the customers you have - Give them a good incentive to give you their email addresses, and then mail to them regularly. But not just with an ad.
I believe you need to send them something interesting enough that they might pass it on to friends. Then include a weekly special that's for your email list only. In other words, let them feel special, and let them invite their friends to feel special too.
What's interesting enough to read regularly, and send on? Articles about your field of expertise are one good idea. But you could also send a weekly quote, a good joke, or even a puzzle. If you get alerts about viruses, send those as a courtesy. If there's a special event coming up in your community you could give updates about it. If you're supporting a local charity you could talk about it.
Just make sure you:
1) Send something in addition to a sales message.
2) Include a call to action in the form of something special for your customer
They call it viral marketing, and if you do it correctly, you can begin to reach more and more people who are actually interested in what you offer - and spend a fraction of what it would cost to run ads in newspapers and magazines.
If you offer a "once in a while service," such as real estate sales - use this method to maintain top of mind awareness - and perhaps even to bring your customers super special (exclusively from you) deals from other businesses. (You could even sell ad space in your email - but do be sure you believe in the other person's product or service before you do!)
Spend less - benefit more! And if you can't figure out how to write those letters, write me! Copywriting to add to your income is what I do.
Yours for prosperity,
Marte
Marte Cliff
writer@marte-cliff.com
Friday, August 08, 2008
Marketing to the right crowd
Everywhere we go lately there's someone crying about the economy, predicting that times are going to be even tougher than they are now, and predicting nothing but doom and gloom.
And yet... the steady flow of tourists to our nearby lake hasn't slackened a bit. Friends of mine spent Wednesday on the lake, and said the number of people burning gasoline pulling water skiers and driving personal watercraft just for the sheer joy of feeling the wind in their faces was amazing.
And... a new restaurant opened in our small town about a month ago. Their prices are far higher than anyone else around, and yet every time you go by you can see people seated inside. It's hard for me to believe that this "depressed area" can support $10 burgers and $30 steaks, but apparently it can.
So, the fact is, some people do have money. Or if they don't have money, they're willing to go further in debt to have fun.
Then too, our neighbor visited the John Deere dealer this week to buy a new oil filter for his tractor. He asked how business was going and got an answer that would startle the gloom crowd: "Great. We're far busier than last year, and it was a good year."
So folks aren't just spending money to escape for a few days - they're also spending plenty taking care of their yards and their small farms.
Think about your product or service. Then look around your own community and see how people are spending money. What are they after? Is it fun, or could it be vanity? Or are the people near you spending only on necessities? If so, look a little farther afield and see what they're looking for. (That is, of course, unless you sell necessities.)
How can you position yourself to appeal to the people who are still spending? Do you need to reach farther than your community? Should most of your marketing be done on the internet? Can you turn whatever you offer into a necessity - or position it as "fun?"
This is a question all of us need to address. Because the fact is, while some are out of work and barely scraping by, others are spending. And they're spending a lot.
Yours for prosperity,
Marte
And yet... the steady flow of tourists to our nearby lake hasn't slackened a bit. Friends of mine spent Wednesday on the lake, and said the number of people burning gasoline pulling water skiers and driving personal watercraft just for the sheer joy of feeling the wind in their faces was amazing.
And... a new restaurant opened in our small town about a month ago. Their prices are far higher than anyone else around, and yet every time you go by you can see people seated inside. It's hard for me to believe that this "depressed area" can support $10 burgers and $30 steaks, but apparently it can.
So, the fact is, some people do have money. Or if they don't have money, they're willing to go further in debt to have fun.
Then too, our neighbor visited the John Deere dealer this week to buy a new oil filter for his tractor. He asked how business was going and got an answer that would startle the gloom crowd: "Great. We're far busier than last year, and it was a good year."
So folks aren't just spending money to escape for a few days - they're also spending plenty taking care of their yards and their small farms.
Think about your product or service. Then look around your own community and see how people are spending money. What are they after? Is it fun, or could it be vanity? Or are the people near you spending only on necessities? If so, look a little farther afield and see what they're looking for. (That is, of course, unless you sell necessities.)
How can you position yourself to appeal to the people who are still spending? Do you need to reach farther than your community? Should most of your marketing be done on the internet? Can you turn whatever you offer into a necessity - or position it as "fun?"
This is a question all of us need to address. Because the fact is, while some are out of work and barely scraping by, others are spending. And they're spending a lot.
Yours for prosperity,
Marte
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