Must Have Secrets to Create Marketing that Really Sells Homes
Tuesday, January 9 | 9:45 – 10:45 AM
Event Type: Presentation
Location: BSC Hospitality Lounge – OCCC, West Concourse Level 3, Room W310
Presenter(s): Brian Flook, MIRM, Power Marketing, Hagerstown, MD
The art of persuasion is as old as the hills! But our understanding of the human mind is very new. Why do some messages get in and why does your brain keep some out? It all has to do with an understanding of what we value, what we find unique and what scares the heck out of us! Understand the secrets that will make your digital marketing more successful.
Your Homebuyer’s Brain on Marketing: Creating Messages That Actually Get Heard
I came across a post this morning as I was sipping my daily cup of java while scrolling through my Facebook Newsfeed titled: “The Top Instagrammed Design Destinations In The U.S.” I immediately clicked on the link, and it got me thinking about Social Media Marketing. Social Media Marketing is all about content and getting potential customers to respond to your content, your content has to be evoking curiosity, aesthetically pleasing, your content must create a sense of reassurance, be excitement, and should showcase your companies culture – all at the same time. Whew, just thinking about developing this kind of content daily can seem overwhelming but I will let you in on a little secret…
Get personal with your brand!
Getting personal will do wonders for your brand. WARNING: POSTING YOUR PHOTO TO SOCIAL WILL NOT CAUSE CATASTROPHIC DISASTER. Many people are weary of posting photos of themselves on the Internet. Don’t be, this is what social was made for! Today I want dive head first into one of today’s most influential social media platforms, Instagram.
Instagram or “The-Gram” – if you want to sound like one of those hip millennial’s (although they have the right idea) is a tool you should be using if you aren’t already. There is no better way to market your brand then by forming content that your audience can personally relate to and Instagram is the perfect platform to capture that and form lasting relationships with potential costumers.
BE REAL WITH YOUR BRAND
Post photos of you and your team interacting with clients and each other, is the office dog doing something funny? Post it to The Gram! Are you a family run business? Showcase your family and your family’s company values. People love to see that you are a real company with a relatable day to day – just like them.
Nobody wants to see or will engage in the same content flooding his or her newsfeed on a regular basis. Be interesting. Planning a team activity? Post it to The Gram! Is an employee planning a fabulous vacation? Have them take a destination photo with a company sign or mascot. People like to see you having fun. At Power Marketing we believe fun makes work better, but it also makes for a more comfortable process when forming relationships with potential leads.
Did your company receive a notable award? Post it to The Gram! Did you receive a glowing testimonial? Showcase accomplishments on your newsfeed, they don’t have to be huge accomplishments either. Did your co-worker finally decide to shave his ‘No-Shave November’ trophy beard? OK, that Gram might be up for debate, but definitely do gram your beard-free co-worker receiving a crisp $100 bonus for his incredible marketing talents.
DON’T BE AFRAID OF VIDEO
Videos are social media’s gift to us. They are influential, viewed often, highly attainable, plus they are FREE! Recent statistics show that 4X of consumers would prefer to watch a video about a product than to read about it (Source). Cisco projects that global Internet traffic from videos will make up 80% of all Internet traffic by 2019 (Source). Instagram Videos are only a few seconds long so be creative! Apps like boomerang, and promo make video creation easy for the non-savvy Instagram user. Check out these videos of brands that are doing Instagram video right: Click Here for Inspiration.
HASHTAGS ARE YOUR FRIEND
Hashtags, some people over use them, some people never use them, find your happy hashtag medium and USE THEM! Hashtags are a necessary evil and help categorize your content. Hashtags help your potential customers find you and want to engage with your brand. Hashtags build trust, they help convey your message to your audience, capture leads, and make sales (which is the ultimate goal, correct?) So don’t be shy #buildyourbrand, get #creative, and #hashtag away!
A Gram a day brings leads your way! Post your insta-worthy photos below and follow us on Instagram @power.marketing #wedoitforthegram!
Let’s talk about messaging and how you can create messages and content that your reader will read, register, and remember!
How many times have you read something and immediately forgotten what you just read? Or, heard an advertisement only to not remember the product it was supposed to be selling? How about this one: How many times have you walked into the grocery store and looked around for the little hand baskets yet not find them? Yet, they were right there.
If you can understand how your brain – or your customer’s brain – behaves in certain circumstances you can create messaging that will get into their conscious thinking and stay there.
The most crucial factor in the content creation process is understanding the target reader. In today’s information overloaded world, bypassing messaging is more important sometimes than hearing it. There’s just too much information! I don’t need to know that Anthony Weiner cheated on his wife again! I don’t care that some movie star went out in sweat pants! Yet, my phone constantly sends me information just like that. Emails… texts… Instagram posts… billboards… phone calls… newspapers… Facebook notifications… Tweets… OMG, please STOP!
How can you ever expect to create content that will get past all that noise? The first step is to understand what your target audience wants to hear. Then give it to them.
Your brain is preprogrammed to give immediate conscious access to three things:
- Things we value
- Things that are unique
- Things that are threatening
So, by making your messages fit one of these categories, you get into the brain’s consciousness as opposed to its subconscious. If you know what your audience values, make sure your messaging is valuable. If you have a truly unique product, message or opportunity you win. Be boring, you lose. I always say, being different is much better than being better.
Your brain has three sections: the neocortex which is where we do processing of analytical things like math, science or reading. It is the thinking part of our mind. The second part is your mid brain. This is where we process social situations like first impressions, self-consciousness and feelings. And the last part – which I call the lizard brain – is where we process urgent and critical things. This is where the reticular activating system resides. This part of our brain decides, do I eat it, kill it, or mate with it?
When you encounter an angry, rabid dog, your neocortex doesn’t say, hmmm? That dog weighs roughly 45 pounds and is approximately 60’ away. Based on that calculation and my typical running speed, I can get to my car – which is 40’ away, just before he bites me. REALLY? No, your lizard brain immediately and without hesitation says, RUN!
So, get their attention by understanding what they value. Keep their attention by offering value or uniqueness.
“How do I get them to remember it, you ask?” So glad you did.
Our minds have banks of information that are grouped together by association. Let me explain. When I say the word ‘football’ you immediately have a synaptic reaction. Your brain begins tapping into the schema – fancy word for group – of information that relates to that word. So you immediately think of your favorite NFL team, their colors come to mind, their quarterback enters your mind, you’re reminded of their crappy season and so on. You get the point. But, if I say the word anthropology – like Curly on the three stooges – you’re trying to think, but nuttin’ happens. In other words, you don’t have a vast scheme of information related to anthropology. So… nuttin’ happens.
By hanging your message on the existing schema’s inside your customer’s brain, you gain quick and nearly immediate access over the limen threshold (look that one up) and into your prospective customer’s brain. BAM! Geico is masterful at using metaphors, stories, and imagery that they know you already have in your brain. They simply hang their message on what you know and, voila, they’re in. Message received, registered and in conscious. Mike drop!
Creating content and messaging that your readers will read and care about isn’t rocket science, but it does take some skill. I hope these tips will help you write better content and get better results.
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