Offline Marketing Methods – Part 1

I’m going to teach you how to build website traffic using offline marketing mediums, such as brochures, flyers, business cards, that sort of stuff, because, guess what, folks: if you’ve got your website address and/or your email address on a printed item, you can get traffic from it. If someone likes what it says on that item, they may just go to their computer and type in your web address and come look at you. So you want to plan for that.

OK. So, what’s involved in doing this? There’s about eight or nine steps, so we’re just going to go through it step‑by‑step.

So, step one. Step one is all about before you jump on your computer and open up a copy of Microsoft Publisher or Photoshop or Illustrator, or whatever it is you use; and if you’re not in the slightest bit capable of doing any graphical design stuff, that’s even better. Step one is design what’s actually going to be in your brochure or on your flyer or on your business card first.

And the biggest mistake I see people make is they design brochures, business cards, flyers, all that stuff, with the wrong kind of information. They don’t make them a powerful selling tool. And guess what: the only way to make something a powerful selling tool is to talk about what it is you can do for the prospective client that’s reading that. How can you solve their problem? As I said here, what is your compelling offer? OK? Or your unique selling proposition? We’ll talk about that one in a minute.

So, think about this. You’re walking down the street. One person hands you a flyer, and you take it. You look at it for one‑tenth of a second. If there was someone next to you, and someone on another side of the street handed them a flyer, and you looked at the two flyers, which one would you choose?

Flyer one says: “Hi, my name is Fred Smith, and I work for the ABC Real Estate Company, and I’d love to help you sell your house if you’re interested. I’m a member of the Million Dollar Round Table, and I’ve been selling real estate for 54 years, and I know all about this…” Blah, blah, blah, blah, blah.

Number two says: “Hey, thinking of selling your house, but don’t know where to start? Don’t want to get ripped off by real estate agents? Why not visit our website for our free report, ‘How to Maximize the Profit You Make from Selling Your House.’ No cost. Go here, sign up.”

Now, OK, I came up with those two examples on the spot. Sorry if they’re a bit rough. But think about this from the perspective of someone who’s reading this.

Now, the first thing is this all presupposes that the person getting this flyer is actually in the market to sell a house. OK? You can’t sell ice to Eskimos, generally speaking. If they don’t need the product, it doesn’t matter what you do, you can’t sell it to them. Heck, sometimes you can’t even give it to them. OK? So, all of this presupposes that you’re actually talking to someone who’s interested, or at least has some vague level of interest in what you’re offering.

Now, I don’t know about you, but if I was in the market to sell a house‑‑and I’m kind of in that situation at the moment, but I’m not going to bore you with the details‑‑I would read these two flyers. And the one that says “Jerry Blogs,” or whatever his name was, who talks about how good he is and how great he is and what he’s been doing and yeah, yeah, yeah, I’d be like, “Boring. Not interested in him. Throw it in the bin.”

The other one who says, “Ha. They’ve got something to offer me here. It’s a compelling offer. If I want to sell a house, of course I want to get the maximum profit out of selling a house.” OK? So, all it says is: “To get a free report on maximizing your profit from selling your house, visit our website and download it straight away.” I’d keep that one. I’d say, “OK, that’s got something that grabbed my attention.” It’s doing…

You may have heard of this acronym: WIIFM. So that stands for “what’s in it for me.” And you will often hear people say that everybody is tuned in to Radio WIIFM. In other words, they are all thinking at all times what’s in it for me, why should I read this, why should I take action, why should I pay any attention to you. So that is the most important step to take before you start getting some desktop publishing person or some printing company involved in producing brochures or anything like that, is to come up with an answer for what’s in it for me, and by me I mean prospective customers. So come up with a compelling offer.

Click to keep reading – Offline Marketing Methods Part 2.

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