In his landmark customer service book, Selling the Invisible, Harry Beckwith offers a three step approach to marketing your product or service(s). Step One is where you are trying to get what Beckwith calls, “a basic, acceptably reliable product” (or service). This occurs most often in budding businesses where the product or service is unique or new and customers will accept minimum standards. In fact, Beckwith calls this stage, the… Read More »Nothing and Everything is Possimpible
Long ago, when he was a relatively new runner, I ran an easy 12 miles with my step son-in-law (is that a real thing?), Brian. It was his first double digit run and actually his first longer than eight miles. His job was to run. My job was to make sure he made it and did so comfortably enough to be chomping at the bit for the next one. I’ll… Read More »What Are Your Basics?
June 30th has come and gone. Half of the year has transpired. So tell me (or someone else or just yourself), how’s it going? Are you on schedule to have the kind of year you planned? Business working? Family? Recreational activities? Other things? I don’t believe in New Years resolutions. To me, any day is a good day to set goals and strive to get better. I do know, however,… Read More »Halftime of a WEIRD Year
I was listening to the Morning Shakeout Podcast with Mario Fraioli and he used a phrase that I really liked: He used the words, “pandemic of possibility.” It’s given that while this thing we’ve been going through has been horrific in so many ways, it has also been a tremendous opportunity for reflection; of self and how we navigate our relationships with others, as well as an opportunity for growth
One of the things I’ve had to do in the last 10 weeks is embrace the online course. Whether it’s been Facebook LIVE, Adobe Connect, or ZOOM, it has been a change to have to deliver content in this different fashion. It has been, using a nice buzzword, quite a PIVOT in my business. So as I am pivoting during this time, it causes me to wonder how that pivot… Read More »Daily RICHual #95: Pivoting much?
I just heard an amazing analogy on a Gary Vaynerchuk podcast. Alex Rodriguez was discussing how his businesses were dealing with the Corona Virus situation and he likened it to a rain delay in a baseball game. He said his manager, Joe Torre, used to say that some guys went back into the clubhouse, had a burger or two, took a nap. Others hit the batting cage, got on the… Read More »Daily RICHual #94: Rain Delay
While adding some updated information to a Zoom class I’m doing tomorrow on video marketing, I found 7 interesting statistics: •In 2019 85% of all internet users watched video •They spend 88% more time on a website with video •Internet users spent 6:48 hours watching videos per week •Mobile video consumption is still rising over 100% per year •1 billion hours of video is consumed each day on YouTube •Video… Read More »Daily RICHual #87: Video Marketing Still Rocks!
So, we’re in the morning of day two of CRS 201, Listing Strategies for the Residential Specialist, and we take a break. An agent in the class, Bernie, says, “I’ve been in the business over 25 years. Why hasn’t anyone else taught me this stuff? Why haven’t I heard this anywhere else?” “Do you really want to know why?” I said. “It’s too easy, too simple. It’s too practical.” The next… Read More »Easy, Simple, Practical…
We talked some last week about strengths and self-awareness and such. To me, understanding your strengths, expertise, great talents, skills, and characteristics is the entire key to successful marketing. You know your strengths, you know your audience and what they want, and you use your strengths to attract people to your business.
After attending the R4 RE/MAX convention, I am reminded of the number of real estate agents that are not aware of the tools at their disposal. Most of the major real estate brands have spent millions of dollars attempting to give their agents an edge in the marketplace through a plethora of tools, systems and resources. At the same time, agents everywhere complain that their companies take their money and… Read More »Daily RICHual #28: Use Your Tools