Good Copywriter’s Do These Two Things Every Day

What’s the most essential marketing tool?  The words you choose and how you arrange them on the page.

Persuasive copywriting is an art, and good writers do two things every day.

1. Write a minimum of 500 words.  It doesn’t matter what you write, just do it.  Keeping a journal is a great way to practice your skills and self reflect.

2. Read quality writing. The more you read, the better quality it is, the better you will become.

Need some inspiration?

Save examples of writing which sucks you in, in a swipe file on your desktop.  This is a folder that you will add inspiration or create a collection on your Facebook and Instagram profiles ((click the flag icon to save posts on Instagram and the three dots on Facebook).  We all need inspiration from time to time.

I’m going to leave you with this, People often say tell me that nobody reads anything anymore.  I say, If your writing is interesting, they will read it.

Create Better Videos For Your Business With This 7 Part Framework and Productivity Tip

If you’re a business owner you probably already know by now that video is the essential tool for marketing your business but you might also be intimidated by the thought of putting yourself out for public display. You’re not alone.

 

When I began working with video a few years ago I had a fear of public speaking and I didn’t like the way I look at certain angles. The way I worked through my fear was pushing myself to record videos. 

 

I forfeited a chance to go on a family vacation and locked myself in the house for three days. I recorded about 20 videos but it took about 350 takes to get to the finished product.  I had poor lighting I didn’t have a microphone but I had a good message.

 

What I learned from this experience is the more I do this the more I push myself, the easier it becomes. I began to realize that it’s not about me it’s about you, the people who I’m trying to deliver a message to. What’s your take away?  The more I was able to put you first the easier it got for me. 

 

The top 3 reasons people tell me they don’t record videos are: 

#1 They don’t know what to say.  

#2 They hate their voice or the way that they look, and

#3 I’m not interesting.

We all just start somewhere but start we must!

The trick is to organize your thoughts before you hit record. Writing out a script will help you deliver a clear message but when you do hit record don’t sound scripted. 

Remember, take a deep breath and make it about your viewer the more you take yourself out of the equation the quicker your critical self will disappear. 

Here’s a 7-part framework that you can use to create better videos for your business.  

Part 1  The Opener, dive right into your topic from the beginning, in

the first five to ten seconds your viewer is going to decide whether they

want to keep watching your video or not. Plus it shows that you value and respect their time. 

Part 2  A branded bumper – this is a 5-15 second animation of your logo that you place after your opener. If you don’t have any creative skills or know any graphic designers you can go to fiverr.com and get one made for about 5 or 10 bucks.

Part 3 – Welcome your viewers. This helps build loyalty and everybody likes to feel special (Clapping)

Part 4 – Jump into your content. Let’s get into why we’re all here. 

Part 5 – Add a micro call-to-action (optional). A call-to-action is what you want your viewers to do and how you want them to do it. The reason we add one here is that we want viewers to make it to the end of the video. If they don’t get there they won’t be able to hear your final call-to-action. An example might be, at the end of the video I’m going to offer you a promo code or something special. 

Part 6 – The Closing. Wrap up and recap some of the important points from your video, and

Part 7 – Your final call-to-action. Remember, this is what you want your viewers to do and how you want them to take action. This could be subscribing to your channel, connecting with you on social media, or visiting your website.

If you’re struggling to find the time to record videos I get it. First, you have to record, then make edits and distribute your video across all your various social and other online channels. It’s a lot of work but the payoff is

well worth it if you’re consistent. I like to take a day of the week where I can commit 4-6 hours and batch record videos. If I can get 3 or 4 videos in that one session and I do that once a week, or even every other week, I will have anywhere from 8 to 16 videos in the bank for future use. You can also batch produce thumbnail images for your videos in that session as well.

 

Create a schedule and stick to it. Consistency is key. Your viewers are going to want to know when to expect your next video. By doing so you’re training them to come back to your content and that is what builds loyalty. If you have questions about video or you need some help with coaching you can send me an email at [email protected].  I respond to everyone.

American Frozen Foods: A Client Story and Work Sample

Just fourteen months ago, American Frozen Foods in Scarborough, Maine, was having a hard time putting together a successful digital marketing strategy.  They wanted to reach new customers while adding value and deepening relationships with their existing customers.

My work with them initially consisted of individual coaching sessions and grew to more of an in-house role.  I analyzed everything they were currently doing, researched their ideal customer, and asked lots of questions.  We determined that they were casting too wide a net and haphazardly posting on their social channels.

Some of these posts were cooking videos, and kitchen hacks from other companies.   I thought we should create our own videos and keep attention on American Frozen Foods instead of sharing posts that drive our customers away from our channels.

Since their Marketing Director, Theo Shaughnessy has 15 years of experience in the foodservice industry, I suggested we turn him into the American Frozen Foods resident Chef.   Kitchen Inspirations with Chef Theo was born, and four months later, we wrapped up our eighth episode (watch it below).  Theo was a little camera shy at first but with plenty of practice, he fully embraces his role and looks forward to it each month.

We support the recorded videos with Live appearances form Chef Theo for Q&A’s and various contests.

The response from their customers is overwhelmingly positive and providing the added value we all hoped for. They are engaging with us more and sharing the Chef Theo videos with their friends and family.  As of this month, we have gained 200 Facebook fans and Our videos have over 20,000 organic views!

More importantly, their customers are receiving the added value we hoped for and a little inspiration for preparing the products they purchase from American Frozen Foods.

Creative Email Marketing Video Tips

If you are a business owner, you probably already know that a video is an essential tool for marketing your business.  You might also feel a bit intimated by the thought of putting yourself out for public display.  

You’re not alone.  

The top three reasons people tell me they don’t record videos are:

1. I don’t know what to say.

2. I hate my voice or how I look.

3. I’m not interesting.

 

Embedding videos into your email responses are a great, low-pressure way to experiment.  Check out  BombBomb or CoVideo, they make it easy.

We all have to start somewhere.  However, start we must!

The trick is to organize your thoughts beforehand, smile, take a deep breath, and remember, people, don’t care about how we look or sound.  All they want is useful information.  Focus on them, and your critical self will eventually disappear.

When I began working with video a few years ago, I had a fear of public speaking and didn’t like how I look at certain angles.  

I locked myself in the house for three days and recorded 25 videos.  It probably took around 300 takes to get there.

I didn’t have a mic, poor lighting, and my delivery needed improvement.  I leave these videos out for the public to view so they can see how I began and where I am now.  Night and day difference.  I got here with perseverance.

Because of that experience and repetition, I am much more comfortable today and share my journey freely with others.

Take the ride, it’s worth it!

 

 

 

The Traditional Real Estate Agent Website Isn’t Dead

Traditional real estate agent website or google business listing?

I saw an ad recently from a popular real estate app stating the traditional agent website is dead and a Google business listing is your new home page because people go to Google for answers.  If you don’t have one, you could be missing out on valuable traffic.

If you upgrade to the PRO version of their app, they will create and manage your Google Business listing content.

They employed the “fear of missing out” technique.

There’s no need to pay a premium for any company to do this for you.  It takes minutes. Many companies prey on real estate agents because they think we are rich or can’t be bothered with handling our marketing.  

For some, this may be true, but I’m going to show you how easy it is to set up and maintain your listing. Nobody can connect with your audience better than you.  

If you don’t already have a Google Business listing, you can easily set yours up for free here.   Then, check out my step-by-step guide to optimize it here

The traditional real estate agent site isn’t dead nor is it for any other type of business.  A Google Business listing is essential but doesn’t guarantee that you are going to show up on the first page or amongst top results in a local search.  You will compete with companies who pay to appear there or are creating high-quality content regularly.

The content third parties create is usually generic and duplicated across the web.  That doesn’t help you.  Your audience wants to hear from you and to create unique, and high-quality content is your chance to demonstrate your value.  Provide your customers with an experience they can’t get anywhere else, and they will love you.

Yes, 97% of people go online to research businesses on Google, but they also turn to Facebook, Instagram, LinkedIn, and other search engines.  This is the beginning of a conversation. Your website is the continuation and should convert that viewer into a customer.

Despite my love for the Google Business listing, your website is your bedrock.  It should be professionally designed and used to generate leads and sales.

According to a Google My Business Help thread on Tuesday, June 13, 2017:

“One of the most common actions people take when exploring a Google listing is to go to the website.”

Blue Corona found that 30% of consumers won’t consider a business without a website and Research from Moz local explains in full detail why a site is more important in 2019 than ever before

Much of the online world is leased land; one policy change can affect what you can do from day to day.  Google and other platforms will do whatever it takes to keep your attention on their platform. This is one of the main reasons they offer various tools and web services, not for your benefit.

Even website platforms like Squarespace are leased.  They are great for beginners and, but I recommend WordPress.  You can create simple, free websites if your budget is small and when ready, upgrade to a more robust site and hosting without changing platforms.  I use SiteGround for web hosting, and BlueHost is well respected too.

If you have a proper website, you own it and control the contents.  Nobody can take it away from you.

Here’s what your website can do that a Google listing can’t:

 

  • MLS IDX so customers can search for listings.  This keeps them on your site longer, and they will most likely check out your blog and other features.
  • Posts on Google expire after one week.  Your blog posts stay on your site as long as you want them to.  Your content can rank on in the search engines if you create in-depth, unique content for your audience.  Write in a conversational tone, speak to them, and don’t fixate on keywords.  Add images and videos.  Tag them properly to help with SEO.
  • You have their undivided attention.  There are no ads and distractions to pull them away from your content.  If you have valuable resources on your site visitors will spend more time there.  The longer they stay, the better your chances of them contacting you.

 

Conclusion

Before you shell out your hard earned commission check, research an offer and challenge yourself to see if it’s something you can do on your own.  Don’t be fooled by anyone telling you they will get you on the first page of Google right away.  Organic SEO is a long term play and takes work.  In today’s world, it’s more important than ever to take charge of your marketing.  

Need help?  Have questions?  I am here for you.  Send me an email [email protected]

Please share this post with any real estate agent or business owner who needs this information.

Critical Elements Of A Compelling “About” Video

A compelling “about me” video could be all a potential customer needs to determine whether your product or service is right for them.

In this 60-second video, I will demonstrate how to incorporate the key elements listed below.

* Who you are.
* What you do.
* Who you help.
* How you do it.
* What makes you different from others.
* Call to action – add one mid-roll and at the end.

The optimal length is 30-60 seconds.

I recommend writing a script to organize your key points. Your finished product will serve as your elevator pitch as well. If you are clear others will be clear when they talk about your business, especially at networking events.

The next time someone asks “what do you do?”, you will have a compelling response!

How To Sell A Home With The Neighbors Help

Selling a home is a big job, but sometimes the buyer is hiding in plain sight, the surrounding neighborhood.  That’s right. I am willing to bet that most neighborhoods have a resident who knows someone looking to move there.  But how do you find out if they know a buyer? Ask them.

Some of you may be thinking “I don’t need to do that my listing will sell in a week” or “the market is hot, it will sell quickly.”  The market won’t always be hot, and there’s more to this plan then just selling a listing.  

Let me explain.

We are going above and beyond to make a lasting impression and build relationships with potential sellers in a neighborhood.  

The old way of thinking: you sell a listing without engaging with the neighborhood on a personal level.  You send out the same generic just listed and sold cards like everybody else and never make a human connection.  You’ll need to send out more cards to build a presence than you will if you follow-up a mailing with an in-person visit.  

A new way of thinking: You personalize your postcards AND walk the neighborhood knocking on doors after sending them.  

Which do you think will have a more significant impact?

 

Here’s how you can do it:

Walk the neighborhood and knock on doors.

When your new listing hits the market, cast a net around the ten homes on either side of the subject property and across the street (or more if you like).

Tell the residents that you have just listed a house on their street and you want to give them an opportunity to help find their new neighbor.  You are planning an exclusive event and invite them to bring any potential buyers for a first look. This is your opening to a conversation. Build some report.  Even if they don’t attend, you may make a lasting impression on them.

TIP: If you are squeamish about knocking on doors, bring a colleague.  Having a familiar person to feed off of can add a layer of fun to the conversation and may put you at ease because the focus isn’t solely on you.  I am not much of a door knocker but find this method makes me more comfortable.

Host a neighbors only open house event.  

I say event because it should be unique and not just another open house.  This idea excites me for a few reasons. You get to meet new people and develop a relationship.  Relationships in the real estate business are everything.

Approach the guests with a genuine interest in getting to know them rather than “what can I get” mindset.  Even if they don’t have a buyer in mind, it will make planning a housewarming or block gathering easier when the right buyer comes along (more on that later).

Take ten minutes and present the home.  

Every home has a story; this is your chance to tell it.  Share what the current owner loved most, how they cared for it, and any interesting facts or history.  Create a unique take away gift that people will want to keep around or share with others.

One of my favorites is a branded key-shaped USB drive.  

You can load the virtual tour video, property details, and business card onto it.  

TIP:  Purchase a drive that has at least 4GB of space (easy to find on Google), so the guest has the option for personal use.  The idea is to give them the property info and something of value that they will keep around. Every time they use it, they will hopefully think of you.

Invite some neighbors to talk about why they love living there on camera.  

You may get some resistance here but go for it anyway.  Even if you get a couple, it’s worth it. Be careful they don’t unintentionally violate any fair housing or other laws.

Even though they said it, you are responsible because you used them in your marketing.

Tip: Look for the outspoken neighbor who is passionate and heavily involved in local happenings.  Every neighborhood has a mayor.

Be transparent with your plan to use the video and always get their permission.  You can repurpose these testimonials in a few ways.

  • Weave them into your property tour video.  Embed into an email blast for other real estate agents and your sphere of influence.  
  • Share them on social media.
  • Embed them into a blog post about the neighborhood.

The after party: Follow up with a handwritten thank you note.  If you received any phone numbers or email address at the event, get there feedback on the home.  

Once you find the right buyer for your listing, help coordinate a block party or house-warming event.  

The experience you create is what people will remember the most.

I would love to hear about your experience with neighborhood open houses or events.  Please share them with me in the comments.

Essential Gifts For Small Business Owners. (Or you)

7 essential gift ideas for any small business owner

The holiday season is upon us, and that means you are probably buying someone in your life a gift.  If that particular person is a small business owner, I recommend getting them something practical.

Small business owners wear many hats.  We plan. Create. Post. Order. Sell. Design. Call. Email. Network. Provide customer support. And occasionally sleep. We don’t need more stuff. We need tools to help make our life easier.  

I compiled a list of some life-changing items that help me function more efficiently as a business owner.

They all deliver tremendous value at a low price.  

 

Building A Story Brand: Clarify Your Message So Customers Will Listen – Donald Miller – $16.99 (as of 12/3/18)

7 Essential Tools For any Small Business Owner Blog PostEvery business has a story.  But do they know how to tell it so customers will listen?  Most companies intuitively make their story about them, but Donald delivers an easy to digest approach to making it about your customers.  Essential reading.

 

 

 

 

Everybody Writes – Ann Handley – Hardcover $17.00 (as of 12/3/18)

Everybody Writes - Ann Handley Content MarketerI received this book as a gift last Christmas.  It took me six months to pick it up (I was already reading two books at the time).  If I had known how engaging and insightful it is before reading, I would have put down the other two books.

Ann has a way of speaking to you through her writing that makes you feel like you’re buddies from college.  She simplifies the process of writing, anything.  The chapters are short and packed with actionable items to take your content marketing from stagnant to stellar.

Read it.  Practice.  Become ridiculously good at marketing.

 

Hemingway Editor$19.99 (As of 12/3/18)

Hemingway Editor application for desktopIf you write anything online, the Hemingway app will be your new best friend.  If you struggle with grammar, sentence structure, formatting, active and passive voice, or boring writing, You will love this editor!

 

 

Adobe Spark Post –  Monthly subscription $9.99/month – Spark Post is an easy to use social media graphic, video, and single web Adobe Spark Logopage creation tool.  They offer a free two-week trial so that you can check it out yourself. There are no long-term contracts.

What I love most about this tool is the ability to batch produce images or videos for sharing on social media.  A mobile app is available, but I prefer the desktop version.  The choice is yours.

 

Lavalier Lapel Microphone by PoP Voice – $11.99 (as of 12/7/18)

Lavalier Lapel MicWe live in a mobile-first world, and if you are recording videos for your business, you probably use your phone.  This lapel mic plugs into the microphone jack on your phone and makes your videos sound professional.  If you have an iPhone 7 or newer, you’ll need an adapter for the headphone jack.

 

Iphone headphone jack adapterI picked up this one up for $11.00 on Amazon.  Your total investment for the mic and adapter is $23.00.

 

 

 

Sticker Mule Custom Stickers, Magnets, Buttons, Packaging, and Labels – Prices vary by quantity

Sticker Mule stickersSticker Mule creates high-quality products and their customer service rocks!  Orders typically ship within four days, for free.  You can order samples to see what your finished product looks like before placing a large order.

Creative branding is everything and makes a lasting first impression.

 

 

Covax Laptop Backpack – $17.99 (as of 12/3/18)

Covax business laptop backpackI recently discovered this backpack while searching for a for a better fitting bag for my laptop.  If you are tired of having your work bag hanging to one side and pulling on your shoulders, here is your solution.

This stylish bag hugs your body and has numerous sections and compartments.  Did I  mention it’s only $17.99?

 

The Go-Giver and Go-Givers Sell MorePrices Vary (but they are under $20.00)

Go Giver Book seriesThis book series will change your business approach.  Every business owner should read it and heed the message.  What’s the message?  If we shift our focus from getting to giving, consistently add value, and focus on relationships, we will thrive as business owners.

The story is powerful.  The message is simple. You already possess the necessary tools.  Now, Go Give.

I recommend reading the Go-Giver first and then Go-Givers Sell More.  Want more?  Check out The Go-Giver Leader and Influencer (not pictured).

If you could change the life of another person and help them succeed in business for under $30.00 wouldn’t that be the best gift ever? 

Need more ideas?  Check out my 5 practical Gift Ideas from last year.

Ask me a question

5 Practical Business Tools Under $20.00

We all have our favorites when it comes to business tools. I sure do. Some tangible and others spiritual. The way I see it, health is wealth and having a proper balance will ensure my approach to daily life and my business will be more intentional and proactive. Give the gift of practicality and experience.
Below are my top 5 favorite items that I use every day. They are all under $20!
1) Arkon MG2TRIXL 11″ Smartphone Tripod – I love this tripod! Live and recorded video is the future of social media so get on board now. The base is flexible and can be wrapped around an object if a flat surface is not available.
It comes with adaptors for medium to large digital cameras and a carrying case — all for only $18.95 (current sale price on Amazon).
2)“Presence” by Amy Cuddy – This book has helped transform the way I think and present myself. The cover says it all “bringing your boldest self to your biggest challenges.” We all experience self-doubt at one time or another.
Amy encourages us to “stop worrying about the impression we are making on others and adjust the impression we are making on ourselves.”
The quotes and nuggets of wisdom are endless in this book. You can help others help themselves for under $20.00.
3)“This Book Will Teach You How To Write Better” by Neville Medhora – The title says it all. Give the gift of simplicity. Neville’s approach (you WILL laugh) is one that everybody can comfortably relate to and incorporate into his or her marketing.
He offers basic exercises that break down the process of crafting a compelling message. Simple. Effective. Buy it. Oh, it is only five bucks!
4) Wise Stamp – Our email signature is a business card for those that haven’t met us in person, make it memorable. Wise Stamp offers an array of templates and tools to make your signature interactive. All for $6.00 a month!
5) Power Of Thought Cards – Louise L. Hay – I love starting my day with a little inspiration. Every morning I take one of these beautifully illustrated cards out of the deck and keep it visible all day. We can never get too inspired! $10.94
If you could change the life of another person and help them succeed in business for under $20.00 wouldn’t that be the best gift ever? 

Don’t Spend a Dime On Facebook Ads Until You Read This

Christopher Pagli Teaching Facebook Ads Class

Facebook ads are some of the most targeted forms of advertising your money can buy online.  But before you spend your hard- earned money, there are a few things you should know about social advertising and choosing the right objective.

Almost every day someone asks me what the difference is between boosting a post and creating an ad through the Ads Manager.  Some people don’t even know the Ads Manager exists.

Below I will explain the difference. We will walk through the essential elements of an ad and the best practices to make yours remarkable.

Every Facebook page admin or business owner should take a class on digital advertising before embarking on their first campaign.  

 

Let me explain.

The Ads Manager is a sophisticated tool, and if you are new to using it, you can get lost very quickly.  Having someone with experience guide you through it and the essential elements of an ad are well worth your time and money.

Facebook makes it very easy for you to click buttons and spend money.  I want you to have an informed approach, so you don’t waste yours!

We’ll get to those essential elements in a minute.

 

Creating an ad campaign in Facebook Ads Manager:

Facebook Ads Manager Screen shot by Christopher Pagli

This tool requires more skill and patience but opens you up to a world of greater possibilities with targeting, ad creative, objectives, placement, and insights.  If you are comfortable with technology and the creative side of advertising, this is your best option.

You can access it by clicking the drop-down arrow in the upper right corner of your homepage.  You will have to set up your account and add a credit card for future payment.  Facebook will walk you through the process.

You are creating a campaign and should be clear who your target audience is and where they are in the buying process to choose the right objective.  This process requires research and will help you make better decisions down the road.

Your ad account is connected to your business page so you will have the option to promote page posts here as well.

 

Boosting A Business Page Post:

 

Facebook page boost photo christopher pagliBoosts are best for getting more eyeballs on your posts from people who already like/follow your page or a lookalike audience (similar people to the ones who currently like your page).  

Your current followers have a direct interest in what you do because they chose to support you.  

Pay particular attention to them before promoting your posts to their friends, who may not care about your business.

If you don’t have the patience for creating ads and want the easiest solution, this is your best option.  The boost tools have improved over the past year.  Experiment with different audiences to drive familiar and new traffic to your page.

 

Best Practice: You should only boost your best performing, informative content.  Offers and sales are ok from time to time. When you create a new post, let Facebook distribute it for 24-48 hours to see what kind of engagement it receives.   If it performs well, you know you have something interesting.

 

Social advertising is a campaign for trust and adding credibility to your business.  Most people use social media to be social not to make purchases. Don’t expect customer conversions instantly.  Especially with people who don’t know you or your business.  Create a campaign that educates and inspires your audience before hitting them with an offer.

There is more to successful advertising than choosing a post you think is fantastic, targeting people you feel will be interested in and throwing a bunch of money at it.  Yes, you can boost a post for as little as $5.00 but how far do you think that will take you?

You don’t need to spend a fortune but come up with a realistic monthly budget.  Facebook is providing with you a direct road to your ideal customer based on their specific interests, job titles, and behaviors.  What’s that worth to you?

Here are the necessary steps to take before creating your first campaign:

 

  1. Determine your goal.  Do you want to drive traffic to your website or build brand awareness?
  2. Identify your target audience. What is their age?  Interest and behaviors?  Location? Needs and wants?  Create 5-10 audience segments.  what you advertise to someone int he awareness stage is different then those who are ready to buy.  
  3. Set a budget.  – The more you spend the further your ads will go.
  4. Choose relevant, thumb stopping visuals or content.  What will resonate with your audience the most?
  5. Be patient, open-minded, consistent, and experiment.  There is a lesson to be learned in successful and unsuccessful ads.  If they don’t work, you did something wrong.

 

Recommended advertising book fromChristopher Pagli

There are many touch points in an ad, and all of them are there to get the viewer to take action, the first action.  You are responsible for the following elements:

 

  • A catchy headline – research from Campaign tells us that 8 out of 10 people will read the headline, but only two will read the copy.  Sell, don’t tell what’s in the ad.
  • Choose eye-catching, relevant visuals that will stop them in their tracks (or their thumb).
  • Writing persuasive ad copy that addresses your audience’s needs and speaks directly to them.  You must plant seeds of curiosity and create a slippery slope. There are many books you can read about persuasive writing.  One of my favorites is the Adweek Copywriting Handbook by the legendary Joseph Sugarman, and Everybody Writes by Ann Handley.
  • Adding a clear call-to-action to your ad.  What action do you want the viewer to take and how?  If you are creating ads on social media platforms your call to action should direct customers to your website or landing page with an email sign-up page.
  • Choosing the right audience – this is the one thing people get wrong more often than not.  Sometimes the most obvious option is too broad. Facebook lets you narrow down or excludes people to create a hyper-focused audience.  Create a custom audience by uploading your email list or installing the Facebook Conversion Pixel on your website.  Here’s how to create and install it.  

All of these elements will affect the relevance score that Facebook assigns each ad.  According to Facebook:
 “Your relevance score estimates how well your ad is resonating with the people you want to reach. The higher your ad’s relevance score, the better it’s considered to be performing.”.  

A lower score, 1-3 means your ad is deemed irrelevant to your audience and will impact the cost and deliverability of your ads. To learn more, visit the Facebook help section.

 

People who have voluntarily given you their email address and visited your website are your most valuable audience.  

 

Best Practice: A/B split test your ads.  Split tests are the process of creating two different versions of the same ad.  You will create two different headlines, visuals, and ad copy to see which performs better.  Facebook will distribute your budget between the two ads and report back with the results.

 

Conclusion

As a small business owner, you have a lot of choices to make.  You have to create, sell, market, provide customer service, and advertising.  If you choose to take these roles on and not outsource them, you should understand what goes into each task.  You have enough information here to get started.

Don’t be afraid to step outside your comfort zone and experiment. Experimentation is the only constant in marketing and advertising.  The education you will gain is invaluable.  

Ask Me A Question

How To Jumpstart A Successful Sales Career

Christopher Pagli Marketing Workshop Maine

A new real estate licensee asked me how to jumpstart his career in real estate; this is what I told him:

Every new licensee or salesperson has the opportunity to do things right from the beginning.

Any opportunity to learn is never a waste of time. If you make it your business to know everything you can about your business, you will be successful.

Get a mentor whom you can shadow for a few months. What we learn in real estate school will quickly be forgotten if we do not practice it.

Attend showings, listing appointments, appraisals, open-houses, home inspections, and closings with your mentor. I have learned so much at home inspections and sitting at a closing table!

 

  • Get a good contact management system and website you can control.
  • Create a database of your sphere-of-influence. In the beginning, these people will be friends, family, neighbors, and other people you have a close relationship with the community. As your business grows so will your database. You will eventually have past and present clients to add.
  • Lock yourself in a room and think about how you want the public to perceive you. How do you want to position yourself in the community? Find your niche. Think about your strengths and what you have to offer a potential buyer and seller.
  • When you create your website, and social profiles make sure your branding reflects what you want to be known for and speaks to your niche.
  • Go beyond the generic “I can help buyers and sellers achieve their home buying or selling dreams” everybody says that and it will not help you stand apart from the crowd. Your skills and personality will.
  • Work in the office every day. People who show up regularly succeed.
  • Have complete confidence in your ability from the start. When we graduate real estate school, we are considered experts. Just because you are new doesn’t mean you have to act like it.
  • Attend open houses and agent caravans to learn the market and meet your peers. Ask other agents in the office if you can sit their open-homes. You could land a buyer and have a valuable learning experience at the same time.
  • Approach potential clients with a “how can I help” rather than “what can I get from you” attitude.
  • Ask questions.
  • When the market is busy work hard. When the market is slow, work harder.

Many of these suggestions are universal; they apply to a wide variety of positions.  I wish you much success in your career!

How To Build Meaningful Relationships On Instagram

How to grow your instagram following organically

Building a significant following on Instagram takes time and work. If you use it for business, you are going to have to commit to a strategy to build trust with your audience.

Just like Facebook and all the other social platforms, we are in the attention business. Once we get our target audiences attention, we have to keep it.

Gaining followers is the easy part. Attracting the RIGHT ones and keeping them takes work. There are followers, and there are the RIGHT followers. You want the latter.  

The following tips are proven to work, but you have to be consistent. Don’t give up!

 

 

Here are my tips to build meaningful relationships on Instagram:

1. Create a compelling bio that depicts who you are as a person or business. Complete every detail and be creative.  How do you want to be remembered?

2. Think about how you want your feed to look and how your audience will feel when they view it. Your photos and videos should tell a story and be visually appealing. Instagram users will decide in seconds if they want to follow you or not.

3. Post quality images or video consistently. You will have to find your sweet spot. Some people recommend 1-3 times daily or 5 times per week. Only you know your audience, and they will let you how you are doing by their actions.

4. Follow people your product or service can help, related to your field and whom you have a genuine interest. I recommend 5–10 per day.

5. Follow hashtags. This is a newer feature that many people do not even know about or use yet. You will see content from these tags in your feed and can meet people you might have interest in following.

6. Research hashtags carefully.  The most popular ones tend to attract bots and your competitors.  Make a list of tags that are relevant to your business and think about tags YOUR audience might search for.  Use a variety of niche, industry, community, and branded tags.

7. Send direct messages to people. If someone follows you, message them and say thanks. Look at their profile for commonalities. Ask questions. Show interest. Not everyone will respond, but we do not know unless we try.

8. Use the Stories feature. Stories have grown tremendously in users and capabilities over the past year. They are a great way to gain additional exposure and allow people to experience you differently.  Be careful not to over do it.  If your stories aren’t entertaining you won’t get repeat viewers.  Posting cool stories less often will probably get your more views.

9. Add thoughtful or helpful comments on posts from users you follow and others you find on the platform. I cannot tell you how many of my relationships began in the comments.  Keep the conversation going!

10. Tag people when relevant. Add geotags to your posts.

11. Pay attention to your insights. This information will help shape your future decisions.

 

Experiment with the above suggestions. You have to be comfortable with whatever strategy you choose. What works for some may not work for others.

I feel it is more important to have meaningful connections rather than tons of people I do not engage. By growing your following organically, you will have users that choose to follow. That shows interest. The process may take more time but well worth it in the end.

The takeaway: Be active. Be consistent. Be Human.

How To Make The Most Of A Networking Event

Christopher Pagli Think Local networking event

 

Have you ever wavered on going to a networking event and left feeling glad you did because it was incredibly productive? I have.

I know how hard it can be to walk into a room full of people you do not know and introduce yourself. My top six personal tips will help you make the most of your networking experience.

 

1) Have a plan before you go. – whom do you want to meet?

Make a list of five targets and reach out before the event, so the face-to-face introduction is a little warmer. Most events have Facebook or LinkedIn groups so you can see the guest list beforehand. Join these groups and add value, videos are a great idea. If your content is excellent and makes an impact, you may be approached by some people at the event.You are setting the stage and will feel more comfortable entering the room knowing you have a plan in place.

How do I start a conversation with someone I have not met? Look them in the eye, shake their hand and introduce yourself. You are at a networking event; we expect it.

2) Arrive early, get acclimated, and dive right in. I have found this is an excellent way to stay grounded, break the ice, and greet others as they arrive. It is easier to have conversations with fewer distractions in the room.

Have you ever had a conversation with someone and noticed they are listening to you with the side of their head and their eyes are roaming the room to see who is there? Not a great way to show you care.

If you cannot arrive early, survey the room; see who is there.

  • Identify people you may already know
  • Look for the popular people. These are people who can’t walk two feet without being stopped or have a large crowd around them. Make it a point to find out who these people are and meet them. Chances are you will engage with other people in the immediate area.
  • Find your targets. They will introduce you to others in the immediate vicinity, and the conversations flow from there.

 

3) Make a statement. – Are you an average Joe? What will you do to make a statement once you enter the room? I am not only talking about how we look but our confidence level. Why do you think fashion models wear their clothes so well? Confidence. It makes the outfit.

Everything we do or don’t do sends a message. Every interaction is a potential job interview.

  • Dress to impress
  • Be well-groomed
  • Smile
  • Have a firm handshake and look the other person in the eye as you shake.
  • DON’T skimp on your business card! Make sure it is high quality and depicts who you are and what you have to offer. I know business cards can be costly, but it is an extension of you and their takeaway! Check out www.Moo.com.
  • Look at others business card before stuffing it into your pocket; this is a sign of respect.
  • Make notes about your conversation on the back of the card or your phone.
  • Be a good listener and ask open-ended questions that give you more information about the person. Celeste Headlee said it beautifully in her TED Talk “You do not have to show someone you are listening if you are listening.

If you present yourself as an expert, the best, or a professional, everything else needs to match your words. Unfortunately, people judge. We want every aspect of how we present ourselves to align.

4) Keep it moving – acknowledge your friends and existing connections, they may introduce to people you do not know, but don’t hang out talking to them the entire time. You are there to make new connections and nurture existing ones. I have a goal of meeting at least 5-10 new people at each event. The more I do this, the easier it gets.

5) Know how to talk about your business – Your elevator pitch should be clear, concise, and give the listener a compelling reason to take action or learn more. I always end with what makes me different. People want to know why they should refer or do business with you, especially in a room where there are many others in the same industry.

I highly recommend spending $5 on a copy of “This Book Will Teach Your How To Write Better” By Neville Medhora. In just 50 pages you will know how to write copy that sells and talk about your business in the least amount of words.

People tend to remember the first and last thing you said. Avoid industry jargon that most people will not understand.

 

6) Send a follow-up email right after the event. It shows interest and will help you stand out. Too many people do not do this. We need to stay fresh in others minds. If you took notes about while speaking with them, reference something in your follow-up email.

We meet many people at these events and what we choose to do will make or break our experience.

Please share your tips in the comments below. I look forward to hearing them!

5 Life-Changing Business Tools Under $100

Every business needs tools to be successful. I seek out the best affordable tools, try them and make recommendations for the ones that have significantly improved my productivity. My core mission is to help you save time, money and become a better marketer. The following list will do that.

This year, many of them are online which probably won’t surprise you either.

1) Wisestamp – An email signature template service offering many templates and apps for creating an impactful, interactive signature. It’s easy to use, affordable and lets your recipients know you care. Your email signature is your business card for those who have not met you yet. Be memorable.

Cost: A one-year PRO subscription will cost you $72.00. Other plans are available.

2) The Adweek Copywriting Book by Joseph Sugarman – This book completely changed how I look at writing anything. It not only applies to advertising but anything you write in hopes of persuading another human being to take action. Joe makes writing fun, and his approach is easy to digest and apply to your business. I forgot to mention, he has sold millions and millions and millions and millions of products.

Cost: At the time of this writing, Amazon is offering the paperback version for only $15.00

3) Grammarly – For those who have challenges with grammar, this app will quickly become your best friend. The G icon appears at the bottom right corner of your screen once you begin writing and will make suggestions if needed. The mobile IOS version is a keyboard and easily integrates with your apps and browser. You can toggle between this keyboard and your default one with the click of a button.

The one downside is it doesn’t work for Google Docs, but you can check your work by copying and pasting it into the online editor. An extension is available for Google Chrome and add-in for Microsoft Word and Outlook.

Cost:

  • Monthly  — $29.95 USD/month
  • Quarterly Subscription — $19.98/month (billed as one payment of USD 59.95)
  • Annual Subscription — $11.66/month (billed as one payment of USD 139.95)

4) Adobe SparkA content creation app accessible via desktop or mobile. Whether you are creating images with text overlays, videos, or web pages, Spark has you covered. I am more of a desktop user, but the app is pretty awesome and very easy to use. Your choice.

Cost: $9.99 per month or $99.00 for a full year paid in advance.

5) Zhiyun Smooth Q Handheld Video Stabilizer For SmartPhoneThis little gem is a game changer for anyone shooting video on the go. No more shaky camera and unprofessional video tours. I was lucky enough to purchase mine for $99 on Black Friday and noticed they are selling for $140 now. I had to include it on the list. Compared to some of the higher priced Gimbals this one is a solid affordable option.

Cost: $99-140. Keep an eye on Amazon for the discounted price.

The Direct Mail Marketing Commandments

 

Direct mail is alive and well. According to research from Huffington Post, 79% of people who receive an offer in the mail act on it immediately. Every time I present that statistic the eyebrows go up, and they say “really?”

I am not surprised by this number because direct mail campaigns are part of my marketing strategy.

These days, we must diversify our marketing efforts. The online world is noisy and cluttered. Physical mailboxes are less crowded thus making it a great option. The attention span of an online consumer is sad, four-eight seconds!

While 30 billion pieces a month are fighting for attention on Facebook each month, your re-purposed content could be in transit to a prospective customer’s mailbox.

Before you commit to a program, think about the following:

  • Who is your audience?
  • Where do you find these people?
  • What type of mail would interest them?
  • Will your call to action get them to act?
  • How do you want them to feel when they hold your mail?

Direct mail may not be for everybody; your type of business and margins will help decide this. If you have high margins, then you can probably afford to commit to a long-term plan. Your audience needs to see your face and message continually.

If your sales margins are low plan your budget carefully or you could risk wasting a lot of time and money.

Like advertising, we are campaigning for trust. This process takes time.

Can you get business from one mailing? Absolutely! I have done it.

By thinking about every little detail and sending something that resonates on a deep level, you can get immediate responses. One word of advice though, don’t expect it. Consider this success a bonus and keep moving forward with your campaign. Expectations can get us into trouble.

Adhere to these guidelines, and you will succeed:

  • Start with your sphere-of-influence – By now you should have a database dedicated to past and present clients or any other people that have an interest in what you do and can send referrals your way. Build from there.
  • Choose a farm area and own it – remember, building trust and brand awareness will take some time.
  • Send something of value – Always. Think about how you feel when you receive valuable information, that is how your audience should react. Send an offer with a DEADLINE so that customers can act sooner than later or maybe never!
  • Stand out – Choose colors that align with your branding and odd shaped fliers, postcards, or envelopes. You can also send actual “stuff,” can’t do that online!
  • Personalize everything you send – Hand write cards, notes, envelopes (if you are able). Show you care rather than making it seem like you do.
  • Add a call to action – What do you want them to do? How? When? People that haven’t met you yet are most likely going to research you online before making a call. Your landing page should reduce barriers to the final decision and convert the viewer. Make sure it has testimonials from past clients!
  • Be consistent – If you are sending something to your sphere-of-influence, consider touching them monthly. You will have to find the sweet spot for other audiences through experimentation. At least six times per year is a good start.

Most people have a throwaway and keep pile before they even get inside the house. Which pile will you be in? Believe it or not, you CAN control this to some extent. Just think, you could make it inside someone’s home and hang around for a while if you give them a reason to keep you around.

Tracking conversions from direct mail campaigns aren’t as easy as online, so you will need to add a code or some way to track your progress. Make it a habit of asking your customers how they found you.

This information will help you understand what works and what doesn’t.

Conclusion

Direct mail might be a good option for you.  Like most forms of marketing, we have to experiment. The more we do, the better we become.  The struggle for consumer attention is real, and we have to go above and beyond to get it and also keep it.

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