How newsletters work

I got the perfect illustration of how newsletters work the other day. It came from a long-time client in Florida. Here, in just a few words, is the simple method for using newsletters to build your business. First, you focus on creating a database of leads and clients. That means you ask people you come…

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Your elite inner circle

There’s no shame in sending just a few newsletters. I was talking to a potential client today – he wants to mail 100. And that’s just fine… because when you send those 100 newsletters to your best contacts (your elite inner circle!) and you keep doing it for a long time, magic happens. The good…

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Just a little bit famous

I don’t know about you, but no-one is going to host a Justin Bieber-style roast for me on Comedy Central. I’m simply not famous enough. (And I’m not bad enough either.) But… You can… and should… be a little bit famous. I just heard from Sandra, a long-term client who is having success with her…

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The most important number

How much do you earn each time you close a deal – on average? I ask you – because it’s an important question. It shows the value of a customer to you. That number is probably the most important number in your business. Because… if you don’t know this number, you are operating in the…

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Daunted, afraid and cynical – and how you can help

Daunted, afraid and cynical. That’s not the title of some horror movie. Instead, it’s how many homeowners feel when they need to list their house. Or how many buyers (particularly first-timers) feel when they need to venture out into the market. Now, I’m not just making this up. I’ve been researching into the words people…

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The most cost-effective way to use print newsletters

Quick message today… If you want to test printed newsletters but don’t want to spend hundreds on a big mailing campaign, do this: Send newsletters to just your most important contacts: your past clients, your top connectors, your top potential referral sources. Keep sending them to these people for at least six months, ideally a…

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What else?

I was at the grocery store I love to hate the other day. (The one where the carts come with spears at each corner, so you can cut your way through the crowds). But anyway… at the deli counter they always ask this: What else? You order something… What else? So you order something more……

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How to have compliant and respectful clients

Wouldn’t it be a wonderful world if… … Clients always listed their homes at the price you suggested… … Buyers turned up for showings at the time you agreed… … Homeowners left their home in a state fit for those showings. Unfortunately, it’s not a perfect world. Sometimes your life will be hard – simply…

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Only you are you

All is not well in the world of olive oil. It turns out, at least according to producers in California, that the extra virgin oil we import from Europe isn’t always so pure after all. Extra rancid, not extra virgin – so the say. Of course, Californian producers have a horse in this race. They…

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Amazing agents who are just too shy

There are some amazingly good real estate agents in the United States. They do a terrific job for their clients. For example, they create a powerful marketing campaign for each of their listings, they take professional photographs (or hire a talented photographer) and give money-making advice on staging. Some of them have an entire “system”…

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Big fish eat best

I had a great chat with one of our clients today. We were talking about what makes her unique – how can she offer something to her market that no-one else is offering. Because… if you can do that, you become the #1, obvious, supremo choice for your ideal clients. Why would they go anywhere…

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Persistence really does pay

”Thank you for being so persistent.” That’s what a new client said today. She’d been receiving these emails for about six weeks. Now, I’m sure I drive some people crazy with these daily missives. Those people usually unsubscribe. But at the same time, I get feedback from people who just love receiving messages. And you…

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How newsletters make clients respect you

One of the most frustrating things in business is when clients don’t listen to you. … Like when they list their home for $20K over market value. Or when they refuse to tidy up for showings. Why… why… don’t they respect you?! One reason might be because they see you as a commodity. One agent…

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The month that stops short

Oh, February! The month that stops early and says “I’m done”. … Which in some ways is a good thing. For many of us, the month of love has been frigid cold. Bring on March! But for my team here at Ready to Go Newsletters, it means we have to squeeze three days into one.…

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From newsletter to listing appointments

From time to time we do a client survey here at Ready to Go Newsletters. It’s something I’d recommend any business do. You get insights into what is going right (and wrong), and you find out what your clients really want from you. A survey can also be a great source of testimonials, like the…

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Your clients and the eight-armed rival

I just watched a video (yes, I was wasting time on Facebook and one thing led to the other…) and in this video… … an octopus hurled itself out of the water and attacked a crab. Right there. On the rocks. Then it dragged the unfortunate crustacean back to its salty lair. Which goes to…

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Rabbits, wolves, owls and newsletters

The traditional way to think about sales goes like this: You’re the wolf and your prospect is the rabbit. Now, because you’re a wolf, you’ve got to go and chase the rabbit – which is hard because the rabbit doesn’t want to be caught. It takes a lot of energy – and sometimes blood is…

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Newsletter footprints

In the depths of the winter, it pays to think about somewhere warmer. Like the beach. Do you ever walk along the surf, right where the ocean meets the land? And have you ever watched what happens to your footprints in this in-between world? They start well defined – all five toes. But after one…

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Your referral machine

Remember that restaurant that Bob recommended? You know, the one on 4th street? Or was it 5th street? The Italian… Portuguese… Brazilian one? You remember – he said it was really good. Now what was its name? …Ever have conversations like this? Someone recommends something but because you have a memory like a pasta drainer,…

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Why people read your newsletters

One of our clients sent me a link to an infographic last week – six reasons customers aren’t opening your emails. It had some good information in it. But… … the main reason for newsletters failing wasn’t included. Here’s the thing. You could implement all six of these ideas perfectly, but if you don’t earn…

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