April is National Home Inventory Month: Find out more
10 Jun 2021

Marketing Minute – Copywriting Tips

This Marketing Minute is provided by Associate Member Mary GillenMary Gillen

How to Handle Long Headlines

If you have a long headline, you can make it easier for the reader to understand your message by setting 50% of the words in a larger font.

EXAMPLES:

  • The Secret of HOW TO BE THINNER
  • ORGANIC FOOD: Now Is The Time To Buy It
  • 17 Marketing Ideas To GROW YOUR BUSINESS

In the body of your copy, you will often have links to sources, other articles, your website, etc. You don’t want too many words in your links, so…

Keep your links short

The easiest way to keep your links short is to delete unnecessary words

TOO MANY WORDS:

Click on these links to find out about Acme Associates’ hours, to get directions to Acme Associates’ office, or to see the Acme Associates contact list.

EASIER TO COMPREHEND:

Visit Acme Associates
Hours
Directions
Contact List

These two tips will draw more attention to your articles and also encourage people to click on your links.

12 May 2021

Marketing Minute – Creative Marketing Tactics

This Marketing Minute is provided by Associate Member Mary GillenMary Gillen

Often, we can get into a “marketing rut.” When you feel a need to do something new and/or different, consider one or more of these unique strategies that can help people remember you and your company.

Voice Mail Tip of the Day

Make the most of voice mail by posting a better-than-standard answering message. Include a “tip of the day” on your message, which can prove to be entertaining and educational to callers, as well as a credibility builder for you.

The Luck of the Draw

Next time you’re the Spotlight Speaker at a networking function, make sure everyone walks away with the possibility of being a winner. One marketer we know gives away “scratch-to-win” $1 lottery tickets to all attendees at the end of her presentation with the message “Wishing you the best of luck in your business.” This surprise gift pleases everyone and draws attention to this marketer’s creativity.

Attract Twitter Attention with Quotations

Want to gain more recognition on Twitter? Schedule and post famous quotations throughout the day. Folks on Twitter love to re-tweet quotations. Find over 27,000 quotations online from over 3,100 authors at The Quotations Page.

Marketing with License Plates

Many state motor vehicle departments in the US offer customers the option to purchase personalized license plates. A math tutor in Herndon, VA, bought personalized tags that read “MATH TUTR”. No matter where she goes, she receives countless inquiries about her tutoring services from folks who read her license plates. Her “license plate marketing program” sends her a steady supply of students.

What would YOUR license plate say?

21 Apr 2021

Marketing Minute – Copywriting

This Marketing Minute is provided by Associate Member Mary GillenMary Gillen

When writing copy for your newsletter, blog, advertising content, or any other information, there are key elements to consider. The following information will help you write content that your prospects, referral sources, and cllients will want to read.

Keep the Copy Short

People skim and scan Web pages for information. Don’t be afraid to cut the copy down so folks can easily find what they need.
TOO LONG:                  How do I check out when I am done shopping at Acme.com?
EASY TO SCAN:           How do I check out?

Four Questions That Need to Be Answered in Copy That Sells

  1. Who might purchase your product or service?
  2. Why do they want it?
  3. What are the reasons a prospect might not buy your product or service?
  4. What are the reasons you can use to persuade the prospect to buy and close the sale?
17 Mar 2021

Marketing Minute – How to Build Traffic to Your Website

This Marketing Minute is provided by Associate Member Mary GillenMary Gillen

Are you wanting to build more traffic to your Web site? Yep – that’s a silly question; who wouldn’t want more traffic?

One easy way is to post comments on blogs where you will attract your prospects’ attention. How do you find these blogs? Follow these steps:

1) Go to Google > http://google.com
2) Search for “top [niche] blogs” – replacing the word [niche] with your niche marketing term.
Examples: “top home inventory blogs” or “top estate planning blogs” or “top homeowners insurance blogs”
3) Gather the URLs of 30 or so of these blogs that accept comments AND allow you to include a link to your Website. Leave an appropriate comment that aligns with the blog information and include the link to your website with your comment.

21 Jan 2021

Marketing Minute – Do You Blog? If Not, Should You?

This Marketing Minute is provided by Associate Member Mary GillenMary Gillen

One big question that most small business owners ask, is … how do you stay in touch and find new referral sources or potential clients? The answer is … start or beef up your blog! Following are helpful tips from Mary Gillen:

  • Always include an image with your blog post.
  • Include Call-to-Actions at the End of Blog Posts.
  • If you have a newsletter, add an email subscribe box at the end of every blog post. Be sure to offer some quality content such as a case study, white paper or a discount coupon as a thank you for the subscription.
  • Create an “About Me” video that welcomes visitors to your blog. Embed it on your About Page.
  • Do you have a Frequently Asked Questions (FAQs) section of information on your Web site? Repurpose these frequently-asked questions as blog posts so the info is indexed in the major search engines. This leads to more traffic from potential customers.
  • Use your blog to post the offer of a free consultation to anyone who leaves a thoughtful, business-like comment.
29 Dec 2020

What You Can Do To Get Through These Tough Times

Question MarkDuring the many shut-downs and other restrictions we are facing this year, some members have expressed concern about being able to continue their home inventory business. Most likely, one-on-one meetings are few or nonexistent. The same with in-person networking meetings. Many organizations have canceled their group meetings until further notice.

So, what can you do now to help keep your business viable? Stay in touch with current and reach out to new prospects and referral sources. Use the extra downtime you have now to:

  • Update your website to give it a fresh look. (You might even want to put a notice on the home page that you wear a mask for your clients’ safety.)
  • Call current referral sources and let them know you’re still doing inventories.
  • Contact small business owners. If they are shut down, this would be a good time to do an inventory and not interrupt the workflow or be in contact with their employees.
  • Deaths and disasters are still happening, so these inventory services are still needed. Contact these professionals to let them know you’re still providing your inventory service.
  • Pop in to meet insurance agents (be sure to wear a mask!).
  • Call your current clients and offer virtual updates. You can use virtual apps or have them send photos.
  • Start a blog and/or newsletter.
  • Increase your social media presence.
  • Review your processes and procedures to update or refine what you are currently doing.

Believe in yourself, your business, and the need for your inventory services! Be creative! Stay positive!

16 Dec 2020

Marketing Minute – Conversion Headlines

This Marketing Minute is provided by Associate Member Mary GillenMary Gillen

What is a conversion headline? It is one that encourages the reader to do what you want them to do. With all the digital marketing options today, this can be directed toward those who visit your website, blog, or even a social media post. This conversion you are seeking can be filling out a form, signing up for your newsletter, visiting your website, etc.

You have less than 40 seconds to attract the attention of a “cold” prospect on the Web. Attract them with a great headline that educates them in some new way and appeals to their self-interest. The headline copy should also convey credibility…that you understand their challenges.

Examples:

  • How to Save Money on Your Homeowners Insurance
  • How to Track Your Small Business Assets

Customers purchase products and services to relieve some kind of pain they have about themselves. Through your headline, is it possible to “shock” the customer with a reminder of this pain, and convey the message that living with this pain is worse than the pain of changing. Ask a question. It is the same method used in radio ads to attract attention to the message.

Examples:

  • Could you list all the contents of your house if you had a fire or theft?
  • Do you know if your business is sufficiently insured to replace all items destroyed after a disaster?

Call-to-action (CTA) copy can be included in your headlines.

Examples:

  • Contact Us Now for a Complimentary Report on Homeowners Insurance.
  • Learn How a Personal Property Inventory Can Save You Time After a Loss.
  • Call Us Today at [phone number] for Your 15% Discount.
  • Watch this Video on Key Reasons Why You Need a Home Inventory.

Once your headline has grabbed their attention, you’ll have a higher success at converting this “cold” prospect into a client.

05 Nov 2020

New Course – Marketing to Seniors – Now Available!

CEU Approved

As a home inventory professional, you realize the various reasons one needs an inventory. The need is even greater for older adults, as they often transition into a smaller home, assisted living, or move in with family. Moving is one of the top life stressors to begin with. Now consider the fact that most Seniors have been in their home for many years and have accumulated a lifetime of memories and belongings. Most likely, they do not know what they own, as many now have full garages, sheds, basements, attics, and even spare bedrooms which have kept these items out of sight and out of mind.

A personal property inventory can make downsizing and moving much easier. It will also help with decision making and provide peace of mind, knowing exactly what they own before items are being shared with family members and friends, discarded, donated, or sold. Many seniors – if they haven’t already – complete their estate planning. Having an inventory is a key element of this planning process.

It is helpful for inventory professionals to understand the needs of the Senior market. Knowing their needs and wants is the first step in developing relationships with your prospects. There is often a two-tier prospect level, as often an adult child is assisting their parent in making their decisions. If not their adult child, Seniors often reach out to their trusted, professional advisors for advice and guidance.

Here is what you will learn in this course that will earn you 2 CEUs:

Module 1 – Marketing to Older Demographics

  • Understanding the 50+ Demographic
  • Marketing to Seniors
  • Social Media
  • Time Well Spent

Module 2 – Marketing Methods for Senior Clients

  • Strategies for Marketing
  • Listen for Opportunities
  • The Importance of Educating Your Prospects
  • Sales and Marketing Tools

Module 3 – Referral Opportunities

  • Trusted Advisors
  • Associations
  • Additional Opportunities

 

14 Oct 2020

Marketing Minute – Tips for Your Marketing Copy

Mary GillenThis Marketing Minute is provided by Associate Member Mary Gillen. Check out her website for more information about her services.

You spend a lot of time writing blogs and articles to help promote your home inventory business. Our tips today include helpful writing techniques as well as what to do when someone plagiarizes your material.

The “Inverted Pyramid Style”

Journalists are familiar with the “inverted pyramid” when composing news stories. You can use the same technique when writing your blogs, newsletter articles, or press releases. Start with the most important information first, smack dab in the first paragraph. The reader has access to the conclusion immediately, in case there isn’t enough time to finish the entire article. The supporting information is then added in the subsequent paragraphs.

The point: state the crucial info first so the reader can grab the facts quickly. Make sure the reader has immediate access to the who, what, when, where, and why info.

Words That Work in Marketing

New
Magic
Now
Money Off
100%
Sale
Latest
Introducing
Proof
Reduce
Easy
Amazing

Use the Active Voice

Use the active voice in your marketing copy. It makes the message shorter and more powerful.

NOT ACTIVE: “The new video developed by our company can show you why you need a home inventory.”
ACTIVE: “Our new video explains 10 reasons why a home inventory is essential.”

Has your work been plagiarized?

A free online plagiarism checker can help you detect if your content is (ahem) being used elsewhere on the web. Go to www.duplichecker.com, type a few phrases from your article or blog in the site’s text box, or upload your article as a .txt file to be checked.

If you find that your work is being used without your permission, contact the writer, and request that he or she take down that specific content. Also, state what you will do if they don’t do as requested, and give a date to have it completed. If you find they have not complied, you might want to send a cease and desist letter to them.

02 Oct 2020

Get to Know Your Customers Day

ConsultingNow that parts of the United States are opening up, and others are slowly taking steps to do so, people should be more apt to schedule an inventory now or in the near future. Promoting Get to Know Your Customers Day is an opportunity to re-connect with your current clientele. According to National Day Calendar, this day is observed annually on the third Thursday of each quarter. October 15th is the upcoming day that can help draw attention to your business.

Use this opportunity to reach out to your current customers. Get to know a little more about them, make each of them feel like they are your most important customer of the day. Following are some tips to help you decide what would work best for you:

  • Ask your customers questions. Find out what services they need (updates, appraisals, even an entirely new inventory) and possibly offer a “special customer” discount if schedule by a set date.
  • Follow up after the inventory process. Ask your customers for feedback regarding your process, response time, and your deliverables.
  • Use social media.  Invite your clients, referral sources, and prospects to follow you on social media. It is a great tool to introduce your inventory company, to announce your “re-launch” after the shutdown, or just to share the different services you offer.
  • Network with other businesses. Learn and share best practices for getting to know customers from other successful businesses.

Take the time to get to know your customers. You’ll be planting a seed that will flourish, which can bring repeat business and/or encourage them to recommend you to their friends, referral sources, and other business owners.