Choosing a format for your lead magnet

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While having a website is critical for your business success, you need something for people to opt-in for when they visit. That’s how you build a community of prospective clients.

You can create your lead magnet in any of a number of formats: a report, an audio, a mini-course or even a video if you’re most comfortable with that.

However, don’t get bogged down on deciding which one to focus on, after all your success will be determined by what you implement, ...

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How to tap into the desires of your prospects

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The more you understand the needs, wants, hopes and desires of your prospective clients, the better you’ll be able to position your services to meet those needs.

Here’s the best exercise I’ve run across that will enable you to get into the mindset of your clients:

Answer the questions below, to create a, “Perfect Prospect” for what you are marketing. (Tip: Write down what immediately comes to mind.)

  • John (or Jane) is my ideal prospective client. He/She is __years old. His/Her three ...
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“Movie Trailer” marketing to the affluent

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The newest approach for marketing to the affluent is what’s becoming known as Movie Trailer Video Marketing. Although the early adopters are in the luxury real estate field, don’t be surprised to see this approach take hold among other consultants, advisors and experts who are seeking to gain a foothold with the ultra-affluent.

As I’ve mentioned repeatedly, good marketing is all about telling a good story, and Movie Trailer Video marketing takes this to the next level.

There’s a great post about ...

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How to become a recognized expert

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One of the biggest challenges facing consultants, experts and advisors, is how to stand out from the pack. As one might guess, the primary benefit of becoming a recognized expert is that it draws potential clients to you, rather than you having to chase after them.

Case in point.

If you ask most consultants and advisors how they get new clients-you’ll hear, “Referrals.”

Nothing wrong with that.

However, in most cases, it’s not the referral that calls them.

Rather, the advisor learns of a referral, perhaps ...

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Using Video Stories To Sell To The Affluent

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Ultimately, it comes down to the story you tell.

That’s how you differentiate yourself from others.

That’s how you get the attention of the very hard to reach.

In the world of luxury real estate marketing, no one does a better job of telling the unique story of a house with humor, warmth and emotion than Ruhm.

Check out these videos.

Whether you have the budget for this type of marketing or not, the important point ...

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The importance of affluent niche marketing

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The Wall Street Journal makes an interesting observation about the importance of niche marketing, especially if one is marketing to the highly affluent.

Case in point, Kayne Anderson Real Estate advisors, a private equity firm just completed its fourth real estate fund in a record amount of time.

What was the secret to attracting accredited investors?

There are two lessons to be learned.

First, the fund focused on a highly niche segment of real estate investing-medical office building and student housing. As the WSJ ...

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The Magic Follow Up Formula

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I recently wrote an article about how frequently to stay in touch with you prospects. Stay in touch too frequently-you get annoying. Conversely, if you’re not in touch regularly, you’re out of sight and out of mind. If you missed it-you can read the article here.

Anyway, the article must have stuck a cord since I got a bunch of emails asking a great follow up question which is-what should I say in the email sequence?

Let me give you ...

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The most important page on your website

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A client asked the other day, “What’s the most important page on a website?” It’s a good question and I’m not sure there’s just one answer, (but here’s my opinion.)

Obviously, the landing page and the opt-in page(s) that promote your lead magnets are crucial. But, one of the biggest challenges that most providers of high-value services face is, How to convert the people who opt-in to actual paying clients? Couple that with the issue of How can I avoid spending so much time with ...

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Monetizing Your Blog

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Here’s an interesting idea courtesy of our friends at PERE News which covers what’s going on in the world of real estate private equity. It’s a strategy that can be adapted for most any company that offers high-value blog content.

The idea is a simple one. Subscribing to the blog is free, but you have to be a paid member in order to read the content.

Clever idea.

Naturally this only works if you’ve got really interesting ...

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Want more response to sales letters or emails? Do this.

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Here’s a simple thing you should do if you want to increase the amount of response you get to your sales letters or emails. (It also works well for blog posts.)

It’s the simple P.S. at the bottom.

All you need to do is to reiterate the offer or the call to action, The simple step of adding it at the bottom will drive response.

The reason for this is how we read.

We’ll usually start off by looking at the headline. If that ...

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