Don't Ever Offer Great Service, Great Value or a Great Product

Not too long ago a mortgage agent in Lone-Star State asked if I'd compose a Pb coevals bundle for his company-actually helium just wanted me to compose a letter. I think he didn't necessitate an envelope. More about that in a moment.

So my first inquiry was: who is your mark market? State me a small about the clients you're looking to attract.

"Anyone that demands to refinance an adjustable mortgage," he laughed.

Anyone? Now that's A tightly defined demographic if I ever heard one.

So I politely educated this immature grasshopper about why he necessitates to contract his alkali of opportunities-just truthful he doesn't mail 50 million letters to all householders in United States with an adjustable charge per unit mortgage.

I suggested, therefore, that he aim a defined geographical area, and maybe householders with a house valued at over $300,000 and who refinanced or purchased their place more than two old age ago.

"Sure, sure," he said.

"Great. So what's your offer?" Iodine asked.

"You mean, how much I can pay you?"

"No," I said, "what are you offering your prospects so they'll immediately hotfoot to the telephone and phone call you?"

I heard then what I have got heard sol many modern times before...

An ardent trashing of the competition:

...They' rhenium only in it for the money; they don't care about their customers; they don't understand the merchandises out there and how to utilize them, they got their licence and immediately began selling-and then most of them are out of concern in a twelvemonth or two... So on and so forth.

And then I heard the obligatory self-praise oratory:

That is... how much he cares about his clients; how many old age he's been in business; how much continuing-ed preparation he's had; how much value he brings to the table; how much great service he provides. So on and so forth.

"Great, so what are you offering your prospects so they'll immediately hotfoot to the telephone and phone phone call you?" I repeated.

"...What make you mean?"

"Well," I asked, "why should Mr. and Mrs. Homeowner call you and not the other mortgage agent who is saying the exact same thing? After all, they all bash state the same thing-how much great service they provide; how much they care about their clients-don't they?"

"Yeah but..." Sol he then repeated, with even more than than fervor, how much more he cares, how much break service, etc., etc.

"Let me inquire you this," I said, "How is your prospect to cognize that you're better, that you're the good cat and not the bad guy? Telling them that it's so, won't do them believe it-now will it? Somehow you've got to PROVE it."

Then I told him about the importance of testimonials, third-party endorsements, accreditations, etc., etc.

"And all of that volition aid you turn out to your prospects that you are who you state you are. But that's still not enough. Because if the agent down the street have any merchandising savvy, he can and will turn out it too-quoting his track record, his honesty, his competence, blah, blah-in all of his selling promotions.

"So you necessitate a alone selling proposition, don't you," I said.

"Huh?"

"We've got to happen something that's alone about you; about the manner you carry on business, how you honor your clients for their loyalty-how you will make something specific, mensurable and desirable-so that these prospects will desire to pick up the telephone and phone call you."

"Like what?"

"Offer them something that your competition doesn't"

"Like what?"

"Well, certainly not good service, great value and a low involvement rate. But it could be a warrant of some sort, a gift related to place ownership, or a free report, like 'The top 10 Mistakes Homeowners Make When Refinancing a Mortgage-that Always Costs Them thousands of DOLLARS!'"

"Something no other agent is offering-or saying-something that the prospect will happen utile and of value.

"And, you must supply urgency or scarcity, or both. For example, do it a clip or measure limited offer, but explicate why! And not only must it be believable-it must also be true!

"Finally, present your bundle in a manner that volition warrant that it volition be opened and read."

"What make you mean?"

"Well, I can supply you with the best Pb coevals bundle ever written, with the best offering ever imagined-but if the envelope doesn't acquire opened, what good will it make you?"

"So how can we vouch that the envelope will be opened?"

"Now," I said, "you're thinking like a marketer!"

And so I gave him some ideas, of course. And I'll state you what they were... in a hereafter post.

Till then... ain your market.