| Building trust really is the cornerstone of building a | | | | well is that it creates a familiarity - and people like to |
| business today. | | | | do business with people they "know," even if they |
| With marketing messages coming from every | | | | only know them through their letters. |
| direction, ads shouting wild promises that you know | | | | Steps to Planning a Drip Marketing Campaign: |
| cannot be true, celebrities cheating on their wives, | | | | First decide which group of prospects will be your |
| bankers being caught in unsavory business deals, and | | | | first target audience. Define their problems - list them |
| politicians evading their taxes - or worse - most of us | | | | Decide what advice you can offer in response to |
| have a healthy dose of skepticism. | | | | each of those problems Create a call to action that |
| That makes it pretty tough for you to approach a | | | | includes an offer of assistance for each problem Put |
| total stranger and convince them that you are THE | | | | your list into a logical order Write a short letter |
| agent who can sell their home quickly and at a | | | | addressing each problem - or each part of a problem |
| favorable price. It even makes it tough for you to | | | | - separately. |
| approach a buyer prospect and expect them to | | | | Set aside the better part of a day to write your |
| believe that you'll dedicate yourself to finding their | | | | letters, so you can do them all at the same time. This |
| dream home at a price they can afford. | | | | assures continuity of thought and helps create a |
| Why should they listen to you? | | | | good flow from one letter to the next. |
| Because you're telling the truth, of course. But they | | | | When you've finished writing... |
| don't know that yet. | | | | When you've finished writing your letters, set them |
| That's why drip marketing that offers advice and | | | | aside for a day or two. Then come back and edit |
| assistance is so powerful. When you offer help with | | | | them before you put them to use. If you can enlist |
| no strings attached, you begin to take on the status | | | | someone else to read them, do it - and ask them to |
| of an advisor - someone people can trust because | | | | be on the lookout for typographical errors, mis-used |
| you aren't expecting anything in return. | | | | words, and any spots that don't flow well. It can be |
| Of course you're hoping for something in return - | | | | very difficult to catch your own errors, simply |
| their business. And you do gently ask for it in each of | | | | because you know what it says. |
| your letters. But offering to do a free market | | | | Then ask them to tell you what your letter said, in |
| analysis or to give a future buyer a special report on | | | | just a few words. That will tell you if you've made |
| some facet of home buying creates a far different | | | | your meaning clear. Remember that when you're the |
| feeling than asking someone to sign a contract with | | | | one doing the writing, you know what you mean. |
| you. | | | | That makes it easy to leave out something |
| The second reason why drip marketing works so | | | | important. |