Thoughts on Real Estate Marketing…

Today’s post is from master copywriter, Bob Bly – re-posted here with his permission.

If you’ve been afraid to tell your clients too much for fear that as a result of your free information, they won’t need you, then read on and see what Bob has to say.

I agree with him wholeheartedly.

Now… Here’s Bob Bly:

Dear Direct Response Letter Subscriber:

A few months ago, a VP at a local management consulting firm
called me for advice on Internet marketing.

He wanted to start a line of information products related to the
firm’s consulting expertise; as I recall, it was something to do
with meeting OSHA regulations.

“But I have to warn you, our president is dead set against the
idea of creating info products on safety,” he said.

When I asked why, he replied: “He is afraid it will erode our
core business.”

For this particular consulting firm, their core business is
helping clients become compliant with OSHA regulations.

For their advice, they charge a handsome fee: $3,500 a day.

The VP worried that if he gave away their knowledge and
expertise in relatively low-priced information products or even
free white papers, potential clients wouldn’t need the firm’s
expensive consulting.

Instead, they’d study the info products, do it themselves, and
save a bundle.

I set him straight fast.

“Producing a line of info products won’t erode your core
business in the least,” I explained.

“In fact, quite the opposite will take place.

“When people see you have published information products, they
will – whether they buy your products or not – perceive you as a
credible expert in the topic.

“This in turn will increase the demand for your consulting
services, rather than cut into it.”

Writing a book on your specialty – or publishing special
reports, white papers, articles, CDs, DVDs, or other content -
positions you as a leading expert in your topic.

You know the expression, “He wrote the book on it.” It implies
that the person is an expert because he is the author of a book.

“It is simply amazing the reverence people have for the printed
word,” says EU, a successful publisher. “Simply because a person
has written a book about a subject, people think he has
something to say about it.”

Selling information products actually widens the net of
prospects who can benefit from your expertise.

It’s difficult to get strangers to hire you out of the blue -
after all, they don’t know who you are, what you know, and what
you can do for them.

But if you package your knowledge in a $15 paperback book,
they’ll risk spending $15 to sample it.

When they read the book, they will know that you know what you
say you know – and believe you to be the expert you say you are.

So when you sell info products, you reach a broader – and bigger
- audience.

What about the danger that the prospect will learn all your
secrets by reading a $15 book, do it themselves, and deprive you
of a big fat fee for your services?

That virtually never happens.

Instead, a qualified prospect reads your book and thinks: “The
author really knows his stuff. But this seems complicated. I
don’t have time to learn it or do it myself. Instead, I’ll just
hire the author to do it for me.”

Yes, there are probably other vendors the prospect could hire to
provide the needed service.

But more than likely, you’re the one they’ll call.

After all, you wrote the book on it.

Sincerely,

Bob Bly

P.S. For more information on how to write and publish a
nonfiction book, click below now:

www.gettingyourbookpublished.com

Bob Bly
Copywriter / Consultant
590 Delcina Drive
River Vale, NJ 07675
Phone 201-505-9451
Fax 201-573-4094
www.bly.com

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