June, 2010 | Mortgage Marketing Coach

Archive for June, 2010

Are You Sending People Chocolate Frosted Dog Crap?

By Doren Aldana

With few exceptions, the first two words we learn as kids are “Please” and “Thank you”. As a parent, I’m constantly reminding my three year old daughter, Kiara, to say these two words because as a culture, we tend to be repelled by people who lack those basic social graces. Plus, to be honest, it makes me look really good when my kid is polite. Wouldn’t you agree?

If showing appreciation is such an integral part of human interaction, how might you use appreciation to differentiate yourself and improve your marketing results? It seems to me, as the world becomes more technologically advanced, people are becoming more inclined to send a quick text or email to say “Thank You!” rather than the good Old Fashioned phone call or snail mail thank you card. When it comes to showing true, heartfelt appreciation, we haven’t advanced at all!

I recently listened to a controversial interview with Tommy Wyatt, author of the Appreciation Marketing. (Dan Kennedy had recently slammed Tommy in the No B.S. Newsletter for his stance on sending “Chocolate Frosted Dog Crap”). Before I give you my thoughts on the issue, here’s an excerpt from the interview:

Tommy: “If you’re my accountant, you don’t need to send me a Christmas card and say, “Merry Christmas,” and put your business card in it and your contact information. I know you’re my accountant. I already know that. Just be real. Just say, “Merry Christmas,” or say, “Happy Birthday,” or “Happy Thanksgiving,” or “Happy Groundhog’s Day.” You don’t need to say, “The best compliment you can give me is a warm referral”; that just made me throw the card in the trash.

To prove I’m right on this, think about you. What do you do when you get those cards? They aren’t special to you. I’ve got a friend who’s in mortgages. He sends me postcards in the mail with his face in the corner and his mortgage company next to it, and it’s a recipe. What do I want with sweet and sour chicken? That did not make me want to go do mortgages with you. In fact, it’s junk mail. It doesn’t get into my house.

I don’t know how many people are like me, but I get my mail, I drive into my garage, and I stand over the garbage can before the mail comes upstairs. Boom, boom, boom, most of it’s not getting past the gatekeeper.

We get too much junk; we’re inundated with it. If you want to say Happy Birthday to somebody, say it and mean it. Don’t dress it up like Chocolate Frosted Dog Crap and hope it gets past the gatekeeper. It’s pointless.”

Based on the specific examples Tommy was giving, I wholeheartedly agree – no need for a business card or a referral request in those cases. BTW – I wish I could say I’ve never made the mistake of serving up any chocolate frosted doggy doo-doo but I’d be lying. On one occasion, I set my customers up on a 3-year birthday card campaign with a link to save 50% off any product in my online store in every card. How do you think that one went? Needless to say I didn’t make one sale. They probably got one whiff of that self-serving steamy heap and flung it in the trash. If the purpose is to let the person know you truly care about them as a real human being, then cut the crap and be authentic with your intent.

On the other hand, if your intent is to thank them for their business, then by all means ask for the referral. The “Thank You Card” on the right shows an elegant example of how you can show appreciation for your client’s business after the deal closes. Let me point out a few key elements:

1. Acknowledging the fact that they had options and thanking them for choosing you as their trusted advisor.

2. Let them know that you will be providing ongoing support with an “Annual Mortgage Review”.

3. Give some examples on how they might benefit from your services in the future.

4. Emphasize importance of referrals to your business.

5. Give a surprise gift such as movie tickets, Starbucks or Tim Horton’s gift card, etc.

Regardless of how you choose to show your appreciation, remember this: IT ALWAYS PAYS!

If you’re a member, CLICK HERE get instant access to a customizable version of this new Thank You Card.

If you’re NOT a member, you can get a 30-day free trial when you order our new “Referral Secrets” DVD set. This will give you unlimited access to over 350 turnkey marketing templates just like the one shown here.

So, what do you think of this post? Please share your thoughts/comments below. I love feedback!


The Success Cycle: How to Go from Sales Slump to Sales Star!

By Doren Aldana

I was at the park the other day with my wife, Michaela, and my two kids, Kiara (3 yrs) and Ezra (7 months). After chasing Kiara around for a while I decided to sit down and take a much needed rest. From my command post I was able to chat with Michaela and watch Kiara at the same time – sweet deal! About that time, I noticed some other parents arriving with their kids. While I was talking to Michaela, a man came over and said, “Are you Doren Aldana?” I said, “Yes,” wondering who this person could possibly be. He said, “I’m one of your coaching members and he introduced himself. Rarely do I ever meet any of my members in person in my own neighborhood, so I took this special opportunity to hang out and learn more about his business.

What I discovered over the next forty-five minutes, was a real eye-opener. I learned that this member had fallen into a sales slump and was struggling to make ends meet. Interestingly, just prior to the slump he had stopped sending his monthly direct mail newsletter in order to save a few bucks. Additionally, he had no real marketing plan in place to generate leads and had no clue what his top three high value activities were. He was basically flying by the seat of his pants hoping something would come together. You could tell from the tone in his voice and the expression on his face that he was feeling really frustrated and was at a complete loss about what to do to break out of his slump. Can you relate?

Most people have this erroneous belief that the secret to success lies in DOING more. While taking action is critical, it’s only half of the equation. There’s a lot more to it than that! For example, you can call on Realtors all day long but if you’re not coming across as BEING confident and competent in your ability to provide unique value, it ain’t gonna happen for you! As the late Jim Rohn says, “You can’t chase success. You attract success by becoming an attractive person.” Again, this comes down to your mindset, your mental attitude and the level of passion, confidence and resourcefulness you bring to every action you take. It’s the quantity and the quality of your action that determines your success or failure in life.

Anthony Robbins has long taught the “Success Cycle” by drawing a circle with four distinct steps. Step 1 is your potential or your natural God-given ability to be successful at a particular task. We all have innate strengths and weaknesses. Contrary to popular opinion, the key to success is not in improving your weaknesses but instead to build on your strengths. For example, I couldn’t administrate myself out of a paper bag if my life depended on it. However, I could sell ice to Eskimos any day of the week. That’s why I’m in sales not administration. How about you? What are your greatest strengths, talents and abilities?

Step 2 is action. If we know we have great potential for success we’re going to take massive action. If we’re doubtful or uncertain about our ability to be successful, we tend to hold back from giving it our all. The quality and quantity of our action taken will determine our level of results (Step 3). Now here’s the kicker. Our results determine our level of belief (Step 4) or certainty that we can be successful in the future. It’s having that absolute certainty, that makes you tap your full potential, take massive action, get massive results and be reinforced with even stronger belief. This is what makes somebody a star in anything!

Everyone has unlimited potential within themselves, but unless that potential is fed by the best beliefs, attitudes, and resources, it remains untapped. Once you feed your mind and adopt new, empowering beliefs and attitudes, you will activate your potential for greater and greater results. When you put that potential to the test by taking consistent, powerful action, you will watch your results grow exponentially, which in turn increases the positive and powerful beliefs and attitudes you hold about yourself and your ability to succeed.

These new beliefs and attitudes will unleash even more of your potential, leading to better actions, better results, and on and on. This spiral of success builds incredible momentum. It will allow you to compress decades of effort into months, even days. And very soon you’ll find that the goals you considered merely dreams are now your daily reality.

But to build and maintain momentum, you must relentlessly seek out and model the strategies, techniques, beliefs, tools, and ideas of the best of the best, and then you must continually put what you have learned into practice. You must combine the highest standards with the firmest beliefs and the greatest commitment to consistent action. And for that, you need someone who has walked the path of success and who can share with you the secrets of creating and sustaining massive results.

You need a mentor who will be with you every step of the way, encouraging you and helping you to find the inner drive that will keep you racing toward your goals no matter what. That’s my job as your Mortgage Marketing Coach.

So if you find yourself in a bit of a sales slump right now, here are four steps to create your breakthrough:

There are three primary ways you can create self-confidence at any moment.

1. Make a radical change in your physiology: intense, radical changes in breathing, gestures, movement, and facial expressions.

2. Control your mental focus. The fastest way to change what you’re focusing on is to change the questions you’re asking yourself. Change from “what happens if I fail at this?” or “why do I always screw these things up?” to “what’s the best way to get this done now?” or better yet, “what’s the best way to get this done and enjoy the process?”

3. Change your core beliefs. Change from “I’ve never done it before so I don’t see how I could do it today,” to “if I can imagine it, I can achieve it.” To have more confidence, stop analyzing yourself and focus on how you can expand your contribution to others.

4. Assignment: Recall five of your greatest successes, and write a paragraph describing each one. Use these examples to remind yourself that you can always find a way!

So, what do you think of this post? Please share your thoughts/comments below. I love feedback!