Advertise for what you want AND for what you don’t want.

Tuesday, April 13, 2010 Posted by Brian Kathenes

Arctic explorer and MARKETER Sir Ernest Henry Shackleton, (February 15, 1874 – January 5, 1922) lead four Antarctic expeditions and was knighted for traveling the furthest south of any human during his voyage aboard the Nimrod.

Shackleton is best known for leading the disastrous Imperial Trans-Antarctic Expedition, commonly known as the "Endurance Expedition" and "Shackleton's Voyage," from 1914 to 1916. Shackleton failed the goal of crossing the Antarctic continent on foot, but became known for his leadership abilities.

His ship ‘‘The Endurance’’ became stuck in the ice and Shackleton lead his men to a safe spot on Elephant Island and then traversed 800 miles of the open Antarctic Ocean to South Georgia Island with four other men. He then managed to cross mountains to reach a whaling station at Grytviken.

Upon his arrival he found a ship to rescue the rest of his team who were left behind on Elephant Island. All men on The Endurance survived their ordeal in the Antarctic, after having spent 22 months in the Antarctic.

So how did he manage to round up a crew for this most amazingly dangerous journey? He advertised for what he DID NOT want. No wimps! No freeloaders! No untrained city boys!

Here’s the ad: “Men wanted for hazardous journey. Small wages, bitter cold, long months of complete darkness, constant danger. Safe return doubtful. Honor and recognition in case of success.”

As a marketer of your business, you must do the same thing. Advertise for the clients and customers you don’t want. Scare off those who will only cause you grief.

One our web URLs is: www.PremiumAppraisalServices.com. It is designed to let any potential client who reads it clearly understand that we are not the cheapest guys on the block. It tells them: ‘‘If you want cheap, don’t click here.’’

It also tells them: ‘‘If you think you’re going to negotiate with us to get us to reduce our fees, or allow you to add more stuff to the job without an addition charge, you are sorely mistaken.’’

Attract and court the clients and customers you want. Repel and discourage the ones you don’t.

Set your standards, then let the world know how you do business.

I'm setting up a marketing summit late spring. If you want to be a part of it, call me (908) 459-5979 or e-mail me at brian@kathenes.com. Do it now. It will fill up fast.

Stay well and happy!
Brian
You can leave a comment, or trackback from your own site.

0 Response to "Advertise for what you want AND for what you don’t want."

Appraisal Calendar

Join the LinkedIn Personal Property Group

From Amazon


Journal of Advanced Appraisal Studies