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Just What is Potato Chip Marketing?

Posted by Jennifer Cummings on 5/22/2007

Just What is Potato Chip Marketing? Simple…
It's a Fresh Approach to Marketing That Actually Works!

Question: What do real estate agents have in common with potatoes and pigs?

And no…this isn't some funny joke. It's actually a very serious question. Any ideas on the answer?

Very simply…real estate agents, potatoes and pigs are all
commodities – products that can be bought and sold.

Now I know real estate agents don't like to think of themselves as something so common and available as potatoes and pigs, but it actually gets worse! In the July 2006 Harris Poll (one of the most respected polling organizations in the country), real estate agents ranked LAST among the "Most Prestigious Occupations." Last! Even behind lawyers and used car salesman! Can you believe that?

That's a pretty staggering blow, isn't it? But let's face it folks, real estate agents are just not very popular these days. Sound pretty hopeless? Well, there's a solution…and it's called Potato Chip Marketing!

So just what the heck is Potato Chip Marketing?

Potato Chip Marketing is a success solution. It combines proven marketing strategies with a "Give to Get" philosophy that is lacking in business today.

Most real estate agents operate in "me – me – me" mode. It's not necessarily your fault, it's just the philosophy that's perpetuated by a lot of the trainers and marketing firms. And, honestly, that's probably why real estate agents are dead last in the popularity polls. Now enter Potato Chip Marketing…

Potato Chip Marketing suggests that the complete opposite of what is
commonly practiced is absolutely necessary.

People often ask me why I call it Potato Chip Marketing. As a speaker and consultant, I needed an easy way to demonstrate the philosophy that has taken me 10 years to develop.

I often tell this story…

If I offered you a million dollars to get a squirrel to eat potato chips out of your hand, and the only tool I gave you was a bag of potato chips, you wouldn't pummel the poor animal with chips, would you? No.

A better strategy would be to start laying a few chips near his nest to entice him and – after the squirrel has eaten those chips – you would create a trail that eventually led to you.

And…once the squirrel has gained your trust, he will be eating out of your hand.

It's the same with your prospects!

They don't want to be assaulted by phone calls and multiple pieces of mail with your photo all over it. To attract clients, you need to offer a few valuable "potato chips" – with no strings attached – and once you have gained their trust, they'll be "eating out of your hand," too!

Now, what do I mean by "offer a few potato chips?" Well, your "potato chips" are just a metaphor for something of value.

Think..."What can I give my clients?" instead of "How can I get my client's business?"…

It's a change in approach.

And the easiest way to do this is by giving information. This can be in the form of a special newsletter (but not a newsletter like all the other cookie-cutter newsletters that other agents have been sending out for years) or a ground-breaking free report. Your potato chip can also be an invitation to a special event or even a small gift. This "give to get" philosophy is not only good karma, it makes good business sense as well!

Potato Chip Marketing is no longer a luxury – it's a necessity.

By implementing these principles, you are offering a way of doing business that actually puts the client first – no hidden agenda, no hard-sell – and THAT is what will guarantee your success.

Remember, there is a whole new generation of buyers and sellers out there, and the old ways of doing things are not relevant anymore.

"Give to get"…and the "squirrels" will be eating out of your hand in no time!

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Just What is Potato Chip Marketing?

Posted by Jennifer Cummings on 5/22/2007