BATTLECALL GUEST EXPERT: Tom Domin, Mortgage Marketing Toolkit

The most successful companies in the world choose words carefully when they create their advertising taglines. You can learn from their advertising strategy and experience. Treat your mortgage tagline as a critical part of your marketing campaign and choose your words very carefully.

In case you don't know what a tagline is...it's a short (usually one line) advertising blurb that aids in establishing credibility for you. Your mortgage tagline helps customers and prospects to feel that calling you and working with you is a "safe" choice. Your tagline can help drive business for you.

The really nice thing about taglines other than they work, is...they're absolutely free! Once developed, they sort of tag-a-long and enhance all of your mortgage marketing material and summarize your advertising message in one short sentence.

How much more effective could your advertising be if you treated your tagline as a sales opportunity? With just a few additions and small adjustments, you could significantly improve the power of the tagline in your ads, and improve your return on your advertising investment.

Here are a few examples of some highly profitable taglines: Coke -- "The Real Thing", Pepsi -- "The Choice of a New Generation," Maxwell House Coffee -- "Good to The Last Drop," Budweiser -- "The King of Beers," All of these companies know that their tagline is a sales opportunity, and they use every word carefully to take full advantage of that opportunity.

One thing to keep in mind is that the key to creating your very own "mortgage brand" or "mortgage tagline" begins with creativity. You want people to think of you when they think of mortgages. Make sure your brand has an emotional ring to it. The right choice makes people want to do business with you and actually creates customer loyalty. The right brand tugs at their heart strings and says "buy me."

If your business card says "Vice President" that's great...except it really doesn't describe exactly what you do, does it? Instead let's use the title "Home Loan Consultant" or "Investment Specialist" instead.

Now, not only do you have a great title, but the title describes to folks exactly what you do and what you'll be talking to them about. There's no mistake here...you don't work for an Automobile Dealership, or a Dry Cleaner, or whatever. You are involved in loans and mortgages.

If you're having a problem getting started, just Google your competition and the consumer goods industry, then convert their marketing campaign and sales message into your very own mortgage business strategy. Work your chosen tagline into every single facet of your business plan and marketing program.

By simply improving the power of your tagline, you can improve the response to your marketing material, improve the return on your advertising investment, and improve your mortgage business. Go for it!

About The Author: Tom Domin has over twenty-five years of experience in sales and training in Real Estate and as a Licensed Mortgage Broker. He is currently publisher of "Tom's Mortgage Tips" a twice monthly Mortgage Newsletter for Mortgage Professionals. You can sign-up by visiting http://www.mortgagemarketingtoolkit.com

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