The economic turmoil taking place today affords savvy marketers a great opportunity to win the hearts and minds of their prospects, yet few have the courage to take it.
Case in point is the teaser copy on this mailing, offering business development for real estate agents.
The headline: “Learn How to Make More Money Every Month Selling Real Estate While Working LESS Hours”
The sub-head is classic duck-and-cover.
“Inside Is Everything You Need to Know to Finally Start Generating, Working With And Closing All the Prospects You Need — Even In This Challenging Market.”
Challenging is one of those timid words marketers use when they don’t want to say the word: “PROBLEM.”
It’s also a word that causes the needle to wiggle on most peoples’ B.S. meters.
Now, the guy who mailed this piece is an accomplished marketer.
He knows as long as new real estate agents are in the game, they’re fanatical about making money as realtors. Almost to the point they’d ignore a sack stuffed with $100 thousand on their desk in favor of receiving a call for a listing appointment.
But the problem is the exodus of realtors from the profession is so massive, he’s not even close to the wavelength they’re on. With an 11 year inventory of condos in places like Miami, no positive thinking…no coaching club will keep newcomers meaningfully in the game.
There’s blood in the streets and everyone knows it.
And that’s the golden opportunity.
Come right out and admit the market is terrible and only getting worse. Not only that, most realtors reading this mail piece will be long gone by this time next year.
Then follow up with the promise.
One of the best examples we have of the effectiveness of the damming admission followed up by a powerful, provable advertising claim comes from the brilliant ad writer and Antarctic explorer, Ernest Shackleton.
Shackleton published the following zinger of a recruitment ad in the London newspaper, The Times, on December 29, 1913.
Men wanted for hazardous journey. Small wages. Bitter cold. Long months of complete darkness. Constant danger. Safe return doubtful. Honour and recognition in case of success.
The ad brought in around 5,000 applications virtually overnight.
Our prospects are smart. As long as we tell it straight, we marketers have nothing to fear no matter if there’s blood in the streets. After all, they’re counting on us for hope…and band aids.