Mortgage Marketing: The Easiest Way to Solve Your Prospects’ Most Difficult Dilemma

I'm sending the following article to my mortgage marketing list tomorrow morning. However, since the topic is relevant to just about any industry, I thought I would also post it here.

The Easiest Way to Solve Your Prospects’ Most Difficult Dilemma

I think you will agree …

Funding loans has become a challenge, especially now that the number of qualified prospects has seemingly dwindled. For this reason alone, brokers and loan officers are leaving the mortgage industry in record numbers.

For people like you still searching for leads during this well-publicized downturn, the outlook might seem bleak. However, for a copywriter like me who helps people promote their products and services, these troubling times mean only one thing: unlimited opportunity.

No, not for me … YOU!

After all, fewer people in the mortgage industry means less competition for those prospects who need loans, right?

A couple of weeks ago, during a meeting to discuss some new website material, a real estate client of mine declared, “Now is the perfect time to double my market share.” Here in Phoenix where foreclosures are soaring and real estate sales are far below the peak numbers of 2004 and 2005, her statement might seem absurd – but I couldn’t agree with her more!

The one constant throughout this mortgage crisis is confusion. Due to infrequent purchases of mortgage products, most prospects already consider securing funding for their homes a daunting task. Unfortunately for you, confusion often leads to indecision or, even worse, false assumptions.

A low interest rate or monthly payment in your promotional materials won’t look appealing if your prospect thinks he can’t qualify.

So what are you currently doing to educate your prospects? Are you presenting them with written solutions to common misconceptions related to securing a loan? Have you provided information that details frequent mistakes people make during the lending process?

Offering this type of information is a simple solution to your prospects’ most difficult dilemma. What’s more, when you provide information your prospects perceive as valuable, they view you as an expert. You build instant credibility!

We are a society that thrives on knowledge. Your prospects crave easy-to-find information to eliminate confusion and make their lives easier.

Need proof of how much people are seeking information to solve a problem? Look at the explosion of the online eBook industry. These valuable resources offer instant information on virtually any topic. What’s more, they’re offered in a compact form that is accessible at any time simply by opening a file on your computer.

Heck, I even have an eBook specifically focused on quick and easy tips for mortgage marketing. (You can find out more about Do-It-Yourself Mortgage Marketing Made Easy: How to Profitably Promote Your Mortgage Services Using Simple Writing … Even on a Limited Budget by visiting www.diymortgagemarketing.com.)

Once you gather your responses to your prospects’ most common mistakes and misconceptions, I encourage you to put them into an article or report format that is accessible for free on your website. You can also use them as a bonus incentive in your direct-mail pieces or newsletter.

Not only is providing your prospects with educational information an effective marketing technique, it’s guaranteed not to break your budget.

Monday Motivation: Free Tips for Achieving Your Dream

As much as you might hate to admit it, Monday is just around the corner. For those of you who need some motivation for the upcoming week, I encourage you to check out the following recording from Lois Tiedemann. For a limited time, the global sales trainer, speaker and teacher is offering a 30-minute audio with tips for helping you achieve your dream, build a fortune or create a business you can sell. Listen to it now by clicking here.

5 Simple Steps to Skyrocket Your Website Traffic in as Little as 30 Days … for FREE!

Getting visitors to your website and increasing your search engine ranking doesn't always have to be an expensive process. Here are five easy-to-implement suggestions you can start using today to boost your website traffic.

Step 1: Write and distribute articles. Publishing articles online using a free service such as EzineArticles or Articlesbase will help boost your search engine ranking, making you more accessible to prospects who search terms related to your industry. Search engines love content-rich websites that are updated often.

In addition, the more you have other websites linking back to your website, the better chances you have for higher search engine placement. Article distribution services help this cause by making it easy for publishers to upload your writing for use in their newsletters or websites, meaning any links to your website reach an even larger audience.

Step 2: Use the link building and link exchange approach. As stressed in Step 1, the more text links you have directed to your website, the better chance you have of receiving higher search engine placement. So make it your objective to get your website listed on as many relevant websites as possible.

What’s a relevant website, you ask? A website that includes a significant amount of content similar is subject (or theme) to what is written on your website. For an excellent article on how you can use Google News to find relevant links targeted to your business, click here.

Step 3: Write and distribute press releases. Not only is a properly written press release a cost-effective and efficient means for getting your news to a large audience, it can help drive traffic to your website, especially when circulated online. A distribution service can help deliver your press release to a wide online audience.

Companies such as PRLeap will even distribute your release for free. You’ll always want to include your website’s URL in any press release. That way whenever it’s posted online, you’ll have another one-way link back to your website.

Step 4: Make use of social media. If you haven’t done so already, create a blog for posting articles, press releases and news about your business. There are multiple ways for creating your first blog – one of the easiest options is Blogger. Best of all, it’s free. With Blogger, you can be online in less than five minutes. Once your blog is functional, be sure to visit Technorati to “claim” your blog. This will help with your search engine ranking and make it easier for online visitors to find your postings.

Also, why not create videos to help promote your company and demonstrate your knowledge? Today’s technology has made creating and sharing videos easy … and free. Check out YouTube or Google Video to post and help generate ideas for your next video. (While you’re making a video, you may want to consider creating a podcast as well.)

Step 5: Post comments in forums. Do you frequently have an opinion for just about any topic? Use this trait to your advantage by seeking out forums with information similar to the topics covered on your website. Post your comments and include a link back to your website in your signature.

The increasing popularity of social media makes it as easy as ever to find articles, blog postings, videos and podcasts. Again, check out Technorati as well as websites such as Digg and ContentPop for information you can comment on that is relevant to the topics on your website.

Know Someone Interested in a Copywriting Internship?

I'm looking to hire an intern who is interested in learning how to run a copywriting business. Here's the ad that is currently posted on a couple of job sites:

As the owner of a small copywriting company, I am seeking an intern with an entrepreneurial mindset to help with various projects. This is a great opportunity for someone who is interested in pursuing a copywriting career. Some experience writing marketing materials such as articles, brochures, direct-mail letters, news releases or Web site content is a plus -- but it’s not necessary. You will receive compensation for any projects you write. Interested candidates should send a cover letter and resume to tom@writewaysolutions.com. Hours are flexible.

Experience isn't as important as a desire to succeed. If you know anyone interested in this kind of opportunity, please invite them to e-mail me their information.

How to Build Your Prospects' Trust Without Saying a Word

One of the biggest obstacles for getting prospects to use your services or buy your product is trust. But how can you capture it, especially when there are so many forms of advertising and marketing competing for attention?

Take a minute and think about the number of methods companies use to attract your interest.

Billboards ... Mailers ... Classified ads ... Commercials ... E-mails ... Banner ads ... Newspaper ads ...

Advertising has gotten to the point to where many times we don't even notice the product, while other times it's too obvious to miss.

Take, for instance, product placement in television programs. You can’t watch five minutes of American Idol without seeing some reference to Coke or Ford. Countless brands – Burger King, Crest, Domino’s – have capitalized on the success of The Apprentice by having their products featured as part of the team challenges.

One of the reasons we're seeing so much product placement is that consumers now have the option of tuning out commercials, thanks to the invention of digital video recorders ... but that's a separate article for another time.

The above examples are just a small sampling of the sources companies are employing to attract prospects. Unfortunately, though, many advertising methods are used so much that people often put up a mental defense wall when they see them, especially when they're accompanied by a sales pitch. Once you've overwhelmed your prospect with a sales pitch, building trust is nearly impossible.

Think about car sales. Oftentimes, an advertisement will get a prospect into a dealership. Once there, if the prospect inquires about the ad, he is often met by a sales person who will sometimes spend hours trying to build trust with that prospect. But all the salesperson is really doing is overwhelming the customers. Is that really the best way to calm fears and increase credibility?

I'm sure you’ve heard a similar high-pressured, full-court-press sales pitch before. How did it make you feel? I'm guessing when you realized a sales pitch was coming you put up your defenses and tuned out.

Now I'm not saying traditional advertising or sales techniques don't work. They do.

The point I want to get across is that there is an easier solution requiring less effort, and it will establish your credibility with nearly every prospect you contact. In fact, this technique will nearly eliminate all fears prospects have about working with you. I'll even go as far as to say you will establish these two trust-building factors with prospects the instant you use this marketing technique.

What is it?

The most effective way I know for building trust, establishing your credibility, and eliminating prospects' fears is publishing and promoting free articles written by you.

So how can you do this?

Easy.

What are the most frequent questions prospects ask you? Start keeping track. Each answer is an opportunity for an article. By presenting to prospects the information they're looking for, you'll put them at ease.

Need proof this works?

How many times have you purchased a product simply because it was recommended in something you read?

It happens all the time, right?

Pick up a newspaper or your favorite magazine. Do you trust the information your read in the ads more than what's included in the articles? You already know the ads are selling you something, but the articles present information in an educational format. There's no sales pitch.

As a result, most people believe what they read in articles more than ads.

We live in a knowledge-based society that craves valuable information. Your articles provide what people want. What's more, when prospects see you're offering free information that interests them, they will come back time and time again. In essence, you'll develop relationships without actually meeting anyone face to face.

Here’s an added bonus ...

Publishing articles online will boost your search engine ranking, making you more accessible to prospects who search terms related to your industry. Search engines love content-rich sites that are updated often. Furthermore, the more you have other sites linking back to your site, the better chances you have for higher search engine ranking.

So, in addition to posting your articles on your own website, find other sites where you can post and include a link back to your site.

Need some help finding some? Here are four search engine friendly sites that will allow you to post articles for free:

Article Hut: www.article-hut.com

EzineArticles.com: www.ezinearticles.com

Approved Articles: www.approvedarticles.com

Articlesbase: www.articlesbase.com

If you haven’t done so already, create a blog for posting your articles. There are multiple ways for creating your first blog -- one of the easiest options is Blogger. Best of all, it's free.

Here's a simple way to get your free blog online in about 5 minutes:

Visit www.blogger.com.

If you already have a Google account, sign in. If not, click on the orange arrow to set up your account.

Name your blog and create the URL (e.g., www.newblog.blogspot.com).

Choose your favorite template and click “Save Template.”

Click on “New Post” and paste in your article.

When the formatting is the way you like it, click “Publish Post.”

Congratulations! You officially have a blog.

Once your blog is online, be sure to visit www.technorati.com to “claim” your blog. This will help with your search engine ranking and make it easier for online visitors to find your postings.

The Most Powerful Force in Direct Marketing

I recently finished reading Joe Sugarman’s latest book, The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America’s Top Copywriters. The insight he offered into his most successful direct-marketing campaigns was priceless, as were the writing samples that will certainly find a home in my swipe file.

What I found especially fascinating was how the direct-marketing expert described his techniques for selling millions of pairs of BluBlocker sunglasses using what, at the time, was viewed as a risky medium – television.

Sure, with the success of QVC, the Home Shopping Network and countless infomercials, the idea of successfully marketing a product in a 30-minute commercial format doesn’t seem like a big deal these days. But Sugarman took a huge gamble in the 1980s the minute he stepped in front of the camera to demonstrate why viewers needed a new pair of sunglasses.

The technique Sugarman used to tout his product is one that I believe is the most powerful force in direct marketing.

Each infomercial was set up the same way. Sugarman would approach ordinary people off the streets and give them a pair of BluBlockers. Once they tried on the sunglasses, he recorded their reactions. Of course, the feedback presented to viewers was always positive and, more importantly, it caused his prospects to wonder why someone would have such a strong (and often wild) reaction to a pair of sunglasses.

The more interviews Sugarman showed, the more viewers’ curiosity grew. Of course, Sugarman could have easily placed a pair of BluBlockers in front of the camera to reveal what all the excitement was about, but he never did. The only way anyone could ever find out what it was like to wear a pair of BluBlockers was to buy them.

Using curiosity Sugarman sold almost 8 million pairs of BluBlockers during the six years his infomercials ran. This kind of success supports my suggestion that curiosity is the strongest force in direct marketing.

When your prospects are in a store, it’s easy for them to pick up your product, examine it and determine whether or not to make a purchase. However, this decision process is impossible when you’re marketing on the Internet, in a catalog or using a sales letter. But that doesn’t necessarily put you at a disadvantage.

If you use your writing to tease prospects with just enough facts that you leave them guessing, oftentimes they will buy your product simply to satisfy their curiosity.

I recently used this technique while creating a sales page for a new eBook, The Absolute Beginner’s Guide to Mastering Karate: Simple Techniques for Increasing Your Speed & Power in as Little as 30 Days. (Notice how the title even creates curiosity. A prospect’s desired outcome – increased speed and power – is promised in a timeframe that seems almost impossible.)

Below is sample of that sales page.

Here is just a small hint of what you’ll discover in The Absolute Beginner’s Guide to Mastering Karate …

• How to properly use one of the most powerful muscles in your body to increase your kicking force by up to 40%.


• A karate-specific training plan that will get you into peak condition with less effort, less time and maximum results … regardless of your age.


• The natural reaction you must avoid during any altercation. When you respond with this action, you double your reaction rate every time.


• Make this small (and very simple) adjustment in your ready stance and you’ll see huge rewards.


• How to train your body so it instinctively incorporates the 3 keys to an explosive reaction time.

Is your writing revealing too much information about your product? I invite you to try building your prospects’ curiosity the next time you're writing sales-oriented copy. The results just might surprise you.

6 Techniques for Overcoming Writer’s Block

For anyone with a job that requires some type of writing, staring at a blank computer screen while on deadline can be a frustrating predicament. As the white page waits for you to fill it with creative words and phrases, all you can do is stare back and think about how uninspired you feel. The more you think, the worse the situation gets.

But here’s the good news. With just a little work, writer’s block can become a problem of the past. I have for you six techniques for overcoming writer’s block. Try these out the next time your creativity makes an unexplained exit.

Writer’s block tip #1: Avoid the tendency to be perfect. No one has ever written a document worth reading without first doing revisions. Editing is part of the writing process. Save perfection for the flawless, computer-enhanced supermodels who dot the covers of women’s magazines.

Writer’s block tip #2: Give yourself a reasonable deadline. Generally, the more time you have to write, the less pressure you’ll feel. Allow yourself time for a break, if needed. Effective work is often completed in short, repeated segments.

Writer’s block tip #3: Brainstorm. Regardless of how ridiculous you think your ideas are, write them down. It’s much easier to revise a collection of statements than it is a blank page. Once you get a couple of phrases jotted down, you’ll be amazed at how quickly other ideas flow.

Writer’s block tip #4: Find other materials written on your topic. I’m definitely not advocating plagiarism; however, taking a look at other materials will spark your thought process. You may even notice a new concept that you would have otherwise overlooked.

Writer’s block tip #5: Create a comfortable environment. Relaxation is crucial. The reason you’re having trouble writing is because you’re stressed. A relaxed environment will calm your nerves. So clear your workspace of any distractions, take a few deep breaths and do whatever it takes to put your mind at ease.

Writer’s block tip #6: Turn on the lights and open the blinds. A well-lit environment has been shown in studies to enhance your mood and boost energy. In addition, bright light also increases blood flow to the brain, and that’s not a bad thing. That blood flow strengthens your memory and intensifies your ability to think.

Let me ask you a final question about writer’s block. Do you ever feel like your best ideas unexpectedly occur at the most inopportune times -- for example, lying in bed, taking a shower, or working out at the gym? Sometimes it seem like you are rarely ever at work when a stroke of brilliance hits. The reason it doesn’t is because you allow yourself to become more relaxed in situations that require less mental effort. Take advantage of these unanticipated opportunities by getting in the habit of keeping a small notebook and pen within reach at all times. If you try to remember that same idea later -- when you actually need it -- there’s a strong possibility it won’t be easy to recall.