People don’t buy the product – they buy the product behind the product: When you buy a gym membership, you’re actually buying confidenceWhen you buy a TV, you’re actually buying relaxationWhen you buy an item of clothing, you’re actually buying an identity So here’s my question for you – what are people buying when they buy [...]
Every small business should do blogging, because writing blogs is a great way to prove your expertise and improve your SEO. But it’s not enough just to write a good blog. You also need to craft an enticing headline – the kind that will make people click. There are five things you can do to write [...]
Use one adjective at a time. An adjective is a word that describes a noun – a “modern” kitchen or a “stylish” bathroom or a “large” backyard. Some agents think the more adjectives they attach to a particular feature, the more spectacular that feature will appear. So the “modern” kitchen becomes a “modern, stylish, sophisticated” kitchen. [...]
Visiting a potential client and pitching for business can be a tough and stressful experience. Convincing the client you know how to solve their problem is the least of your worries. That’s because you often have to spend the first half of the meeting explaining who you are and what you do – forcing you to [...]
As a real estate agent, you would’ve encountered lots of vendors who were sad about the thought of leaving their home. The reason is they connect the home to their emotions and experiences – it was where their child took their first step or where they hosted lots of fun dinner parties or where they enjoyed [...]
Every small business should have at least one ebook. Ideally, your business should have multiple ebooks, covering multiple topics. But at the very least, you should have one ebook. These ebooks should contain specific, detailed knowledge, so that when someone reads the ebook, they immediately realise your business is a trusted expert. Of course, you can [...]
Here are not one but two crazy marketing ideas for you. Crazy marketing idea #1: Stop talking about yourself on your About Us page – instead, talk about your customers. If your small business wants to do effective marketing, it needs to stop focusing on itself and start focusing on its customers. That’s why, strange though [...]
When you write a property listing, you’re trying to lure buyers to your open home. But that should not be your only goal. You also want them to arrive at your open home in a positive frame of mind. Humans suffer from a thing called ‘confirmation bias’ – we unconsciously look for evidence to validate conclusions [...]
Some agents believe the more jargon and acronyms they use in their listings, the more they’ll impress buyers. The opposite is the case. Buyers aren’t impressed by jargon and acronyms; they’re confused. Even after all these years, I have no idea what a “well appointed kitchen” is – and I promise you that buyers don’t either. [...]
Do you need to be on Instagram? That depends on whether your customers are on Instagram. If they are, you should hang out where they hang out. If they’re not on Instagram, it’s not necessary. If your customers are arty, creative types, they’re probably on Instagram – in which case, you should be doing content marketing [...]
