Archive for: June, 2023

Top Affiliate Marketing Opportunity Secrets

Jun 27 2023 Published by admin under Uncategorized

You may have heard of this top affiliate marketing opportunity tool before and not given it a second thought. You may even have tried it out and been bitterly disappointed. Or you may never have looked at it seriously as a marketing tool before.

Whatever category you fall into, you really need to sit up and pay attention to this or this great top affiliate marketing opportunity could pass you by. Because like all great truths it is so simple and so obvious that it is easy to dismiss.

The special marketing tool that continues to earn me so much money and what I am convinced is by far the most powerful online marketing tool today is promotional articles. Actually the truth is that I discovered many special ways to use this tool that made all the difference.

Why is this tool so powerful?

There are several reasons;

a) The vast majority of people who come online are looking for information to solve their problems. This information is usually in the form of articles.

b) Search engines decide how they rank sites, based on their content (articles).

c) Articles posted on the net last forever and if properly structured can continue to give you clients for many years. I recently got a client from an article I wrote almost 3 years ago.

d) Contrary to what many people think, a single article can get you hundreds of thousands of hits daily for many years. You just have to know how to make this happen.

e) Most people think that articles can only get you traffic directly. Actually different articles can do a number of different things including;

- Get you hundreds and even thousands of one way links pointing at your site/blog.

- Get you traffic directly from search engines through the use of the right keyword phrases.

- Get you traffic directly from leading article directories when you post some of your articles there.

f) If you can do your own writing (which most people can do, although they don’t know it), it is all FREE. Yes, hundreds of thousands of hits to your site can easily be achieved by this single top affiliate marketing opportunity tool and it can all be free.

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Business-To-Business Marketing: Copywriting Secrets That Increase Sales

Jun 27 2023 Published by admin under Uncategorized

If you want to increase your marketing results
and get more qualified leads, you will need to
improve the effectiveness of the copywriting on your website, print ads, emails and direct mail.

This is vital because copywriting is your “salesperson in cyberspace, in print and in the mail” … and great salesmanship produces great sales … average salesmanship gets only average or worse results.

Here are the copywriting tips that will improve your marketing results. These are proven based on our copywriting work for over 450 businesses since 1978.

This is a list of what your prospect is thinking as he reads your marketing copy. It’s important to make sure everything is addressed on this list. If you do this, your marketing results will improve dramatically.

1. You better have done your research to know what benefits I want most from your type of product or service.

If you don’t, I won’t even notice you, and if I do, I won’t even give you a hearing.

2. What do you do? How will it help me?
I need to know “what’s in it for me” instantly or I’m gone.

3. Why should I believe you?

4. I already have a supplier for that – why should I listen to you?

5. Make it easy for me to read, understand, navigate, and “scan” your marketing material.

6. I want a specialized expert in your field for my situation or my needs or my type of business.

7. Don’t bore me! I’m sick of corporate talk, business buzz terms and mumbo-jumbo. Almost all business marketing
is very dull and boring and I won’t read it.

8. I want ALL the details and specs, including product information, product applications, CAD drawings and plans, costs and shipping. A ThomasNet.com study finds a very large percentage of buyers say these details are not readily available.

9. I want to read copywriting from a real live person talking to me person to person, and not from some emotionless corporation.

10. I won’t admit it on the record, but I make purchases based on my emotions. Sure I need logic and features for verification, but if you can touch my emotions, I’m much more likely to buy from you.

11. I badly want more from my life than just work. I’m very interested in saving time, work and stress.

12. Make it easy for me! You list many different things I can do and I’m confused. What one thing should I do now and why?

13. Don’t overload your website or brochure with fluff – stick only to relevant
and helpful information I need. I’m tired of all the irrelevant “filler” information on the web and I won’t read through it anymore.

14. Compare your product or service against your competitors for me if it is really as good as you say it is. Be honest, as I’ll see through any favoritism.

15. Be specific; generalities go right into my garbage.

16. What’s your guarantee?

17. How can I test your product, service or company first,
in a low or no cost way, before I make a large commitment?

18. Help me justify the investment to my boss on an ROI basis.

These copywriting secrets applied properly are a main reason one website, direct mail piece or ad can pull 2 to 3 times the response as another for the same product or service. This is why the most successful marketers hire the best outside freelance copywriters they can afford.

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The Direct TV Versus Dish Network Dilemma

Jun 27 2023 Published by admin under Uncategorized

Eenie meenie, miney mo – to which satellite TV service shall I go? Choosing between Direct TV (it is really called Directv) and the Dish Network is like deciding which political party is more corrupt than the other. It is all a matter of your perception of the programming and preference. Is one really better than the other? Not really. They even have similar marketing promotions like a free satellite TV system when you purchase their satellite TV receiver or buy a certain programming package.

If you go by the number of customers alone, Directv would the outstanding choice. However, that is not necessarily true. They just have a lot more money to spend on advertising. How about price? Should you go by price alone to decide on a satellite dish network or a Direct satellite TV? The answer is no. Each of these satellite TV providers offers something a little different, which could make or break the choice, depending on preference. There is that pesky ‘preference’ thing again!

First of all, let us look at what they both have in common. Both companies present similar deals like free installation or a free satellite TV system. When it comes to movie and local television programming, the pricing is practically the same. Both the Dish Network and Direct TV offer DVR or digital video recording. With your Direct satellite TV however, you could upgrade to the Directv Tivo option for a nominal fee.

The differentiation is in the programming offered to subscribers. If you are aiming for a more international flavor, then the Dish Network would be your best bet. They have networks available in foreign markets that are broadcast in a variety of languages. So if you have transplanted yourself in the United States from somewhere else, chances are you might be able to catch the news and other shows from your homeland. Direct TV does have some foreign programming, mostly on the movie channels, but not the scope that the Dish Network offers.

Now, Directv subscribers have a plethora of options when it comes to American sports. Football, baseball, hockey, NASCAR … these are important to sports fans. When the major sports have play-offs like the NFL or NBA, you can count on those rabid sports fans purchasing a ‘pass’ which buys a whole block of games. The Dish Network does offer sports, but they are more global in their choices. You will likely find rugby, lacrosse and soccer just as much as the football or baseball. They just don’t have as much of a selection. So, if sports are your thing, then going for a Directv dish and satellite system is the best choice for you.

Now you have a perspective from both sides of the two major satellite TV service providers. Both offer similar programming. It is choosing the little things that will influence your decision. Think about the Directv Tivo option. Think about the future possibility of Directv HDTV. If having these things in the future is important, then perhaps your mind is already made up, unlike that decision about which political party is more corrupt …

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Strategic Marketing: “Being There” Maximized

Jun 27 2023 Published by admin under Uncategorized

Whoever is in control of sales to the end-user is the real one in control. A contractor can switch distributors and/or manufacturers instantly and likely not suffer much, but the “buck stops here” on the shelves of distributors if the ones who sell to end-users go elsewhere to buy product. That is why you see wholesalers and manufacturers going direct, to control and protect.

However, you can’t have your cake and eat it too. You plan your act and act your plan. Once manufacturers and distributors lose the trust of the contractors, they’d better be prepared to take on a complete reversal of their method of distribution. It’s also hard to get the contractor-customers back after stiffing them. The point is, he who controls distribution flow to the end can do a lot of things later. The development of customer base and/or credibility in a market region is expensive, painful, time-consuming and is to be treasured, not taken lightly.

Also, the development of this trust/value, perceived by end-users, can be utilized in at least three major ways that are all too often overlooked:

A. Referrals – As previously described in detail, you must pay to develop leads. Referral leads have the highest close rate and are the least expensive to generate. “Mr. Jones, since we have to pay to advertise, we’d rather pay you, our valued customer, than the commercial ad industry. We’ll reward you with a ____ for each customer that you bring us who buys a ______.” You have to give them an incentive of meaningful value. It’s the least expensive, most profitable way to generate income because you are using an asset that you have already paid for – your trusting customers. If you don’t do this, assuming that you are able, then you are costing yourself money that somebody else (who knows how to market) will eventually earn.

B. Secondary Markets – It’s the same story, once you have a network. It’s like a funnel that you can pour more goods and services through. If you sold them a widget, assuming that they are happy about the value, go back and sell them another kind of widget or a service contract for either a widget or for a totally different concept – whatever can fit your business style.

Some of the new types of services can be handled by sub-contractors. Again, you have lower lead costs and commissions, and you are building more protection by broadening your bag of tricks. Be careful not to over-extend and lose control of quality and service, because dependability is by far (according to the consumers) the number one criterion in contractor choice, over both price and product. Again, if you can and don’t, it’s costing you.

C. Premium Networking – Encourage other companies to offer a discount on your product or service as a premium for doing business with them. “Buy from us and get a 10% discount on __Company’s widget.” This gives you free advertising access to an established customer base and no effort to promote or close. Again, this kind of customer can be developed for referrals and secondary markets. Have your network partner explain that the customer can save 10% on your widget because of your savings on advertising costs.

Educate, justify, explain and offer a discount. If it costs more, explain why higher quality is worth more (justify); if it costs less, explain why higher volume allows for less cost (justify). Educate them as to why it costs more and they will appreciate the extra value. The value of anything is what somebody is willing and able to pay for it. The value is not the price you put on something, it’s what the market accepts; educate them as to why your “higher than average” price has superior quality and you will get your price and profit.

You must break the concept that it’s apples-to-apples in value against a lower priced equivalent in order to justify your price. Are there secondary products or services that you can sell to your existing customer base? Which other businesses can generate leads for you by offering a discount on your service – and vice versa?

D. Media Advertising – Once you have created the best possible ad, using the tools in this manual including the Market Research section, and then testing it on a few people, you need to find out which media is most productive. Later you will want to fine-tune to become cost-effective. But, to start, you need to run the ad on one medium. Radio is a medium that is easy to get quick responses from.

Assuming that you have a “direct response” ad as opposed to an “image enhancing” ad, monitor the responses. After monitoring the responses, change the ad a little and run it on a different radio station. Monitor the results again. Keep running your best ad to keep the business coming in, always monitoring and testing to maximize results. Don’t become satisfied with any ad until you know that it draws as much as possible. Watch other ads on television. If one gets repeated often, it’s because it works. Then, try your improved ad on other media – the Sunday paper, television, whatever your budget will allow. This approach should have been already budgeted for in any start-up business, or, for any individual campaign. Television is best used for products/services that have visual impact value.

The next step, after getting past break-even, is to test additional ways to generate business. Don’t wait for the bottom of a cycle to try something new. You should test during the good times in order to have a managed income condition. Panic is the wrong circumstance under which to look for something to do. If direct mail, e-mail or telemarketing are possible avenues for your business, test as quickly as possible.

E. Seasonal Campaigns – Be it Christmas, end of the tax year, weather or the Spring-Fall buying sprees, you need to prepare. If you fail to plan, you plan to fail. These are “pre-disposed” buying conditions. This is when “sale” or “special pre-season” offers attract the pre-disposed buyers. As covered in the “Promotions” section, you need to appeal to their sense of belief in your sensible offer. They don’t want to be deceived, but, they do want a truly good deal. All the studies and my own experience say that they will pay more to get more. It’s your job to make sure that you get in front of them and have the best “more” available.

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The Marketing of Questions

Jun 27 2023 Published by admin under Uncategorized

He who asks questions is attempting to be in control. That fact can be observed in any dialog. Asking questions directs the responses, and directs the dialog.

Questioning can take one of three forms:

1. Manipulative questioning

This is the riskiest of the three forms, somewhat resembling sleight-of-hand tactics. This is guiding responses in an orderly, progressive fashion that leads to a desired final result, but this method can backfire. The ‘victim” of this type of questioning can begin to feel backed into a corner, and ultimately resist any offer. These kinds of questions resemble this example: “You would have to admit that convenience is a major priority of yours, wouldn’t you?” I recommend that most of us resort to less confrontational methods of utilizing questions. This is for closers.

2. Informational questioning

This is the most risk-free type of questioning. With this form, the questions asked tend to demonstrate concern and sensitivity, and a desire to understand the customer and his/her business needs. This form does not necessarily lead to a foregone conclusion. A relative example would be, “What would be a high priority of yours?” You are allowing the respondent to seem in control, but you are drawing information out of them that you will need to effectively direct your sales approach.

3. Positioning questioning

This lies in the middle ground of the three methods, and definitely requires on-the-job testing to fine-tune. Positioning is both an art and a science. The better you become at questioning, the more control you will have in your business communications. The relative example is, “How do you envision this helping you?” This asks both an honest question and also encourages the client to visualize the benefits of your wonderful product or service. What you are doing is forcing them to think about the benefits, immediately, in order to respond verbally to the question. If the answer is positive, the underlying message is that the client would prefer to have the benefits that are represented by your offer.

This is a trial close, as close to a commitment as is reasonable to expect at this point. These kinds of questions can be incorporated into written or broadcast ads, as well as employed face-to face. The bottom line of any stimulus, once you have attractively and irresistibly presented your benefits, is to conclude with the honest (and manipulative…) question, “Can you see how this can be of benefit to you?” Once the conclusion is reached in favor of those benefits, and only after this conclusion has been reached, do you then ask the closing question, “Is there anything that would prevent you from going ahead with this right now?”

Daniel Wadleigh is a nationally published marketing consultant and has programs for start-up and existing businesses including effective web sites, e-mail/database, other non-internet ways to drive them to your website, and low cost ways to get more new customers.

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Gold Calling Software – Taking Things Up a Couple Notches for Network Marketers, Entrepreneurs, etc.

Jun 27 2023 Published by admin under Uncategorized

Gold Calling Software, an innovative software system created by sales trainer, visionary, and entrepreneur Steven Burke, offers every business person something that has always been desired but never possible until now.

With the integration of land and internet based voice broadcasting services, VOIP, email, and sophisticated data basing technologies, Gold Calling Software has the functionality to instantly database all sales prospects, clients, customers, business contacts, etc. into a central contact database on your computer the instant they contact you.

Why is this one feature so critical? It’s been long well known, “The fortune is in the follow up”. Up until now, it has been impossible for the average business owner or sales professional to database and follow-up continuously and effectively with their entire, ever-expanding list of leads and prospects. Many in sales only work with the “hot” prospects without any time spent to maintain relationships with the rest of their prospect base.

Leaving the majority of your leads and prospects behind is a huge mistake; those who do this are wasting the majority of time and money they spent on leads and prospecting in the first place. He goes on to say that the #1 reason people do not database and continually contact every lead and prospect by email and telephone is unquestionably because of a lack of time. The Gold Calling Software system is designed to solve this problem and develop relationships and trust with prospects, but to do so by leveraging technology.

Gold Calling Software is all about automated relationship marketing. In order to stay in touch with an ever-expanding contact list automation is the key and email just isn’t enough anymore. According to Burke, here is when Gold Calling shines. When a prospect contacts you they are automatically data based for you on your pc. Then, within the same software system, email and voice broadcasting campaigns can be managed seamlessly. With the integration to 3rd party voice broadcasting services one could dial an entire list of 25,000 people from their contact database in just minutes with a push of a few buttons. Gold Calling is designed to make prospecting and follow-up a breeze.

Initially, Gold Calling Software was introduced to home-based business entrepreneurs giving them a standalone automated prospecting and relationship marketing system. There is a master version of the software that also includes 1,000,000,000 fresh leads.

It was the intention of Gold Calling Software to level the playing field in home business between people who are “part-timers” and people who work at home full time. As several users have pointed out on the Gold Calling information call… anyone using Gold Calling will have a substantial advantage over others in the home-based business arena by not having to cold call or buy another lead again.

Gold Calling will soon offer a commercial version of the software to traditional business as well and take this revolutionary product out to the masses…

This software will take this industry by storm and steal a whole market away from ACT, Maximizer, and Goldmine. To date, these have been know as the top three contact management solutions. This is only just the beginning.

Currently, people from various direct sales are picking up the software: realtors, mortgage brokers, carpet service folks, credit card merchant providers. Naturally, network marketers from just about every company out there like Xango, Coastal Vacations Club, Liberty League, Agel, MonaVie, Emerald Passport, and many others have been clamoring for it.

Gold Calling Software is a total no-brainer for anyone, you can have an entirely internet based business in direct sales and referral marketing. Prospecting has always been the most difficult part. Who wants to buy leads and cold call all day? Most marketers don’t, and they don’t want anyone that comes into their businesses to have to either.

Now prospecting for new business simply amounts to pulling a list out of an extensive lead database included with the software and pushing a few buttons.

People interested in your offer call you back. When a prospect responds from one of your advertising campaigns or voice broadcasts they are automatically stored in your personal Gold Calling database. Then whenever they contact you in the future their contact file is instantly available with all of their previous information and notes that you may have typed in.

The other thing that is amazing is all of the integration. You can literally be anywhere in the world with your laptop and internet connection and you can manage email campaigns with all of your contacts, create and schedule massive prospecting and follow-up voice broadcast campaigns, and you can directly make calls to and receive calls from prospects as well. It doesn’t matter where you are. A person can do this all this on a beach if they want to.

Once people truly wrap their minds around Gold Calling and what it means, their businesses will be forever changed…and so will their bank accounts.

Gold Calling Software has also been recently venued at trade shows across Canada and the US with rave reviews. Corporate folks from the likes of Disney, AT&T and others are taking notice.

Carlo Desierto of Get Leads Network in San Diego, California, a well know lead broker to the mortgage industry, attended a show in San Diego recently.

“Alright, after seeing the system and speaking with the reseller, Sam Marcotte, the system is a 9.95 from a scale of 1 to 10. It’s a good follow-up system for loan officers specially if you have aged leads. It monitors your leads with the use of their built-in autoresponder. It’s quite a neat gadget and it’s also a good system for loan originators that work from home. Also, if you are in MLM.. this is a must have tool.

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Marketing ESP

Jun 27 2023 Published by admin under Uncategorized

Success in business isn’t about always knowing what will work ahead of time. It’s about taking action, paying attention to what does work, and being flexible enough to adapt and change.

When it comes to marketing tactics like direct mail, print advertising and telemarketing, the harder you try to pick a guaranteed winner, the longer it will take you to actually get your marketing off the ground and where it belongs–out into the world.

Planning is critical, of course, but analysis can too easily replace action. A sales letter is never quite perfect enough, a mailing list never as long and accurate as it could be. In the search for perfection, for guaranteed results, nothing happens. You overanalyze your options, hoping to choose the one “right” approach. When you finally pick “the sure thing”, you put all your resources into that one tactic. If you get really lucky, it hits. But that approach is closer to gambling than it is to running a business.

No matter how perfect you try to make your marketing tactics and materials, you’ll never know how good they are until they are released into the wild. The point to marketing is not a perfect ad, but your response and sales from that ad. Until you actually test each marketing tactic, you will have absolutely no idea what will work.

Think of yourself as a marketing scientist. Your job is to discover a successful marketing mix by trying a lot of different approaches, tracking results, and keeping what works. You start with a hypothesis (target market, target message, offer, etc) and test it using as many variations as you reasonably can, depending on your budget and schedule.

Before you fall in love with any one approach, list as many tactical options as possible. Include basics like direct mail, telemarketing, email, etc., and then continue with more cutting edge approaches.

Now, run down the list. Which options are inexpensive or free? Since they are less risky, you have nothing much to lose by trying them.

A few good examples would be telemarketing (cold-calling), sales letters, speaking, submitting articles to local media, etc. These are relatively easy to implement, take little or no money, and can at least start getting the word out while you work on more complex marketing tactics.

Next, group the choices that may be more expensive or time consuming. Of these, which have the greatest potential for sales and can be rolled out quickly and in small tests?

Your experimental marketing plan will have most or all of the tactics from group A, and as many from group B as possible, starting with the least expensive to test.

The point here is to avoid blowing your entire budget on 1 or 2 tactics without having first considered all your options and tested as many methods as possible. Of course, the results from some approaches, like writing articles, will be very hard to measure in the short term. But, since these tactics take so little time and money, you can afford to automatically include them as part of a much larger long-term marketing plan. A direct mail test, on the other hand, should generate concrete measurable results almost immediately in order to justify rolling out a larger campaign.

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Internet Marketing: Integrating Online And Offline Strategies

Jun 27 2023 Published by admin under Uncategorized

The biggest businesses have already realized that integrating online and offline marketing strategies is the best way to tap into a larger customer base as well as make customers spend more. The best shops always make it easy for customers to shop – wherever they want be it online, in a store or via direct mail. Such is the power of using multiple channels to maximize the potential of your marketing efforts.

To successfully integrate your online and offline strategies follow some simple steps and rules.

1. Firstly, establish a web presence by building a website. Depending on the nature of your business you can choose to have a corporate website, an ecommerce store or an information based website. The important thing to remember is that your website must be search engine optimized so that it ranks high in the search engines. This allows customers to find you. Often customers who have heard about your business log on to the Internet looking for more information about your company and your products and services. A well-marketed online presence is the right opportunity to introduce you to the customers.

2. The next important thing to do is to integrate your marketing campaign and messages. So whether you are using magazines ads, banners or television spots all your marketing efforts must be coordinated. If you are offering a fabulous Christmas offer via print and television then ensure that your website has details about the offer as well. The idea is to provide the customers with a cohesive experience from your company. You can use your print ads to direct customers to your website and then draw them into more details about the product.

3. Ensure that your website is continuously updated with the latest information and products. Your online presence is the place where customers will go seeking more information. You can use print and television to create an impact and then deliver via the Internet.

4. Have a program in place to track leads and evaluate the success of the different marketing channels. You can have a feedback form on the website as well as in stores to learn which channel is most effective.

5. Often businesses like to follow up on initial sales leads via different marketing channels. You can start off making cold calls via telephone. If an individual shows interesting your company products you can then send them some printed brochures or an email with further details. The individual can then be directed to purchase the product online or go to the store and buy it.

Thus, to successfully integrate your online and offline marketing strategy you need to ensure that all the promotions are created by the same set of artists. In addition they must be executed simultaneously so that customers get a single, unified message from the company. The fact that multi channel marketing results in increased sales is a great incentive to get planning.

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Choosing a Marketing Research Firm: 10 Critical Questions

Jun 27 2023 Published by admin under Uncategorized

If your organization is considering a marketing research project, it is critical to select the most effective methodology for meeting your particular goals. Four data collection methods are commonly available for conducting marketing research–telephone surveys, web and mail surveys or interactive voice response systems.

Computer-assisted telephone interviewing (CATI) is by far the most popular methodology for collecting data used in marketing research today. This is because telephone surveys have a high response rate and are particularly helpful when a company needs to screen potential respondents to get to the most appropriate person to answer their questions.

With CATI research, a survey is developed, tested, and then programmed into an interactive computer-based script.
CATI begins with a computer randomly dialing phone numbers from the established sample. After a respondent is reached, a live interviewer conducts the interview by reading verbatim from the programmed survey script. If the correct person is not available, the interviewer may schedule a callback for a specific time in the future. The data set will contain not only answers to each question, but also a complete log of what happened with each sample record.

CATI is the best data collection method when:

Surveys are transaction-based, and thus time-sensitive. Typically, if asking questions regarding a specific experience or representative involved in a specific experience, the telephone survey should be completed within four weeks of the transaction/experience.
There is a need to screen for the appropriate participants. For example, finding the person who had direct contact with a Service Department. Here the interviewer will ask for the person listed in the sample file. Once that individual is on the phone, the interviewer asks if he/she had direct contact with the Service Department. If so, the interview continues. If not, the interviewer asks to speak with the person who did.
The sample does not contain the respondent’s name. For instance, if there is a business name and number for business policies, but no contact name. In this case, the interviewer can explain whom he/she is trying to reach.
There are multiple versions of the survey. For example, there are differences in which questions are asked of whom and/or the survey is being fielded for multiple brands or product types. In this case, the script can read directly from the sample file and pipe in different text depending on the respondent’s brand or type. It can also skip over questions that are not applicable.
The telephone survey requires extensive quota cell management. For example, you may want to get a specific number of completes for each brand. Then within those brands, you may want a certain percentage to be for B2C policies and another for B2B policies.
The survey requires extensive explanation or clarification. For example, a respondent may need clarification regarding some of the industry terms used in the telephone survey.
The survey contains follow-up or probing open-ended questions. For example, the respondent may say that they were very dissatisfied with their overall service experience. In this case, the next question may be to probe for specifics (e.g. “Why specifically did you say you were very dissatisfied with your service experience?”) Often, the initial answer is fairly vague (e.g., because the service wasn’t good). The interviewer, however, will probe to get specifics that are actionable within your organization.
You have accurate phone numbers for the majority of the intended respondents. (Remember that, by law, cell phone numbers cannot be used.)
You do not have enough sample for IVR and/or mail. Since the response rate is higher for CATI, it will take a less usable sample to achieve the desired number of completes.
The targeted respondents are busy people. CATI can record scheduled callback times, allowing the interviewer to call the respondent back at a time/number convenient for them.
The subject of the survey is not too sensitive or controversial. Respondents may be unwilling to discuss sensitive topics with the interviewer. (Mail is the best data collection method for sensitive topics).
Once you have determined CATI is the best methodology for your next project, selecting a qualified marketing research firm is the next important decision. Consider these 10 critical questions when searching for a qualified marketing research firm to conduct CATI research for your organization:
Do you use the latest CATI software? (The most up-to-date software will include predictive dialing and automated call distributor capabilities.)
Does the phone facility have sufficient flexibility and capacity? (This ensures the facility can handle multiple projects simultaneously.)
Can phone stations be assigned for either outbound or inbound calls? (This allows busy professionals to return a call at their convenience, resulting in higher response rates and more representative samples.)
Can interview scripting access external databases? (This means that questions can be customized to a specific respondent, integrating information on purchases or revenue.)
Can the system play prerecorded messages and digitally capture voice responses? (This allows the interviewer to use conferencing to bring a client representative into the call immediately and/or transfer the respondent to a client-specified location, such as a customer service department.)
Are predictive dialers used? (Predictive dialers randomly call numbers in the sample list, turning over the survey to an interviewer only when it detects a “live” respondent, thus dramatically increasing interviewing productivity.)
Does the call center have redundant quality checks? (This ensures that skip patterns are followed precisely and questions are rotated randomly.)
Is monitoring equipment used? (This allows clients to listen to surveys in progress from their own offices, as well as interviewing center supervisors and project managers to continuously monitor the interviews.)
Are telephone surveys pre-tested? (Test interviews check the survey instrument both for ease of administration, accuracy and usefulness of the information.)
Are interviewers experienced? (Interviewers are charged with a very demanding responsibility: conducting quality, professional interviews resulting in accurate survey databases.)

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Mortgage Broker Marketing: How to Get Realtors to Support Your Fees

Jun 27 2023 Published by admin under Uncategorized

The store sign blares, “Divorce Today…$199,” another trumpets, “Rolex Watches – Cheap,” and the next one shouts, “4 tires, $120.” Discounting is everywhere, advertising a common message – low price and cheap service.

Discounters wreak havoc on the rest of us who charge for a premium service. With so many businesses advertising low price, it makes customers ultra price sensitive. In your case, the customer is a real estate agent, and more of them are becoming price sensitive to fees charged by you.

What’s Your Fee?

The agent asks, “How much do you charge the client?” The loan officer replies, “I charge a point on the front and one on the back.” The Agent appearing stunned says, “That seems unfair, why are you charging so much?” The perturbed loan officer utters, “That’s what I’ve always charged.” The agent leaves, never to return again.

Hopefully this has never happened to you. Instead, you should expect the opposite when you understand how to get agents to support your fees. Rather than agents questioning how much you charge, they’re explaining to the client why your service commands a premium.

Marketing is your opportunity to shape their perception of your service, before appealing to them about a relationship. It should educate an Agent, ahead of you meeting them, about the quality of your service, which is in direct proportion to the size of your fees.

It’s like luxury automobiles. Seldom does someone walk into a Lexus dealership and haggle over price. Marketing has shaped their buyer’s perception of quality, prior to walking into the showroom, to defend the price.

How to Describe Your Service

Is your brochure shaping perceptions of your service? In many cases, brochures brag about service with unproven statements like, “We deliver great service.” And when a loan officer is questioned about fees, they struggle to prove the worth of it.

If you want agents to truly understand the quality of your service, your marketing has to express it. Begin by making your service tangible. If an Agent can’t see, hear, or touch it, they’ll create their own perceptions, one that won’t support your fees. It’s not good enough to just say, “We deliver excellent customer service.”

Here’s how to make it tangible:

See it – Many agents are visual processors. Use pictures, graphics and flow charts.
Hear it – Client testimonials recorded on CD or as an audio file loaded on your website.
Touch it – Use the finest, highest quality of materials and a variety of packaging.
Make It Trivial
For instance, develop an outline of the loan application process and describe it in steps, i.e. “Our Exclusive 12 Step Process.” Better yet, develop an outline of the communication between your office, the agent, and the borrower during the loan application process. Let the focal point be a flow chart with graphics, since it’s excellent for agents to visualize.

Be More Descriptive in the Details

When you describe your staff, mention the number of combined years of experience, “Our seasoned staff combines over 150 years of mortgage experience.” Use pictures and biographies to make an emotional connection. And as a personal favorite, use details to describe what’s involved, “Over the course of a loan, a production assistant, two processors, a manager, two underwriters, myself and 20 sets of hands will touch your file.”

The FAQ

You can create a supplement brochure that answers the most frequently asked questions. Questions should be answered in sequential order from easiest to toughest. About half way down the list, include questions that address your fees. A tool like this can help an Agent defend your fees when the client questions them about it particularly.

The Three Amigos

So why should any Agent care about doing business with you? Because of what you can do for the Three Amigos. Who are they? The same three people you care about – me, myself and I. Agents are people too, aren’t they? Well, maybe not…?

For example, if you’re consistent at producing referrals, isn’t this a reflection of quality service? And if the referral benefits the Agent, isn’t this a powerful reason that explains why your fees are a premium?

The exciting news is, the more an Agent understands how they directly benefit from your service, the higher a fee can be incurred. Are you thinking what I’m thinking? Exactly! How can you describe servicing clients after the loan closes, so you produce referrals for the Agent (and yourself)? Since many agents have this gap in their marketing, they’ll appreciate you more.

By making your details trivial, being more descriptive, and educating how they directly benefit, you’re helping an Agent rationalize emotionally and logically why your service commands a premium. By doing this, they’ll be less likely to question your fees and help clients understand the value of your service and why it’s a premium.

Jeff Nelson helps loan officers increase loan originations by attracting quality relationships with real estate agents from the development of customized relationship-building strategies.

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