I loved this book. Imagine getting drugged to find after you wake up that (my god!) your kidneys have been harvested! What's the link between getting your kidneys harvested and a six-step approach to keeping messages: Simple; Unexpected; Concrete; Credible; Emotional and Storied?
Dan and Chip Heath are pretty good at telling a compelling story and holding your attention throughout the book. And, that's an endorsement coming from a guy who prefers reading fiction. Entertaining. Dan and Chip are pretty good.
So's this guy, by the way. Brad Carroll is a web designer / SEO guy. I bumped into his posts at Activerain. That's a social network catering to real estate industry professionals. It's important to note that many of Brad's clients are Realtors.
To make a recent point, he recently riled the hands that feed, so to speak, by starting a thread that made the case for FSBO sales, then suggesting that he and his wife have considered selling their home themselves (FSBO-style), before digging-in with the capstone statement: "Convince me that hiring a real estate agent is my best move I can make." (?!)
Keep in mind, he's asking this question to his client base. I laughed immediately when I read it. Sort of the confused laugh I'd give if I were to watch an antelope casually walk into a pride of lions.
Oh my god! The comments he got back. He left the post up there for a couple of days, seeming to relish in the emotions and rationalizations hurled his way:
"There's more to selling a house than marketing. The reason you hire an agent is to navigate the waters between finding a buyer and..."
"I always use a professional to sell or buy a home and strongly recommend that you do as well..."
"You're in a unique situation in that your clients are agents. What are you saying to them? Hey I'll take your money but I'll be damned if I'd give you mine. Loyalty and integrity will carry you a long way in life. I would advise you to show some. ..."
"Brad I think you are missing the point, why would any of your clients want to be your client if you don't reciprocate. You are basically poking your finger in the eye of those who feed you. ..."
He didn't shy away from the comments, either. During the days he left the question open, he posted a few responses of his own and continued to gently engage the lions, er, his would-be customers.
A couple of days later, he posts his follow up. The main point being:
"All too often I see Realtors doing the very thing they preach so strongly against. They take the FSBO mindset and try to do it (SEO) themselves... Why would someone pay to advertise in the newspaper or other media and then create the ad themselves in an effort to save money...?"
He goes on to make the case for professional web design services and SEO competencies. Very compelling. I loved the interaction. Very entertaining... and educational.
Reminded me immediately of Dan and Chip's book. I loved it, too. Yup, they're pretty good. So is that guy.
