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The Secrets of "Free Report" Marketing
Written By: Karen Deis
Next to the fear of public speaking and death, people fear making mistakes. You have probably seen these types of ads everywhere - "Call for a copy of my free report about the mistakes people make when..." they purchase anything these days. Free reports from dentists, plumbers, carpet cleaning companies and of course, real estate agents and mortgage lenders are common.
Some people think "free report marketing" is hokey! That's OK! But before you pass judgement on free reports, I'm going to be very blunt with you. It doesn't make any difference what you think - it's what the client thinks about the report's contents, that matters most! And beleive me, it does matter because of, well, their fear of making a mistake!
Just like a newspaper or magazine, people read the HEADLINES first, and then decide whether or not it's worth their time to read the rest of the article. The headlines for free reports work basically the same way - it is written to attract the type of client you want to do business with. For example:
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- "Don't sell your home until you read a copy of my Free Report on the Mistakes People Make Shopping For a Mortgage". (The headline assumes they have a "house to sell" so your target market is 2nd time homebuyers.)
- "When Your Lease is Up, do you know where you are going to live? Read my Free Report on the Mistakes 1st Time Homebuyers Make Shopping for a Home." (1st Time Homebuyers and Renters.)
- "Don't be embarrassed if your credit is less than perfect! Call me for a copy of my free report on mistakes people make shopping for a mortgage." (Credit-challenged clients.)
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At the end of this article, all paid subscribers to LoanOfficerMagazine.com, will receive a FREE, 2-page copy of a sample "free report". If you are not a subscriber, and would like to sign up, CLICK HERE to subscribe now!
You may also want to check out Bob Williamson's, "Ten Things You Need to Know Before You Buy a Home", on our products page. CLICK HERE. It's different because it shows clients how to negotiate for the lowest price when purchasing a home. It's only $49 for a 12-page report, that also includes an article that refers to the product, along with a sample ad. The product is emailed to you in a Word document.
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Headlines like this can be developed for new construction clients, jumbo loans, home equity loans - you name it! The headline of the free report attracts only those people who fall under those categories. They have raised their hand and said - "Hey, that's me! Send me a copy of your free report." Before even meeting with these interested individuals, you have a good idea of what type of client you are dealing with.
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