“It turns out that magnetic marketing is a real thing when you match the right message to the right market/ideal client at the right time but you must be proactive”
DAN KENNEDY: MESSAGE TO MARKET MATCH
“Magnetic marketing” is a term that I first heard Dan Kennedy use at an event. He was talking about the concept of message-to-market match. That resonated with me, because marketing is the great puzzle of small business. If you run a small business, you have to think about marketing. And isn’t it sexy to think, “How do you magnetically attract business?” What Kennedy is really saying if you can get the right message to the right person at the right time, you can magnetically attract them in to you. Sounds great, right? Keep in mind that this isn’t the Easy Button that you just press and business magically comes to you.
ISN’T THE IDEAL CLIENT A FARCE?
It starts with the idea of the “ideal client.” Let me ask you this with some controversy: Is the ideal client a farce? Not from a marketing standpoint! From a cash-flow standpoint, then yes, maybe the ideal client is a farce; you’ll do business with anybody if you’re hungry enough. But if you fall into that trap, you can end up spending your career marketing to the wrong type of client and wondering where it all went wrong. When you take the time to figure out your ideal client, you can then spend time honing a message to attract that type of client. Where does that person live and is that an isolated geographic area where I would want to work?
ISN’T TRYING TO “ATTRACT” CUSTOMERS A COP-OUT?
Not at all – that’s not the point. This dovetails with the concept of giving away your best stuff for free. If you can grasp giving away your best stuff for free, you will understand that this is at the heart of a magnetic offer. You must give away free content in this day and age. Look at all the free content that’s educating you and drawing you in. If it happens to you all the time, why would it not work with your ideal clients? Give away your guidance on a regular basis. Giving away your guidance attracts people to want more.
PROACTIVE DELIVERY IS THE BEST IN REAL ESTATE!
Proactive delivery of this magnetic message is really important in real estate. It’s crazy how real magnetic marketing is when done correctly. Direct marketing worked to a certain extent for me. But when we took a proactive approach and added telemarketing to the mix — calling people, telling them about our free guidance and offering to send it to them — everything started to change. I do this every day and it works.
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