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

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

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 -

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!

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

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

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

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

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

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

I guess no one knows John Reese

And that seems to be pretty normal. Marketing gurus are teaching people that the way to break into the business is to "Do a launch" and create a lot of hoopla over it by offering extremely attractive affiliate payments.

Does that mean that what they sell is going to be good? Does it even mean that the affiliates who promote it have seen the product? Maybe. But not necessarily. I remember an instance several months ago that underscored that thought.

One of the big affiliate marketers promoted some new biz op launch - along with about 2 dozen other affiliate marketers. And then, just a few days later, he mailed out an apology to everyone on his lists.

It seems he had fallen for the hype, promoted the product without testing it, and it turned out to be so lame that he was ashamed to have endorsed it. He encouraged everyone who felt as he did to request a refund immediately - just as he had.

But the damage was done. From then on, when he endorses a product, people will wonder. I kind of doubt if he'd do the same thing again, since he was so embarrassed over the incident. But you never know for sure.

Be cautious - try to learn something about a biz op product before you find out that the person writing it didn't know anything more about the subject than you do. Writing is easy - all you have to do is take 4 or 5 other people's material, compile it, and presto! A new program guaranteed to make its buyers rich.

I belong to a copywriter's forum, and checking things out ahead of time is one of the big benefits. When some member is considering joining a mentoring group or buying in to one of these expensive programs, he or she asks the group for their opinions - and the group gives them. You might try finding and joining a similar group.

And... if you buy a program and it isn't useful, don't be afraid to return it. Just remember to keep a copy of the guarantee, in case you have trouble. I bought something once and tried to contact the sellers to no avail. They did have a phone number on their site - but it was permanently attached to an answering machine.

I got a refund that time by contacting my credit card company.

By the way, if you buy through Clickbank you have a set number of days to easily request and get a refund with no questions asked.

Yours for success,
Marte
writer@marte-cliff.com

Should you use video to reach your prospects?

It all depends upon who they are and where they live.

If they're city dwellers and have a good income, perhaps. If they live in the country, probably not.

Less than half of internet users have high speed, so if video is the only way they can get your message - they won't get your message.

I use Hughes Net - which means that for my $60 a month I can download only 200 MB per day. If a friend sends a photo or six, or if I try to watch a video, my access is shut down for 24 hours.

Know what that means? Any marketing message via video is immediately deleted. I won't take the chance of being unable to access client websites for a whole day.

For those on dial up - they probably "can" watch, but who can stay interested in 3 words, pause, 3 more words, pause, etc.? Certainly not me, and I'll bet not you either.

So... if you're SURE that your audience has high speed access, go for it. Otherwise, you might include it as an extra way to see the message, but you still need compelling copy to do the lion's share of selling for you.

Think about your audience before you plan how to approach them...

Yours for prosperity,
Marte

P.S. When you need that compelling copy, get in touch!

How to present a professional image

Do you judge people by how they look?

Of course you do. We all do. So stop and take a critical look at how you look when you set out to win new customers.

Your clothes make a huge difference, and the trick here is to make them present an impression without even being noticed. First, dress appropriately for your line of work. A Realtor, for instance, should not dress like a night club hostess or a golf pro. Neither should a dentist or a mortgage lender or an airline pilot!

By the same token, a building contractor should probably not show up in a suit and tie, unless the company is so huge that everyone knows he (or she) will never set foot on the construction site.

Your hair and makeup should follow suit - create an impression without anyone noticing any detail about either. No bright blue eyeliner, please. Ditto with jewelry - subdued is the rule. And perfume! Please, don't overwhelm anyone. The last thing you want to be remembered for is the scent that lingers long after you've left the room.

Criticize your own look before customers do it for you - and then adjust!

Now, here's one little tip that people seldom mention: If you want to look seriously professional, carry a clipboard. I don't know why, but you'll be viewed as knowledgeable and reliable if you're seen carrying a clipboard and making notes.

Get yourself a clipboard, then put a legal pad on it because if you carry an empty clipboard you'll look silly instead of professional.



Yours for prosperity,
Marte

Could smoking be a good networking tool?

That crazy thought entered my head today, and I decided that yes, it could.

If you don't smoke, you won't know what I'm talking about, but if you do, you will.

When attending conferences, there's often a break between speakers when smokers rush outside for a quick puff before the next session. Different individuals choose different spots, so generally there aren't more than a half dozen in one spot, even at a large conference - which makes a perfect climate for talking to each other. After all, you aren't going to just stand there and puff while staring straight ahead. And, since smokers are the current "bad people," you all have something in common, so form kind of an instant bond with each other.

Over the course of a 2 or 3 day conference, you can strike up a pretty good camaraderie - and that could lead to referrals and work in the future.

Where else can you find a small group of people with whom you share such a strong bond?

That's my random thought for the day... I hope you had a wonderful 4th.

Yours for prosperity,
Marte

Happy 4th of July!

Today's the day to celebrate our Independence, and to send up thanks to all those brave souls who made it possible. Perhaps a bit of thanks to a higher power would be in order as well.

I wish you a perfect day -

Marte

Same words, different people = different understanding

Reading computer related instructions always frustrates me, because I'm not techie enough to know what the words mean. When they say "enter name" my first question is "what name?" My name, the website name, the web host's name? What??? From there it generally gets worse.

The people who wrote the instructions knew what they meant, but sure didn't leave me a clue.

So any time you're writing from an expert status to an audience of people who are not expert, you need to remember to clarify what you mean, even when the terms are well understood in your industry. That is, unless you sell only to other experts.

The second thing to consider is the point of understanding determined by your audience's identity.

For instance, yesterday I picked up the local "ad paper" to read while I ate lunch. And I came across the words "dead broke" in one of the ads.

What's the first thing that comes to your mind? Probably a person who has no money, right? Is this person trying to sell something because he or she is dead broke and needs cash fast? Is the "broke" status given as a reason for a low price?

No, that wasn't it at all. Instead of a negative, the term was a positive. You see, I was reading ads for horses for sale. And if you're talking about a horse, "dead broke" means that horse is a good one. He's mannerly and obedient, and he doesn't get excited over things that put some horses in a tizzy.

I don't suppose you're trying to sell a horse to someone who doesn't know horse lingo, but do keep this in mind when you write an ad, or even a letter. If you're trying to appeal to people who are new to your industry or your product, be sure that you don't use any words or phrases with a double meaning. At least, not unless you go on to clarify.

Wishing you good words,
Marte

Two small words that add punch to a request

Words and where you use them really do make a difference, and these two are surprisingly effective.

The two words? "Will You."

Instead of making a statement such as "Call if you'll be late," change it to "Will you call if you'll be late?" and get the affirmative response. Once someone has said yes, they've made a commitment to you and are far more likely to follow through.

Use this tactic in dealing with friends, family, and with customers.

Your specific business dictates what you might want your customers to do. It might be calling to confirm an appointment, calling if they can't make it, calling if they have questions prior to a decision, or calling after the purchase to let you know if they have any concerns. (Which is better than talking about you behind your back.)

If you've got any little word tricks that work for you, share them please!

Yours for success,
Marte

A New Lead Generation Idea

Sometimes a good idea just jumps out at you - and that's what happened to me when I read a post on Active Rain yesterday.

This was a lead generation tip for Realtors, but any business that provides a "big" service could use it.

After you've closed on the sale of a home (or installed a pool, remodeled a kitchen, landscaped a yard, etc.) throw a party! Let the client invite 25 friends for the celebration, and while they're there, do your best networking.

Hand out cards, of course, but mainly just get acquainted with these folks so they can see how friendly you are and imagine how pleasant it would be to work with you. You can also use this time to learn more about what your potential clients are most interested in about your kind of service, and use that knowledge in future marketing. If you listen well, you might learn something you didn't know about your prospect base.

You could also hand out discount cards. Make it a VIP kind of thing - because they're friends of your friends (clients.)

Let your client choose the kind of party - wine & cheese, beer & pizza, punch and cakes, or whatever fits their personalities and lifestyle.

Now, if I could only figure out a way to use this idea myself. But, all of my clients are long-distance. Hmmm... guess not. Be pretty hard to serve refreshments through the computer.

Happy second half of June!

Marte
writer@marte-cliff.com

What should you present in a listing presentation?

This one is for you Realtors. My Real estate help ezine today is about the experiences a friend has had in trying to find a good Realtor to sell his house...

After two bad experiences with hiring the wrong agents last year, he's been interviewing plenty of agents trying to find someone with enthusiasm and willingness to work with him, rather than against him.

He wanted to contribute $2,000 per month so that his house would be advertised in more places with larger, more prominent ads - and he wanted his realtor to work with me on the copy.

The agent he finally chose presented him with a full blown CMA, a clear schedule of her various fees, a marketing plan, and then some. Others merely showed him a computer print-out of a few recently sold properties.

I intended to post the entire article on my site so you could go read it and then come back and comment. But that is not to be - at least not tonight.

When my computer crashed a week ago it left me without my reliable old Top Dawg software for HTML editing - and I cannot find my way around in Dreamweaver. My son says its a great program, but I can't find anything great about it - not even one thing!

After spending an hour trying to figure out how to talk to it, I've given up. I simply MUST find a more user friendly editor. One that's made for non-techies like me who don't know any of the jargon but just want to do some simple editing. Things like inserting paragraph breaks and changing a font size. Top Dawg seems to have disappeared from the web, darn it!

So, instead, share with us what you think should be included in a listing presentation. And if a client offered to contribute $2,000 per month for you to use marketing his house, would you take it?

How about if a client told you that you had a professional copywriter at your service? Would you take the assistance, or turn it down?

We're just curious...

What's the difference between anxious and eager?

Think about those two words... I've been thinking about them ever since this afternoon when I listened to a teleconference with Herschell Gordon Lewis.

He was talking about the importance of the words you choose in marketing, and how each word conveys a subtle meaning. Even while it "says" the same thing.

For instance, think about the two phrases: "Declined to comment" and "Refused to answer." They give you two different feelings, don't they?

But back to the headline - the word anxious conveys a bit of anxiety - even though it might not be what you mean. But the word eager conveys enthusiasm and hopefulness.

Another "trick" he mentioned was about making things seem bigger or smaller by the unit of measurement you choose. Would you rather have a "quarter pounder" or a 4 ounce burger?

I've taken all sorts of copywriting classes, and like most copywriters, I read and study about copywriting almost every day of my life, but listening to that man was incredible. I took 10 pages of notes in one hour. I'd heard him speak before, which was why I made it a point to listen today. If you ever get the opportunity to hear him - jump at it.

The kind of psychology he talks about will help you even if you're not a copywriter - because everyone needs to persuade someone sometimes.

Yours for success and successful persuasion,
Marte