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Posts Tagged ‘marketer’

Does Your Manufactured Housing Marketing have to be Perfect?

August 20th, 2014 No comments

Another true story. We are driving I-4 West into Tampa, FL a few weeks ago. As I glanced at the billboard on the south side of the highway, my eyes caught sight of the sign captured in the photo below. What do you notice about this billboard?

available-misspelled-avalible-863-698-8050-posted-cutting-edge-blog-mhpronews-com-

Photo credit, MHProNews.

Yes, you've spotted it now too! The sign – a single word and phone number – has a typo! “Available” is what they meant to spell, but in fact, it reads “Avalible.” Let's hope the 863-213-8050 phone number is correct…

Typos or errors in marketing or collateral are far from a one time occasion. A government agency hit the news recently, having spent big bucks on an item that had a serious typo in a word that was part of a logo. Everything printed was trashed as a result. The mainstream media also makes errors. Frankly, we get typos too. The hardest thing, professional editors say, is to see your own typos. Perhaps one reason is because you know what you 'meant' to write, and your mind sort of fills in mentally what was intended.

One take away is that it is wise to get someone else to review, whenever possible.

Is Imperfect Marketing better than No Marketing?

Sorry to say this in reply to the question above, but it depends! We had an item that had a typo in it, and (ouch!) it happened to be a prospective client's name. Actually, the name was spelled correctly, but regrettably it wasn't the name for the person the item was about! While it wasn't my error, neither did I catch it until the executive pointed the mistake out to me. The jury is still out on how much damage that error caused. The point is that an error can risk or cost you business with some.

On the other hand, others are far more forgiving and understanding. Someone might see that sign above and actually call it because of the typo. In Hollywood, they say that any publicity is good publicity. While you and I may see that different than those movie star types, you get the idea.

We are big believers in measure twice, and cut once. That said, imperfect messaging is routinely better than no messaging at all.

if-a-thing-is-worth-doing-it-is-worth-doing-badly-g-k-chesterton-(c)2013-lifestyle-factory-homes-llc-published-mhpronews-com-

G. K. Chesterton's famous quote above was wonderfully paraphrased by Zig Ziglar. Ziglar explained that it is better to start something and do it badly at first, until you learn to do it well. So true! Few of us are experts the first time we tried the ABCs or 123s. It takes repetition! The same is true in marketing, you have to repeat your message over and again, change it up, and say it again.

Another Chesterton quote makes the point that an imperfect start is better than no start at all.

sometimes-the-perfect-is-the-enemy-of-the-good-g-k-chesterton-(c)2013-lifestyle-factory-homes-llc-published-mhpronews-com-

When we launched MHMSM.com – what we now called MHProNews.com, both of which points to MHMarketingSalesManagement.com – the site was good, but not perfect. We've kept improving it, and it continues to grow!

MHMSM-com-continues-to-grow

Compared to this same time last year, our page views have essentially doubled, from over 1 million page views last summer to over 2 million page views in both June and July of 2014! We were already the runaway #1 in our niche last summer, so we keep growing the gap between us and others. Keep in mind, we've created that traffic from pros like you without buying Google ad words, etc..

We've proven and demonstrated successful SEO and other methods to grow an audience that we teach others to do on their websites or online marketing. As the assistant vice-president of a respected company said in an email this week,

I read your site almost every day…”

If we were hung up on a false notion of perfection or nothing at all, we'd likely have much less content, and far fewer readers and page views too. This is publishing, not brain surgery. We do marketing as opposed to manufacturing some vital part in an aircraft, ship, car, smartphone or computer. The point is, there is room for tolerance in a marketer's efforts that may not be true for other professions!

In marketing, the ideal is to put out the best possible item that you can given your time, talent and budgetary constraints. If you can afford to do better, then do it! If you can't, then do the best you can with what you have to work with.

Video Courtesy of our friends, colleagues and clients at
ManufacturedHomes.com

Teaming Up

Let's make one more point with the video shown above. We all need others! It would be very costly for us to have our own video team. We forged a relationship with ManufacturedHomes.com. No one is a truly a 'one man (or woman) band.' We need professionals to provide us with services here and there. We take our own advice, we team up with others, and you should too.

Of course, when it comes to doing online marketing, websites or modern sales systems that attract more customers with cash or good credit to MHCs and MHRetailers, please call or keep us in mind. You'll see websites that deliver results along with marketing and sales processes that will improve your bottom line.

Call or click below, thanks, and see you again here next week! ##

latonykovach-com-brushed-cutting-edge-marketing-sales-blog-mhpronews-com75x75-By L. A. 'Tony' Kovach

“You Can Pay Me Now, or Pay Me Later”

July 10th, 2014 No comments

Every now and then, you get a marketing approach or commercial message that is seemingly 'timeless.'  One that fits that description is the Fram Oil Filter commercial, shown below, first aired in the early 1970s.

The idea behind their message is akin to the adage, "A stitch in time, saves 9." My hunch is not as many people in the U.S. mend their clothes, so perhaps we should say "An ounce of prevention is worth a pound of cure."

Good marketing – combined with sound sales training – are not only money making, they are also money saving.  Remember, good sales training is more than just learning how to do paper work!

Over the years, I've heard 'sales people' say and do some pretty outrageous things. They may or may not realize it, but at least some times, the business' owner or management did finally catch on to the lost sales or disastisfaction and other costs from the poor use of words.   Those costs trace directly back to a lack of the right training and motivation. 

The Wrong Words at the Wrong Time

greg-mcclanahan-posted-mhpronews-com-manufactured-modular-housing-retailer-.pngMy friend and MH colleague, Greg McClanahan wrote a fine column, "The Right Words at the Right Time." I totally agree with his thought behind that, and FYI, Greg is a successful MH Retailer out West. 

Well, just as there are the right words at the right time, so too there are wrong words at the wrong time.

I've seen the wrong words end up costing tens or hundreds of thousands of dollars, or in more serious cases, millions.  That can happen from law suits or fines, when the wrong words are used.   To help out on that, we have Nadeen Green, The Fair Housing Lady, who is an attorney share a monthly column, one of many in our Featured Article line up. We have other attorneys who informally share legal insights, all designed to prevent avoidable losses.

But it isn't just using the wrong words that results in fair housing or other charges that can cost you.  There are other forms of false, or even fraudulent statements that can cost a business. Hiring the right people, and training them to say and do the right things, truly pays.

Beyond Legal Liability

But let's set the whole topic of legal liability aside.  The wrong words, sadly, also cost you business!  The reverse is also true. The right words – in marketing and in sales – earns you business.

Professionalism pays. Invest in your people, or it will cost you.

As a proven MH marketer and sales trainer, we can honestly say, "You can pay us now, and earn more later."  

Or you can skip the marketing and training, and it will keep costing you until you make the right investment. The choice is yours, and you make it day by day, through action or inaction. ##

L. A. "Tony" KovachL. A. 'Tony' Kovach ManufacturedHomeLivingNews.com | MHProNews.com | Business and Public Marketing & Ads: B2B | B2C Websites, Contract Marketing & Sales Training, Consulting, Speaking: MHC-MD.com | LATonyKovach.com | Office 863-213-4090 Connect on LinkedIN: http://www.linkedin.com/in/latonykovach 

Money Motivations

June 13th, 2014 No comments

There are many motivators in life. In sales, some pros speak of the five motivators of pride, profit, love, need and fear. A certain consultant you may know routinely uses fear tactics as a motivator, why? Because it can work. So too the other motivators, in the case of today's column, money or 'profit.'

profit-one-of-the-5-motivators-for-some-the-desire-for-gain-can-be-stronger-than-the-fear-of-loss-(c)2014-lifestyle-factory-homes-llc-posted-mhpronews-com-

The 2008 Financial Meltdown, a Gift in Disguise for Manufactured Housing?

Please don't get me wrong. In an ideal world, we would have had no meltdown in 2008. But our world isn't perfect, so given that reality, the crash of the conventional housing market offers numerous prime opportunities for manufactured housing pros.

Among them is the fact that millions no longer believe that a site built house is a good 'investment.'

That said, a savvy marketer or sales guru can position a message that effectively says… "The money saved by buying our home can be used to invest, for travel, cars, charity, education, you name it!"

Profit is the common motive for why:

  • people invest,
  • or why they try to save, or why
  • they open a business and
  • they may opt for this career over another.

Even in government, money is a motivator. Bureaucratic programs often have a de facto incentive to spend all the money allocated, or they may get less funding the next year. The VA scandal reminded us that bonuses exist at the federal level, and that if staff can't earn the bonus honestly, they may "game the system" to get the money by stealth.

Quality Pays

When someone's budget is tight, there is no point in trying to push a solution the buyer can't afford. But when discretionary spending is an option, a savvy sales pro can justify a higher price through the message that "quality pays."

Resonating not Manipulating

Speaking of the customer, be it this or any sales and marketing methods, let's restate a basic premise. We are not about manipulating the customer. For some 25 years, I've preached that a deal is only a good deal if all involved benefit from it.

So why learn sales and marketing methods at all? Because some customers need to be guided in their decision, and when you see what motivates them, you are in a better position to advise and serve them.

You can get everything out of life you want, when you help enough other people get out of life what they want.” – Zig Ziglar.

The Five Motivators

In all of your sales and marketing, think about how money motivates. And think about how all of the 5 Motivators, pride, profit, love, need and fear. As you ask questions, listen and do your discovery with a customer, you will often pick up the clues that tell you which of the motivators is the best one with the prospect in front of you. ##

L. A. "Tony" KovachL. A. 'Tony' Kovach ManufacturedHomeLivingNews.com | MHProNews.com | Business and Public Marketing & Ads: B2B | B2C Websites, Contract Marketing & Sales Training, Consulting, Speaking: MHC-MD.com | LATonyKovach.com | Office 863-213-4090 Connect on LinkedIN: http://www.linkedin.com/in/latonykovach 

Pinterest Tips for Cutting Edge MHers

August 19th, 2012 No comments

Pinterest is one of the hottest trends in social networking. You don't want to overlook this as you use Facebook, LinkedIn, Twitter or others. Because Pinterest is primarily visual, it can be a great way to expose more people to the value of manufactured housing.

One, pick homes that are nicely landscaped to pin.

Two, use homes that have been properly staged or decorated and show those interior photos as well.

Three, in your profile, use your face, not a logo. People want to connect with a person first. Many companies today want a 'face' for their marketing!

Four, cross link your Pinterest page(s) with your other social networks.

Five, think about your terminology! If you use a word like 'mobile home' – because of the high SEO value, make it a teaching moment if it is in fact a HUD Code manufactured home built since June 15, 1976. For example, let's say you were using a residential style manufactured home as a pin, like the photo shown below.

mh

You might say something like this:

"This is not your grandma's 'mobile home!'. In fact is it a modern manufactured home, which looks and lives as good or better than conventional houses, is greener by design and can cost 25% or more less."

Pinterest is a tool that marketers of factory built homes need to be using in their business to public out reach. But make it subtle, showing other interests.

http://pinterest.com/latonyk/manufactured-home-lifestyle/

When you do so, you will connect with more people and will have more of an influence on the public at large.

As they say on Pinterest, "Happy Pinning!" #

l-a--tony-kovachL. A. "Tony" Kovach
MHLivingNews.com=Re-Discovering and Spotlighting the MHLifeStyle
MHProNews.comMHMSM.com = Industry News, Tips and Views Pros can Use

Services:B2BandB2CAds, Proven MH Marketing & Sales Systems, Websites other Industry Solutions.

Office –815-270-0500
latonyk@gmail.com or tony@mhmsm.com
LATonyKovach.com
http://www.linkedin.com/in/latonykovach= connect with me on Linkedin.

http://pinterest.com/latonyk/manufactured-home-lifestyle/

+++

Whether you think you can or whether you think you can't, you're right. – Henry Ford

Fear

July 18th, 2012 1 comment

Fear is in the name of a rock band. Fear is at the heart of the horror movie genre. Fear is the name of a Cape and a River in North Carolina. But for the purposes of this column, fear is a human emotion and is one of the Five Motivators; one that savvy marketers should carefully and thoughtfully use.

Fear possed in MHMSM

Books could be written about the use of fear in marketing and sales. Fear can be used as a bold attempt at manipulation. But fear can also identify something real that can benefit the target audience; an example might be that you teach a child to be cautious around the fire of that gas stove, because failure to do so is dangerous.

Fear can be used by itself, or it can also be used in tandem with the other 5 Motivators.

Fear can paralyze, so as a marketer, caution is warranted. Fear can be used with humor, an example will follow at the end of this column. Fear can also be used to scare someone into action.

Fear may be morally neutral. It can also be bad or good. So fear can be used properly or it may be abused or misused. For the record, we do not advocate an abuse of the Fear motivator for our clients. At the same time, one would be foolish to overlook a reality of human nature, right? If you have doubts where the lines are or how to use fear properly, please, call a professional.

The more you know, the more you can use what you know, the more you can grow.

There are different levels of fear. You can be scared to death by some thing or some one. There is also the insightful maxim that:

"The fear of loss can be greater than the desire for gain."

Let's look at that maxim for a moment.

Fear is used routinely by lenders and loan brokers, as an example. What, you may say? Absolutely, let me prove it to you.

When you tell your audience – via advertising or one-on-one in person – that "rates are at historic lows, hurry and get those rates locked in or you could miss out." Guess what? That is an example of the use of fear in communication. “Don't pay more for your loan, hurry in while rates are low, because you can pay less now and for years to come.”

Let me segue for just a moment to another obvious but all-too-often-overlooked fact.

Politicians de facto use marketers. When we see a candidate's campaign say, "If you elect that person, horrible things are going to happen," that's an attempt at the use of fear in politics. Don't get me wrong. The threat – and thus the motive for fear – may be real! Or the effort to create fear may be a mirage or fantasy. So it is up to us to use our God-given reason to discern and apply the defense to irrational fear; to see if there is 'logic' behind the fear, or not.

As someone who has taught management as well as worked with sales professionals for decades, let me say that fear can be a good thing. There are times when we should 'be afraid' of a consequence. WWII is a historic example. When Japan bombed Pearl Harbor, having watched the Japanese roll across parts of the Pacific and the Nazis roll across much of Europe, we needed a healthy fear in America to push us into action. What other option did we as a nation have? Surrender? Never!

So fear can goad us to act when it is in our best interest to do so.

I will invite you back another time for another look at the five motivators. We may dabble more with the fear topic from time to time too.

Don't be afraid to call or email Tony or myself. Don't be the last community, retailer, builder, lender, supplier, service provider or developer in your market to use the powerful tools we have to offer…

…remember my promise above to use fear with humor? 😉 Are you scared yet? ##

Posted for

Tim Connor
Marketing & Sales,Website,AdvertisingMHSpeakerTrainer-Manager
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