Marketing 102!

By | August 19, 2015

You open a company and naturally you do a great job at whatever product or service it is that you provide!

Therefore job number one is to not keep the fact that your company exists a secret.

As discussed in an article here yesterday (Ever Consider Spending $5MM For A Thirty Second Television Ad?) that task sometimes involves obvious marketing routes and it sometimes requires some real out side of the box thinking.

In the title insurance business where in many ways the product that we are selling is a commodity (i.e. the price of title insurance policies in New York State do not vary firm to firm), differentiation and the development of marketing that will grab a potential clients attention becomes a key.

As an example of marketing that may create curiosity within a visitors mind while telling the firms story, Hallmark Abstract recently developed the following whiteboard animation…

Marketing 102!

But getting the business, while critical of course, is in many ways where the job begins.

That fact is expressed extremely well in an article at The Story of Telling titled ‘The Marketing Paradox‘!

The goal of most marketing is to get people through the door, bums on seats and products sold.

Because much of our marketing effort is front-loaded it’s easy to believe that once we’ve closed the sale, we’re done. And so we latch on to stories of six-figure product launches and multi-million dollar capital raises—often making those the metrics we aspire to.

Getting people through the door is a tiny part of the work we do. The threshold is where the story starts. We need to devote twice as much time, thought, effort and care into continuing to woo customers once they have handed over their money as we do before they commit.

The biggest question facing us is not, “How we get people to buy?“
It is, “How to we earn the trust that keeps them?“


Article written by Michael Haltman, President of Hallmark Abstract Service in New York.

HAS is a provider of title insurance in New York State for residential and commercial real estate transactions.

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