CONCEPTS
Yesterday you learned from the video that “the big deal about blogs is that they give people like you the power of the media and they created a personal kind of news that appeals to a high number of small audiences.”
This seems strange to us since we grew up in a world dominated by mass media marketing. How is it not best to appeal to as many potential customers as possible? Chris Anderson took on that topic directly in his book: The Long Tail. I took a shot at applying his concepts to local real estate markets. So check out my post, The Long Tail of Your Local Real Estate Market then click your back button to continue.
Think about it for a moment. Don’t all the heavy hitters in your market farm a particular neighborhood? They don’t dominate a city… they “own” a neighborhood or a type of property. You should do the same and to do so, you need to be clear about Your Unique Value Proposition. Again, read that article and come back when you’re ready to get to your Actions for today.
ACTIONS
Today’s action is to develop an Elevator Pitch for your Blog. Let me explain why it’s important.
What is an Elevator Pitch?
“An elevator pitch is an overview of an idea for a product, service, or project. The name reflects the fact that an elevator pitch can be delivered in the time span of an elevator ride (for example, thirty seconds and 100-150 words).” –Wikipedia
Though there are lots of ideas about what one should try to accomplish with an elevator pitch, my advice is this: Think of it as a 10 second qualifier that is so simple and so clear, that the person you are telling it to could easily repeat it to any other person they know who needs a specialist like you. Don’t try to sell them in 10 seconds! You don’t have their permission for that yet.
- The best response: “No kidding? We were thinking of moving to that area… Do you have a card?” You have permission to take the next step!
- A great response: “I’ve got a friend that is thinking of moving into that area… Do you have a card?” You have permission to take the next step!
- A good response: “Huh… Did you see where the pretzels are?” You don’t have to waste your time!
If you get a go-nowhere completely disinterested response, then they don’t need you, and they can’t think of anyone who needs you. In fact, even if they did, they are making it clear that they wouldn’t bother to mention you anyway. Lot’s of people are just that way. They are doing you the favor of not wasting your time. Next! There are too many people out there who do need your unique services to spin your wheels with those that don’t. Make sure that if you can’t find whom they are, that at least they can find you.
That’s a lot to digest for one day, but it is absolutely critical that your blog be FOCUSED on one single, clear, message! As Peter Drucker said: “There is only one valid definition of business purpose: to create a customer.” Seth Godin extended the thought to describe his concept of Permission Marketing as: “Turning Strangers Into Friends, and Friends Into Customers.”
And THAT is the only purpose of our blogs. Tomorrow, we’ll discuss what you should be writing in your blog.
DISCUSSION
Share your thoughts at the forum in Day 2 – What is Your Unique Value Proposition?
FURTHER READINGS:
