Marketing is Persuasive

Honestly, how persuasive is your marketing?

Are you generating and maintaining the puling power necessary to convert suspects who don’t give a damn about you into raving fans?

Marketing is a persuasive process and I’ve outlined the 5 C’s of Persuasive Marketing elsewhere. However, let’s jump into the trenches a bit more and look at some specifics that you can put into play to increase the persuasive power of your marketing…

Content

Folks are looking for information the will benefit them. That’s it. It’s the reason for link-bait – people want things that will enhance and entertain.

• create blog posts that educate and inform
• in your social networks, point to relevant content (even that which isn’t yours /gasp!). hearing about how your cat is soooo cute gets old
• home tours on youtube are fine but if that’s all you’re doing with them then you’re missing out on the power of video. teach something, inform your market

Character

Personality attracts like-minded and interested fans. It’s also the one thing that no other Realtor can steal and copy.

• yes, you’re an expert but you’re also human. show the human side more so people can relate.
• mention personal things and give insight into who you are. I often mention my love of comic books and my uncanny ability to not be able to draw.
• definitely speak out against things that you won’t stand for. This shows that you will protect your clients against pitfalls.

Confidence

It’s totally natural for folks to have doubts and be uncertain. In order for your marketing to battle these you need to provide proof that you can back up your claims.

• highlight testimonials that support your ability to deliver the benefits you promise
• use case studies to tell a story about how a client overcame an obstacle and achieved a story book ending (awww how sweet)
• don’t see this too much but you should… photos of clients in front of their new home or holding a SOLD sign do wonders for grounding your claims and adding credibility to them

Clearly, these are simple but highly effective ways to attract folks into your community of prospects, clients and evangelists.

You’re probably using some of them but adding others isn’t a difficult task. What will you be adding?

Article originally published October 03, 2008