Focus on seller listings or buyers, As a Realtor? You two businesses, generating buyer leads and seller leads. Right now, you have a choice to make. Which part of your real estate business is going to get your time, energy and money? If you are not leading with getting Seller Leads, I think you're crazy.
It's not really a trick, but more of a philosophy. It's a philosophy on how to #increase your conversions by not being so in people's face.
#Landing Pages are needed to convert your traffic to leads.
And you have three kinds of landing pages...
- You have Pass Thru Landing Pages - sending your website traffic on to other content they might like
- #Lead Conversion Landing Pages - getting your website traffic to opt-in to your email marketing follow up and appointment setting
- Sales Pages Landing Pages - Turning your traffic into paying clients and customers
So watch this video on how to increase conversions on your landing pages...
In this Coaching Video:
0:25 The most common mistake people with their landing pages
0:38 Why so many people are making this mistake
0:52 What you don't want to do on your landing pages
1:29 What is going through the mind of your website traffic
1:34 A lesson I learned from observing a situation at the mall about "information"
2:00 "That's how valuable ______________ information is"
2:07 What you should be doing to increase conversions on your #landing page
Pretend you are opening a fortune cookie right now... (crack)
You pull out the little piece of paper... it reads...
"Life is really simple, but we insist on making it complicated." - Confucius
Boy, oh boy... ain't that the da truth.
And the problem, if you draw it out and look at things down the road, is you CAN'T live in complication for very long.
The secret to any successful strategy or system working or not working is Consistency.
Andy do you know who is the cousin of Consistency... Sustainability.
How are going to be consistent with your strategy and/or system and Sustain it for the Long Term, when it is so damn complicated?
You are being told more and more every day to make things complicated.
You are being told to add this tactic and to add this tool.
Startup this social network... create this group... setup this page... make sure you have this account...create blog posts... make videos... take pictures(and make sure they are on instagram and your website)...
AND make sure all of these things are optimized to be FOUND!
And then engage... engage... engage... engage and.... engage some more.
Plus, you know I'm skipping many steps and tools you are hearing about. It's actually much more complicated.
I get that it looks easy to the Guru... it might even seem simple on paper... or in theory.
But then reality hits...
IT TAKES TIME TO DO ALL THIS JAZZ!
When you add in how complicated the whole strategy is... the time it takes to setup and keep doing it... guess what happens?
It doesn't sustain and you don't do it with consistency.
It's not your fault.
It's not a matter of willpower... or discipline... or passion... or heart... or being willing to 'crush it'.
It's that you are making things, that should be simple, complicated. And not being able to live in that complication for very long.
Interested in focusing on consistency and results in your business? Let's talk.
Stay Productive Keep Focused Be Consistent
-- Darin Persinger
How can help a seller sell, or a buyer buy if you don't have any sellers or buyers to work with?
#Lead generation and marketing really is the name of game. Like or not, accept it as a reality.
In this Productivity Nugget:
0:30 #Real estate lead generation today can be a bit overwhelming
0:47 Back in the day, this is what I did for real estate lead #generation
1:22 The "Key" to #successful Lead Generation
1:40 The "S" word
2:00 The best form of lead generation is _____________________
Get help with #your real estate lead generation, Contact Darin.
So, back to you and #Batman.
Yes, I'm seriously sticking with that theme (wait until you see how I make the jump from Batman to Star Trek, it's going to be epic).
So I'm obsessing over Batman right now, but you know who is out in the theaters right now?
I'm not that interested in Superman... All of his powers make him kinda unfun.
But Batman, he doesn't have any super powers.
He's not an alien from another planet. He doesn't have any mutant gene. He didn't get into an accident with gamma radiation or a magical spider.
He's just a dude that is smart, tough and uses his resources really well.
Batman is basically the alternative to Superman.
Superman has all sorts of powers.
Batman has none.
Superman is an alien.
Batman is just human.
Superman can fly.
Batman has to drive a car.
Superman doesn't wear a mask.
Batman does wear a mask.
I feel you can do the same in #your business. Become the alternative version of what's going on out there.
I've read that Sam Walton once said, "Swim upstream. Go the other way. Ignore the conventional wisdom. If everybody is #doing it one way, there’s a good chance you can find your niche by going exactly in the opposite direction."
A lot of coaches and trainers teach how to make prospecting calls... how to do presentations... how to handle objections... scripts to use... etc...
There is nothing wrong with this at all... but what if you took the alternative approach? What if you became "Batman" instead of trying to be "Superman"? And that's more the style I coach and train.
Create really compelling #direct response marketing... develop #copywriting skills... get good at email marketing... develop reports, whitepapers and video marketing that informs, educates, informs and entertains...
My alternative philosophy is if you do things that way... you don't have to handle all the objections... you don't have to master 20 different closing techniques... you don't have to develop the super power of handling rejection for 3 hours a day...
Plus, you can be seen more as a resource vs a salesperson.
I look at my wife. Katherine has never made an expired or FSBO call in her life, yet has generated 15 Seller Leads in the last 45 days via #direct mail and Facebook ads.
She might not be a "Superman", that's ok.
Because she is the alternative, like "Batman".
Which character are you going to be in your #business?
Stay Productive | Keep Focused | Be Consistent
-- Darin "Michael Keaton Is Still My Favorite Batman" Persinger
P.S. If you want help either developing your super powers or creating the alternative skills you need in your business, let's talk.
If you are on my Email List, the other day you heard about how a 1 to 1 coaching client of mine easily spotted a huge faux pas in the #copywriting on a website... Some people emailed me and asked me to tell them more about copywriting and had some questions...
I thought I'd respond to some of them here... and a bit further down, I'll share the importance of good copywriting.
Q. I'm intrigued, what's the 1 Rule of copywriting?
A. As I said in that #email, I'll be sharing the answer in the PJ's Monthly Insider. To share with non-Members would not be fair to all the Members.
It wouldn't be fair to you either. If you don't have to invest to learn it, you won't value it.
The Members of PJ's Monthly Insider value the info and implement. Like John C., a Member who implemented a Lead Conversion tactic from the Apri Issue and increased his newsletter email open rate to 49%.
I could share that tip with anyone for free, and you probably wouldn't implement. And not implementing it means no results. You don't want that, and I don't want that.
Q. I'm looking to #hire a copywriter, to write some of my email marketing for me. If you wouldn't mind sharing with me, who writes your emails for you?
A. Me. I write my stuff.
Q. What do you mean just because someone can write, doesn't mean they are a copywriter? What's the difference?
A. To quote Judith Charles, "A copywriter is a salesperson behind a typewriter."
If it doesn't sell, or at least generate a lead, convert a lead or get the prospect to take action... it ain't #copy.
Pretty words that flow nicely together, that give you a tingly feeling, or entertain you or amuse you... but fail to make the sale... ain't copy.
I write all my own copy, see Q & A above... but if I was to hire someone to write copy for me, I'd ask, "Have you ever sold something to someone face to face? Have you ever sold something to someone over the phone?"
If the answer is "No" to either question, I wouldn't hire them to write my copy. "A copywriter is a salesperson behind a typewriter." If they can't sell face to face or over the phone, what makes you think they can sell in only written words.
Why Copywriting Is So Important Today
Copywriting has never been as important as it is now in today’s business world, in today’s #real estate landscape.
Because of all the ways you are communicating via #written word. And copywriting is basically sales. It’s sales in print. It’s sales via written word.
Think about all the ways you communicate via written word now...
- every tweet that you send out,
- every Facebook message that you send out,
- your text messages,
- the blog post that you’re writing
- the email follow up you send
- the property description you write
It’s not just sales-letters, postcards or print advertising.
It’s all these ways that you communicate online, which many of the ways you are communicating is via the written word.
All of these ways of communicating have the potential to influence and persuade someone.
The question is, are you influencing and persuading people effectively?
And that’s what copywriting is about. You have to develop a skill-set of #effective copywriting to be successful and effective in business today and in to the future.
At the very least, you need a Copywriting 101 skill-set. That way, if you are looking to hire someone to write copy for you, you can recognize the good from the bad.
- Stay Productive
- Keep Focused
- Be Consistent
-- Darin Persinger
P.S. The rule or formula that you should be following is in full force in this article...
Go back and re-read this email and see if you can spot it.
This morning during a 1 to 1 coaching call, I showed a client a website. The website is from a Vendor in the real estate space that sells different services.
I asked my clients what they thought.
"Oh this bad. This is all wrong," was my client's response.
What they were responding to was the #copywriting on the website.
This was coming from someone that didn't know what copywriting was when we first started working together. I don't think they even knew what the word "copywriting" meant.
The problem was... one of the services this vendor was offering was copywriting, content marketing and email marketing.
Gratefully, my client was smart enough to immediately recognize what was wrong, and if this vendor doesn't know how to effectively write copy on their own website, even though they offer these services, my client knows not to hire them.
You don't need to be the master of everything, but you need to have a 101 knowledge of the things that impact your business...
... Or you'll be making some bad decisions and investments.
Let me explain a bit more...
I've worked with restaurants, bars, chiropractors, even childcare services...
When I'm working with companies like this... I can and will do their marketing for them. They don't need to understand marketing at in depth level, because they are not in the business of marketing.
Sure, they need to market their product, service and business. But their business is not marketing.
If you are a real estate agent, you are in the business of marketing.
What is a Seller hiring you for, if not for your marketing and ability to sell?
If you abdicate your marketing (which includes copywriting) to someone else, what exactly is your value proposition to a seller.
Hear me closely here...
I'm not saying you can't outsource or leverage it out, but you must have a #basic 101 knowledge base, so you outsource and leverage it to the right person.
My client certainly has 101 knowledge base of copywriting and could recognize the most basic, simple, fundamental mistake in copywriting.
This is the thing that my #1 to 1 client immediately recognized as being done wrong on this Vendor's website.
Once you understand this #basic rule of copywriting (and it's probably the #1 mistake you are making with your copy) not only are you going to be able to transform your blog posts, #landing pages, email marketing, sales letters and postcards...
But you are going to be able to recognize, when looking for services, if a copywriter/marketer is skilled or not.
- Stay Productive
- Keep Focused
- Be Consistent
-- Darin Persinger
P.S. I've seen a lot of Expired and FSBO sales letter that are not following this basic rule...
Just because someone can write, or even claims to be a copywriter... doesn't mean they are a copywriter.
Be careful out there.
PPS. Would you like me to come talk with you about this 1 Rule?
Last night was the second episode of the third season of #Game of Thrones. Are you a fan? I am.
So are 6.7 million viewers.
That's how many people tuned in for the 3rd season premiere. Pretty wild considering it's on a premium channel on cable.
The reason why people love Game of Thrones is because of the characters and the storytelling...
But how is this any different vs a show on TBS or NBC?
18 minutes makes all the difference.
If you strip out the commercials on TV, you are left with only 42-44 minutes of viewing time.
By having an additional 18 minutes of storytelling in each episode, the show can go so much deeper with the character development.
Game of Thrones can have their characters sharing stories about their past over a glass of wine, or a meal. Talking about the other characters while riding a horse or walking a trail.
You get a real sense of the characters being people and not just saying dialogue to move the story along.
This seems to resonate with viewers.
The amazing opportunity that you have in #your marketing today, blogging, email, video or direct mail, is you don't have to insert any commercials to keep your sponsor happy.
You can tell a full story.
You can go deep with the character, or the product/service benefits, or give complete clarity.
GooRubes and Ex-spurts are telling you to write for scanners....
They say, "People don't read... they don't read online... they scan..."
People who aren't seriously your prospects might only be scanners.
But people who are really your prospects will read, and re-read every word.
They crave the additional content, just like viewers of Game of Thrones crave the additional 18 minutes.
Do you know that some of my emails have been 1,800 words longs?
Do you know some of my most watched videos are over 20 minutes long?
I'm not afraid to tell the story that needs to be told.
As long as you tell a compelling story to an audience that wants to hear it, don't worry about staying under 200 words in blog posts or emails, or under 2 minutes in your videos.
Follow #the Game of Thrones model... settle back, get comfortable, tell the back story and bring your prospects along for the ride.
The Quest: Storytelling Marketing That Entertains, Informs and Generates You More Business
- The Quest makes your marketing more effective… If you’ve ever said “I need to get my name out there…” you are spending waaaaaay tooooo much money on your marketing… and it’s going to take waaaaaaay tooooo long for that method to work.
The Quest gives you the secret to “Look at Me Branding” vs “I See You Marketing”…
… What the science fiction alien race Na’vi can teach you about Marketing … And… the 30,000 year old secret to marketing
(This can be delivered as 30 minute, 90 minute, Half Day or Full Day Workshop)
- #Stay Productive
- Keep Focused
- Be Consistent
-- Darin Persinger
Lotsa #blog training... blog services... blog software... setup your blog for you services... popping up the last few years.
A company called HubSpot coined the term Inbound marketing.
They define Inbound Marketing as based on the concept of earning the attention of prospects, making yourself easy to be found and drawing customers to your website by producing content customers value.
So lemme make that simple for ya...
Put good stuff out in the world and leads will come to you.
Let's take a little look at the NAR 2012 Member Profile shall we...
NAR states "The typical Realtor earned 19% of their business from past clients and customers and 20% to referrals from past clients and customers."
So about 40% right?
When it comes to websites the report says, "Members typically brought in 4 inquiries and 3% of their business from their website."
That's in a year.
4 inquiries and 3% of their business... which by the way...
The report stated the typical agent did 10 transactions in 2011.
Do you know what 3% of 10 is?
Not even 1 transaction.
So your website and Inbound Marketing is supposed to be the greatest gift to you and the consumer, right?
They just get to lurk around and soak up your info and reach out when they are ready... Good will to go around...
Good theory... but it's not working that way.
But do you know what is?
The Original Inbound Marketing...
And what is that you ask...
Referrals are the Original Inbound #Marketing strategy.
Remember how I defined Inbound Marketing... "Put good stuff out in the word and leads come to you."
Well, it looks like almost 40% of Realtors business comes from Original Inbound Marketing.
You put good stuff out there and leads (referrals) come to you. Sounds like Inbound Marketing to me.
But let me ask you... Where are you spending your time?
Are creating content for your sphere and past clients?
Do you have a Keep-In-Touch #Strategy?
Do you have a Get Introduced System?
Oh by the way... 89 percent of Buyers and Sellers are likely to use the same agent again or recommend to others.
Seems to me the priority should not be about blogging... creating content... your website design... social media...
Your first priority every morning should be to provide value and keep in touch with your sphere and past clients.
LOOK... By no means am I saying drop your website...
I wholeheartedly believe you need a #Website Marketing Strategy - followed up with a Lead Conversation Starter System.
But I'm talking about priorities here.
I feel 2013 is the time to get back to some good ol' fashion Original Inbound Marketing... which by the way is how so many of 1 to 1 clients and Levels Coaching Members are getting the results they are getting.
LISTEN to this...
"Just a side note, I am really impressed by your coaching. You offer a much better way to focus your time for the best results. I reorganized my database as you recommended and started working on my ______________. Since starting the training, I have received two new referrals, both in the $700,000 to $900,000 price range. There was no selling because they felt I was their trusted consultant." - Bill B.
IF... you are wondering about some of the phrases I was tossing out today... for example...
- Website Marketing Strategy
- Lead Conversation Starter System
- Keep-In-Touch Strategy
- Get Introduced System
AND... You want to prioritize the biggest pay off activities in your business and build assets that continue to give you a return on your dollar and time invested...
PLUS... Get Accelerated Results...
THEN... You'll want to check out going deeper with these ideas.
- Stay Productive
- Keep Focused
- Be Consistent
-- Darin "Original Inbound Marketer" Persinger
But does it serve you in business?
Lotsa people get angry at me, send me hate email, call me names and unsubscribe when I start talking about the lack luster results of social media or #facebook in comparision to other things.
Check this out...
In contrast, even though consumers are "liking" brands, only 4% want to receive promotional messages via facebook.
This just adds to Email marketing vs Facebook street fight.
Look, you can continue to build facebook pages, keep that facebook tab open all day, join all #the facebook webinars, download the facebook PDF's...
(Seriously... take a look at the time/money you are spending on this activity)
Or you can learn how to start getting results from email.
The reality is...
... 77% of people want offers in their email ... 41.6% of U.S. mobile use time is spent on email ... 93% UK population are Email Subscribers, Only 45% are Fans and 7% are Followers
Mayhaps instead of more Facebook, you should spend a bit of time... and even money to learn how to optimize your #email marketing.
I recommend you start with building a solid skill-set in marketing.
Stay Productive | Keep Focused | Be Consistent -- Darin Persinger
If you are not #using direct mail marketing, you are not using a simple, effective marketing tactic.
#Direct mail marketing is still extremely effective. I have coaching clients generating leads with Just Sold #direct mail campaigns and generating referrals sending relational direct mail to their sphere of influence.
Personally, I'm getting a 30% conversion from a #direct mail marketing campaign I'm using for my business.
In this coaching video, you'll see a tactic I picked up from direct response copywriter #Dan Kennedy.
A favorite TV show of mine back in the day was Alias.
It starred Jennifer Garner and was created by J.J. Abrams.
J.J. also created the TV show #Lost. Lost had an obsessed cult like following.
J.J. also rebooted the movie Star Trek.
J.J. gave a great TED Talk about a #mystery box and the magic of mystery.
Have you ever read a book and then saw the movie? And you see the characters on the "big screen" and you think to yourself...
"That's not how I pictured that character?"
A picture might be worth a 1,000 words, but words are still better.
And that's their picture...
They created it.
They own it.
... And if any ol' picture is "worth a 1,000 words", then how much is a #picture worth that someone has created themselves?
Check this out...
"He was tall, but exceedingly lank, with narrow shoulders, long arms and legs, hands that dangled a mile out of his sleeves, feet that might have served for shovels, and his whole frame most loosely hung together. His head was small, and flat at top, with huge ears, large green glassy eyes, and a long snipe nose, so that it looked like a weather-cock perched upon his spindle neck to tell which way the wind blew. To see him striding along the profile of a hill on a windy day, with his clothes bagging and fluttering about him, one might have mistaken him for the genius of famine descending upon the earth, or some scarecrow eloped from a cornfield."
Doesn't that paint an amazing picture of this human being?
Are your words that powerful?
- What if you could use words to paint a picture of your listings?
- What if you could use words to paint a picture of neighborhoods in your city?
- What if you could use words to paint a picture of your services?
Stay Productive | Keep Focused | Be Consistent -- Darin Persinger
#Video Marketing question and answer time... Got this question recently...
Hey Darin, why don't you do video marketing any more?
It's not that I've stopped using video in my business.
It's that it has worked.
With over 230+ Productivity Nuggets here on PJ's Dot Com, plus many other videos...
And over 300+ videos on my #Youtube channel...
The marketing machine has been built.
Storytelling isn't new... it's been around for at least 30,000 years.
If you think that by adding some "storytelling" to #your marketing, your business will be saved... well good luck with that belief.
And then when you decide to start chasing another belief in 3 months... good luck with that one two.
And then in 6 months when my new social network called Fridgerate comes out, you'll be focused on that.
On Fridgerate you will "Magnet" stuff you want to show off or remember, and the public can see this. But there is also a privacy setting where can "Fridge" stuff. This means you keep it inside and "cool" in a secure location, but you can choose to share it with others. Kinda like Dropbox.
So you have that to look forward to...
But in the mean time, you have everyone, their mom and dog telling you that you have to become a Storyteller now.
Storytelling Isn't Marketing
Look, I get the concept 100%.
If you are on my email list, I've been telling a story every day for almost the last year.
But you can't just be a storyteller.
I walk in to the guitar store. I'm in need of some new strings for my acoustic guitar.
A couple of employees are standing around and greet me with, "Hey you play guitar?"
"Yup," I respond.
"You wanna join some of us in a jam session? There's a few of us already at this cool coffee shop down the street we hang out at. We are heading there now."
I said, "Sure." And we headed to the cool coffee shop.
I listened to them jam... picked up a guitar myself and jammed... hung out... talked about music and songs...
It was great.
That night, when I was back home, I realized I forgot to pick up strings for my guitar.
*The above story is completely fictional.
It never happened... but it's happening every day on #your website.
A potential buyer or seller prospect shows up to your website and you say, "Hey let's hang out. We can go to this coffee shop and kick it."
Rule 1 To Increase Website Lead Conversion
Stop sending people AWAY from your website.
I know my story of the guitar shop is ridiculous, but so is sending people to facebook and twitter. Think about it... you just spent all this time, energy and money to get #people to your website... Do you really want to send them somewhere else now?
The A to Z Lesson - Lose The Social Media Buttons
Apple is fairly successful, would you agree?
They have created some great products, established a dominate brand and make a fat profit like Lindsey Lohan makes the front cover of the tabloids.
Here is the Apple homepage... Do you see any social media icons?
Zillow is a ziant zebsite in the zreal zestate zindustry. They generated 33.7 million unique users to #their website in May, 2012.
They even invented their own word, "Zestimate".
I know it's hard to see what's not there, but let me give you a hint on what to look for... See if you can find the social media buttons.
The A to Z Lesson - Lose The Social Media Buttons
Before I rest my case... I will provide you more evidence of ditching the social media buttons to increase your lead conversion.
Have you ever heard of Amazon?
They sell books and stuff.
Take a look at their homepage.
It's another case of "The Mysteriously Vanishing Social Media Icons".
Zappos is my last example... just so happens to be owned by Amazon.
Zappos seems to be great at and committed to creating amazing experiences for the customers.
So surely, they want to connect with their customers on facebook and twitter. This way they can sit around and talk about shoes all day, right?
A website has limited real estate.
Every little inch, every little pixel is priceless. Especially the space above the fold.
There might be a lesson to learn from these behemoth websites on ditching the social media buttons. From A to Z, they have instead focused on increasing conversion and selling products.
From Apple to Zillow...
And Amazon to Zappos...
-- Darin Persinger
What is said after Love at first sight? You are standing across the room. You lock eyes and connect.
How do you go from the first glance… to a conversation… to a first kiss?
Perhaps no different than you would with a prospect for your business.
You get your prospects attention… but now you have to keep it.
You can’t let them ignore you or worse… be bored by you.
This simple, underrated, overlooked piece of copywriting advice gets your landing pages to convert… prospects to respond and react to your emails… and your sales letters to bring you boat loads of appointments.
Maybe you’ve heard how important your “Headline” or “Subject Line” is?
There is no lie in that, but don’t over look this key element.
Are you wondering what it is?
I’ll give you a hint. Can you guess what these all have in common?
“Call me Ishmael.” —Herman Melville, Moby-Dick
“I am an invisible man.” —Ralph Ellison, Invisible Man
“All this happened, more or less.” —Kurt Vonnegut, Slaughterhouse-Five
“In my younger and more vulnerable years my father gave me some advice that I’ve been turning over in my mind ever since. —F. Scott Fitzgerald, The Great Gatsby
“Tyler gets me a job as a waiter, after that Tyler’s pushing a gun in my mouth and saying, the first step to eternal life is you have to die.” - Chuck Palahniuk, Fight Club
“It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of Light, it was the season of Darkness, it was the spring of hope, it was the winter of despair, we had everything before us, we had nothing before us, we were all going direct to Heaven, we were all going direct the other way—in short, the period was so far like the present period, that some of its noisiest authorities insisted on its being received, for good or for evil, in the superlative degree of comparison only.” - Charles Dickens, A Tale Of Two Cities
Did you figure it out?
Don’t Underestimate Your First Sentence...
Of course the headline is important. We’ve established that.
But the job of the headline is to get people to read the first sentence… and the job of first sentence is to get the prospect to continue reading.
You are fighting for your prospects attention… the few spare moments of precious time they have… AND… you have to keep it.
Don’t get lazy after coming up with kick-gutt headline.
Just like the opening lines above… it’s not the first thing people see. A reader saw the cover, read the title. But now the author needed to grab your throat, draw you in to their world and make you care.
Let’s look at these opening lines and investigate why they are so compelling…
“Call me Ishmael.”
Who is Ishmael? Why does he need to call? Who is asking Ishmael to call?
“I am an invisible man.”
Huh? Who is this invisible man? Are they really invisible or do they just feel that way?
“All this happened, more or less.”
What happened? What does that mean, more or less? Is this true or made up?
“In my younger and more vulnerable years my father gave me some advice that I’ve been turning over in my mind ever since.”
What advice is that?
“Tyler gets me a job as a waiter, after that Tyler’s pushing a gun in my mouth and saying, the first step to eternal life is you have to die.”
Who is Tyler? Who is telling this story? Why is there a gun in his mouth? Is he going to be killed? Is he going to survive?
“It was the best of times, it was the worst of times…”
A run on sentence, if I ever read one. But damn, what a good line. Paints me a picture of where I’m about to go.
These lines are compelling. They make you want more. They suck you in. They grab you by the throat.
You’re in love and now you want to know more.
That’s why the first sentence on your landing page, or in your email, or in your recruiting letter can not be overlooked.
The first sentence matters.
Don’t overlook it. Don’t underestimate it.
Jean-Marie #Chauvet is not a scientist. He's not an archaeologist or PhD of any kind.
No formal education beyond the age of 14.
He's just a guy that likes to dig around in #caves and go spelunking on the weekends.
One of these weekends, Jean-Marie and a couple of friends went digging around inside a cave in southern France. They discovered a crack in a wall with a constant flow of air of sneaking through. They picked at the crack to open a narrow hole. As they clawed and crawled through the opening, it exposed a drop below them.
They lowered a rope ladder and lowered themselves 30 feet to the cave floor.
Jean-Marie Chauvet and his friends started to investigate their new surroundings. Shining their flashlights, the beams of light found walls. On the walls, they found...
As Chauvet remembers, "I kept thinking, 'We're dreaming. We're dreaming."
What they found was the oldest #cave drawings in existence.
Over 80 radiocarbon dates have been taken, with samples from torch marks and from the paintings themselves, as well as from animal bones and charcoal found on the cave floor. The radiocarbon dates from these samples suggest that there were two periods of creation in Chauvet: 35,000 years ago and 30,000 years ago. - source wikipedia
Hundreds and hundreds of animal paintings have been identified inside the cave, with at least 13 different species. (Think of it like a giant full sleeve tattoo. It's hard to tell how many #drawings exist, as they flow from one in to another).
Horses, cattle, reindeer, cave lions, panthers, bears, owls, cave hyenas and rhinos. Animals that have not been pictured in any other type of #cave art.
What is truly fascinating about these cave drawings is the detail... the structure... and style of drawings.
There is 3-D quality to the drawings, especially when a source of light, aka fire, is in flickering in the cave. The drawings seem to have movement and tell a story.
It doesn't matter if you are writing a blog, doing video, podcast, pictures, ppc, email marketing, postcards, etc...
These drawings tell a story...
The drawings aren't a "How To... In 7 Steps". It's a story.
All ancient drawings tell a story.
It doesn't matter if it's cave drawings in the South of France.... Egypt hieroglyphics inside a pyramid... Or Mayan art on stone, stucco or wood.
There is a story.
There is no "7 Steps to Killing a Woolly Mammoth" cave drawing.
There is no "How To Build More Fires, More Quickly" cave drawing.
There is a story.
You are hardwired... it's in your DNA to listen to stories.
You are programed to be a storyteller.
To increase the effectiveness of your marketing and content creation... tell more stories.
"Noooo! Don't go to commercial!" This was Katherine's reaction last night when watching the #Biggest Loser.
They were doing the weigh in and one of the contestants got on the scale.
This contestant needed to have lost 5 lbs for her team to win and for them to be safe from eliminating anyone.
She was the last one to get on the scale.
It was left up to her. Just her.
She got on the scale.
The scale starts flickering around. Numbers going up and down. Seem serious dramatic music playing and then....
The show goes to commercial!
Katherine throws her arms up in the air, "Noooooo! Don't go to commercial!"
They are creating suspense.
They are creating desire.
They are telling a story that is compelling and draws you in.
You better believe that Katherine didn't let me change the channel during the commercial.
Are you creating compelling marketing messages that create desire in your prospect?
Do your prospects want to know more?
Are they willing to wait around to hear or see what comes next?
Or maybe willing to take immediate action to find out what is next?
I think #Internet Marketing and social media has made us lazy marketers.
Some people might argue that old school marketing is dead and it's all about#relationship marketing now.
That people will buy or sell with you just because they Like your facebook or follow you on twitter or you engage with them.
I say Hogwash!
Good marketing. Compelling storytelling. Marketing that creates suspense and desire still works and will always work.
It's baked into our DNA.
Don't be lazy with your marketing, emails, information, knowledge and blog posts.
Don't just give it away, give it away, give it away like the Red Hot Chili Peppers.
Go back thru all your marketing content, every blog post, every landing page, every email and see if you are truly creating desire with a compelling message.
Does it make the prospect want to take action, to find out more info, to come back tomorrow, to show up to your event, to email you back, or pick up the phone and call you?
Want some help?
I also give you three other _______ is "king" myths.
Email me Darin (at) ProductivityJunkies (dot) com Mentioned in podcast:
There might be a few people that are going to disagree with me.
This email MIGHT make a few people angry.
I'm counting on getting some emails telling me how "wrong" I am.
I'm sure a couple of angry tweets will show up also...
You'd think these Myths are butter the way they are spreading (especially in social media). And I believe hurting people's incomes and ability to provide for their family.
#1. Myth 1: Content Is King
True, content is important. And you need it to get found.
But is it “king”?
If it is, then it must have been folded in a bad hand of poker.
Because there are millions of people creating content online right now who are B.R.O.K.E.
They have content created themselves into the poor house or as Brian Clark aka Copyblogger says, "Don’t share your way in to poverty".
And if Content is “king”, then you'd be sunk. Because there are so many Realtors already creating content. There are many agents working like a dog, putting out boat loads of valuable content each day.
But STILL aren't closing transactions from it.
If content was the end-all-be-all, then all of these agents would be pulling in the "benjamins".
But lucky for you....
Content is NOT "king".
#2. Myth 2: Traffic Is King
Ditto with 1.
There are lots of agents out there bragging about their "traffic."
They are bragging so hard, we might as well autotune them and turn it into a bad T-pain hip hop song.
Traffic is NOT "king" though.
I could write about coffee shops or a donut bakery all day long and bring traffic to my site...
But is that traffic showing up to buy or sell a home? Or are they looking for coffee and donuts.
Traffic IS important, but it’s not king.
#3. Myth 3: Teaching Is King
If teaching is "king", why are teachers in our culture always going on strike to get paid more money?
But there are many "online teachers" teaching you to just give away all your valuable knowledge and info.
To just "teach" your prospects.
I think I'm naturally a teacher. I was even going to school for Secondary Education.
But that natural skillset didn't help me in real estate sales and business.
I still needed to learn about marketing and lead generation. And, teaching doesn't replace those skillsets.
Yes, teaching is a nice addition and a wonderful enhancement.
It can do wonders for your prospects and sphere viewing you as a resource.
But it’s not even close to being "king".
4. Myth 4: Engagement Is King
Sure engagement is nice. It's important.
But have you ever had a conversation with a woman that has been engaged for a VERY long time?
Engagement isn't enough.
OK, so if the above ain't the “king”, what is?
Don't say Elvis!
Email me back and let me know what you think it is.
I'll let you know soon, but I'll drop a big hint on ya right now...