This is an amazing time to be an agent!  And I don’t mean that in the false “rah-rah…let’s all think positive even though we want to crawl into bed and pull the covers over our heads” way of thinking.

I mean that in the “survival of the fittest” way of thinking.

This is one of those times when good agents become great ones.  When great agents become legends…and when everyone else sends in an application to work at Starbucks.

This is the type of market that will force you to practice excellence as a way of life.

Think of it as the best self-help and success course – that you are getting for free.

Why do I say this?

Because in the demand-driven market, you could get away with lazy, sloppy business and still do pretty well. But today we’re experiencing the consumer-driven market.

Consumers have become more savvy, more discerning – almost overnight.  And that means that you get the opportunity to step-up your game and become the businessperson that you know you can be.

The elements of success have not changed.  It is simply that the great and legendary agents have already made them a way of life, whereas the other agents have been one-hit-wonders or “lucky.”

Those days are over.

If you haven’t been living the three core fundamentals of true, lasting success then now is the time to start living and practicing those fundamentals.  Of course, if you aren’t ready for massive success, then I hear Starbucks is hiring.

The Success Triad Fundamental #1:  Mindset

The three core fundamentals of true lasting success are built like a triangle. At the base –  the critical foundation – lies mindset. The only difference between people who are rich and those who want to be rich is what they think about.  There are a lot of self-help books, programs, DVDs out there that all teach this fundamental principle of…what you think about comes about.

Another way to say that is that what you focus on you manifest.

Why is that critical to your success today?

Because if you are thinking about how you can survive this market that is what you are going to create. Survival. Contrast that with the agent who is 100% focused and committed to thriving in this market.

These two agents will have a very different outcome.

The agent with the positive attitude will automatically be more attractive to prospects.  If you are focused on the negative elements, you will miss seeing the business opportunities that the positive agent will effortlessly spot.  You must cultivate a state of positive expectancy.

There are only two things you are doing in business all the time.

You are either attracting or repelling business. There is no neutral.

The Success Triad Fundamental #2:  Mechanics

The second core fundamental of lasting success is mechanics. Mechanics are the “how-to’s” of any business.

And mechanics are what most agents love to focus on.

But mechanics without mindset will not make you successful.

People who learn how to “build rapport” without an abundant, positive, generous mindset will always come off as manipulative and untrustworthy.  And people who learn the powerful marketing strategies that I teach, but who fail to adopt a “give to get” mindset, will not be successful.

Once you do have the mindset in place, however, there are certain skills that you can use to boost your business into the stratosphere.  Particularly in this market, there are several tools that will have you dominating your market in no time flat. 

Because consumers are now more demanding and informed, it makes sense that to compete effectively you are going to have to “up” your game.  And how do you do that, you ask?  Well…

The #1 way “up” your game is through marketing.

Building your marketing toolbox is the most powerful thing you can do to insulate yourself from competition. Creating a powerful marketing machine that can generate a predictable, steady stream of prospects that are qualified and committed to working with you is the tool to cultivate in this market.

Tune in next time for part 2 of this post…you don’t want to miss it!

For the past two decades, Jennifer Cummings has been one of the most sought-after marketing experts in the nation.  Her “out-of-the-box” approach to marketing has won her the respect of advertising agencies and the adulation of entrepreneurs and business owners from all over the world in over a dozen unique markets. 

Using the same strategies she now teaches, Jennifer transformed her life from being a juvenile delinquent at 15 to a millionaire by age 30.  With her practical, no-frills approach to marketing and revenue generation, YOU can now join the thousands of other agents and brokers who have been excited and empowered to get back into the driver’s seats of their businesses!

Jennifer Cummings ~ www.PotatoChipMarketingTools.com ~ 888.208.2309

[***To get a $50 discount off of Jennifer’s Potato Chip Marketing Tools’ plug & play marketing pieces, simply enter the code “basb” when you join at www.PotatoChipMarketingTools.com!***]

My self-appointed mentor, Albert Einstein, once said…

“The secret to creativity is knowing how to hide your sources.”

I am a big fan of both the man and the message.  And here’s why…

Simply put…our own unwillingness to accept ourselves as creative beings bogs us down.  I happen to believe we are ALL creative in one way or another.  However, I also know that most of the time we don’t feel that way, especially when we’re working on marketing campaigns and other promotional endeavors in our work.

For example…

How many times have you sat in front of your computer screen and willed a brilliant ad to materialize?  If this sounds familiar to you, then I have a question:

How big is your marketing antenna?

What I mean by this is that creativity is simply being open to inspiration, and, if you have your antenna up – that is to say that if you are paying attention to other good marketing out there – you WILL learn the secrets of the master marketers. 

And I’m going to share one of those secrets with you right now!  Do you have your antenna up?  Well, get ready folks, this is a good one…

It is better to edit than to create!

Now you may be saying, “Just what does that mean?’  Well, let me explain… 

Creativity is driven by curiosity.  Pay attention! Ask questions!  Get inspired!  Success leaves clues, my friend!  Have that antenna up and you will find inspiration in the most unlikely places.

If you need to create a postcard, for example, you may find something really juicy you can use on the back of your grocery receipt, or in the way a dish is described on a menu.  Or your teenager might actually say something incredible that you can use!  Perhaps you can even justify reading that tabloid because the ads in the back have amazing copy that really gets your own writing juices flowing.

The National Enquirer is one of the most expensive magazines to advertise in, so those ads in the back HAVE TO work!

By taking an existing marketing piece and editing it as your own, all the work is done for you! You just have to breathe it all in and then make it our own –

what a relief, huh?!

Einstein was absolutely right… 

Creativity is being mindful enough to be stimulated by your environment.  You then simply edit and mold that environment to fit your needs.  We don’t need to reinvent the wheel every time we have to create a new ad or marketing piece – we simply have to let our surroundings illuminate our own wheels turning inside our heads. 

That Einstein was onto something. Maybe he was so in-tune with his environment that the theory of relativity was something he creatively lifted from him own surroundings! 

If we sharpen our own antennas, we could ALL be little Einsteins…

changing the world one postcard at a time!

For the past two decades, Jennifer Cummings has been one of the most sought-after marketing experts in the nation.  Her “out-of-the-box” approach to marketing has won her the respect of advertising agencies and the adulation of entrepreneurs and business owners from all over the world in over a dozen unique markets. 

Using the same strategies she now teaches, Jennifer transformed her life from being a juvenile delinquent at 15 to a millionaire by age 30.  With her practical, no-frills approach to marketing and revenue generation, YOU can now join the thousands of other agents and brokers who have been excited and empowered to get back into the driver’s seats of their businesses!

Jennifer Cummings ~ www.PotatoChipMarketingTools.com ~ 888.208.2309

[***To get a $50 discount off of Jennifer’s Potato Chip Marketing Tools’ plug & play marketing pieces, simply enter the code “basb” when you join at www.PotatoChipMarketingTools.com!***]

There is a crucial part to marketing effectively that almost ALL agents and brokers have been leaving out of their marketing campaigns.  An effective and successful marketing campaign – meaning one that will truly appeal to your prospects – is all about THEM – not YOU.   It’s all about GIVING – not TAKING.  It’s all about practicing what I call…

Potato Chip Marketing!

And this isn’t just some random concept I created out of thin air.  This Potato Chip Marketing has been VERY successfully used by REALTORS® from around the world – and it’s tried and true…guaranteed.  Especially in these market conditions.

So, let’s break it down a little bit more.  An effective and proven Potato Chip Marketing™ campaign has seven crucial steps.  We discussed the first five steps in my last three blogs.  Here are the last two:

6.  Make It…Layout to Stand Out!

This one is simple.  Legibility refers to the “quality of print that can be

easily read.”  Readability refers to the “quality of language that makes

it easy to understand.”

With your marketing pieces…

use short paragraphs, bullet points, headlines, and sub-headlines to keep the eye engaged.

7.  You MUST, MUST, MUST Have a Call-to-Action

What truly differentiates advertising from marketing is a call-to-action.

Here’s the thing…prospects are begging to be lead – and they want free information (yes, even in the internet-age…prospects still want free information from YOU)! And remember, they want to try before they buy. On the other hand, they don’t want to talk to you right away.

Make it safe for them to contact you by creating a free hotline where they can order a special report or a checklist that will HELP THEM with their sale or purchase. You can also make the same offer online.

Ultimately, service and giving are at the heart of attraction – no matter what business you’re in – no matter the market conditions. We are paid according to the value we give. Get excited about creating value for your clients and being the resource to solve their problems.

When you approach your business with the Potato Chip Marketing, give-to-get mindset…

you’ll never want for business.

© Jennifer Cummings 2010

For the past two decades, Jennifer Cummings has been one of the most sought-after marketing experts in the nation.  Her “out-of-the-box” approach to marketing has won her the respect of advertising agencies and the adulation of entrepreneurs and business owners from all over the world in over a dozen unique markets. 

Using the same strategies she now teaches, Jennifer transformed her life from being a juvenile delinquent at 15 to a millionaire by age 30.  With her practical, no-frills approach to marketing and revenue generation, YOU can now join the thousands of other agents and brokers who have been excited and empowered to get back into the driver’s seats of their businesses!

Jennifer Cummings ~ www.PotatoChipMarketingTools.com ~ 888.208.2309

[***To get a $50 discount off of Jennifer’s Potato Chip Marketing Tools’ plug & play marketing pieces, simply enter the code “basb” when you join at www.PotatoChipMarketingTools.com!***]

There is a crucial part to marketing effectively that almost ALL agents and brokers have been leaving out of their marketing campaigns.  An effective and successful marketing campaign – meaning one that will truly appeal to your prospects – is all about THEM – not YOU.   It’s all about GIVING – not TAKING.  It’s all about practicing what I call…

Potato Chip Marketing™!

And this isn’t just some random concept I created out of thin air.  This Potato Chip Marketing has been VERY successfully used by REALTORS® from around the world – and it’s tried and true…guaranteed.  Especially in these market conditions.

So, let’s break it down a little bit more.  An effective and proven Potato Chip Marketing™ campaign has seven crucial steps.  We discussed the first three steps in my last two blogs.  Here are the next two:

Step #4.    “Hook” Them!

      A “hook” is simply a headline or a hot button that your target market members have…and it’s NOT a headline or a hot button ABOUT YOU.

Because we are SO bombarded with advertising today,

it’s an absolute necessity that you cut through your prospects’ clutter.

Did you know that you only have one or two seconds to grab your prospects’ attention? The Reticular Activating System (RAS) is the brain’s screening mechanism for what receives our attention. While our subconscious can process up to a million bits of information per minute, we can only consciously pay attention to about 15 bits.  

Bottom line…a great hook cuts through your target market’s clutter AND captures their attention.

Step #5.    Keep ‘Em Reading!

     Here’s the brutal truth: 

If the piece is all about you – they will toss it.  

But…if the piece is all about THEM – you have a chance!

You need to use what I call “coffee talk.” This simply means that you write the way you speak – as if you’re chatting over coffee with a friend.

Here are a few tips to remember about “coffee talk” copy:

§         “Coffee talk” copy is salesmanship in print…it’s about THEM and speaks to THEM in an easy, conversational tone.

§         Think about the conversation your target market members are having in their heads. What are they thinking as they’re reading this?  What objections or doubts are they having?  What worries keep them up at night?

§         Aim for the seventh grade reading level.

Next time, learn the step #6 in this PROVEN marketing strategy!  It really works!  Guaranteed!

© Jennifer Cummings 2010

For the past two decades, Jennifer Cummings has been one of the most sought-after marketing experts in the nation.  Her “out-of-the-box” approach to marketing has won her the respect of advertising agencies and the adulation of entrepreneurs and business owners from all over the world in over a dozen unique markets. 

Using the same strategies she now teaches, Jennifer transformed her life from being a juvenile delinquent at 15 to a millionaire by age 30.  With her practical, no-frills approach to marketing and revenue generation, YOU can now join the thousands of other agents and brokers who have been excited and empowered to get back into the driver’s seats of their businesses!

Jennifer Cummings ~ www.JenniferCummings.com ~ jennifer@jennifercummings.com

(Continued From Blog Post on March 8, 2010)

There is a crucial part to marketing effectively that almost ALL agents and brokers have been leaving out of their marketing campaigns.  An effective and successful marketing campaign – meaning one that will truly appeal to your prospects – is all about THEM – not YOU.   It’s all about GIVING – not TAKING.  It’s all about practicing what I call…Potato Chip Marketing!

And this isn’t just some random concept I created out of thin air.  This Potato Chip Marketing has been VERY successfully used by REALTORS® from around the world – and it’s tried and true…guaranteed.  Especially in these market conditions.

So, let’s break it down a little bit more.  An effective and proven Potato Chip Marketing campaign has seven crucial steps.  We discussed the first step last time.  Here are the next two:

Step #2:  Target Your Market

When you ask most agents or brokers who their clients are, their response is, “Anyone who wants to buy or sell a home.”

The problem with that answer is that an effective marketing campaign is always carefully targeted to a specific group. Your message must match the audience. You must have that “message-to-market-match.”  You absolutely CANNOT be EVERYTHING to EVERYONE!  If you try that, you’ll be NOTHING to NO ONE.

For example, your marketing message to a luxury vacation penthouse target market would be drastically different than the marketing message you’d send out to first-time homebuyers.

The next step is to decide how you’re going to send this message out to your target market(s). Will it be a postcard, print ad, or a web marketing piece?

You must also decide the purpose of your piece as well as the message you want to send. Will you offer a special report or a checklist of pitfalls to avoid in today’s market? Will they call and leave a message on your 800 number or can they receive the item by going to your website and downloading it there?

How do you figure all that out?  Read on…

Step #3:  Research Your Target Market’s Wants and Needs

To generate REAL leads, you must know and UNDERSTAND what makes your target market tick. How do you do that?

-Look for commonalities.

-Make it about THEM.

-You MUST do your research BEFORE you begin your marketing campaign.

For example, are members of your target market concerned about schools, down payments, or neighborhood safety?

As you go through this process, a key point to keep in mind…

you’re NOT in the real estate business.

You are in the problem solving business.

The better you are at solving problems and providing value,

the better your business will be.

Next time, learn step #4 in this PROVEN marketing strategy.  It really works…guaranteed!

© Jennifer Cummings 2010

For the past two decades, Jennifer Cummings has been one of the most sought-after marketing experts in the nation.  Her “out-of-the-box” approach to marketing has won her the respect of advertising agencies and the adulation of entrepreneurs and business owners from all over the world in over a dozen unique markets. 

Using the same strategies she now teaches, Jennifer transformed her life from being a juvenile delinquent at 15 to a millionaire by age 30.  With her practical, no-frills approach to marketing and revenue generation, YOU can now join the thousands of other agents and brokers who have been excited and empowered to get back into the driver’s seats of their businesses!

Jennifer Cummings ~ www.JenniferCummings.com ~ jennifer@jennifercummings.com

Today, more than ever before, it is absolutely necessary that you understand the difference between advertising and marketing.  You may THINK you know and understand that difference.  But after working with hundreds of agents and brokers from around the world, I’ve realized that most people don’t understand the REAL difference – the money-making difference.

Here’s what I’m talking about…

Most real estate agents and brokers have advertising campaigns, but very few have effective marketing campaigns. Advertising and marketing are VERY different.

Advertising creates attention and promotes an image or brand. Marketing, however, compels someone (i.e. your prospective client) to buy or sell with you!

TRUE marketing is THE #1 way to build your business – especially in this market.

However, there is a crucial part to marketing effectively that almost ALL agents and brokers have been leaving out of their marketing campaigns.  An effective and successful marketing campaign – meaning one that will truly appeal to your prospects – is all about THEM – not YOU.   It’s all about GIVING – not TAKING.  It’s all about practicing what I call…

Potato Chip Marketing!

And this isn’t just some random concept I created out of thin air.  This Potato Chip Marketing has been VERY successfully used by REALTORS^® from around the world – and it’s tried and true…guaranteed.  Especially in these market conditions…

So, let’s break it down a little.  An effective and proven Potato Chip Marketing campaign has seven crucial steps:

1.       Understand, Practice, Instill and Reinstill the Potato Chip Marketing Mindset in YOURSELF!

       Potato Chip Marketing is what I call “give-to-get” marketing.  What exactly does this mean?  How does this work?

Imagine this…

You are on a reality show. To win $100,000, you must persuade 20 squirrels to eat out of your hand. Your only tool is a bag of potato chips. You are taken to a park where there are plenty of squirrels. Your instructions are that you cannot go more than 100 feet from a park bench.

How would you get the squirrels to come to you? You certainly wouldn’t run out and say, “Hey squirrels, come get these potato chips!”  Obviously, that would scare them off.

What WOULD work would be to lay out a trail of potato chips to attract them to where you are sitting. They would come to you only when they felt it was safe and when they felt they could trust you.

And this very same concept applies to your potential clients…

They will come to you when they feel it is safe and when they feel they can trust you.

Some people say that real estate is a numbers game. But, if you are “in it to win it,” that’s just not true.  No client wants to be treated as if they’re a number. They want relationships…they want trust…they want to “try before they buy.”

Potato Chip Marketing is simply about uncovering THEIR needs, building trusting relationships with THEM…and giving-to-get. 

Tune in next time to learn the next steps in this PROVEN marketing strategy! 

It really works…guaranteed!

For the past two decades, Jennifer Cummings has been one of the most sought-after marketing experts in the nation.  Her “out-of-the-box” approach to marketing has won her the respect of advertising agencies and the adulation of entrepreneurs and business owners from all over the world in over a dozen unique markets. 

Using the same strategies she now teaches, Jennifer transformed her life from being a juvenile delinquent at 15 to a millionaire by age 30.  With her practical, no-frills approach to marketing and revenue generation, YOU can now join the thousands of other agents and brokers who have been excited and empowered to get back into the driver’s seats of their businesses!

Jennifer Cummings ~ www.JenniferCummings.com ~ jennifer@jennifercummings.com

I have some bad news for you…and, I know, nobody likes bad news.  Nobody. 

We all handle the bad things in our lives differently, don’t we?  Some of us tackle the hard stuff head-on – dealing with it right away and moving on. 

The rest of us are just flat-out avoiders.  We try to justify our avoidance by telling ourselves we “don’t have time” to deal with that right now or…we “just can’t handle one more thing.”  Those excuses are simply a form of avoidance – straight up.

So, if you’re an avoider, KEEP READING THIS.  Don’t let yourself avoid!  Even though it’s seemingly bad news, I also share some great news and useful solutions with you.

Now, I don’t know about you, but I’ve learned that almost 100% of the time it’s best to just deal with the hard ASAP, take care of it somehow, and move on as much as you possibly can. (And I’ve avoided with the best of them!)

Bottom line:  it’s how we choose to deal with the hard stuff in our lives that determines our success (or lack thereof). 

And, yes, it IS a CHOICE we all have.  I’m sure you can think of sad, negative or hard things you’ve been faced with in your life – and that moment of CHOICE you had.

I sure can…

For example, when I was 15 and still classified as “functionally illiterate” with over 12 different learning “disabilities,” I could have chosen to give up right then and there.  And I was close…let me tell you.  But thanks to hard work – and some key people that were placed in my life – I CHOSE to learn how to read.  It wasn’t easy, but I CHOSE to keep going – I CHOSE to figure out how to take that bad, hard stuff and make it work for me.  I CHOSE to find a solution.  And because of that CHOICE, I eventually graduated from college – at the top of my class – with a degree in Economics!

Now…what does all that have to do with YOU?  A lot!

Here’s that bad news I mentioned earlier.  Take a look at The Harris Interactive Poll results below from a study conducted in August 2009…

PRESTIGE OF 23 PROFESSIONS AND OCCUPATIONS

“I am going to read off a number of different occupations. For each, would you tell me if you feel it is an occupation of very great prestige, considerable prestige, some prestige or hardly any prestige at all?”

Base: All Adults 

*Less than 0.5%

And, just so we’re all on the same page, according to Webster’s New World Dictionary, “prestige” is defined as:

1.  The level of respect at which one is regarded by others; standing.

2.  A person’s high standing among others; honor or esteem.

3.  Widely recognized prominence, distinction, or importance.

It doesn’t look good for those of us who work in real estate, does it?  Bottom of the prestige and respect list.  Not the best news.  At all.

At this moment, we’re all faced with a CHOICE…

Rather than avoiding this FACT or trying to hide it (or hide from it),

let’s use it to our advantage. 

How?  Simple…

Just like we talked about earlier…tackle it – head-on!  Right now!

Follow these steps (I’m serious here…I’m challenging you to CHOOSE to do this!):

1.     Copy this chart into the beginning of your listing presentation or make a copy to give to the buyers you meet with.  (You can get a copy of the chart and accompanying article here:  http://www.harrisinteractive.com/harris_poll/index.asp?PID=685.)

2.     In your listing or buyer presentation script, you need to enter the conversation your prospects are having in their heads.  Tackle the fear, doubt or insecurity they are feeling at that moment.  

3.     Say something to the effect of: “You probably weren’t looking forward to our meeting today…and I can understand that.  I know that real estate agents, in general, are not trusted, respected, or held in high esteem – just like the results of this study show.  And there are some bad agents out there, for sure.  However, as we get to know each other, you will learn that I don’t fit that preconceived idea people have about agents. 

I wouldn’t just be your real estate agent.  I am YOUR advocate – YOUR guide – YOUR master negotiator – YOUR reference tool for all parts of this process.  I CAN be trusted and WILL work hard to earn YOUR respect.

I treat my clients like they are my closest friends or family members – giving them my best and most responsive service – always.”

Now, you’re probably thinking to yourself, “I can’t put that in my presentation!  That’s too risky…why would I show them the negative results of that study?”

Because.  No one else will.

And, as the wise Earl Nightingale so aptly stated, “If you want to be successful, find out what everybody else is doing and do the opposite.”

Do you think anyone else has this in their presentations?  Not likely.  All you have to do is CHOOSE…

CHOOSE to harness your inner football player…and tackle it!

CHOOSE to make this unfortunate fact work for you.

CHOOSE this solution and use it!

CHOOSE to “do the opposite” and experience your most successful, fulfilling year yet! 

© Jennifer Cummings 2010

For the past two decades, Jennifer Cummings has been one of the most sought-after marketing experts in the nation.  Her “out-of-the-box” approach to marketing has won her the respect of advertising agencies and the adulation of entrepreneurs and business owners from all over the world in over a dozen unique markets. 

Using the same strategies she now teaches, Jennifer transformed her life from being a juvenile delinquent at 15 to a millionaire by age 30.  With her practical, no-frills approach to marketing and revenue generation, YOU can now join the thousands of other agents and brokers who have been excited and empowered to get back into the driver’s seats of their businesses!

Jennifer Cummings ~ www.JenniferCummings.com ~ 888.208.2309

“Show me a man who cannot bother to do little things and I’ll show you a man who cannot be trusted to do big things.”    ~Lawrence Bell

It was a just a s’more. 

Yes, I’m talking about a graham cracker, a little chocolate and a marshmallow.  It probably had a cost of a half-cent to the business offering it, but that s’more made an impact.  It symbolized a small act of kindness and generosity – with no expectations attached – that made a lasting impression.

And THAT, my friends, is what each of us MUST replicate if we want OUR businesses to last and thrive in today’s unpredictable economy.

People are interesting, aren’t they? 

The personalities, the opinions, the baggage we all carry.   But this “s’more experience” I’m going to tell you about reminded me of just how simple we can be…how little it actually takes to make us happy and to make a lasting impression.  Let me explain…

If you’re ever in La Quinta, CA, you MUST eat at The Homestead Restaurant.  Not only will you have one of the best meals of your life, but you’ll also get a massive lesson (from the welcome to the goodbye) in true, lasting and meaningful customer service.  No matter what your profession – take note!

As we walked into the lobby of The Homestead for dinner, it was crowded – very crowded.  Always a good sign for a restaurant.  But, I didn’t feel like I was in a restaurant.  I felt like I was in a comfy country resort just relaxing the day away. 

While waiting to be seated at our table, they placed us in front of a quiet fireplace with calming music playing in the background.  I noticed young families, older couples, middle-agers, twenty-somethings…all types and ages of people around me.  Another good sign. 

Here’s where it starts getting really brilliant…

A nice young woman soon came around with a tray full of graham crackers, chocolate squares and marshmallows.  You guessed it – complimentary s’mores while you wait. 

We roasted our marshmallows together over the fire, and we had fun with that simple task.  The gooey fingers, the delicious hot marshmallow melting into the cool chocolate and the crunchy graham cracker…makes your mouth water just thinking about it, doesn’t it? 

Now, if that was not memorable enough, it got even better.

There was an elderly couple sitting next to us while we waited.  The hostess recognized them because they’d come in and had lunch there that same day (she even remembered they’d had the chicken pot pie!). 

As she was helping them get their ingredients off the tray, the elderly woman – rather sheepishly – told the hostess that they’d only come back to have a s’more.  They weren’t going to eat supper as they were still full from lunch but just needed a little something sweet.

The hostess then made a decision that will dramatically increase revenue for

The Homestead Restaurant – guaranteed…

She said so sincerely, “You all come in ANYTIME for a s’more – it doesn’t matter if you eat a meal or not.  We just love seeing you!” 

You could tell they were so pleased and touched by her kindness.  It was evident on their faces.

Now, you may be thinking, “How could THAT dramatically increase revenue?  It was just one older couple and a s’more.” 

Here’s the deal…

You know as well as I do that that couple will tell absolutely EVERYONE they know about their experience at The Homestead Restaurant in La Quinta, CA.  However, the other 30-plus other people who were in the lobby waiting and listening will as well – me being one of them.  Heck!  I’m even writing a blog about it that thousands will read!

That small act of kindness – that inexpensive s’more – and those kind words will come back to that business ten-fold.

What are the “s’mores” of your business?  And, no, I’m not saying to give your clients or agents or students s’mores every time you see them!  You know what I mean…

What are the small touches, the meaningful words, the spirit of sincerity you offer that make a lasting and memorable impression on people?

For our clients, we simply send them a book we know they’d like.  Not an expensive one.  Just one we know would mean something to them based on what we’ve learned about them.

But these things – the small touches – don’t have to cost money.  In fact, some of the best ones don’t! 

For example, we also make a point of being sure that every single communication people have with us or from us (whether in person, by phone or by e-mail), is kind and personalized.  For instance, you wouldn’t believe the compliments we get simply because we take a few extra seconds to add personal touches and comments in our e-mail communications with people.

Here’s the bottom line:

If you want repeat clients…

If you want referrals…

If you want word-of-mouth marketing working for you…

If you want to be trusted with the “big things” in people’s lives…

Or if you just want to be a good person…

Practice the “s’more” style of customer service.

Give – with no expectations. 

Do those little things and you WILL be trusted with the big things.

© Jennifer Cummings 2010

For the past two decades, Jennifer Cummings has been one of the most sought-after marketing experts in the nation.  Her “out-of-the-box” approach to marketing has won her the respect of advertising agencies and the adulation of entrepreneurs and business owners from all over the world in over a dozen unique markets. 

Using the same strategies she now teaches, Jennifer transformed her life from being a juvenile delinquent at 15 to a millionaire by age 30.  With her practical, no-frills approach to marketing and revenue generation, YOU can now join the thousands of other agents and brokers who have been excited and empowered to get back into the driver’s seats of their businesses!

Jennifer Cummings ~ www.JenniferCummings.com ~ 888.208.2309

Today, prospects are more discerning than ever.  Gone are the easy days in which a prospect would list their home with just about any agent.  Now, you actually have to work for a listing.  In this market, consumers are not just looking for real estate agents, they’re seeking out real estate experts.

Let’s say that you are an expert, at least relative to your local competitors.  So, how then, do consumers know that you’re their best choice?  The better question is how do you get their attention long enough to even have a chance to educate them about what you can do for them?

According to most studies, you have only 3-7 seconds to hook your prospect’s attention.  One of the best ways to do that is to have a compelling Unique Selling Proposition, “USP” for short.

A USP is a way of explaining your position against your competition to your potential
clients.  In the 1960s,  marketing icon, Rosser Reeves created the idea of the USP to combat the “product puffery” that was running rampant. He advocated less “window dressing” of a product/service and, instead, advocated focus on the specific and unique benefits that the product/service would bring to the consumer.

40 some odd years later, Rosser Reeves had no way of knowing that his revolutionary
ideas would be even more important today than in the 60s…especially in this market.

What Makes a Good USP? A good USP clearly and quickly explains the chief benefit that the customer can expect to receive when choosing your particular product/service.  See if you can recognize these companies by just their USP:

• Fresh, hot pizza delivered in 30 minutes or less, guaranteed
• When it absolutely, positively has to be there overnight
• The nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine.

If you answered, Domino’s, FedEx and Nyquil, then you can see the power of a great USP.
 
How do you create an effective USP?  When I’m doing a marketing makeover for a clients, I always make sure the USP we create for them meets the at least 4 basic criteria.

4 Criteria For An Effective USP

1. They are specific and simple.

Thirty minutes to your door. Guaranteed. Dominoes chose one powerful need that
they could fill in the marketplace for delivery pizza services. They were not afraid to
possibly alienate other target markets. Gourmet pizza lovers might not be
compelled by Dominoes’ USP, but that’s ok…Dominoes still owns most of the
market share in the pizza business.

2. They identify the needs of their specific target markets.

FedEx didn’t mention that they also have ground shipping, bulk rates and
international courier options. They created the most compelling message that was
the most needed to their marketplace at the time. Notice also that their target
market was not people looking for the lowest price or for the most convenient
location. They targeted the people (usually business owners) that were frantic to get
their important shipments delivered on time for any price.

3. They directly address a benefit-oriented solution to a need in the marketplace.

There is no product hyping or window dressing in these USPs. Dominoes doesn’t
claim that their pizza will be the most delicious pizza, only that it will be fresh, hot and
at your door in 30 minutes or less. Likewise, FedEx makes no mention of
convenience, availability or low cost. It simply suggests that it is the safest choice
when you really need to send a package overnight.

4. They are unique.

At least at the time that they were introduced they were unique. When you are
successful, you may have a copycat come along and reduce the impact of your
original marketing message. Ideally, you will have enough momentum going to stay
on top of your market, but you will eventually have to continue to create and refine
your USP and marketing message. The good news is that you will be a trained
marketer, while your competition will be shooting in the dark. You will be “often
imitated, but never equaled!”
Do you have a USP that can quickly differentiate yourself from your competition?
If you can’t quickly tell me why should I do business with you over other agents in your area, why would I take the time to sit through your listing presentation?

With a good USP, your chances of getting in front of a potential client to educate them why you’re their best choice increases dramatically.

For More Information on Jennifer Cummings or to book her for your next event call 1-877-211-6472 or visit www.BrokerAgentSpeakers.com

My self-appointed mentor, Albert Einstein, once said…
 
“The secret to creativity is knowing how
to hide your sources.”

I am a big fan of both the man and the message.  And here’s why…

Simply put…our own unwillingness to accept ourselves as creative beings bogs us down.  I happen to believe we are ALL wonderfully creative.  However, I also know that most of the time we don’t feel that way, especially when we’re working on marketing campaigns and other promotional endeavors in our work.

For example…

How many times have you sat in front of your computer screen and willed a brilliant ad to materialize?  If this sounds familiar to you, then I have a question:

How big is your marketing antenna?

What I mean by this is that creativity is simply being open to inspiration, and, if you have your antenna up – that is to say that if you are paying attention to other good marketing out there – you WILL learn the secrets of the master marketers. 

And I’m going to share one of those secrets with you right now!  Do you have your antenna up?  Well, get ready folks, this is a good one…

“It is better to edit than to create!”

Now you may be saying, “Just what does that mean?’  Well, let me explain… 

Creativity is driven by curiosity.  Pay attention! Ask questions!  Get inspired!  Success leaves clues, my friend!  Have that antenna up and you will find inspiration in the most unlikely places.

If you need to create a postcard, for example, you may find something really juicy you can use on the back of your grocery receipt, or in the way a dish is described on a menu.  Or your teenager might actually say something incredible that you can use!  Perhaps you can even justify reading that tabloid because the ads in the back have amazing copy that really gets your own writing juices flowing.

The National Enquirer is one of the most expensive magazines to advertise in, so those ads in the back HAVE TO work!

By taking an existing marketing piece and editing it as your own, all the work is done for you! You just have to breathe it all in and then make it our own –

what a relief, huh?!

Einstein was absolutely right… 

Creativity is being mindful enough to be stimulated by your environment.  You then simply edit and mold that environment to fit your needs.  We don’t need to reinvent the wheel every time we have to create a new ad or marketing piece – we simply have to let our surroundings illuminate our own wheels turning inside our heads. 

That Einstein was onto something. Maybe he was so in-tune with his environment that the theory of relativity was something he creatively lifted from him own surroundings! 

If we sharpen our own marketing antennas, we could ALL be little Einsteins…

changing the world one postcard at a time!

For more information on Jennifer Cummings, or to book her for your next event call 1-877-211-6472 Ext 4 or visit www.BrokerAgentSpeakers.com