Push marketing vs Pull marketing

By
Real Estate Agent with 774.289.5521

This morning I commented on SPAM that I received (I made it members only if you are reading this and you aren't a member).  There was a comment left that basically said, like it or not, SPAM is here to stay. We are all marketers here. Every one of us. I'm really hoping that anyone who spams reads this. Because SPAM, as we all know, is unwanted.

Still people send it out. I'm guessing that when you blanket a message board's members with your message that the odds are you will find one person who wants what you have to sell. That's PUSH marketing. Pushing your message in someone's face. It's also very ineffective. I mean, if you have no clients and a trust fund paying your bills and you have the time to spam lists to gain one client, then that's your perogative, I guess, whether I like it or not.

They say it takes 7 times for a prospect to see your message before they become a client. That means a spammer has to spam me 7 times before I buy from them, if I am even interested in what they are selling. What's the odds that I've filtered their addy long before I receive the 7th message?

For the rest of us, who have to have more than one client to pay our bills, we can't be blanketting whole lists. We need to be a little more specific about who receives our messages so we aren't wasting time (ours or theirs). What is much more effective than push marketing is PULL marketing. Drawing, or pulling, the ideal client to us. We can do that through answering on message boards, blogging, newsletters, and many other ways. 

Basically, if I see your name on answers in a forum that you've answered on 7 times, I believe that is a much more effective way to show me that you are an expert in your field, and I may just decide on my own that you are the ideal person to solve my problem without you pushing the fact in my face.

My husband has a saying, "when you're sick you go looking for a doctor, the doctor doesn't come looking for you". In other words, people who need me will call me, I call people that I need. Show me what you do and when I need what you have, I will give you a call. Don't throw your services in my face. It makes you look desperate.

I really hope that I'm not sounding judgmental because that is not my intention. I am trying to educate the spammer. I know when you're just starting out and you're desperate for clients that you'll try anything. But you're actually hurting your reputation, not helping it. We all know how important reputation is in this business.

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Tags:
push marketing
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Rainmaker
64,294
Crystal Pina
Remax Professional Associates
774.289.5521

Thank you both Dave and Kristal. Dave for sticking up for VAs. Kristal for the compliment. I did take it as a compliment because I intend on standing out from the crowd. When you say I'm not like "other VAs" - good. I like that.  

I haven't had a lot of time lately to share my knowledge but I plan on blogging more in the near future. I am not a web expert, I am a marketing expert, both internet marketing and local marketing. I am hoping to stand out from other VAs by showing that knowledge in my blog and through my newsletter.

I was a Real Estate agent. I actually sold my last house in June. Personal situations are forcing me to find another way to work. Without getting too much into my personal life, I have a handicapped child at home who needs me more right now. He was injured in a fall several years ago. Showing houses and holding open houses kept me away from him too often. Becoming a VA was the ideal cross between doing what I love (marketing) and doing what I have to do. Actually working online is a lot closer to what I love to do, so it's been a blessing in disguise that I have changed into a VA. I may again evolve my title, but no matter what I call myself, I will always share in the success of others. I want to help others reach their marketing goals. I'm one of those people who honestly does like to see others succeed. I'd like to be able to support myself at the same time.

September 18, 2006 11:33 AM
Rainer
52,539
Michael Price
MLBroadcast / Zillow / Sitetraffic.com
I was glad to see someone comment on RSS and how it will be used in the future. Syndicated content in which internet empowered consumers subscribe to marketing messages has gone past the proof of concept stage. It would do everyone well to garner a understanding of the technology and how it will impact your business models going forward. 
September 18, 2006 11:35 AM
Ambassador
640,604
Kristal Kraft
Denver Real Estate - 303-589-2022
The Berkshire Group Realtors

Crystal, I've taken Dave's advice and blogged this topic.

Your background having been in the business will provide you with insite to assistant others in a big way.

Sorry to hear of your son's accident, but you have made the right decision.  Kids come first...

September 18, 2006 11:45 AM
Rainer
2,204
Al Kao
AK Works

"trying to educate the spammer" - that's rich. What spammer would care? If the spammer cared - then the spammer wouldn't be a spammer now would he?

And don't forget that the spammer isn't necessarily someone who just wants to market a product and make lots of money. The spammer can be crime syndicates that send spam which are really phishing campaigns. Clicking on spam links can take you to places you shouldnt go to.

So, like it or not, spam is definitely here to stay.

When you create a communication medium, it is bound to be abused. "Free speech" in America has been abused. TV and radio abused. SEO is abused - I mean, all kinds of communication medium and marketing tactics abused - because there's money in it.

Don't think for a minute that people dont regard realtors who email "spammers".

Spam has become such a wide term to mean "anything that I dont want". Even if you sign up for a newsletter - if they email more than 1x a day - or more than 1x a week, it can become "spam" - because it's "unwanted". The problem with that is "unwanted" is all relative.

Spam can also come from a lot of places. Is your email published online? Programs called email harvesters scour for emails to spam.

Have you put your email out there by signing up for stuff? Lists get sold and resold many many times.

Your computer may be highjacked by trojans and spyware or adware. Maybe the ppl you send emails to have their computers highjacked.

I've seen plenty of ppl come to me and ask why their computers are slow and dont seem to work - and their computers are riddled with spyware, adware, and even trojans - and they were none the wiser.

The bottomline is Spam is here to stay. The key is to  avoid opening the emails, clicking on anything unless you trust it, and using filters, be vigilant. That's the truth.

September 18, 2006 11:58 AM
Rainmaker
64,294
Crystal Pina
Remax Professional Associates
774.289.5521

"trying to educate the spammer" - that's rich. What spammer would care? If the spammer cared - then the spammer wouldn't be a spammer now would he?

Al, I think (hope?) this spammer would care. He did lots of things that regular spammers don't do which showed him to be an amature. I thought in my first post that I didn't come off by saying what I was thinking, so that's why I clarified with this post.

But I'm also blogging to people who may not know there's a better way, they may think, "well if we can't email, what can we do?". That is where RSS comes in. I didn't talk about it because I am working on an article for my newsletter on it. Actually, there's so much more than RSS. It's the whole "bringing people to you" concept.

September 18, 2006 12:22 PM
Anonymous
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Rainmaker
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Crystal Pina

Remax Professional Associates
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