People are more likely to take action to escape pain than to achieve pleasure. Often, when someone buys a property it’s not because they want to enjoy the benefits of a new home but because they want to overcome the problems of an old home. That’s why, when you write property listings, it can be an [...]
Can you publish content on one social media platform … and then publish the same content on another social media platform? Yes, I give you permission – but with two caveats. First, make sure the content you publish on the first platform is appropriate for the second. Each platform has its own audience, style and tone, [...]
The more specific you make your property listings, the more persuasive they will be. Why? Because the more likely your buyers are to feel your listing is communicating directly with them. To be specific, you need to avoid writing listings that basically say: “This home is amazing and will appeal to everyone.” Instead, you need to [...]
The more predictable you make your marketing, the more effective it will be. Why? Because predictability equals trust. There are two ways your business can be predictable: do regular marketing and use consistent messaging in your marketing. Here’s why predictability works: When a person or organisation is predictable, you feel you know them The more you [...]
When you write listings, you don’t want to talk down to your buyers, as if you were up on stage and you were speaking to an audience. Instead, you want to imagine you’re sitting in a cafe with just one buyer, and the two of you are having a chat. That way, when buyers read your [...]
What makes a bigger impact – when you tell a customer you’re great or when somebody else tells a customer you’re great? That’s why your business should implement this two-step plan: Ask your happy customers if they’ll refer you to their friends and family Ask them to sing your praises while they’re making the referral The [...]
One of the rules of marketing is you don't sell the product – you market the solution. For example, instead of selling a mattress, you market the benefits of a great night’s sleep. That’s because when people buy a mattress, they don’t actually want a mattress – what they really want is a great night’s sleep. [...]
Want to know which businesses have problems? Businesses that look like every other business in the market. If you look like all your rivals, how will anyone notice you – and why would they choose you if they did? That’s why you need to find a way to differentiate your business, whether that’s in terms of [...]
When I became a journalist many years ago, one of the most important lessons I learned was that very few people who start an article actually finish the article. Some will read three-quarters; some will read half; some will read only the opening sentence; but very few will read every single word. Once I’d learned that [...]
From the time your customers wake up to the time they go to bed, they get bombarded with marketing messages: TV commercials Radio ads Roadside billboards Online banner ads Letterbox catalogues So if your business does just one piece of marketing, or one piece of marketing every now and then, what are the odds that marketing [...]
