Page 39 - Duct Tape Marketing

Duct Tape Marketing

like paperwork? Companies that want same-day something? A market
of people in transition?

Residential real estate agent Melinda Bartling decided to focus on
marketing to women with changing lifestyles. She knew that what she
was doing had caught on when Mary, a friend with whom she net-
worked, referred Melinda to a friend of hers who needed to downsize
her home. Melinda thanked her for the referral and then asked why
Mary didn’t refer her friend to Mary’s own son who sold real estate.
Mary told her that he would have been too impatient and that she
chose her because that was her specialty!

Melinda’s Web site, www.mychanginglifestyle.com, is a valuable
resource for local buyers, as well as sellers and women relocating to
the area. Any woman coming on board with her firm also has the
opportunity to meet other women with similar interests.

What irritation in your industry does everyone just live with? When
have you heard your clients or even your competitors mutter, “That’s
just the way it is in this business”? Start looking at things differently!

When you go searching for a target market that is hungry for
a solution, there are three questions you should consider in order to
verify whether you truly have identified a hot market:

1. Do they want what I have? It does not matter if people desper-
ately need what you have. If they do not want it for one reason or
another, then you are sunk. You will kill yourself trying to con-
vince someone that he or she really should want what you have to
offer. People rarely act to their own benefit unless they want to.

2. Do they value what I do? You must look for people who are
already investing in the type, or at least the category, of service
you have. Price shoppers will always be price shoppers; do-
it-yourself types will always be do-it-yourself types. Look for
those who appreciate the extra they get from what your solution
has to offer.

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