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Posts Tagged ‘TED’

Three Steps to More Sales Comparisons Help or Harm You in Marketing and Sales

August 1st, 2014 No comments

Let's be really basic and candid. People make comparisons. It is part of what we are and do; we compare people, products, services, entertainment, food, politics, religion. You name it, and people make comparisons on it.

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Photo Credit – WikiCommons.

We also tend to 'judge' or 'discern.' Labels are not just something on a can or jar. Politicians, actors, workers, companies, sales people, specific news or trade media, consultants, experts, products or services…so much of what we think about gets 'labeled.'

We either define ourselves or we allow others to define us. But if we let others define us, how do we re-label, re-define or re-brand? Vivid comparisons are part of the equation.

site-built-houses-moor-ok-ef5-tornado-did-worse-than-manufactured-home-credit-ok4-posted-cutting-edge-blogmhpronews-com-.png

Moore, OK and nearby area tornado damage 2013.

Tornadoes, hurricanes and high winds are subjects manufactured housing takes it on the chin for daily in the minds of those who consider housing options. 'Gee, I'd love the price-point of a manufactured home, but they are blown away by the first strong wind.'

Really? Who says? Was the right information provided so a more accurate comparison could be made?

Learning how to address the tornado-hurricane-high-winds-topic the correct way is huge. Frankly, a big element is about making the correct comparisons. See the side by side photo above.

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We showed this screen capture from Google Images on the Masthead Blog earlier this week. Every picture but the last one above came from either this MHProNews site or our new public-image-education-focused sister site, MHLivingNews.com.

Notice how we make comparisons?

The far more expensive site built house is losing its roof, while the lowest priced new manufactured home in that market is seeing a bit of skirting flapping.

The site built roof failed because the roof tore away, but on the manufactured home where the roof pulled loose it was because of an improper add on, which tore away first and that pulled the roof off the home like a giant para-sail.

FYI, NBC reported that it's add-ons which – in a post-storm study – where responsible for 80% of the home severely damaged or destroyed. The MH's would have been okay, had the add-on been done properly, or had it not been there at all.

No one wants to be caught in a tornado or hurricane. Look again at the top two photos. If you had to be in one of those flattened houses or the manufactured home which rolled over – and neither one had a basement – which would you rather be in? The decimated site built houses, or the manufactured home that got rolled, but is structurally so durable it's mostly intact?

Enlightened Self Interest! A Voluntary "Mutual Benefit Society"

There are reasons why you should want to send your customers, your shoppers and everyone you know to ManufacturedHomeLivingNews.com. There, we are gathering and telling the good news about manufactured homes. We are debunking the myths, or outdated stereotypes. When you and your team know that site backwards and forwards, and then use it at the right time with customers, you will sell more homes. It's a no-brainer.

Three Steps to Your Organization's or Career's Advancement

1) Daily reading. Not just you, but your all of your team mates too. Don't think 'they aren't smart enough,' or 'they aren't motivated enough.' Peopleignorance-costs-knowledge-pays-cutting-edge-blog-mhmsm-com- want to take pride in their work! What they don't know, will cost you money. Period.

A minimum of 15 minutes daily here, and no less than 7 minutes a day on ManufacturedHomeLivingNews.com, will at the end of a year be proven to advance your results and profits. Invest more time, if possible!

On our public site, you should read articles and view videos a number of times, once today, again in a week, etc. Why? So that when a topic comes up, you know immediately which story or stories to go to with your prospect or customers.

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RSS feed symbol.

2) RSS and links speed your success. We love links, and you should want to give them! We already have very good search engine positioning, but YOU want us to have the BEST possible, every time. Why? You want ManufacturedHomeLivingNews.com to come up in a home shopper search. You want your customers 'pre-sold' or mostly sold. We don't sell houses, we tell stories. We let YOU sell houses!

    An RSS feed to ManufacturedHomeLivingNews.com is important to YOUR sales. We are the industry's best public image and education site. See this Masthead for examples of how an RSS feed can boost your site performance too.

    money-bag-wikicommons-cutting-edge-blog-mhmsm-com-

    Unlock the money bag.
    Comparisons and the 3 Steps suggested
    can help.

    3) Invest Your Money Wisely! One and two above are "free." This one is about where you spend or invest your dollars. When you realize that you need:

      • Marketing
      • Sales training
      • Consulting
      • Website upgrades or a new website
      • Research or copy writing
      • Videos
      • Advertising…

      When you have a need, turn to us or to one of our writers or sponsors. When we win, we can do more. When you win, we win too. Think of this as a voluntary Mutual Benefit Society.

      Let's close with a request that you share via your social networking – Facebook, Twitter, LinkedIn, etc. AND by email this link below. It puts idea #1 above in action.

      http://manufacturedhomelivingnews.com/nbc-news-today-show-manufactured-home-performs-better-than-conventional-housing-construction-in-ibhs-hurricane-wind-tests/

      Then go to Reddit, sign in and comment on this link!

      http://www.reddit.com/r/todayilearned/comments/2c6ey1/todays_manufactured_housing_is_not_your/

      Reddit gets millions of visits. The higher that link goes, the more people will discover the truth about MH and will decide to buy. What goes around, will come around to you.

      So please do your part to make this go viral!

      Speaking of Linkedin, my thanks to all who connect with me on LinkedIn, provide an endorsement and share good words about our work to others.

      When you support our sponsors and support us, we are more able to benefit you. It really is that simple. There are a lot of fine industry sites out there, but the thousand of pros who come here daily make us realize that we compare well to anything else remotely like us. Hey, that's a comparison too…##

      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 

      Content Marketing World!

      May 4th, 2014 No comments

      We've quoted Sunshine Homes President, John Bostick's memorable saying, “Easy doesn't pay well.” There may be 'easier' ways to market, if you have a big budget than using 'content marketing.' But content marketing has tremendous advantages when it comes to getting organic Search Engine Optimization (SEO). So we have been believers in Content Marketing for years.

      Did you know?

      content-marketing-world-ad-cleveland-ohio-airport-terminal-cutting-edge-marketing-sales-blog-mhpronews-comContent Marketing is so big, they have their own events. In a recent trip to Cleveland OH, I couldn't help but notice the banner ad which promoted their upcoming Content Marketing World event.

      What is Content Marketing?

      The Content Marketing Institute uses the following definition:

      Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

      Let's be candid. Industry News, Tips and Views Pros can Use can be seen as a form of content marketing, just as Fox News, MSNBC or other media platforms are a way of attracting certain target audience.

      In our case, the content we deliver here on MHProNews.com is specifically designed information for the manufactured housing professional, investor or other aficionados or experts keen on our topics.

      Does that mean that the news and views are not real? Not at all! In fact, it is precisely because we share relevant information on MHProNews.com that you and thousands more like you log on daily here. The featured articles on our home page often provide business building tips, inspiration or more.

      One example is our website builder/designer, Joe Karn's, who this month sounded off on Creating Marketing Plan.

      How can YOU Use Content Marketing?

      If you have a website, you should be keen to create relevant content for your target audience!

      Did You Know?

      Did you know that some websites are better than others at maximizing the SEO power of content marketing? It's true!

      For example, there are some 'freebie' websites out there that better for them then they are for you. When you consider the value ofmens_brown_derby_leather_shoes-wiki-commons-posted-cutting-edge-marketing-sales-blog-mhpronews-com your time, you don't want to waste time on a website that could cost you in the algorithms that Google, YouTube, Yahoo or Bing use to decide what ranks higher in an unpaid or 'organic' search result.

      Put Yourself in Your Target Audience's Shoes

      woman's-red_shoes-wikicommons-posted-cutting-edge-marketing-sales-blog-mhpronews-comBefore you type the first word or take the first photo, or create the first video, think about your desired target audience. Is what you plan to share of value or interest to them? Once you can formulate a message that is meaningful to your target audience, then you are on the path to good content marketing.

      For example, our target audience are the MHPros and investors. What do they need to know?

      Legal topics –

       

      Marketing/Sales – Brad Nelms, Joe Karns, Scott Stroud, Tim Connor, LA Tony Kovach and more.

      featured-articles-mhpronews-home-page-cutting-edge-marketing-sales-management-blogCruise the home page, center column, and you'll see the featured articles for this month on topics ranging from events, interviews, management and more. See the graphic from our home page, to see where the featured articles are every month.

      Remember, content marketing isn't just using key words to 'trick' a search engine or reader into coming. The idea is to provide REAL Value to the reader, so they will keep coming back!

      Certainly, there is more to content marketing than what's noted here, but that's why people charge the bucks for attending the seminars at Content Marketing World.

      Think about your target audience(s), and try to provide not just content, but routine content that is of relevance to them. Then, get that message in front of that audience. When you do, over time, you will build an ever larger – and given quality, a loyal – audience that is a win-win for the audience and you too. ##

      (Image credits – Content Marketing World = MHProNews.com, Shoes = Wikicommons)

      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 

      7 Years Old and Going for It!

      January 26th, 2014 No comments

      There is a little fun but a real lesson here for those who do marketing, sales or leasing in the manufactured housing field. The lesson is being taught by a 7 year old, which makes it particularly interesting – and powerfully insightful! Please hang onto your hats for a fast ride, courtesy of the just completed 2014 Louisville Manufactured Housing Show.

      Have a Plan

      The saying, “build it and they will come” is an interesting Hollywood fairy tale. “Showing up” is NOT enough in business today. Be it Business to Business (B2B) or Business to Consumer (B2C) marketing, having a savvy plan is important.

      Remember too, All professional success is based upon systems!

      Think about the last fast food restaurant you walked into, or the last hotel you checked into. There are

      systems that these operations have, and they teach their team members to do what the plan calls for, and when that plan is followed, success is the result.

      The same is true in manufactured housing, at the wholesale – B2B – or retail – B2C – levels.

      Need a plan? Call me, and let's discuss what it is that you do, and what sort of plan might make sense for you, your location or operation!

      Implement the Plan with Gusto

      In the example we will share today, the goal was to maximize the possible contact opportunities from the 2014 Louisville Manufactured Housing Show. The plan included a role for our son. Pre-Show, we promoted the Youngest Exhibitor, who just happens to be our son 7 year old Tamas (pronounced “Tah Mash”) Kovach (pronounced Co-Vatch = like a Watch).

      As we did last year at the Tunica Show, we gave our son a very simple – but important! – assignment. Pass out buisness cards to everyone that passes by our booth. We gave him a simple sentence to say – and to start with the word “Please” (good manners matters! 😉 – we agreed upon a rate of pay, but also told Tamas that good performance would yield a bonus.

      Our son passed out not one box of buisness cards at the show, but over 2 boxes, solo! Yes, he earned his bonus. He was brimming with energy, and ran to nearby booths or to passers by in the corner ailes to hand out the cards.

      At lunch one day, we looked around, trying to see what happened to our son. We found him busily handing out cards to people at the near by tables! Not part of the plan, but the people he approached all seemed quite delighted.

      The photo below is courtesy of Gina Beasley, Tennessee Regional Manager and Ast. VP of Sales for UMH Properties.

      Gina wrote in part: Wow Tony, gotta to tell you how much I enjoyed seeing your son, he is absolutely adorable! Check out the picture of him handing out your business card to Chet Kearney, Chris Lindsey's assistant. So sweet and the fruit don't fall far from the tree!!!”

      Thanks so much, Gina, for the photo and kind words. We had literaly dozens of comments from people all over the show floor, who would come up and say this or that kind thought about our son.

      Mission accomplished! Tamas' Mama gets the credit for the cool clothes and so much more.

      tamas-kovach-right-handing-chet-kearny-business-card-soheyla-kovach-c-mhpronews-com-latonykovach-com-mhc-md-com-2014-louisville-show-booth-.png

      True Enthusism Makes a Difference!

      Let's be objective for a few moments. Our son didn't always do exactly what we asked. What 7 year old does?

      But his unbridled enthusiasm made a huge difference! Most pros would have been thrilled to have handed out half that number of cards or literature, enthuisiam made the difference for our son.

      His natural smile and the joy of giving his best effort made another big difference. I'm sure Zig Ziglar would have been tickled had he seen our son in action too.

      Zig used to say, 'Enthusiasm ends in the letters IASM, which means “I Am Sold Myself!”

      Questions…

      • Are you and your team sold on your own product or service?
      • Are you brimming with confidence in what you are striving to accomplish?
      • Is the joy from your work evident to all who see you?

      My son reminded me of many things during the show, including the power of enthusiasm.

      Years ago a man wrote me saying words to this effect; 'Even a so-so plan, that is put to work with gusto, often yields an above average result.' Then he praised the plan that we used, and said that the great result was the combination of both good effort and a good plan.

      Make a plan for your business for this quarter, this year, for all of your events and for your life.

      Then break it down into the clear steps, elements of a system, just the way others businesses do.

      Then do your best to implement it. Adapt as necessary.

      If you love your work, your confidence and joy will shine through.

      When you do, those whose paths you cross will remember you, and when they can, they will reward you with their business. Got a plan? Remember the 7 Year Old's lesson and “Go for It!” ##

      (Editor's Note, our sincere thanks to Gina Beasley at UMH Properties for sharing the photo and the kind words! Hats off to all of those who pulled together and made the 2014 Louisville Show a big success.)

      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 

      All Success Starts With This!

      January 17th, 2014 No comments

      You may have the most talent of anyone on the planet. That is no guarantee of success.

      "Patience, persistence and perspiration make an unbeatable combination for success.”ArrowARZTsuccess-free-digital-photos-net-.jpg
      – Napoleon Hill

      Or how about this?

       

       

      Nothing in this world can take the place of persistence. Talent will not: nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not: the world is full of educated derelicts. Persistence and determination alone are omnipotent.”

      Calvin Coolidge

      Or this?

      “A little more persistence, a little more effort, and what seemed hopeless failure may turn to glorious success.”

      – Elbert Hubbard

      The U.S. and British military have used variations on this theme, Proper planning and preperation prevents poor performance. So true!

      The best system in the world, improperly used, will produce a diminished result. But the reverse is also true, even a so-so system, applied within vigor, will produce a better outcome than no system or a poorer system will.” – The Elk

      Too many people in our industry just wing it. That's wrong!

      Too many in our industry fail to dedicate themselves to learning or developming a process that will work for them.

      Start with a good attitude. Then, make a decision, a commitment you won't go back on.

      Manufactured Housing has a tremendous story, and too few understand it. Too many have their minds closed to manfuactured housing! Who's fault is that? Let's start by looking in the mirror. We have to own this, we have to change it in our market(s).

      Learn how to expose more people in a positive way to our industry at a free seminar in Louisville KY at the KEC, Wednesday January 22 and 11:10 AM.

      Can one session change your world? No, but it can be the start! Consider these quotes:

      Tony

      I appreciate your training session with our team…I have heard so many positive comments about your presentation I love the way you stay so positive and stay so excited about what you do it is contagious you have my team modivated…Thanks again for a great presentation.”

      Chris Lindsey, VP UMH

       

      Tony,
      Great job!”
      – Sam Landy, CEO UMH.

      northwing-kentucky-expo-center-credit-kyfair-org-posted-masthead-blog-mhpronews-com-.jpg

      If you have not already pre-registered, you can bring photo ID and sign up at the door, like these pros did last year.

      louisville-show-onsight-registration-posted-masthead-blog-manufactured-housing-pro-news-.jpg

      The presentation will be in the Seminar room, which is across the big lobby from the entrance shown above, see the map below.

      2014-louisville-manufactured-housing-show-seminar-location-map-masthead-blog-mhpronews-.png

      Success is a process. It begins with a good attitude and a decision. It continues with proper prepearation that prevents poor performance!

      We will introduce you to the ways you can change the image of manufactured housing in your market, one person at a time! See you in the seminar room, on the show floor, model homes and mixer.

      Please stop by our booth #115 for a free handout that will connect you with the resources for building your future! ##

      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 

      Amway and Autos – Lessons in Branding, UnBranding and ReBranding for Manufactured Housing

      October 13th, 2013 No comments

      Perhaps the best time to write a column on branding, unbranding and rebranding is prior to the Fall Leadership forum of the National Community Council (NCC) at the Manufactured Housing Institute (MHI). Their workshop on that topic will be one of the items yours truly plans to take in with keen interest, as it is something we deal with routinely in our marketing, sales training, website building and consulting.

      The Business Dictionary defines branding like this:

      “The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.”

      Let's begin with a fundamental principle to rapidly drive home the point for today's topic.

      The value of branding a product or service is dependent in part on the perception and demand of the product or service in question.

      For example, autos are in demand. Branding your car company or dealership makes sense, because Ask reports that in 2011, 12,778,885 cars, trucks, SUV and other automotive types were sold in the U.S. alone. Branding your product and/or service to grow your piece of the automotive pie in such a huge market makes perfect sense.

      The Free Dictionary defines rebrand as follows:

      rebrand [riːˈbrænd] – (Business / Marketing) (tr) to change or update the image of (an organization or product).

      As an example, if your company's brand in automotive is suffering, you'd want to consider rebranding.

      Let's imagine for a moment that an import auto company like Yugo wanted to change their image, rebranding combined with improved quality controls, marketing, service and sales training could have made the kind of sense that could have saved that automaker from 'crashing and burning' in the U.S. car market.

      Almost no one in our industry (besides us and some of our select clients) grasp and use the powerful concept of parallel paths and unbranding, along with when it makes sense to use this principle.

      Macmillan defines unbranding as:

      Unbranded goods are not marked with a name of the company that makes them.

      light-bult-with-trapped-man-credit-flickrcc-swarno-kamal-posted-cutting-edge-blog-manufactured-home-pro-news-mhpronews-.png

      What if your dealership, community – or the industry at large – has an image issue? Does rebranding make the most sense? Or would a possible combination of unbranding and/or rebranding make more sense?

      Before you answer, consider this fact. Manufactured housing has tumbled from having 21% of the new home starts in the last 20 years to some 8-12% in more recent years.

      So rebranding in a shrinking market is like deciding to be a bigger fish in a smaller pond. Wouldn't you rather go after the large housing marketing place, by whatever strategies are necessary to get you there profitably?

      Lessons from Amway and Unbranding

      As an example to drive home the point, think about Amway. How many people do you know that have run out to sign up to sell or buy vitamins, home cleaning products etc. from a multi-level marketing (MLM) distributor or company?

      The image of MLM in general isn't that hot and hasn't been for many years! So what does a savvy MLM distributor or company do? Answer: they teach their marketing minded distributors to avoid the company name and the marketing method in their initial contact.

      In no small measure due to their dual campaign of unbranding and branding, Amway became a multi-billion dollar empire for its founders and made millions for key 'direct distributors.'

      At MHC-MD.com and in part via our LATonyKovach.com – websites, marketing, training and coaching platforms – we have garnered dozens of recommendations and hundreds of endorsements by using a proper combination of branding, unbranding and rebranding, along with other proven strategies.

      Which of these – branding, unbranding and re-branding – does your operation need? The answer to that question can be worth millions to you and billions to our industry. ##

      PS: Check our many Exclusive and Red Hot Featured Articles for October and see the other new stories at MHLivingNews.com too.

      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