Here’s another valuable lesson that I learned from Ken McCarthy and his System Club letters.
He tells the story of Ed Mayer, one of the most famous direct marketers that you never heard of. Ed was famous for his love of teaching others about marketing, calling out the frauds (a valuable lesson for another day), and for making the complex seem simple.
Like his 40 – 40 – 20 Rule.
Some call it the most important rule in Direct Marketing.
When creating ads, most people focus a majority of their time on the creative. Making sure the pictures and words evoke the right emotions that lead to your audience taking action.
I would say that most people spend +80% of their time on the creative.
Ed would say that’s crazy.
And that’s because Ed believes that to be successful in advertising that 40% of your success comes from having the right audience for your ad and 40% comes from having the right offer to your audience.
That leaves only 20% for the creative.
For example, serving ads to people on Facebook who have no intention of buying or selling a home is not the right audience for you. When your targeting is off, it’s nearly impossible for your ad to bring the results you desire.
Now, let’s look at the opposite side of the coin.
Let’s assume your audience is right. And if you are offering something that they don’t want or need, then you’ll hit another brick wall. This is the reason why I start off the Insiders training on this topic.
Knowing Your Customer.
Then I show you how to build upon that knowledge so you can provide an offer that they cannot resist.
An offer so enticing that it breaks down the psychological walls people place in front of you because you are in sales.
And finally, I teach you how to do the creative so people come to the conclusion that you are the best person to help them solve their real estate problem.
There is no other real estate course that covers the fundamental principles of direct marketing like the Insiders. To get your hands on it, there’s only one place you need to go:
Any questions? Just hit reply and I’ll get back to you right away.