Nielsen.com published this deansguide article April 21, 2008
In the world of best selling books, not unlike real estate, “positioning” a book is the “why” of book marketing. The example given by Dan Poynter of Para Publishing is “If you were writing a cookbook, write one sentence explaining why someone would want to buy yet another cookbook.” If you are a Realtor why should someone hire you with so many Realtors available to choose from in this industry? Answer this question in one sentence and you have the beginnings of the “why” marketing question answered for your business.
In order to become a successful Realtor you need market “positioning” in your marketing plan. In my marketing plan for Susan Hanshaw’s upcoming book, “Inner Architect: How To Build The Life You Were Designed To Live”, we are positioning this book as the essential step by step guide to designing a job you love utilizing your passions and interests.
Your goal is to be able to explain how you are different, better, or as outstanding as the best Realtor in your niche. Consider comparing your business to outstanding Realtors in your niche. Yes you are mentioning the competition but you are utilizing their reputation as a standard that you measure up to and surpass. When referring to someone who is successful you convey that you will “Be Like Mike” (see video) the old Gatorade Jordan marketing plan.
Ciaadvertising.org states “Selective Perception serves as a suit of armor for the mind.”
What’s Next or How You Will Reach Your Market?
You can’t guarantee you will reach every media outlet. You can’t guarantee your target audience will respond to your marketing plan. What you can control is your research into the contacts you intend to make. Narrow your targets so that they match the best media outlets for your message.
Just like the media outlets, make sure you narrow your scope to the audience that will be most interested in your message. eHow’s “How To Benefit Financially With Target Marketing” four steps is a prime example of the work that will make you successful.
Don’t take the shotgun approach–that only leads to reputation suicide.