10 classic marketing books you should read.

10 classic marketing books you should read.

Reg Gupton, here.

While these books are mostly about advertising and direct response writing, they should be in every business person's library and read often.  Many times.  Add them to your reading library today.

1)                  How to Write a Good Advertisement by Victor Schwab (Wilshire Book Company, 1962). A common-sense course in how to write advertising copy that gets people to buy your product or service, written by a plain-speaking veteran mail order copywriter in 1960.

Best part: 100 "archetypal" headlines that people are still using in various forms today to create new controls (e.g., "When Doctors Feel Rotten, This is What They Do").

Availability: Still in print (Wilshire Publishing) and available on amazon.com.

2)         My First 50 Years in Advertising by Max Sackheim (Prentice-Hall, 1970). Another plain-speaking, common-sense guide that stresses salesmanship over creativity, and results over awards. The author was one of the originators of the Book of the Month Club.

Best part: The oversize format allows full-size reproductions (large enough for the copy to be legible) of many classic direct response ads (e.g., "They Thought I Was Crazy to Ship Live Maine Lobsters as Far as 1,800 Miles from the Ocean").

Availability: Out of print and difficult to find.

3)         The Robert Collier Letter Book by Robert Collier. While Schwab and Sackheim concentrate on space ads. Collier focuses on the art of writing sales letters, of which he is a master. You learn how to write persuasive sales letters in a friendly, natural, conversational style.

Best part: While some of the letters may seem old-fashioned and dated. Collier's timeless principles still apply.

Availability: Comes In and out of print. Somewhat difficult to get.

4)         Reality in Advertising by Rosser Reeves (Alfred A. Knopf, 1961). The book in which Reeves introduced the now-famous concept of USP (the Unique Selling Proposition).

Best part: The idea that every successful ad must (a) offer a benefit, (b) the benefit must differentiate your product from the competition, and (c) the benefit must be big enough to motivate buyers to purchase your product instead of others.

Availability: On Amazon.com

5)         Breakthrough Advertising by Eugene Schwartz. A copywriting guide by one of the greatest direct-response copywriters of the 20th century.

Best part: The notion that advertising does not create desires; rather, it focuses already existing desires onto your product.

Availability; Available from Amazon.com.

6)         Tested Advertising Methods, Fourth Edition by John Caples. A classic book on the principles of persuasion as proven through A/B split tests.

Best part: The A/B split headline tests with the results (e.g., for an air conditioner, "How to have a cool, quiet bedroom – even on hot nights" pulled 2 times the response of "Get rid of that humidity with a new room cooler that also dries the air").

Availability: In print. Available in bookstores and online. Make sure you get the 4^th edition

7)         Confessions of an Advertising Man by David Ogilvy Charming autobiography of legendary ad man David Ogilvy, packed with useful advice on how to create effective advertising.

Best part: Chapter 6 on "How to Write Potent Copy."

Availability: Amazon.com.

8)         Scientific Advertising by Claude Hopkins (Bell Publishing, 1920). A book on the philosophy that advertising's purpose is to sell, not entertain or win creative awards - and how to apply this philosophy to create winning ads.

Best part: His observation that "specifics sell; superlatives roll off the human understanding like water off a duck's back."

Availability: Since the copyright has expired, this book is now in the public domain and is available as a free downloadable e-book on several Web sites. You can also buy it as a paperback on amazon.com.

9)         Method Marketing by Denny Hatch (Bonus Books, 1999). A book on how to write successful direct response copy by putting yourself

In the customer's shoes. Packed with case histories of modern direct response success stories, including Bill Bonner of Agora Publishing, and Martin Edelston of Boardroom.

Best part: The introduction of the concept of method marketing, which states: "You cannot write copy without getting inside the head of the person to whom you are communicating and becoming that person."

Availability: In print and available on amazon.com

10)       Advertising Secrets of the Written Word by Joseph Sugarman (DelStar, 1998). How to write successful advertising copy by a modern master of the space ad.

Best part: The 24 psychological triggers that get people to buy.

Availability: In print and available on amazon.com.

A most unusual letter from Reg Gupton, you’re trusted and time tested coach/mentor

Of Course You Can Afford Professional Coaching for Your Business

….Just Think of All the Free Time and Sales you’ll be Generating by Reading my Letter

Hi Reg Gupton here,

Before I get started with telling you why I’ve chosen to send you this letter, I’d like to first ask you two questions.

1. How was your business last year compared to your best year ever?
2. How would you spend more free time if you had it?

Have you ever said to yourself…

“I wish I knew how to have a consistent stream of leads with ready willing and able buyers and sellers calling me.”

and…

“I wish I knew how to handle this increased work load without sacrificing my personal life.”

or..

“Would I get any benefit from professional help and advice.”

and…

” Is now the right time?”

Well, if this sounds familiar, then I have great news. As you can imagine, my business, like most other businesses, has been affected by the economy and for the first time in many….many years I’m faced with hours of staring at a blank board in my office instead of being backed up with coaching meetings.

YOU SAVE MONEY – I STAY BUSY

A Deal-Of-A-Lifetime

So, instead of being faced with staring at the blank white board on my office wall, I’d rather keep busy by offering you an opportunity-of-a-lifetime to save on your next Coaching Package… just give me a chance to prove it to you.

All you need to do is simply call for a FREE Planning Session where we can discuss how much business growth you’d like. I’ll give you my expert advice that I’ve learned in 40 years in business and 12 years as successful coach/mentor and then ‘wow’ you with an opportunity to get my advice for a fraction of the usual price. You will receive 9 months of coaching for the price of 6. A $4500 value for $3000. A savings $1500 when you pay in advance.

Payment in full by the 8^th of March

This Is a RARE Opportunity To Get Coaching Tips That:

GENERATE MORE SALES

FREE UP MORE TIME

GET AN EDGE ON COMPETITORS

LEVERAGE YOUR SUCCESSES

LEARN HOW TO PROFIT FROM LINKED IN

MAKE THIS THE BEST YEAR EVER

Or whatever goals you would like to achieve

BELOW NORMAL COACHING PRICES

Here’s what to do next:

Pick up the phone and call my office (303-544-0340 or 800-418-0401). If I’m not there, leave a message. When we talk, we’ll make plans on how to get you started on re-energizing your business.

You are under no obligation to buy anything. Once you see the potential for growth in my “No-More-Staring-at-the-Board” LOW Pricing (as long as there are still open time slots in my schedule), I assure you’ll be thrilled that you gave me a call.

I look forward to hearing from you soon.

To your continued success,

Reg Gupton

Reg Gupton

PS#1: I can only offer the “No-More-Staring-at-the-Board” LOW Pricing as long as there are open times in my schedule or until March 8^th, whichever happens first. So please don’t delay and call my office (303-544-0340 or 800-418-0401).

PS#2: If you know a family member, friend, or co-worker who could use a trusted and time tested Coach/Mentor, then please tell them to call and mention your name and I’ll extend them this same “No-More-Staring-at-the-Board” LOW Pricing.

PS#3: If financing is an issue, payments can be split with the first payment of $1600 due on March 8^th and the second payment due on my birthday April 7^th.

How to use your new assistant

Hi, Folks,

Reg Gupton, here.

My friend, Evie Cohen caught me on a hike we took this fall. We were talking about how to use an assistant in her real estate business.

This is a short video which answers this question. There are only three things which your assistant should to for you. Here they are:

http://youtu.be/pvXIuMiCKn0

To your success,

Reg Gupton

New Presentations posted For You

Hi, Reg Gupton here.

Check out http://slidesha.re/profitbleslideshows for 11 new presentations on all sorts of topics from why small business fail to how to generate more leads in your business.

You will find tips on how to increase sales, increase profit and get more leads easily accessible to you.

Pass this email along to your list. They will thank you for it.

To your continued success,

Reg Gupton's Lead Generation Tip #1

Hi Folks,Reg Gupton here. I have recently spent some time thinking and talking with my clients about lead generation in personal sales businesses (mostly and not exclusively real estate agents). If you sell anything then at some level you are in the personal sales business.
I don't care if your business is making widgets, you have to sell them. I don't care if you are a retailer, you need leads (read customers) in the door. I don't care if you sell real estate, you need leads (who will buy sometime, if not now).
As a wise man (who I can not remember) said, your wealth is in your database. The larger your database (hopefully automated) the larger your income. Really.
BTW...one of the biggest mistakes I see while watching retailers come (and lots of them) go on the Downtown Boulder Mall is that folks stumble into their businesses and no attempt is made to capture their contact information whether they buy or not. More on this later.
As Gary Keller (founder of Keller Williams Realty) said: "Until you have too many leads you have no other job."
You don't need another (better) listing presentation, another buyer presentation, another class, another preview nor another tour of a neighborhood.
What you need is more leads. Period!!
Everyday you need to spend 80% of your time on generating leads (until you have too many). It must be on your schedule every day.
It should come before doing deals. It should come before selling your listings (if you have any). It is a part of your schedule that should never, never be eliminated. Moved yes, eliminated, NO.
My observation is that lead generation is the first thing to go in an agents schedule when one gets busy. Then the slump starts. The massive drop in income. The fear. The scarcity belief system. The hole to get out of.
Watch real soon for more tips on Lead Generation.

Reg Gupton

Posted via web from reggupton's posterous

Reg Gupton's op 10 reasons to stay in touch with past clients

I have noticed while coaching numerous real estate agents over the past decade that many do not stay in touch with their past clients after they get paid and the transaction closes. Here are 10 reasons why you should stay in touch.

Top 10 reasons to stay in touch with your past customers

1. You would like them to buy from you again.

2. You would like them to give you a testimonial.

3. You would like them to send you their friends as customers through referrals.

4. You would like them to be brutally frank and rate your customer service delivery system.

5. You would like them to honestly and candidly evaluate your product or service.

6. You would like to learn the many ways that your customers use your product or service.

7. You would like them to give you ideas on ways to improve your product or service

8. You would like them to talk to a prospective customer who has asked to talk with a current customer.

9. You would like to develop a friendly relationship with them so that they are comfortable discussing problems with you.

10. You would like them to buy more frequently from you.

Reg Gupton offers a quick tip for agents

Just finished a call with a client who said that she had a RWA buyer ready to purchase with nothing in the MLS that would work. The buyer is pre-approved for a loan. Ready to buy now.

I asked if the property existed in the market place and was just not listed at the current time.

Answer: yes!

I suggested that she send an email to her list of over 300 asking them: "Who do you know who owns this kind of property?" List the features, neighborhood, etc. I suggested that she say she is not looking for a listing.

She is looking for a property that could be purchased now by a RWA buyer. Now!

No extended listing period, only one showing, no getting the house ready. Show, sell and move.

This strategy worked well for me when I was an agent on the street. You can use it too.

Oh, while I was explaining the idea to my client, she had already moved mentally to thinking about all the people who she did not have an email address for. She did not think of the other side of the list. Those who she did have emails for.

Even if she had only 1/2 of the emails, that would still be over 150 folks who would be out working for her. Please remember that each person you know knows about 200 people, so as many as 3,000 people were now on her team helping her satisfy her buyer.

Let me know what you think and how it has worked for you if you have used this strategy in the past.

To your continued success,

Reg Gupton

Are you finding new prospects like this? I bet not.

Hi Reg,

The 8x8 and 33 touch programs really do work! As you know they are described on page 146 and 147 of the MREA book by Gary Keller and Dave Jenks. You can read a book review here

As you know, last May I was in the hospital for 3 days. At the end of my stay I struck up a conversation with the discharge nurse as she was wheeling me down the corridor of the hospital toward the exit doors, I struck up a conversation with her. I told her what I did and that I'd like to mail her valuable information. She was interested so I wrote down her contact info and put her and her husbands info in Top Producer and started them on the 8x8 program. After the 8 weeks we put them on the 33 touch. Over the last 8 month period I had called them twice and left a message just to check in with them.

Just this week she called me and invited me to come over and talk to them about listing their house for sale. I met with them last night and spent some quality time getting to know them. As we were finishing up I mentioned that I'm always on the lookout for people like them who could use the services of a Realtor like me.

The husband then said, "How many cards do you have in your pocket?"

I looked and I had 5. He said I'll take all of those but we might need more. Then he and his wife named 2 close relatives, a neighbor, and 3 friends/associates that they were going to give my cards to.

I was writing down the names and addresses and info about the prospects as fast as they were giving the info to me. After I got home that evening I counted up the leads and the potential here turns out to be 8 sides! Oh, I almost forgot to mention, I'm meeting with the husband and wife tomorrow to list their house for sale.
Reg, thank you for coaching me on a pathway that really does work!

Jerry Readle
Remax Alliance
6343 W. 120th Ave.
Broomfield, CO 80020
Jerry direct: 303-327-6777
fax: 303-469-7959
main office: 303-469-8821
email: jerryreadle@gmail.com
website: www. realtorjerry4life.com

Would you invest your money with?

Hi,

Reg Gupton here. Met a new Realtor prospect the other day. We had a brief conversation about his business, his goals for the year and how he was working to achieve them.

He could speak his goals and did not have them in writing. Not a good sign. He did not have any systematic lead generation systems that were proven to work. He was flying by the seat of his pants.

I asked for his business card. He had one. That is good news. BTW...he never asked for mine.

While working for a major real estate company in our market, he had a free (read yahoo.com) email address.

Would you invest/trust your money with a CFP or stock broker who did not have a professional email address? I think not.

Nor should a member of the public trust you to sell their home or help them buy one if you don't care enough to use a professional email address.

A small point and an important one in my opinion.

To your continued success,

Reg Gupton

Seth Godin on the First Transaction

Hi,

Another beautiful and really cold day in Boulder. Found this by one of my favorite business thinkers.

Much here of value for small business folks.

The first transaction by Seth Godin

Do you really expect that the first time we transact, it will involve me giving you money in exchange for a product or service?

Perhaps this is a good strategy for a pretzel vendor on the street, but is that the best you can hope for?

Digital transactions are essentially free for you to provide. I can give you permission to teach me something. I can watch a video. I can engage in a conversation. We can connect, transfer knowledge, engage in a way that builds trust... all of these things make it more likely that I'll trust you enough to send you some money one day. I can contribute to a project you're building, ask you a difficult question, discover what others have already learned.

But send you money on the first date? No way.

The question then, is how much time and effort does your non-profit/consulting firm/widget factory spend on pre-purchase transactions and how much do you spend on trying to simply close the sale?

What to you think?

To your continued success,

Reg Gupton

Reg Gupton offers a way to build Top of Mind Awareness.

Reg,

I just wanted to share with you my thoughts on the 8x8 system you encouraged me to set up. Prior to the 8 x 8 when I'd meet a new person or potential client I had no consistent way of reinforcing who I am and what I do with them. It was hit or miss. If we were looking at property then we'd speak often and they'd get lots of email but if it was someone I met say, at an event, I might remember to send them a letter or two and then they'd get lost in my database.

My experience shows the 8x8 lends continuity. Each week I send out an informative brochure on some home ownership issue like carbon monoxide, asbestos, or how to reduce humidity in your home. I've received phone calls from recipients saying they like what I'm sending and find it helpful and informative. People who have gone through my 8x8 and are now on the 33 Touch program have come up to me in the grocery store or the mall to thank me for being different than the other agents out there.

I can't buy that kind of favorable opinion with anything else I've tried. Thanks for pushing me to "just do it".

Best regards,

Debra Berman
Accredited Buyer's Representative (ABR)
Seniors Real Estate Specialist (SRES)
Sales Representative
Royal LePage Partners Realty, Brokerage
169 Willowdale Avenue
Toronto, ON M2N 4Y7
T: 416-229-4454
C: 416-803-8712
deb@debworksforyou.com
www.debworksforyou.com

Reg Gupton wants to know: "Ever wonder if it's the tactics or your own fears that keep you from marketing?"

Hi Reg Gupton here.

Recently my good friend and I had a conversation about implementing change in your business. We videoed my side. There are two videos on YouTube for you.

Here is Part 1. This segment is about 10 minutes long.

And Part 2 is here. The conclusion segment is about 7 minutes long.

Let me know what you think by leaving a comment below or emailing me directly at gupton@growthseminars.com.

To your continued success,

Reg Gupton

Reg Gupton asks: When did you last look at...

This week a new client mentioned that he was considering a new marketing idea that he had just learned about. He wanted to know if he should embark on it.

I asked if he had checked his Source of Business stats recently. No, was his answer.

Most Realtors have no idea where their business comes from. They remember the last deal, the smallest, the biggest and maybe the hardest. But never the easiest and certainly never the most fun.

In order to run your business you must understand where your business comes from really. If your business is like the data from NAR over 70% comes from repeat/referral. And most agents spend most of their time working cold leads rather than your warm business.

Send a request to gupton@growthseminars.com or comment here. I will be happy to share my Source of Business Transaction log. You will then understand what you are doing that really works in your real estate business. And where you should focus your energy, time and money.

To your continued success,

Reg Gupton

Reg Gupton asks: how do you stay focused and move from one task to another

The other day, I was talking to a client about focus. Here is a story from the marketing genius Dan Kennedy that might help.

He reports that early in his speaking career, he was due to go on stage to talk to an audience and sell from the podium. Just before going on stage, he learned that his car had been repossessed.

Not exactly his more inspiring moment. He needed to sell and sell well.

He did just that. I heard him say that he "cleared his calculator" before going on stage.

You can do the same. Be present wherever you are. Don't carry old emotions with you. They don't help. Focus on your current situation, not your past. You can not change your past not matter what you do.

We decide how we will feel about each event as it transpires for us. No one can make you feel anything. Really.

It does take some repetition and practice. Remember, practice makes permanent not perfect.

Decide to clear your calculator as your day progresses.

To your continued success,

Reg Gupton

Reg Gupton says: Agents, stop telling yourself the big lie about lead generation

Hi

Reg Gupton here.

Am working a a new multi-day program on Lead Generation. Stay tuned for me.

A quick Google search turned up the following. This is a great statistically valid research study conducted by Baylor.

Read and take action as indicated.

To your continued success,

Reg Gupton

Reg Gupton wants to know: do you want top of mind awareness with your prospects?

Hi Folks,

Rec'd this the other day from a client. Thought you might find it interesting.

All my best,

Reg Gupton

I just wanted to share with you my thoughts on the 8x8 system you encouraged me to set up. Prior to the 8 x 8 when I'd meet a new person or potential client I had no consistent way of reinforcing who I am and what I do with them. It was hit or miss. If we were looking at property then we'd speak often and they'd get lots of email but if it was someone I met say, at an event, I might remember to send them a letter or two and then they'd get lost in my database.

My experience shows the 8x8 lends continuity. Each week I send out an informative brochure on some home ownership issue like carbon monoxide, asbestos, or how to reduce humidity in your home. I've received phone calls from recipients saying they like what I'm sending and find it helpful and informative. People who have gone through my 8x8 and are now on the 33 Touch program have come up to me in the grocery store or the mall to thank me for being different than the other agents out there.

I can't buy that kind of favorable opinion with anything else I've tried. Thanks for pushing me to "just do it".

Best regards,

Debra Berman
Accredited Buyer's Representative (ABR)
Seniors Real Estate Specialist (SRES)
Sales Representative
Royal LePage Partners Realty, Brokerage
169 Willowdale Avenue
Toronto, ON M2N 4Y7
T: 416-229-4454
C: 416-803-8712
deb@debworksforyou.com
www.debworksforyou.com

Reg Gupton says: There is a cost of waiting to buy real estate

Hi,

Reg Gupton here. A friend of mine sent this recently. Thought you should see it. Maybe pass it on to your clients.

Over the last two years we have seen a tremendous swing in the housing market. A market we all took for granted for many years is now struggling through a correction. What was once a “no brainer” decision to invest in real estate now has many potential homeowners sitting on the sidelines, waiting and watching for things to turn around.

Are you one of those waiting? Maybe you should move now. Is this the right decision? Maybe. Is this the wrong decision? Maybe.

No guarantees come with any investment, but one thing we do know for certain is that if history is any guide, then my money is in real estate.

Historical Data from Fannie Mae indicates that real estate in the United States has appreciated at an average rate of 3-5% each year over the last 30 years. Some years we have seen large swings up, and other years have brought large swings down. Nevertheless, over time the curve has been positive.

There’s only one way to make money, so they say – Buy Low, Sell High. Clearly, right now is a great time to buy real estate. Inventory is high, mortgage rates are low, and there’s an $8K tax credit for first timers (who have not owned a principle residence in 3 years).

A great time to buy, you’ll agree, but not a great time to sell. As a result, homeowners who would like to sell are sitting tight. Admittedly, being a seller in a buyer’s market doesn’t hold a lot of charm.

But if you’re one of those sellers waiting to sell, you’re making a mistake that’s actually costing you money! Skeptical? Check out the high cost of waiting in the illustration below.

A property valued at $200k in 2005 might only be worth about $170k today (a 15% drop in value – or $30,000). A property valued at $400k in 2005 might only be worth about $340k today (15% drop in value – or $60,000).

If the sellers sells their house at $170k today (previously worth $200K), and buys the $340k house (previously worth $400K), then the seller/buyer in essence has gained $30K. Do the math.

Ian R Bennett

Premier Mortgage Group
1844 Folsom Street
Boulder, CO 80302
phone (303) 443-2050
fax (303) 447-6816
ibennett@pmglending.com

Reg Gupton says you better pick up the pace with your sellers

Hi real estate agents,

I recently rec'd a copy of the 2008 Survey of California Home Sellers. I can not remember who to thank. So if it is you, thank you.

One of the key findings is the change in expected response time. I am wrong in what I have been suggesting to my clients.

Watch this. Here is what the sellers in CA expect.

20% immediately
12% within 30 minutes
20% within 1 hour
7% within 2 hours
18% within 4 hours
22% within same day
0% same business day

Unless you manage the expectations of your prospects and/or clients, you can get burned with when communicating with these folks.

If you are showing property, how do you respond in 1 hour or less? Not sure. And maybe one needs to tell sellers what you are willing to commit to in terms of response time.

What do you think about response times?

To your continued success,

Reg Gupton
www.twitter.com/reggupton
www.facebook.com/reggupton

Reg Gupton offers more from NAR Buyer and Seller survey

Hi,

Reg Gupton here. Do you know that according to NAR 68% of the respondents would definitely recommend their agent. They are very pleased with your service. And 19% would probably recommend you.

If these stats are true then why aren't you doing more repeat/referral business?

Given almost a decade of coaching agents and 3 decades in the business, I know.

You don't stay in touch often enough and don't have a database to make this easy. You are always on to the next one rather than working with those who know, like and trust you.

The ROI for marketing to your warm databasse is 10 to 1 minimum. That means that for each dollar spent on marketing to your sphere of influence and past clients you will earn $10 at least.

It is easy once you get it set up. And you can delegate most if not all of this.

Contact me for more information on how to do this easily.

To your continued success,

Reg Gupton
www.twitter.com/reggupton
www.facebook.com/reggupton

Reg Gupton offers some out of the box thinking.

This is a fun and creative way to show houses. http://ping.fm/z8v8x I love it.

To your continued success,

Reg Gupton,
www.facebook.com/reggupton
www.twitter.com/reggupton