| You won't find "talkability" in any | | | | each item. Does it seem like something they |
| dictionary. But it has everything to do with | | | | would want to share? Can you imagine them |
| your personal marketing program. This article | | | | saying, "Tom, you won't believe what my agent |
| explains what it is and how it can help you | | | | did for me..."?If so, you've achieved |
| grow your business.Let's start with a | | | | talkability.Marketing Alone is Not Enough |
| definition:Talkability (noun) - 1. The ease | | | | |
| with which a product or service can be talked | | | | A remarkable service with average marketing |
| about. 2. The likelihood that a product or | | | | will outsell an average service with great |
| service will be talked about.Ever experience | | | | marketing. Remarkable products and services |
| a product or service so incredible, so above | | | | have talkability, so even with average |
| and beyond the norm, that you couldn't wait | | | | marketing their messages will reach farther |
| to tell someone about it? That's talkability. | | | | and wider than the average product with great |
| Talkability is more powerful than | | | | marketing.Talkability Success Stories |
| "noteworthy" and more interesting than | | | | |
| "interesting." It lives in the "remarkable" | | | | If a product or service has extremely high |
| neighborhood.So what does it have to do with | | | | talkability, it hardly needs any marketing at |
| real estate? Well, if you realize that most | | | | all. Red Bull and Starbucks had high |
| real estate business comes from referrals, | | | | talkability when they launched (still do).As |
| you'll begin to see the true power of | | | | a result, they grew to epic proportions with |
| talkability in helping you grow your | | | | virtually no initial advertising. Red Bull |
| business.Increasing Your Talkability Factor | | | | only started advertising a couple years ago, |
| | | | and Starbucks still does virtually no |
| To increase the talkability of your | | | | advertising. Yet people couldn't resist |
| services, you must offer something so unique | | | | talking about these products. These products |
| it's virtually impossible for people to keep | | | | surfed on waves of talkability.Those are |
| to themselves, something they cannot resist | | | | products. Now let's look at a service with |
| talking about. A first step is to ask | | | | talkability. Here in Austin, Texas, there's a |
| yourself the question, "If I were my own | | | | barbershop called Sexy Scissors. Their name |
| client, what would be remarkable to me?"This | | | | says it all, and their motto drives it home: |
| is the fun part. It's called the "What if" | | | | "Hot stylists. Cold beer. Great haircuts." |
| game. First, turn off your internal critic, | | | | They have sports on all the TVs and a beer |
| that little nagging voice that says things | | | | keg built right into the receptionist's |
| like "That's silly" or "That will never | | | | desk!See what I'm doing right now? I've |
| work." Next, make a list of "What if" | | | | succumbed to the talkability of this service. |
| statements about your services: | | | | As a result, I'm giving them free publicity. |
| | | | Whether or not you agree with their "angle," |
| What if I found a way to offer free interior | | | | you have to acknowledge the talkability of |
| design consultations to buyers, redeemable | | | | it. Can you imagine the number of men who've |
| for 30 days within move-in?What if I offered | | | | said, "Hey, Joe, have you heard about that |
| "around the town" tours to relocation | | | | place called Sexy Scissors?"Has it worked? |
| clients, showing them local schools, shopping | | | | Well, as of this writing, they're building a |
| and recreation?What if I offered sellers a | | | | new location in Houston and putting out the |
| free "Curb Appeal" consultation from a local | | | | call for additional franchisees. I predict |
| landscaper?What if started a monthly | | | | their growth will continue for years to |
| home-buying seminar and promoted it on the | | | | come.I'm not suggesting you start a sexy real |
| news?What if I took a photography course and | | | | estate service. (Although, if you're in Los |
| offered clients professional home photos for | | | | Angeles...) I'm suggesting you find a way to |
| their listing? | | | | put more talkability into your service. Think |
| | | | of it as a way to recruit an army of |
| What if ... what if ... what if.The point is | | | | marketers for your service. The higher the |
| to keep going until you exhaust your | | | | talkability, the more people there are to |
| imagination. If you produce nine ideas and | | | | spread your message.Brandon Cornett has |
| keep only one, you haven't lost anything. | | | | worked as a writer and advertising manager |
| You've gained a great idea that will create | | | | within the direct mail industry. He now |
| talkability.When you're screening ideas and | | | | dedicates his time to helping agents and |
| deciding which to keep and which to cut, | | | | brokers improve their real estate marketing |
| imagine somebody telling their friends about | | | | programs. |