That old cucumber – and your clients

At the bottom of my fridge was a rotting cucumber. It was slowly turning into liquid. Nasty. Rotting cilantro is one thing. But a rotting prospect and customer list? Now that’s unforgiveable. But unfortunately, many businesses leave their contact database to rot away. I know…I speak with several of them every day when they realize…

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Why it’s worth adding links to your email newsletter

I’ve got a simple tip today for anyone who sends email newsletters. Here it is: Put lots of links in your email. The reason? People don’t take action unless they’re told what action to take. They won’t visit your website unless you tell them that they should visit your website. When you publish an article,…

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The newsletter that goes with you

Last week I told you about the newsletter that is inserted into egg boxes. It’s one of my favorite newsletter concepts of all time. That newsletter is what I call a “ride-along” newsletter because it comes inserted with a product. It’s a good idea because the cost of mailing printed newsletters puts some people off.…

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An eggcellent newsletter (and that’s no yoke)

First, apologies for the subject line… Back in 2009, I wrote about The Country Hen and its newsletter. You might have bought some of this company’s eggs. The box has a little newsletter in it. Now, I don’t know of any other grocery products that come with their own newsletter, so this one really stands…

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Your life, your newsletter

This time last year, I got home from a trip and found my basement flooded. Yay! Spring is here and the snow is melting! Three hours with the Shop-Vac later and it was still damp. Anyway… Why am I telling you this? Well, there are three reasons. First, telling this story illustrates a point I…

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Newsletters – and the lonely statistician

A few years ago, a friend (no, it wasn’t me) decided he needed a wife. So he went online dating. Now…this guy is a statistician, so he took the whole process very seriously. He even created a spreadsheet. And because he is a statistician, he calculated exactly how many women he would need to contact,…

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You’re more than a real estate agent

It’s not “what you sell” that matters. It’s not you as a “real estate agent” that matters. Instead…it’s all the stuff that surrounds it. Let me explain. Here at Ready to Go Newsletters, we sell newsletters. But that’s not what matters. Yesterday Mayna, our long-suffering customer support manager (I say long-suffering because she works hard…

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Quack, quack go!

Have you ever seen a duck trying to take off from a swimming pool? (Let’s not ask why the duck was there in the first place – I guess the 85 degree clear water was a better choice than a muddy pond.) The duck uses a lot of energy to get airborne. It’s first few…

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Ants, Oreos and newsletter referrals

Have you ever watched ants? They march across your countertop (if you are unlucky) carrying an Oreo crumb. And when they meet another ant, they have a quick little chat – no doubt passing on vital intelligence as to the whereabouts of the Oreos stash. These ants work in the same way that your clients…

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You, the local real estate expert

This is probably the number one secret to having business come to you – rather than you having to go chase after it. That secret is: becoming the local expert. Here’s the thing: People want answers. They want to be led. And they want someone who will show them the way. When every other agent…

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The unstoppable snowball

Have you wondered how those mega-agents get to be so, well… mega? Having them in your market is like fighting a giant vacuum cleaner that sucks up all the good listings. It’s tough to break through. Those mega-agents are benefiting from what I call the snowball effect. And it’s something I have seen happen to…

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Putting the fun back in to real estate marketing

If you ask some marketing experts, you’d think that promoting your real estate business is all about hard, unpleasant work. Push, push, push. Hustle, hustle… I don’t believe it needs to be like that. Instead, I see it like this: You have valuable information, skills and experience to share. Your marketing is a way to…

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When it’s really for them

A few years ago, when newspapers realized that Google News and Craig’s List were eating their lunch, the bean counters in charge started to cut costs. One of the ways they did that was to slash editorial budgets. Content is content, they said. We can share content between papers. So that’s why you started seeing…

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The world’s longest newsletter?

On Friday I had a nice chat with someone who receives these emails. He’s not a client – he makes his own newsletters. And he sent me a sample. It was the world’s longest email newsletter. My hand hurt from all the scrolling. But… His newsletter was doing very well for him. He shared his…

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The handshake newsletter

In the first chapter of my book, which is inching closer to publication as we speak, I talk about the old-fashioned hardware store. The one on Main Street, where you know the owner. It’s small, maybe a little dusty, but they always seem to have what you want. (And if they don’t, you can have…

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Serious message for fool’s day

It might be April Fool’s Day… but I’m not kidding. Every so often, I get a call from an agent ready to join my newsletter service. That person has been receiving these emails for months – sometimes years – and decides they really must get a newsletter. Now, in some ways that’s great. It shows…

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Starting Monday with a smile

Monday can be a difficult day. You’ve had either a) a relaxing weekend or b) a crazy-busy weekend with showings and open houses – and now it’s back to work proper. It’s hard to find the motivation you need. But let me share with you a way to feel better about getting to work today…

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When your newsletter costs nothing

I heard from another of our clients the other day, and what he told me is a great example of how newsletters work. Now – this guy is in the insurance industry. But what I have to say applies to real estate too. He said that he needs two sales per month to pay for…

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Your mouse, your sculpture

The computer mouse – a work of art beneath your fingers! You probably never thought of it like that before. It’s just a mouse. But I was watching a video by Logitech yesterday that explained how they designed a mouse. And the prototype – it was made out of wood. Like a beautiful oak sculpture.…

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What clients really respond to

Sometimes, amid the day-to-day hassle of business, it’s easy to forget what really matters. Whole days go by while you are fighting fires and sweating the small stuff. You’re busy on listings presentations, showing homes and solving problems. And on days like that, you can forget WHY you are doing what you doing. So sometimes,…

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