Today, we’re diving into the crucial topic of how to get noticed in a crowded marketplace. So, let’s explore the critical strategies for making a lasting impression in your industry.
In my training sessions, I always emphasize the importance of understanding the problems you’re solving or the opportunities you’re creating for referral partners or borrowers. This concept is known as positioning, and it’s the foundation of your unique value proposition.
Now, assuming you’ve already defined your positioning, it’s time to figure out how to get it out there and how to get noticed. This is where persistence and creativity come into play. Let’s break it down.
1. Persistence is Key
The first thing you must do, and sadly, what so few actually do, is be persistent with your message. Consistency is key. You have to keep putting your message out there in various ways. Whether it’s through social media, email, phone calls, direct mail, or even a text message, diversify your communication channels.
For instance, if you’re trying to connect with a realtor, you might find success on LinkedIn, but don’t expect a response to a phone call. Alternatively, you could send a personalized letter or a unique card. You might be thinking, “Mail something to a realtor? Really?” Absolutely! Why? Because it’s not something everyone does, which makes you stand out. Plus, when you follow up on that card or note with a phone call, you leave a memorable impression.
The keys to getting noticed are repetition and creativity. You must consistently send your powerful message to your target audience in as many different ways as possible.
2. Timing is Everything
While persistence and creativity are vital, timing also plays a significant role. Your message might be brilliant and unique, but your audience won’t pay attention if the timing isn’t right. This is why the saying “It’s a numbers game” is so relevant. Few people are persistent enough to execute these strategies consistently.
To truly stand out, you must have a compelling message and consistently broadcast it to your target audience in multiple ways. This is a topic I frequently discuss in my events, and it’s a strategy used by big companies like insurance giants GEICO and Progressive.
Think about it: Why do we see GEICO advertisements everywhere? They sponsor sports events, appear on billboards, run TV commercials – they’re everywhere! It’s because they’re reaching their audience through various channels. You might be thinking, “But Ron, I don’t have the budget of GEICO!” I understand; most of us don’t. However, the good news is that we can achieve similar results with minimal or even no cost if we’re willing to invest our time, effort, and energy.
If you aspire to be a successful originator and grow your business when others are struggling, do what others are unwilling to do. Remember, persistence and creativity are your allies in standing out in a crowded marketplace.