I recently read Mind Capture by Tony Rubleski. The subtitle is "How you can stand out in the age of Advertising Deficit Disorder." Which is a great way to describe consumers. Your prospects are all on marketing/advertising overload and the challenge every originator has is to be memorable. So memorable that they not only use you for their next mortgage, but also refer friends and family.
A pretty big challenge.
There are some great ideas in Mind Capture (I especially like the "Grabber" campaign ideas, which is exactly what I have done with my Realtor Marketing Product. Rubleski talks about asking yourself "What's the opportunity in these market conditions?" and goes on to quote Wallace Wattles in The Science of Getting Rich. "Never speak of the times as being hard, or of business conditions as being doubtful. Times may be hard and business doubtful for those who are on the competitive plane, but they can never be so for you; you can create what you want, and you are above fear. When others are having hard times and poor business, you will find your greatest opportunities." This was written in 1910. Yet, it absolutely applicable to our current situation.
Rubleski goes into depth about such topics as press releases, guarantees, headlines, and a great many other things to help you get your marketing message read, remembered and acted upon.
Great post Bliss! I just did a webinar and interviewed Tony Rubleski about his book (see webinar here http://ftp.mymortgagecommunity.com/video/08tr58/08tr58.html). He's got a great marketing mind (Dan Kennedy follower) and the book brings some practical marketing strategies from a different, non-mortgage perspective.
Glad you enjoyed the book as much as I did! :)
Posted by: David Bush | October 10, 2008 at 06:30 PM
Thanks for the positive blog post/review of the second ‘Mind Capture’ book!
I appreciate and it and wish you continued success.
Tony Rubleski, President - Mind Capture Group
Posted by: Tony Rubleski | October 13, 2008 at 09:33 AM