Shock and Awe
I interviewed Dan Kennedy for our June issue of SUCCESS (on newsstands now). One of the concepts he discussed is one I have employed for much of my life—professionally and personally: Shock and Awe marketing.
I sold real estate when I was only 20 years old (through age 24). The most competitive prospecting group as a realtor are expired listings. These are homes that have been listed by other agents and when their contract expired an alert would show up on the Multiple Listing Service. Immediately several dozen real estate agents pounce and start calling on them.
I made up in hustle and aggressiveness what I lacked in age and experience. I developed what I called my Shock and Awe Blitz Campaign. Once I set my sights on you, you were either going to love me or hate me, but
you would not be able to ignore nor forget me.
Between 6 and 7 a.m. the morning your listing expired, I’d be standing on your doorstep asking to relist your home with me (immediately separating myself from everyone else and delivering a little shock). Sometimes this is all it took, but if not…
Later that day you would get a package hand-delivered by an assistant, that we affectionately called “Da-Bomb,” because it was big and stuffed full of combustible materials explaining why I was “Da-Bomb.”
Then in the early evening an assistant would show up and hand them a SOLD sign and say, “This is a gift from Darren Hardy; you will need this soon after you hire him to sell your
Later that evening I would stop by in person and ask for the listing again.
(Key point: More than 50% of the time the listing was won or lost within the first 24 hours. This is why I blitzed all-out during that time.)
If the listing still hadn’t been secured I would then have something hand-delivered or mailed to them every day for at least two weeks along with a daily call from me personally.
It wasn’t long before they would call exasperated, exclaiming that if I would market their house like I market myself, I had the job. Shock and awe baby!
What is your most important (valuable/profitable) prospect group?
What’s your shock-and-awe package and campaign?
Create one this week.
This is useful in your personal life as well…
I met an entrepreneur recently who met his dream girl online. She came from a very well-to-do Indian family. He wanted to ask her father for her hand in marriage.
Wanting to ensure his success he didn’t just show up neatly dressed with an eloquent speech in hand. No he showed up with 500 of his guy friends at the doorstep of her father’s house all equipped with their speech about why he would be a great husband.
Do you think he got the sale? It’s really impossible to say no under those conditions. How can you make it nearly impossible for your key prospects to say no to you?
Share your ideas, thoughts and strategies for how you deliver or will be delivering your own Shock and Awe campaigns—professionally or personally in the comments below.