Talismah Hair Color, Body Shape, Family Members, Father, Mother, Brother, Sister, Marriage and Affairs

industry is that they have been in their industry for so long and know so much about their profession that they start to think that people know as much as they do û or should know as much as they do. Most people are not educated in your particular product. Most people do not know there are all types of rates and products that are available to them depending on their credit, income, etc. And these people are not necessarily illiterate hicks from Country-Bumpkinville! They are educated people, but they have lots of other things they deal with everyday that take up all their time, e.g., picking up the kids from school, dealing with the boss at work, etc. Not everyone is watching Alan Greenspan every day! Another thing you need to know, before you decide what it is you need to say in your message, is that it is very hard to educate people û they donÆt want to be educated necessarily. You need to find out what the ôbuttonö is that people will respond to, that will get them to come to you for loans or refinancing or what-have-you. A ôbuttonö is a word, phrase, picture, etc. that elicits emotional response. People may not understand ôNo PMIö, but they understand ôfast cashö. What is it about them that would make your message mean something? It is all analysis. To figure out what you want to say, you have to figure out what people will respond to. You donÆt really want to say, ôIÆm the best broker ever that can match up any product with any customer!ö although that may seem like a good idea. First of all, a lot of people donÆt even know what a mortgage broker does!! So donÆt say that. You have to market differently to different types of people. People have different agreements and fixed ideas and experiences. For example: Someone that has bought several homes has more experience on that line than someone who has never bought a home. If you found the product you sold the most of was to first-time home buyers , then you know they have little or no experience with mortgages. But everybody wants to own their own home; so what you want to say to them is ôYou CAN own your own home û itÆs EASY!ö, or something of the sort. Look at it from a different angle. One person, who is really into boats and is reading Nova Online û Speed Machines, would understand a jet hydroplane with a lightweight composite hull and a jet engine that could deliver 5,500 horsepower with the afterburner lit. But another guy, who has never owned a boat before, may just think it is just another fast boat

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