How do you know I’ve been busy? I’ve barely blogged for the past two weeks. That’s unusual for me. I love blogging but wow, things have been cooking here… And they aren’t slowing down any time soon.
- I’m wrapping up a book for a real estate investor
- I’m still hammering away on a book for a mortgage broker
- I’m writing some direct mail marketing and an ebook for a real estate investor
- I’m writing a sales letter and a report for a real estate investment fund
- I’m writing a book for a financial institution
- I’m finishing some web content for a real estate investing firm
Those are the broad strokes.
But I still need to get back to blogging!
Here are some of the things I’m reading this week…
- Does the value of e-newsletters diminish over time?. Larry Keltto writes a very interesting blog post about e-newsletters, and then he performs an experiment on his own list to determine the answer. I love that he brings in some real metrics to support his conclusion that (spoiler alert) the newer the subscriber, the more active they are. This is true in other forms of selling as well. The lesson here: Make more offers at the beginning.
- The ABCs of branding: RCD. Brand Insight Blog delivered a really compelling post about three key components required for a great brand — Relevance, Credibility, and Differentiation. (You know I love writing about differentiation!). What struck me about this post was that each of these components have an attraction quality and a retention quality to them, which means you need to really build an “RCD” brand if you want to effectively attract new customers and keep current ones.
- Video marketing via Facebook. I have been paying attention to videos, video production, and video marketing because I see it as a key trend that will continue to rise for the near future. But how do you use it effectively? This case study by Marketing Sherpa outlined how one company in Dallas is combining video marketing and social media and saw a 30% increase in the results they were measuring. Impressive!
I’m co-writing a series of articles for financial professionals, along with my colleague Rosemary Smyth, an international coach to financial advisors.
One of our articles was posted at the ByAllAccounts blog. The article lists the five types of questions that financial advisors are asked and gives advisors tools and ideas to prepare great answers for those questions.
Check out the article at the link below:
Hope you had a great weekend! I did. I realize that it was technically a day off today but I worked (and was, in fact, good-naturedly reprimanded for it on Twitter). But I love what I do and it still felt like a day off.
So here’s what I’m working on this week:
- Newsletters for a real estate investor
- A book for a mortgage broker
- Some editing of a bunch of projects — my own and client work
If it seems like a short list, there is a good reason for it: I’ve launched a new marketing campaign (it officially started today, which is another reason why I didn’t want to stray too far away from my desk). The marketing campaign is primarily built around a targeted magazine advertisement that pushes responders to visit a special website. I’m really excited about it and although the infrastructure is there, I’m still doing a bit of behind the scenes work on it. And more importantly, I’m expecting SOME positive response from the ad but I have no idea what the response will be — how soon, how responsive, etc. As a result I want to stay really flexible this week to deal with it. As I get a sense of the response over time, I’ll add more projects to fit but for now I’m basically on standby.
Oh, and my 100 Proposals in 100 Days challenge is a little behind. I’m still well within my 100 days window but I have to double up on my proposals for a bit to catch up… so I’ll be filling my spare time with those proposals.
Here are a few of the things that caught my attention this week:
- How to turn your business idea into a business model: I’m totally a sucker for any article that contains the word “business model” in the title. It’s Pavlov’s bell to me. This article by Entrepreneur does a great job of highlighting the difference between a business idea and a business model and then connects the dots to help you turn your great idea into an actual enterprise. This article is a must-read for any entrepreneur who thinks they’ve created a better mousetrap.
- Live to prospect or prospect to live?: This is a blog post by my friend Mark McLean. Like so many of his blog posts, it contains really practical advice for real estate professionals who want to grow their practice. In this blog posts (which contains video and text — be sure to watch the video!), Mark talks about running (he’s an avid runner) and draws some parallels to prospecting — possibly the most important activity any real estate pro can do.
- Downtowns: This article by The Economist explores the consequences (both good and bad) of cities. Cities have some advantages, like diminished transportation costs and improved competitiveness (if you’re a Michael Porter fan, you’ll think this stuff is gold!). Cities also have disadvantages, primarily short-term economic thinking that can lead to downturns and even amplify their impact. I live this type of macroeconomic thinking (although I recognize that it’s not going to compel anyone to abolish cities anytime soon). What’s interesting about this article, to me, is that you could exchange the word “city” for “nation” and the article preserves a lot of truth. Many of the opportunities and challenges created by a city are also created, on a larger scale by a nation. This article won’t interest everyone but it’s well worth a read if you love economics as much as I do.
- 20 astonishing social media statistics for financial advisors: I often hear from financial professionals that social media is not a place where they can do business. It’s hard to target geographically, people don’t want to talk about finances on social media, and there are (of course) regulatory considerations as well. But this article from the Financial Social Media blog, does a great job of presenting a number of social media statistics that should jolt these professionals into taking a second look at social media. I’m not saying it will be easy but it’s definitely worth considering how your financial practice can use social media. If you’re not sure how, start by developing your social presence map.