Wednesday, September 21, 2011

 

Bad recipes, great drip marketing (a case study in irrelevance)

Sally Gregg is a great Realtor. She sold us our first home ten years ago this December, and I still think about her every month.

She helps me do that, of course, with monthly recipe postcards like the example shown here (an actual postcard from last month).

She's used the same recipe postcard service this entire time. Several years ago, my wife and I tried a couple of the recipes. Awful, really bad stuff.

But you know what? I'm not going to hire Sally to cook for me, nor am I going to buy her cookbook. She was a damn good Realtor. Took my wife and I on as clients when we were buying a home far cheaper than she's used to selling. And despite that, she treated us as if we were her most important clients. Several years later, when we were considering a remodel, she came and spent a couple hours with us evaluating the pros and cons, knowing full well we likely weren't going to sell soon.

I've sent a lot of prospective customers Sally's way. I've even failed to give her names to people I know would be pain-in-the-butt clients.

I'm doing this not because of her recipes. But her postcards are monthly reminders of how good a Realtor she was.

Sometimes your drip content doesn't have to be relevant, or contextual, or directly related to what you do or enable. That's all good too, but sometimes it simply needs to be a reminder of who you are, what you do, and the value you once provided (and can provide again).

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