The Triple M of Marketing Success
By Willy Aoll – Salesman Extraordinaire & Deal MAKER
The next time you set-out to create a successful ad, sales letter or even if
you decide to cold prospect (or the next time you're perplexed as to why
your wonderful promotion didn't work), think about these three ingredients...
#1: Select the Right MARKET...
It sounds rather obvious, but most agents fail with their marketing right here
– they fail to target the "hungry crowd"...people who are "right now" facing a
problem about real estate, and are motivated and interested in what you
may be offering.
What do I mean by "market"?
A "market" is a group of people who share a common demographic
(statistical description, such as location, occupation, income, etc.) or
psychographic (belief wiring). Your goal is to select a market that has an
immediate, pressing desire for your services.
Want an example?
About 6 months ago a product manager called me because she had been
selling a "high–end" Telcos/WISP’s infrastructure solutions for over 9 months,
and her efforts produced zero calls or sales. When I asked her to hop on her
trusty CRM system and take a look at the market, she noticed that only 2
Telco companies had bought in the entire area over the past year!
She had been fishing in an empty pond.
I then told her to select 5 decent markets in her area based on casual
knowledge, and using her CRM system analyze each market for # of
solutions sold, average sales time, # of dominant competitors in the market
and a few other statistics.
By comparing 5 markets based on these criteria, all of a sudden one of the
areas stuck out as a higher–potential market than the others – an area with
lots of activity, high turnover, short sales times, fewer dominant competitors,
etc. Within 30 days working these markets she had her first big sale, and is
now making a small fortune from her sales efforts.
So how do you find hot markets? How do you find the well–stocked ponds
that will produce consistent business for you, year–in and year–out?
The secret is to pay attention to where the dominant activity exists for the
type of solutions, products or services that you specialize in selling.
If you're a luxury market specialist, do your homework and locate luxury
areas with better activity than others. If resort properties or horse
properties are your specialty, then analyze the best resort or horse property
subdivisions to target.
If you're looking for buyers, examine your market for segments where the
highest volume of buyers exist (get cozy with your local board and you can
find lots of market data). Between your CRM and a trusty Excel spreadsheet,
the answers are right at your fingertips.
But you want to know the one "market" that will out–perform anything else
as much as 16 to 1? It's your "house list"...your list of past clients, friends,
family, business associates, golfing buddies and acquaintances.
Learn how to build a booming "house list" business by having a personal chat
with me. Don't worry, it's completely FREE!
Go where the pond is stocked in the first place, and your odds of success will
be much greater when you cast your line.
#2: Select the Right MEDIUM...
Speaking of casting your line...once you've found your market(s), the next
question you should ask yourself is: "Where does my target market get
information that's important to them?"
The secret is to tap into the lines of communication and information that your
market already finds credible and helpful.
Most salesmen and ladies are seduced into finding mediums (magazines,
newspapers, etc.) based on the highest circulation, but that's a big mistake
because you're going to pay for exposure to people who have no interest in
your services – it's called "waste circulation" and it's very costly.
Find a medium that reaches your targeted prospect and only your targeted
You might choose to use direct mail after performing an analysis like our
sales lady above. You might locate a technology, trade, commerce or a
business newsletter to contribute a helpful article about buying or selling in
the area, solutions to typical problems etc. Or you might find a bedroom
newspaper that specifically targets the area your niche market is.
Either way, the "secret" to success is in finding well–targeted, small ways to
reach your prospect and only your prospect. That's because every dollar
(and minute) counts when you're prospecting for leads and clients.
The more you target, the more money you make!
#3: Create the Right MESSAGE...
All of your advertising, mailings or any other marketing should have one and
only one objective: Motivate qualified buyer and seller prospects to CALL YOU
or hire your services!
If they don't call or hire you, you've wasted your money.
But most sales people believe that, if they throw up their photo with a "call
me for more information" they've done the job. Wrong!
You will find volumes of books and courses about direct response marketing
and ways to motivate prospects to call you, but here's a quick 4–point
checklist that will almost instantly improve the success of all your marketing.
· Capture Attention with a Benefit–Rich Headline and
Lead. Your headline is your "ad" for your ad or letter or even your
product presentation – no it's not your name or your big company logo.
It's the specific call–out message that causes your reader or listener to
stop and take notice, just like a headline in a newspaper article works.
Your "lead" is what you say in the first 5 seconds that captures the
attention of your reader and motivates them to read on.
· Stimulate Interest by Harmonizing with Your
Prospect. How do you get people interested in you? By talking about
the problems they face and the desires they seek. It's not about you; it's
about them! When you connect with your prospect and empathize with
their situation (their immediate fears and desires), you instantly capture
their interest and open their minds to be willing to listen to your solutions.
· Create Desire by Matching Your Services Perfectly to
Their Fears and Desires. When you demonstrate how your services
solve problems or deliver benefits for your prospects and clients better
than any other option – in a way that's risk–free for them – you
automatically make yourself a stand–out choice for their business. The
art of persuasion is simply matching your solution perfectly to the
problems and desires your prospect faces.
· Stimulate Action with an Irresistible Offer and Call to
Action. Remember this: No one will call you without a self–serving,
almost irresistible reason for calling. So you need to give prospects
reasons to call. For lead generation, offer special reports, preferred lists of
solutions, products, services and value-adds and other "magnets" that will
motivate people to seek you out. When closing a sales presentation, list
out all the "things" you will DO for them, and make an offer that will have
them saying, "we'd have to be fools to pass this up!" If you don't include
an offer, combined with an urgent call to action, chances are your
prospects are going to procrastinate. And procrastination in this business
means an empty checkbook!
This is the essence of the Triple M marketing method as shown in
Researched & Compiled By