So are you marketing to boomers? And if so, how are you going about it?

If you start treating them like “old folks” you’ll lose your audience pretty fast – because the majority of today’s “senior citizens” don’t have any intention of feeling or acting old.

They’re enjoying activities they didn’t have time for before retirement, and becoming more active than a whole segment of today’s youth. For them, there’s a whole lot more to do than sit glued to a computer screen or a TV or a video game.

They may have some physical issues to content with – but that doesn’t keep them down. So – “old people advertising” is definitely not the way to approach most baby boomers.

Instead, why not subtly appeal to the young people who are still living inside those mature bodies? Why not capture their attention by evoking happy memories of malt shops, sock hops and evenings at the drive in? Why not remind them of cruising the avenue in a muscle car – and being young and carefree?

Why not incorporate 50’s and 60’s melodies and images into your online marketing?

I don’t know any female boomer who doesn’t stop, listen, and pay attention when they hear the strains of a favorite song. Many of the men do too.

But it is legal to use it? According to an article on about.com, the music you’d want may well now be in the public domain. Here’s their notation:

“Published from 1923 to 1963 – When published with a copyright notice © or “Copyright [dates] by [author/owner]” – copyright protection lasts 28 years and could be renewed for an additional 67 years for a total of 95 years. If not renewed, now in public domain.”

It might take a little research to find out if the melody you want is still protected, but if using it causes baby boomers to linger on your site because being there makes them feel good, it would be worth your time.

What about the images on your site? Almost any boomer will stop for a look at a hot car from the 50’s and 60’s. Is there a way to incorporate one into your graphics?

Of course it all depends upon what you’re selling, but if you can convey the feeling that your product will make them feel like they felt back then, you’ve probably made a sale.

Most of the time, public relations campaigns center around press releases and the preparation of “media kits.” These media kits are several pages of information about your company’s background, products, services, accomplishments, etc. Their purpose is to give a reporter the information necessary to write a story – which you hope they will do!

But think about those words: “Public relations.” Everything you send out is to raise awareness of your firm, while creating a positive impression.

Drip marketing, done correctly, can do an even better job with the individuals in “the public” who count most.

When you send a press release it goes to news media. So unless your message is being shown in a trade magazine or an online site dedicated to one profession, press releases are a way of taking the “shotgun approach” – scattering your message out to the masses in hopes that people who need your products or services will see them and remember.

Conversely, drip campaigns are sent to those individuals who have shown an interest in what you have to offer. And, aren’t those people more important to your success than the vast majority who neither want nor need your offering?

By using your drip campaign to provide helpful, useful information to people who have inquired, you can position yourself as the expert. But not only that, you show yourself to be a generous expert – someone who gives freely of advice even without promise of reward.

Because drip campaigns offer answers to questions and solutions to problems that your target audience has, the messages have value to them.

Thus, your audience will begin to look forward to hearing from you – and of course your name recognition will be established.

Where do you get the names? One source is from your website. Offer some kind of special report in exchange for the right to mail them you. Another source is a targeted list purchased from a reputable list broker.

Notice I said “reputable.” Please don’t fall for any of those cheap spam lists that are so widely offered on the Internet. Those are names that have been “harvested” from websites, blogs, forums, and even phony e-mail petitions. You really don’t want to have anything to do with them. Honest. At best you’ll get no results and at worst you’ll gain a reputation as a spammer.

But there’s a reason for that. The reason is that it can sometimes take longer to write a postcard than it does to write a letter – even a very long letter.

The copy on a postcard has to be concise – and precise. There’s no room for a long explanation or a story to lead into an important point. So a writer has to sort through all of the available information and condense it down to find the most important points.

What points are most important? The ones that answer the questions and concerns that matter to the people who will receive the card. The ones that demonstrate the most important benefits to be had when your prospects say yes to your offer.

It’s easiest if you’re mailing to a targeted list, because you’ll have some idea of what interests them. You may be able to tell what is important to them from their prior purchases.

If you’re mailing to a “cold list” however – you won’t have any guidelines, so you’ll have to stop and really think about the product or service you’re selling.

Who is your most likely buyer? This is the only person you should be talking to as you write your message. Forget about everyone else.

Next, what matters to that buyer?

Begin by thinking of people you know who would buy the product or service you’re promoting. What one or two benefits would cause them to buy? What one or two questions or concerns would cause them not to buy? And how can you address them in just a few words?

Don’t try to start with the condensed version. Go ahead and write some paragraphs that answer the questions and demonstrate the benefits. After you’ve written them, then you can condense them.

Is it possible to put your key points in bullets? This saves words because no one expects to see complete sentences in bullet points. It also helps increase readership because they’re easy to read.

Whatever you do, don’t try to write too much and cram it onto your postcard in small type with no spaces between your paragraphs. If it’s difficult to read, they won’t read it, and a “wall of type” simply looks like too much work to most people.

So if you’ve written too much, go back to the drawing board. Keep condensing and eliminating until you’ve distilled the essence of your message and can present it in a convincing and visually appealing manner.

I don’t know how many times I’ve seen this, but every time I do it makes me take a mental note to delete everything from that marketer in the future.

What’s the practice? It’s offering a lower price for the same product when a visitor declines to buy at the going rate.

I’ve even seen two reductions. When you first click away from the page you get a pop-up offering the lower price, and when you say “No thanks” to that, you get a second pop-up. Sometimes it’s as low as 1/4 of the original offer.

I can see offering a different product – perhaps something similar but without the “bonus reports” or some other feature.

But offering the same product for less just to make the sale is, in my opinion, just sleazy.

What do you think?

I realize that some people are only interested in “new” and don’t give a hoot about who lived in a home in the past. But those aren’t the people who will buy your late 1800’s or early 1900’s home.

They’re the ones who might wait until the contractor puts the finishing touches on a brand new home in a brand new subdivision. So don’t worry about them – they aren’t your customers anyway.

Those who do love old homes are quite often fascinated with the history behind them. So do your research and tell the story in your marketing materials. If you’re in a small community and have a local newspaper, you might even want to run a block ad with a short version of the story.

It might read something like “Historic Watson home now offered for sale. This home, built in 1898, was home to Jeremy Watson, his wife and 8 children. Mr. Watson was a prominent member of Mytown society in the 1890’s and early 1900’s, and the Watson home was the scene of grand balls – as well as some “grand brawls.” Visit www.mywebsite.com for the rest of the story.

Yes, even people who aren’t interested in a home will follow the link and read the story – because people love stories.

But that’s a good thing. They’ll be more people who know your name and know that you do your homework!

If the current owners don’t know the home’s history, ask them to pay the small fee to have the title company trace it back to the beginning… when it was first constructed.
Find out who owned and developed the land, who was the architect who drew the plans, who lived there first, and who has lived there since.

Once you have the names, go to the library and see what you can learn about those people. If your own family has lived in the community for a long time, go to your oldest relatives and ask them what they remember – it might help in your search.

Almost anything you can learn will be interesting to the kind of history buffs who will love your listing.

You may learn that the lady of the house taught in the one-room school until she married the banker. Or, you may learn that the former occupant was one of the town’s “Founding Fathers” who bankrolled much of the town’s development. You might even find out that it was owned by the local madame!

While you’re at it, look into the builder. Was he a significant member of society in those days? Did he build many of the town’s historic homes? Did he have a reputation with a bit of “flavor?”

More and more, we want to connect with the past. So give your potential buyers a connection they simply can’t resist.

What is that #1 rule?

“It’s not about you.”

Many marketers think that their message should be about themselves and all the wonderful products they sell or the wonderful service they give. But it isn’t.

An effective marketing message is about your potential customers and clients – and what they want and need. The truth is, they aren’t the least bit interested in you or the products and services you offer. They care only about “What’s in it for me?”

When you’re selling real estate, no one cares if you’ve got a beautiful office. The office is no benefit to them. No one even cares if you have 13 different designations – unless you show them how those designations are going to help them buy or sell a home faster, easier, and in a way that’s financially beneficial to them. No one cares if you’ve been named Realtor of the Year or attended the NAR Convention.

None of that matters. What matters to your potential customers and clients is their problem – whether it’s getting their home sold quickly for a good price or finding the home of their dreams for a price they can afford.

When you’re selling a product no one cares about the research that went into producing it or how large the manufacturing plant is. Right now they might care to know what country that product is manufactured in – but the real bottom line is this: What will it do for me?

They want to know how that product will make their lives better in some way.

• Will it save them time?
• Will it help them do a better job of something?
• Will it make them more beautiful or handsome or healthy?
• Will it relieve a physical pain or a mental anxiety?
• Will it make them lose or gain weight or grow hair on a bald head?
• Will it make them more intelligent or give them more prestige with their peers?
• Will it help them “Get the girl?”

So how can you write about what you’re going to do without talking about you?

You can’t, not entirely, but you can begin every marketing piece with a focus on the customer, so that you gain their attention long enough to show them how you’re going to solve their problem.

Although you will probably need to edit and re-arrange later, start by writing the word “you” or “your” at the top of the page. From there begin writing a sentence that goes straight to their problem. Then just keep writing. Pretend you’re talking to someone who is right there in the room with you. Then tell them how their lives are going to change for the better because of your product or service.

Just turn everything around. Instead of saying “I’ll help you…” say “You can count on me to…”

This first draft might be what I call “lumpy,” but that’s OK. Because by writing the first draft this way you’ll get your head turned around to thinking of your customers and what they have to gain when they listen to you.

One caution – don’t become obsessed with banishing the words I, we, or me. You will have to use them now and then. Just don’t’ begin sentences with them!

So what am I talking about?

I’m talking about the fact that just one person at a time will read your message. And the fact that as much as you’d like to, you cannot write an effective message by trying to interest the entire population. You simply cannot send a message that will appeal equally to a 19 year old and his Grandma – or even his Dad.

So the first step in sending an effective message is to narrow your audience. Choose an age group or an interest group. Choose a geographic group or a gender group. And then break that down even farther, until you can “see” a member of your target audience.

Even if your product or service will appeal to different groups, it will appeal for different reasons. So think about all the people you know and select one friend or acquaintance who fits the group you’ve chosen.

Next, take the time to really think about that person. What worries him? What motivates her? What causes excitement and happy anticipation? Think about the income, life priorities, obligations and problems that person has. Try to get inside his or her head and mentally go through his or her day.

Now think about how your product or service is going to either solve a problem or add pleasure to that day. Think of the obvious ways and the small ways.

Next, keeping a mental picture of the person you chose, begin talking about your product or service just the way you would if you were sitting visiting over a cup of coffee. Pretend that it isn’t even your product or service, but something you’ve found to be of value.

Unless you want to use a recorder, you’ll have to “talk” on paper. Otherwise, you’re apt to lose the good words you come up with. Keep talking until you’ve exhausted all the benefits this product or service will bring to your friend. These are the reasons why he or she should buy your product or use your service.

Now you’re ready to distill those thoughts by picking out the benefits that will be most important to this person. Once you’ve chosen those major benefits, you can begin writing your ad and your headline around them. You can bring in the smaller points, of course, but only if they support the big picture that you’re trying to paint.

Remember, your message will be read by just one person at a time, so write to just one person and maintain a conversational tone. Keep your focus on the benefits that will most appeal to that one person – and avoid phrases like “all of you” or “many of you.”

And… if you decide that writing your own promotions isn’t much fun, get in touch! I do think it’s fun.

Is this a sign that Realtors are not marketing their listings, or is this a sign that Realtors are not communicating with their listing clients?

The reason I ask is because an article that I wrote and posted to EzineArticles.com back in January of 2006 is once again in the monthly “most viewed” articles category. Over the past 4+ years that article has been viewed 6,218 times – keeping it consistently in my overall “top 3” category.

The title? “How to Fire Your Realtor.”

In April it was viewed 219 times – coming in 2nd to an article entitled “How to Choose the Realtor Who Will Really Sell Your House.”

Interestingly, that article hasn’t been in the top 3 monthly for a long time – But it has been viewed 3,392 times since I posted it back in February of 2007.

What does this tell you?

It tells me that some agents are listing homes and hoping someone else will sell them, but it also tells me that agents who are working hard to market their listings might need to give similar effort to communication with clients.

It’s hard to call someone and tell them you don’t have any news – like an offer. But those listing clients do want to hear from you. They don’t want to feel like they’ve been forgotten, so hearing bad news is better than hearing nothing.

Plus, if you’re working to market their homes you should let them know what you’re doing. Don’t let them think their listing is just sitting there in MLS waiting for a buyer to come along. Tell them about the times you’ve suggested their home to a buyer or an agent. Tell them about inquiries you’ve answered. Tell them about ads you’ve placed or new photos you’ve added to their virtual tour. And… tell them about feedback from buyers and their agents, even if you know they won’t like to hear it.

The truth is, most clients have no idea what you’re doing behind the scenes. That’s one of the reasons why so many people think Realtors are overpaid, by the way. So let them know.

Then confront the tough issues:

• If the price is the problem, go to them with a current market analysis and lay it on the line. If they need to sell in this market, they absolutely must be realistic about the price.
  

• If the condition of the house is the problem, you need to confront the issue – even though it might be even harder for you than discussing their unrealistic price.

I know it was always gut-wrenching for me when I had to say “You need to clean your house.” Saying that just feels so – rude.

But if you want to keep the listing and get it sold, you do need to insist on your sellers’ cooperation. Otherwise you can work day and night and the house won’t sell – and it will be your fault.

Create a relationship of trust with each of your listing clients – then they won’t be looking at articles about how to fire you.

An inexperienced fisherman will bait that hook with something he thinks might work, or something that someone else recommended. He’ll choose a spot on the lake or along the river or creek and hope that it’s the spot where the fish happen to be.

Sometimes he’ll get lucky – just like a marketer will sometimes get lucky by sending a message out to an unknown audience. Someone might just be passing by, see the bait, and take it.

But what if there is no bait and no lure? What if the message doesn’t offer any reason why that prospective customer should be interested? That’s kind of like dropping a bare hook into the lake and hoping that it will interest a fish.

Smart fishermen take the time to learn where the fish are most likely to be. They study the area and pay attention to fish habitat. Lake fishermen use depth finders to “see” the bottom of the lake and they look for ledges where fish like to congregate. They use fish finders to spot the schools and see how deep they are. They look up and down rivers and streams for pools and submerged logs where fish like to hide.

Smart marketers make the effort to learn who their customers really are and where they can be found. They find out where their target audience hangs out. The young guy interested in high definition stereo sound probably isn’t reading a magazine called “Quilting Today,” or “Western Horseman.” And he probably isn’t spending time on internet forums that focus on those subjects, either. So a smart marketer who sells stereos goes to forums where the participants discuss stereos.

After the fisherman learns where they fish are hanging out, they try to learn what kind of lure or bait those fish want. An avid fisherman will have a tackle box full of different colors and shapes of lures, plus different kinds of bait to put on the hooks.

Then they test. They try different things and then keep track of what worked in different places and at different times of day. They know what works in summer or in winter.

And that’s exactly what smart marketers do. They test. They try different headlines to attract attention. Then they try different offers as “bait” to get customers to call. Some customers might want advice and information. Others might be interested in a discount or a free widget.

Then they keep track of the response from each headline and each kind of bait.

And one more thing: Good fishermen have patience. They don’t try a lure or a spot for just a minute or two and quit. They wait a while. If they’ve found the spot where the fish live, they try different lures and different bait. They never just toss in a line and reel in 10 minutes later if they haven’t gotten a bite.

Good marketers need a little patience too. If you’ve found your target audience, keep trying a different offer or a different headline. They’re there – you just need to find out what you can offer them that they really want.

If so, business probably isn’t increasing at a very rapid rate. So try these three simple steps to connect with more customers and build loyalty from your current customers:

• Write thank you notes
• Hand out more business cards
• Send “how did I do” letters

Thank you notes will create a buzz about your business that may surprise and shock you.

Why? Because nobody does it any more. Sure, store clerks are trained to say “thanks” when a customer spends money. And stores that use e-mail might have an automated thank you note they can send at the touch of a key. But hardly anyone takes the time and effort to write a thank you note, put it in an envelope, and mail it.

So when you make it a habit to send at least one thank you note every day, people will start talking – and the talk will be good.

At first you might not have an easy time thinking of who to thank. But if you put your mind to it, you will. Of course you can thank people for coming in to your store or for allowing you to give a presentation. If you sell on a party plan you can thank your hostess – and you can thank every person who attended a party. You can even thank the clerk who works in the local deli for slicing your cheese just right!

It takes a little effort to get some names and addresses, but when people start talking about how thoughtful you are, the effort will pay off.

Take the time to be specific in your thanks, so the people who receive your notes will know the thanks are genuine.

Next – hand out more business cards. Hand them out to people you know and people you don’t know. If you’re in your store, hand them to customers and ask them to let you know if there’s something they wish you’d stock, or if they ever spot a problem with your store. If you provide a service, hand them to everyone and say “Please call me when I can be of service.” If this is the 2nd or 3rd time you’ve given them a card and they ask why, tell them it’s in case a friend of theirs needs you.

Send “How did I do” cards. This little card needs only about 4 or 5 questions – which must relate to your business. If you have a storefront you can ask if they found what they needed, if the store was clean enough, if your help was friendly. You can mail these, or hand them out when you ring up a purchase. If you ask customers to mail them back, bribe them with the offer of a special coupon or a free something.

If you provide a service, ask if you answered all their concerns, if they felt that you understood their needs, and if there’s anything else they’d like to know. You can even ask if there was something they wish you had done that you didn’t do.

People like to be noticed, they like to singled out as someone special, and they like to be asked their opinions. So build relationships with your customers and future customers by giving them what they like

To help you build your local business, I’ve written an e-book outlining a simple plan using these ideas and more. Whether you have a storefront, sell on the party plan, or sell your services, this e-book will help you build your client list faster and easier than expensive ads could ever do. So find out How to Build a Local Business…