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Doug Smith, founder of Douglas Smith & Associates, is a 24-year industry veteran. His career spans the areas of loan origination, sales training, management development, marketing, personal coaching and corporate sales. Doug’s columns appear in Mortgage Originator, Mortgage Planner, The Mortgage Record and Mortgage Broker magazines. He publishes a monthly newsletter, Power Selling, and authored Climbing the Ladder of Success. For more information, visit http://www.dougsmithonline.com/ |
| Marketing 101: Grab The Customer’s Attention |
| Written by Doug Smith | |||||
| Monday, 07 September 2009 00:00 | |||||
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I remember one of the first things I learned in the first marketing course I took in college: As mortgage professionals, we market ourselves every day (or at least we are supposed to!) We run ads, distribute flyers, and send out mailers and letters, and more. We have a message to deliver, and the key to getting that message read is to grab the customer’s attention with a compelling headline. HEADLINES SHOULD GRAB ATTENTIONLook at your local newspaper or flip through any magazine. The headline is there to grab your attention and move you into the article (hopefully just like this one did). If the headline isn’t very good, or “catchy” as advertising folks say, you’ll stop there. How many mortgage letters, ads and flyers are never read for the same reason? Probably thousands. Even though the message may have been strong and the product or offer solid, the customer never got to it because the lender never got to the customer’s attention to begin with. OLD AND TIRED HEADLINES The key lesson is this: stay away from “generic” headlines that just lay flat. These include:
Do you see what all of these flyer and ad headlines have in common? They are over-used and boring. They don’t really say anything; much less compel a customer to delve into your message. REPLACE WITH ATTENTION-GRABBING HEADLINES
As you can see, these headlines work to grab a customer’s attention right from the start. They urge the reader to proceed into your flyer, letter, or ad to find out more information. In some cases, they create a little mystery to your message and reveal the answer deeper in the context of your marketing piece. Once the information is presented, you offer a “call to action” for the customer to find out more by contacting you via your email, telephone or your web site. If you want your marketing to work, then work to make your marketing more effective. Grab the customer’s attention!
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