I have a pretty odd collection of friends.
One of them is Dick (his real name – it’s short for Richard).
Dick is a real estate agent in England.
Now, we all know the terrible reputation that most real estate agents have.
Dick is different though, as you’ll see in a minute. He doesn’t have a bad reputation at all – in fact he’s got a 5-star reputation.
He and his wife are over on holidays at the moment, and while chatting he told me that in the seven days he had been away, 3 properties had been sold.
Big ones too. And, two more sales are lined up to close.
That’s not bad at all: there is a recession, and the real estate industry is struggling badly.
I asked how they do it, and he said: “People”.
Pressed further, he explained: “First, we focus on properties in the vicinity of reputable schools. That’s one thing, because those are in high demand.
But after that, our success comes from a thoroughly people-minded approach.
We’re aware that the house we sell will change people’s lives. They’re not just generating revenue for us: They’re buying a home for the next two, five or 25 years.
That has a major impact on their lives, and we actively look at who we want to buy which house, based on whether or not it’s right for them.
We get various bids on the same property, and we decide who we sell to – not based on the highest bid, but the most perfect fit.”
My jaw dropped, neatly knocking my glass of beer off the table.
Ethics in sales, from a real estate agent. Who’d have thought?
And yet, Dick and his partners have it completely right – evidenced by the fact that they’ve hardly noticed the recession.
Take heed: You’re in business to solve a problem for someone. And, you get cash for that.
Not the other way around.
The same thing applies to copywriting – indeed to all levels of your business.
If you want to do well, you have to do right by people.
And that means turning away bad matches: the people who will buy but wouldn’t benefit.
That can be scary because you don’t want to lose sales.
But you have to lose some sales, if those wouldn’t be right for the buyer.
The result: every buyer a passionate and grateful ambassador for your brand.
The net result? More cash in the bank.
Want help figuring out who to sell to, who to turn away, and how to write that all up persuasively?
Here come the cavalry: www.martinstellar.com/copywriting-services/