The Two Sides of the Marketing Coin
Make sure you see both sides!
Let’s look at two sides of the marketing coin. I won’t compare digital and direct marketing here as anyone reading anything from us knows of the weakness of email marketing, social media, and ppc marketing for past clients. It simply doesn’t generate referrals. Newsletters worked before the internet and they work today and far better than anything else
The Hard Times
During the hard times, we saw people leave the industry who entered it for the quick money as depicted fairly accurately in that almost revealing movie The Big Short(2015) (I say “almost revealing” because the senate and house players never get mentioned but that’s another story altogether)
What we noticed was those people that kept their databases up to date, and faithfully connected with their past clients were the LOs and REAs that grew, and are some of our biggest clients today. These client bases have grown exponentially. Interesting, growth during a tougher-than-normal market… Those that didn’t take the time to personalize their newsletters and keep their database sound were the first ones that went back to the restaurant industry to wait tables or do construction, and there’s an irony there to be sure but I digress
During supposed good times, people spent money on marketing. Retail marketing firms will tell you to spend 10% of your revenue on marketing and advertising. The LO and REA spend a fraction of that. And people did spend money on all forms of marketing during the good times but didn’t and don’t see the referral results they expect, with anything that rivaled their newsletter, and that was and is in good times. Interesting, why is that? We’ve got article after article on that very subject everywhere in our blog section of this site
The point is these two sides represent two very important factors often overlooked.
- When times are hard, people need those they can’t rely and depend on. Those that are reliable and dependable are typically IN RELATION to those that can refer them, to those who NEED YOU! (consider reading #1 again)
- When times are good, people are so very happy to refer you to those that can really use someone trusted and reliable
We don’t sell marketing automation to LOs and REAs because it doesn’t generate referrals. Campaigns filled with industry jargon and terms that most people can’t relate to won’t endear them to you. However, if you share yourself, your knowledge and become family, you’ll do infinitely better than those who don’t. This is EXACTLY why you need to be doing a monthly newsletter. In fact, this is the ONLY reason to do a monthly newsletter. There are tons of excuses one can use to NOT connect with past clients here are the main ones we hear all the time and none of them are worth the revenue being left on the table that you could be generating
- Can’t write? At Exodus we can!
- Not sure what to say? We do!
- No time? You’ll spend 20-30 minutes a MONTH on your newsletter, if that!
- Afraid to spend ?? Newsletters ALWAYS work, ask anyone who uses them!
- Don’t like contracts? Good, we don’t have any!
Extras are additional newsletters that we ship to you each issue. 