The book that I’m reading now is The System Club Letters by Ken McCarthy.
I know what you are thinking, what the heck is the System Club Letters.
Don’t worry. It’s not a fantasy series by the latest trendy author.
It’s an old book by a copywriter who happens to by the granddaddy of internet marketing. Yes, Ken was one of the first to see potential of the internet. In 1994, he organized and sponsored the first conference on the commercialization of the World Wide Web. Marc Andreessen, founder of Netscape (remember them?), was the keynote speaker.
The book is a series of letters that Ken wrote to his “System Club” members about marketing.
And the first letter is one of my favorites.
In it, Ken said that internet marketers should take lessons from everywhere, and not just other internet marketers.
I found the same problem in real estate long ago. Most agents were using “copy and paste” marketing.
They would look at who they thought was successful and copy their marketing.
What many think is wise, only makes you look like a second-rate version of somebody else.
Who wants to look like that?
To set yourself apart and connect with prospects, you need to know your customers.
Ken said that old school retail business had an advantage over internet marketers. Even though dealing with the public can be a pain in the arse, customers that you talk to on a daily basis are a wealth of information.
Marshall Field, founder of the modern day Department store, said it best.
“Those who enter, support me.
Those who come to flatter, please me.
Those who complain, teach me how I may please others so that more will come.
Only those hurt me who are displeased but do not complain.
They refuse me permission to correct my errors and thus improve my services.”
Learn your clients problems, provide the best solutions, learn to communicate that effectively and you’ll never worry about clients again.
These “Gems” might not be bright, shiny and sexy.
But, they work like gangbusters.
To learn exactly how I do it, and how you can do it to, go to:
Talk to you soon!