We can learn a lot from attorneys.
Think about the typical criminal court case. The prosecuting attorney must prove, beyond a reasonable doubt, that the defendant is guilty of the crime in question. To make this more challenging, they don't have to prove their case to one person, they must prove their case to an entire panel of jurors.
How does this apply to you?
In your next client sales presentation think about "proof." Does your presentation prove, beyond a reasonable doubt, that you're the best real estate professional for the prospective client?
Proof requires evidence.
Most agents don't prove anything in their presentations. They say a lot, but they don't back it up with proof. Some agents will say …
"I'll sell your home fast" or "I'll sell your home for top dollar" – PROVE IT!
To become a top-level marketer, you must go beyond "telling." You must start "showing." Remember the famous line "Show me the money" in the movie Jerry Maguire? "SHOW" was the key word. Would this line have been as effective if he would have said "Tell me the money?" Of course not.
This is exactly what we do when we don't prove what we say in our marketing.
Imagine that you have to give your listing presentation tomorrow. However, instead of giving the listing presentation at a seller's home, you have to give it in court in front of a judge and jury. Would you be able to prove to the court that you are the best real estate agent for the job?
To get a feel for how to prove your case, you should study other successful marketers. Last week, I stumbled across two different marketing pieces that did a fantastic job "proving" what they claimed. I suggest you study these two marketing campaigns to see what I mean. Both offer a world-class education on marketing.
1. The first marketing campaign is about a sports betting system. Now I'm not suggesting that you bet on sports. I'm simply suggesting that you study how this marketer proves, beyond a reasonable doubt, that his approach is successful.
Read through this entire sales letter and list all of the different ways this marketer proves his case. You'll find testimonials, verifiable earnings, screen shots, photos and more.
2. The second marketing campaign is about creating income through online businesses. This campaign is a little different because the best "proof" comes in the video included in the sales letter.
On this page, scroll down until you see "Your Money Proof Video." Take a few minutes to watch this video and see how powerful it is in building his case. It's simply amazing.
"Proof" is critically important in your business. Make it a priority to study other marketing campaigns to learn how they prove what they claim. Also make sure you add proof in every step of your marketing process. This would include any marketing materials delivered via mail, email and your sales presentations.