I recently came across a blogger's post which said, "I hate marketing-especially when it comes to marketing and talking about myself. I hate talking about myself-but most of all, I don't think people are interested in what I have to say."
What thoughts conjure in your mind when you hear the word "marketing?" Do you think of the used-car salesman on TV hawking cars in a gorilla suit? Do you get a feeling your stomach and want to throw up?
A recent survey revealed that salespeople think of marketing as a painful task; that marketing is phony; that marketing is begging; that marketing is pushy; and that marketing ranks just below public speaking.
It's all about mindset. Marketing is an authentic expression of who you are. If you love what you do, then expressing it is the "authentic you."
What you may not realize is that your clients really do want to hear from you-that is if you have something interesting to say. They want to read your marketing-that is if you educate them.
There are six reasons why people will read your marketing-and really want to hear from you. These are:
1. They want to know your opinion. Consider yourself a mortgage news reporter. You have knowledge about mortgage programs. You keep track of interest rates. You know what's happening to home values. They want to know what you think about it.
2. They want you to help them solve a problem. This is where storytelling comes into play. Is there a loan that you closed within the last few months where you truly helped someone save money-or get them back on track to financial security? Let everyone know what you did. Be assured that someone else has the same problem.
3. They want to know about you and your business (yes, they really do). People really want to know you and have a glimpse into your life. How you run your business. What hobbies or activities do you participate in? Of course, don't share every intimate detail-but even a little bit of info goes a long way to letting people know what you really are about.
4. They want to refer you. Contrary to popular belief, your clients want to refer you. So, ask for referrals in your marketing campaigns.
5. They want to be connected with you. Taking No. 3 a little bit further, it's the Facebook/LinkedIn/Twitter phenomenon. They want that human connection that everyone craves and you can convey that thru your marketing. Become the Mortgage Rock Star in your community.
6. They want you to educate them. Again, this is a subtle difference when referring to Nos. 1 and 2 above. Take a subject and write about it. Credit scoring is always a popular topic. Rule updates for real estate agents is huge these days. It has to be short and sweet. Use bullet points in your marketing. Give them a reason to call you for more information.
Do you see how the six different marketing strategies all tie together? Effective marketing is not being pushy. It's based on the Laws of Attraction.
Marketing is a gift, if you educate someone and if you share your expertise. If you make friends, you are giving the gift of yourself. Did I change your mindset yet?
Karen Deis is president of
