Your customers are in pain. I know they’re in pain, because if they didn’t have some sort of problem that needed to be solved, they wouldn’t be visiting your small business. So when you do marketing, you need to send the message that you understand their pain, that you care about their pain and that you [...]
You know more about your industry than 99% of your customers. There are so many things in your head that you think are obvious, but which your customers don’t know. When you do a job day after day, year after year, your knowledge gradually builds and builds, so that it can be hard to remember how [...]
The best way to persuade someone is by using their words, their values and their arguments – not yours. So if you want your property listings to be more persuasive, you need to make sure they reflect the words, values and arguments of your buyers. That’s why it’s so important to understand who is most likely [...]
Imagine you were researching plumbers. And imagine you went to three different websites. What information would you want those plumbers to have on their websites? A list of their services? FAQs? Educational blogs? Ebooks? Case studies? Testimonials? Product demonstrations? The sort of information you would want on the plumbers’ websites is probably the sort of information [...]
The headlines you use on your property listings have one job – to make buyers read your listing. If the headline entices people to read on, it’s a good headline. If the headline makes people click out of your listing, it’s a bad headline. So how do you write a good headline? You do it by [...]
How are spelling mistakes and grammatical errors still a thing? Before you publish any marketing copy, you should always run it through Microsoft Word, Grammarly or some other app. That way, any typos will be revealed. Typos may have been forgivable in a pre-digital age. But in the 21st century, there’s no excuse for mistakes that [...]
There’s a great quote from advertising legend William Bernbach: “The most powerful element in advertising is the truth.” That’s because when we see or hear something we instinctively know is true, we take it more seriously. The same concept applies in property listings. Buyers can usually sense if a listing seems too good to be true; [...]
Here’s a quick overview of how SEO works, which should help you plan your content marketing. When you do an online search for, say, “Best Smithville hairdresser”, Google wants to give you what it believes are the most relevant answers to your query. In this instance, Google would present you with the websites of what it [...]
Imagine there was a law that said your listings were allowed to mention only one reason why people should buy your home. What reason would you choose? Obviously, it would differ from property to property, but if you were allowed to mention only one reason, it would force you to think about the home’s most enticing [...]
There's a simple trick for getting your audience to consume your content marketing, as I explain in this episode of 3MinuteMarketing. Make it interesting. The reason most people avoid content marketing is because it's boring. So if your small business wants to attract eyeballs, you need to publish content that people care about. Inform them. Educate [...]
