The truth about how your occupation affects your marketing

friday, 19 august of 2011

The truth about how your occupation affects your marketing

by Tom Trush

When it comes to effectively marketing your product or service, your prospects have little concern for your occupation.

They don't care if you're a lawyer ... real estate agent ... website developer ... auto mechanic ... bookkeeper ... doctor ... caterer ... whatever ...

Heck, I'm certain no one cares I'm a direct-response copywriter and marketing strategist. (You'll notice I don't include this information at the bottom of these e-mails.)

Whether you're writing copy, coming up with lead-generating strategies or networking with other professionals, you share an occupation with every person who actively markets a business.

You're a problem solver.

The truth is purchasing decisions are not based on occupations ... or company names ... or logo designs ... or mission statements ... or the number of abbreviations after your name. Look around, however, and you'll see plenty of self-centered marketing messages focused on these items.

What wasted opportunities!

Prospects hunt for people who can solve their problems. The more your marketing message focuses on your prospects' nagging needs, the more often you'll receive responses. So showcase your expertise by offering information that details solutions.

There's no easier way to separate yourself from your competition.

Let me explain ...

Imagine you want to sell your home and a real estate agent comes to your front door. She hands you a business card with the usual information (i.e., company name, agent's name, phone number, e-mail address and website) and tells you she's sold many homes in your neighborhood. As she walks away, the agent encourages you to contact her when you're ready to list your house.

Shortly after the first agent leaves, another one shows up. Instead of a business card, she gives you a handout titled, "5 Simple Strategies for Quickly Selling Your Home in a 'Down' Market." In addition to the tips, the report includes specific examples and detailed testimonials of how homeowners in your neighborhood used the strategies to sell their properties. You also see several statements encouraging you to view the agent's website for more free tips.

Which website are you more likely to visit?

Which real estate agent established greater credibility?

Which real estate agent is more likely to get your business?


© Trey Ryder

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