Savvy Brand Marketing: How Potent is Your Message?

Do you keep repeating the same marketing message without satisfactory results? Perhaps it is time to create a better message that distills your value proposition to its essence.  

The key is to condense your marketing message so that it is both instantly appealing and memorable.  When crafting a brand strategy for any niche of a real estate marketing professional or company our job to distill our client’s extraordinary promise of value into a very brief message.  

The discipline is very much like writing haiku, the Japanese poems of just seventeen syllables, in three lines of five, seven and five traditionally evoking images of the natural world.

Trust us when we say that trying to come up with this potent, concentrated message on your own is not easy. Often people opt out for copying slogans of other agents in different geographical markets.

But, when you nail it, it is like hearing a clear radio signal without any static. In just four words,  Fed Ex said what it stood for, "The World on Time!"

Distilling your brand message to its essence helps spark word-of-mouth advertising.  If the message truly resonates with your target market it can “go viral” and spread quickly like a quote from a famous person that you keep hearing even after the person is no longer alive. 

Pictured above is Albert Einstein who said,

““The definition of insanity is doing something over and over again and expecting a different result”.”

So, if you find yourself repeating the same marketing strategies and not getting the results you deserve, it may be time to change your message. 

Clarify your unique promise of value and then go into the operating room.  Or, give us a call. Happy to help.

Does Your Message Distill Your Value Proposition To Its Essence?

Branding Moment: Branding Explained in a Nutshell of a Quote!

"The rose is without 'why'; it blooms simply because it blooms. It pays no attention to itself, nor does it ask whether anyone sees it." 

~ Angelus Silesius

Angelus Silesius, born Johann Scheffler and also known as Johann Angelus Silesius, was a German Catholic priest and physician, known as a mystic and religious poet. Born and raised a Lutheran, he adopted the name Angelus and the epithet Silesius on converting to Catholicism in 1653. Wikipedia

This quote describes perfectly what makes a brand stand out.  I happen to find it as I was looking for rose quotes as this rose photo pictured above caught my attention.  A good brand is obvious, and needs no hoopla, explanation or justification for its existence... 

It is daunting task for many to reach this goal, as one our recent commenters stated. It is doable.  It may be difficult for some,  because one has to shed all the preconceived notions, opinions and inculcations of many well-meaning souls. 

Happy Wednesday!

Savvy Marketing: Selling Experiences, not Just Homes!

As a luxury or any real estate niche marketing professional it is important to accentuate the lifestyle of your marketplace in your marketing materials. Think about the forms of recreation in your area and what people wear when they engage in these activities.

This can be the inspiration to set the tone or the mood of your website design and your marketing materials.

For example, when people from big cities fantasize about buying a second home in the wine country they seek to relax, unwind and indulge in culinary adventures.

If they want to own a mountain retreat, keep in mind it may be isolation that they crave or physical fitness from skiing, biking  or hiking.  

Alternatively, those thinking of purchasing a pied-a- terre in a bustling metropolis are looking for excitement, high energy,  entertainment, the arts and shopping.

Setting the right mood on your website and in your marketing materials by accentuating the lifestyle invites visitors to stay longer on your site. Why, because you have engaged their senses and their emotional needs.  

We have often spent hours looking for the perfect lead photo for our clients just to do that. We have even had our graphic designer draw the perfect oak tree to set the mood of the country side.

Choosing the right colors therefore, plays a more important role in branding and web design than most realize. 

There is an entire psychology of color that must be taken into consideration when designing your brand.

Are you trying to sooth your visitors or pump their excitement level or adrenalin? High-energy demands bright colors.  Soothing colors are used in places of relaxation and if your selling countryside retreats.

If people associate your marketplace with the nightlife, dressing up more than occasionally, you should seek a more formal feel. If people tend to dress down in your marketplace, then a more casual mood needs to be set.

Expressing the transition from informal to formal can also be important. An example would be a golf and tennis community where it is more casual during the day, but more formal at night, at suppertime.  

We once stayed at a resort community in Italy, where daytime activities were casual.  At night, everyone dressed to the nines just  to dine.

All these elements of lifestyle should be accentuated in your web design because in luxury  or any other real estate niche you are not just selling homes. You are selling experiences!.

Savvy Marketing: Creative, Eye Catching, & A Win-Win Solution!

Pictured above is the front side of an 8 1/2" by 11" postcard.  We received this card from the Rubicon Theatre Company who due to our present health crisis cannot resume live theatre.  We loved their creative solution.  The Ventura County Fairgrounds which also canceled their annual event has become the Rubicon Theatre's stage for plays, and musical performances.

Rubicon Goes Retro is their theme for their Summer Season.  What is meant by that is we the people, who are mandated to social distance can enjoy live theatre and concert series. From the safety of our cars, we can enjoy 75 minute concerts presented on an elevated stage.  Here is the exact excerpt from their website,

Think Drive-In Movie Meets Live Concert

Every couple of weeks, we’ll offer a 75-minute concert in the parking lot at the Ventura County Fairgrounds. Drivers will park in every other space to ensure plenty of safe distance between cars. Concerts are presented on an elevated stage with a live video feed to large screens. Gates open at 6:30 p.m.; be sure to pack a picnic or pick up a meal from your favorite local restaurant. We start at 8:00 p.m. – around sunset – so you can enjoy the lighting effects and multimedia, and sound is broadcast through an FM frequency.

This is creative and eye catching marketing.  The Win-Win is the best part of the story.  The Ventura Fairgrounds will have an income for the summer, the audience will have live entertainment, where they can actually go somewhere (canoodle in the car), and the performers will be able to do what they love to do and earn money.

We salute the Rubicon Theatre Company for their creative solution.  As Albert Einstein said, "Creativity is contagious, pass it on!"  And we just did to all of you!

Marketing Savvy: Spring Cleaning and the Eiffel Tower!

Since many of the various real estate sectors have slowed down with the current global conditions, this a great time to do some spring cleaning, and take a look as to how you can improve or innovate your marketing.

We have been reviewing our website, removing broken links, updating our photo and our elevator video.  We bought a new elevator. This was a decision we made because the last frame of the video had a shot of the Eiffel tower.  The new elevator is the one you will see at the Eiffel tower!  We felt it made for a better video and demonstrated our attention to detail and congruency!

Happy Tuesday, Happy Spring Cleaning!

Will Buying New Shoes Become Your Unfair/ Competitive Advantage?

An article about Nike's new shoes inspired this post.  Some athletes complained that wearing these shoes would give someone an unfair/competitive advantage!  They even enlisted the help of the Olympic Committee to ban them.  The Olympic committee ruled that shoes cannot win a race...It is the individual in the shoes that wins the race!  

This bit of news led us to a discussion yesterday morning in our mastermind. In order to differentiate yourself from the crowd of real estate agents or companies, you have to tap into that unfair/competitive advantage that you were born with, develop it and utilize it to the max and we would not advise you to buy the latest greatest shoes.  

Those who are critical of successful people are actually (in our opinion) apologizing for their failure to realize their potential.  We ask our clients, "what can you do better than anyone else?" Identify your unfair/competitive advantage and find a way to capitalize on it!  Here is an example.

One of our clients wanted to best #1 and #2 in her marketplace.  #1 was from an old well- known and beloved wealthy family. This person was admired by her circle of friends and was an excellent agent.  She would get together with her circle for high tea, and walk out with several listings.  Her unfair advantage was the best connections in the luxury real estate domain, where her sphere sold and bought.  

#2 's husband had a position of power in the city.  Since she was part of his campaign, they were connected politically to the shakers and movers.  Like #1, she is an excellent agent.  Those connections led to her success in the luxury market.

Our client had no connections to rely upon.  Like the other two she is an excellent agent. She could not get into the door of either sphere, even though she is as competent as they are.  As #3 she had a solid sold portfolio of luxury homes.  

What she could do better than anyone else is related to the new wealth and economy that was growing in the marketplace, and the areas where they wanted to live, which differed from her competitors.. She was a natural for those who fit that category.  They could easily relate to her on many levels! Remember, people like to do business with people like them!

Do You Know What Your Unfair/Competitive Advantage Is?

Please don't tell us that your unfair advantage is your competence, your integrity, your website ranking, your market reports, your blog, your CRM, your photos, your videos, your coach, and the shiny new things you recently bought. These are all nice shoes.

Remember, "It is the individual that wins the race, not the shoes"

Monday Musings: Where is the Beef or Differentiator?

One of the most important aspects an ad should emphasize especially when launching an a new product or service is the beef --- their differentiator. (Unique features and/or benefits of a product, or aspects of a brand, that set it apart from competing products or brands.) from their competitors.  

The ad is beautiful, well directed and you will no doubt be humming the song from Frozen, "Let it Go" after viewing the new Audi ad for their electric car. Their emphasis is on sustainablity via an electric car!  How do they differ from Tesla in the luxury market if that is their target market?  Tesla is all about sustainability, as are many electric or hybrid cars like the Prius which was ahead of its time many moons ago.

When creating a marketing campaign on line, video  or any other form, remember to include what sets you apart from your competition.  Other wise it is more same-o, same-o, oh, oh!!

Branding Moment: Is It Time to Bring Your Brand Into the 21st Century?

In crafting a brand, we are adamant about creating a great impression to the right audience. A first impression is what captures someones attention when looking to buy or list in real estate or in any other profession.  Every so often (15-20) years, a brand may need to be refreshed.  

Sometimes, it is a change of fonts, a brightening of colors while maintaining the well known identity. UPS 2003 change gave it that 21st Century look. (We have included a link to their logo history and images).  

Although we think this brand clearly expresses their services, we think they could us a bit of a makeover.  This company is over 15 years old.  At the time those colors were the "in" colors, and we remember the process blue as the "it" color, as well as that "screaming mi mi green" for many new businesses.  We are not suggesting that they change colors, just tone it down, and make their service icons more legible and less artsy, and bring it into the 21st Century. 

Is it time to bring your brand into the 21st Century?

Customer Experience: The Importance of your Most Precious Asset --Human Touch!

Luxury companies this year had a major wake up call, when the majority of complaints from their customers was their CX or what is known in our business as Customer Experience.  The #1 rated company for customer service by Forrester (an independent rating company) was not the usual suspects of Apple, Mercedes, or Nordstroms.  It was Trader Joe's.  

Customer experience is often mistaken for social media extravaganzas.  No one spends more on videos than the big brands.  They often use Hollywood stars, directors, producers, cinematographers and editors.  They hire influencers to blog about their products and pay them handsomely.  They have staffs to post on every conceivable social media outlet, 24/7...

Their websites are constantly optimized by the savviest SEO's know to mankind.  They appear with back links, and keywords in every nation where their goods are sold.  The customer can even create their wish lists, alerts for products, their own mini website etc.. They pay for placement of their products in movies, television, and in books.  They have the biggest and best software for CRM (Customer Relationship Management), which for the most part involves sending their customers emails and sale notifications...

No doubt, those companies are wondering,  after all we do, how dare customers complain about their experience?  In a luxury conference we attended, one of the executives of a big conglomerate of luxury brands mentioned that the most difficult challenge they face is customer experience across the various locations globally.  One of our friends loves one of their brands, but instead of buying it in her home store, she flies to Las Vegas to buy there, because of the personalize superb service she gets there.

How dare you compare us to Trader Joe's?

Trader Joe’s is not a luxury brand.  It is a luxury experience.  For instance, unlike any wine store, if you buy a wine, taste it and don't like it, you can return it for a full refund--no explanations necessary!  That simple gesture has added to their wine and spirits sales so much that the cost of the returned bottle is negligible.  And that applies that to every item in the store. Their human touch is unparalleled.  One of the guys that works there heard us mention that it was our anniversary.  As we checked out, he came over and handed us a big bouquet of flowers, and said Happy Anniversary...

Why focus and spend on customer experience

Exceptional services increases the bottom line and the referrals.  Studies have shown that: 

52% of customers will buy more and pay more because of good customer experience.  Every1$ invested yields $3.

85% will pay up to 25% more to ensure superior service

82% of people have stopped doing business with a company due to bad customer service

85% of customers who have a bad experience want to warn others from doing business with that company

If you are not focused on customer service, the gap between you and your competitor will increase.

The human touch is your most precious asset, use it as much as possible and remember although the Internet is a wonderful addition to our lives, the human touch cannot ever be replaced  by software.

Branding Moment: A Name Out of Context?

In the last few years, there has been an explosion of craft beers on the market.  The branding of these beers have been creative and the visuals beautiful in many instances. Pictured above in one form of naming a product or service.  This is known as using a word out of context to the product.  

The word "mischief" is defined as; playful misbehavior or troublemaking, especially in children.  However, this is not a children's product, as the law requires that one is of legal age to buy or drink the beer. The accompanying colorful image is also out of context.

What is your impression? Do you like the name? The graphics? Would you be moved to buy, if you were a beer fan, or buying for someone who is? 

Luxury Marketing At Its Best: A Color Palette of Possibilities!

Sometimes, you can create a superb marketing piece using the whole spectrum of colors, instead of focusing on just your brand color.  I took this photo in Milan of the *Hermès store window to illustrate this point. 

The only visible brand color in this display is the orange purse in the upper left corner.  Would you have guessed this is Hermès, if I had not revealed it?

*Hermès International S.A., or simply Hermès is a French high fashion luxury goods manufacturer established in 1837. It specializes in leather, lifestyle accessories, home furnishings, perfumery, jewellery, watches and ready-to-wear. Its logo, since the 1950s, is of a Duc carriage with horse. Wikipedia  

Branding Moments: Is Your Message Lost In Translation?

When it comes to branding and marketing strategy in luxury real estate, or any other real estate niche, we have always preached that your brand has to be so clearly defined that it is easy to understand and remembered by anyone in your marketplace. This fundamental aspect of branding applies, even if your potential buyers/sellers are not at the moment interested in buying or selling a home.  Branding done right needs no explanation, let alone translation.

Pictured above is a business advertisement we spotted while strolling in the small wine producing village of Gevrey-Chambertin in France (population 3084 in 2015).  There is no need to translate what this business does, and who they cater to.  

Is Your Message Lost In Translation?

Branding Moments: Does This Brand Have an It-Factor ???

Last week we wrote a post discussing the “it Factor” . Today, as I was perusing the wines at Whole Foods, I was drawn to take another look at this bottle.  The brand name is J N S Q. This brand represents the first letter of theFrench phrase for the It-Factor, "Je Ne Sais Quoi."

In researching this wine, I was amused by the press release for it, and I quote:

"Introducing the first rosébrand created for millennial women that doesn’t talk over them, or down to them. JNSQRoséCruis an easy-to-enjoy luxury wine created in the classic French style and crafted from premium California grapes, giving it both a timeless elegance and a modern attitude. This unprecedented approach to winemaking– and the name gracing the beautifully curvaceous bottle – were inspired by today’s young women setting the world on fire on their own terms, with a certain jenesaisquoithat’s hard to describe but undeniably irresistible."

“Millennial women and older Gen Z’ers are bringing back an appreciation for quality, craftsmanship and functional beauty,” said Lynda Resnick, vice chair and co-owner of The Wonderful Company. “JNSQwas created specifically for these women and the milestones they are celebrating in their blossoming and exhilarating lives. It’s a wine made with that same shared quality of jenesaisquoithat makes each of these ladies unique, memorable and unstoppable.” 

It is priced at $29.00.

If you have followed our blog, you know that both Ron and I enjoy wine.  I cannot recall one instance, when someone (male or female) has talked down to me, either in a wine store locally, worldwide or at any winery  I have visited. 

Before reading this press release, I was very sure that wine was a non-gender libation.  I enjoy drinking wine with my husband, and my friends of all legal drinking ages, genders, denominations and political affiliations. The concept of a his/hers wine would never enter my mind!

When I read this post to Ron, his response was that he felt this was an insult (perhaps unintended) to women in general of all ages, women wine makers, sommeliers, growers and all the women who are involved in the wine industry.  And I agree. 

What is your opinion?

Branding Moment: 8 Basic Ways to Analyze the Power of a Brand Name

As confirmed chocoholics, we noticed this chocolate selection in the chocolate aisle of our market.  And because we love the branding process, the brand name also caught our attention.  Here are some basic ways we analyze a brand:

1. The name is a play on the phrase "alter ego" defined as a person's secondary or alternative personality.  Is it distinctive enough or memorable?

2.  Does the name address the market it intends to reach?  It does focus on attracting thosewho are ecologically minded and prefer organic products, and they are proud of it.  The slogan under the name, "enlightened indulgence" is intended to have the buyer feel good for buying it..

3.  Can the name be used on other products if the company were to start another related business?  In designing real estate brands we often think in terms of "exit strategy", when the company or agent decides to sell the business or start another business.

4.  Does the brand name have any negative connotations? Based on the definition of alter ego: (the bad side of a person that may come to life at anytime, switching your personality—this is fantasy, though some people may believe they have an alter-ego), it may be construed as such.

5.  Is the name original?  It is important to do a trademark search.

6.  Is it a name the marketplace will remember?

7.  Will it have word of mouth power, or social media power that will last? 

8.  And most important is the product delicious to those who are tempted to buy it?

When I (A) pointed it out the brand to Ron, he reminded me that dear friends who are also chocoholics had sent us a bar to try.  I had forgotten, the name and the experience.  Ron remembered the name.   Neither one of us thought that the taste was memorable enough for us to buy again.  

Keep in mind that tastes differ.  Perhaps some of you who may have tried this brand will disagree with us. Again, this a basic guideline to analyze a brand name!

Is Your Service Remarkable Enough for Continuous Referral

Remarkable service is one of the key ways to differentiate yourself from the competition regardless of which branch of the real estate business you excel in. People who appreciate this type of service are also people who enjoy referring others like themselves to the same business person. A recent study in the luxury industry rated service as the most important reason to refer someone. And those mentioned had remarkable financial results.  And these businesses continuously look for ways to be even more remarkable.

Your most highly valued asset in your luxury or any real estate marketing practice is your database of contacts, particularly those who would go out of their way to refer business to you because you have earned their trust and respect. 

It stands to reason that understanding and consistently implementing the best practices for building a high volume of high-trust relationships will not only yield a high volume of referrals, it will also open up the opportunity to sell your practice in the future at a premium.

Have you ever wondered what it takes to inspire people to spontaneously go out of their way to refer business to you? What sparks the urge to originate word-of-mouth advertising on your behalf?  The answer is creating extraordinary value far beyond the fundamentals that are expected of you. Your service must be REMARKABLE to trigger word-of-mouth advertising. 

A remarkable brand must communicate and keep its promises, consistently. Only then can you achieve brand loyalty. For instance, there is a luxury real estate firm overseas, that promises that you can speak to one of its friendly representatives 24/7, and bespoke service. You don’t have to deal with voice mail.  We checked to make sure that they do.  To continue to succeed this firm has keep this promise. Their team must be well versed in representing their brand message. Every time the phone is answered by a live representative there is an opportunity to demonstrate and communicate the essence of their brand.

 Personally, we find ourselves drawn to brands that have great service.  And we are always delighted to recommend them.  Our car brand is now offering 24/7 emergency repair, which means that if the car fizzles out on a weekend, you don’t have to wait till Monday to get it repaired.   They have found another way to give remarkable service, and to exceed our expectations. 

Friday Photo: Whimsical & Happy House Warming Gifts!

Pictured above is a house warming gift, Ron and I would give for our client's house warming party. We love the whimsical nature, and it would bring a daily smile to the right homeowner. And it would last as long as the plants were watered regularly.

In our previous post, yesterday,  the commenters often mentioned that they gave house warming gifts, instead of closing gifts! House warming gifts took this subject to another level.   This is another way to say thank you for doing business with me, especially if the gift has lasting value.

You can also create your own, with different themes and figurines. We love these, and each time, we are at Woeste'sin Los Olivos, we take a look to see what the designers have created.  We are even tempted to make our own, because they sell the individual parts also.

Wishing you many closings and giving of housewarming gifts!

Omni Channel Marketing: Are Your Listings Visible In The Right Places?

Omni Channel Marketing is often mistaken as plastering whatever you are selling in every visible corner of the world, print, billboards, online, public relations releases, etc..  without consideration of the optimal target market. However, Omni Channel marketing means being seen in the right place by the right people, in other words those who are going to buy or sell.

Pictured above is Disney's Omni Channel marketing for their latest movie release, Mary Poppins.  We saw this display yesterday  of three magazines featuring the movie with an interesting story at Barnes and Noble.  Disney did their homework.  

They know their target markets still subscribe to magazines and newspapers, like billboards, and some get their news on line.  This movie is geared to all who have relationships with children, whether they are parents, grandparents, aunts and uncles.  

They also wisely cast Dick Van Dyke who starred in the original film, And then there are Academy Award Winners Angela Lansburry, Meryl Streep and Colin Firth are part of the cast. This cast is an additional draw to movie goers.

We have seen many luxury real estate or other real estate marketing professionals claim that they will market a listing everywhere.  They usually have a beautiful list replete with colorful logos of all the places they market as part of their listing presentation. You name it, they send their listings to exotic locations.  They leave no stone unturned, even if the stone yields nothing. Marketing everywhere is a colossal waste of money.  

Marketing done right is being visible in the right places at the right time.  It is about spending where it will do the most good to bring the maximum attention to your listings.  It is about researching where the potential buyers for your listings are.  It is knowing your feeder markets by constantly staying aware of this.

For example, Santa Barbara has several feeder markets,  Los Angeles, Denver, Dallas, Chicago, Seattle to name a few, which is why many agents here concentrate on promoting their listings in those areas.  Those who succeed stay aware of changes. The feeder market 3 years ago may not exist today, as times change.  

Omni Channel marketing requires awareness and research that you may or may not find on line or from reading magazines.  Marketing changes and adapts to circumstances as they evolve in each city, village or second home markets.  What will remain a marketing pillar is knowing your target market and marketing directly to them... 

Are Your Listings Visible In The Right Places?

Are You The Google of Your Marketplace Or At The Mercy of Google Bots?

We often hear real estate agents proudly stating the number of leads, they are generating with their websites.  They even cite these numbers on their printed materials, and tell everyone about it.  What does this mean? Many think that this is proof that Google loves them and will send them more leads,

Not long ago we interviewed an agent whose claim to fame was that his website generated 4000 leads a month. He had incorporated every concept that would attract people to leave their name on his website.  He faithfully attended every seminar known to real estate, and tweaked his website to please the Google bots.  And he was happy to spend big bucks to do that.  Google loved him.

We asked him, how many of those leads turned into closed transactions.   He asked us to speak to his assistant who was in charge of sifting through the leads.  

It took his assistant 4 hours a day (20 hours a week or 80 hours a month @ $25 an hour) to establish which leads were genuine, and which were not.  At the end of the month 1 or 2 would emerge as viable leads.  It would take anywhere from six months to a year to convert them into a transaction

48,000 leads a year produced 12-24 viable leads.  When we asked how many of these leads did follow through, her answer was 2-3 a year with a median home price of $400,000.  When we did the math, the agent was losing money. 

When the concept of the IDX came about, we were working with a brokerage in Napa.  We encouraged the broker-owner to be the first to join. We also employed 3 SEO experts for each search engine (Google, Bing and Yahoo) to optimize the site.  

We had as many leads as the gentleman we interviewed we mentioned. We converted one lead a quarter with a median price point of $850,000.   After expenses, the company was making money.  However, it was not a significant amount of money. 

We compared the cost of consistent farming postcard mailings and personal follow-through with the cost per lead in the SEO model. The brokerage generated 12 transactions a year in the same price range with a consistent campaign focused on just one of the sectors that she specialized in. The cost per lead was significantly less.  The broker was able to distribute these leads to her agents.  

We advise our clients to stay focused on their strategy, which involves maximum human interaction. They are not spending money on lead generation, or going crazy optimizing their websites.  They are spending their time face to face with real people instead of bots and making themselves well known and well thought of in their marketplace. They know that being visible in their community is more important than being visible on the World Wide Web.

Are You The Google of Your Marketplace, Or At The Mercy of Google Bots?

Branding Moments: Can You State How You Are Different In 14 Words?

If you read our posts on a regular basis, you know that one of the most important selling points of a brand is to instantly convey what sets it apart from the crowd.  Palazzo Della Torre from the city of Allegrini in the Veneto region was able to do it in 14 Words at their Point Of Sale display.

Can You State How You Are Different in 14 Words?

Throwback Thursday Series Real Estate Marketing: How Pick Your Niche!

In 2014, we are asked by then Trulia/ Active Rain to present a webinar for the members on Niche marketing. Shortly thereafter, we did it again for Zillow.  That experience spurred a video course that is part of our website.  Although, many of the examples in this course pertain to the luxury real estate industry, the lessons learned can and should be applied to any local professional practice or local business that specializes in serving affluent consumers.  Each video segment is just two-to-four minutes and can be conveniently viewed at your pace on your computer, tablet or smartphone. 

There Are Riches In Niches! from The Language of Luxury on Vimeo.

Here is the introductory video and Part 1.

In this course you will learn:

• How to pick the right niche for YOU
• How to harness the power of focus through niche marketing
• How to out-think your competition and achieve top-of-mind status in your niche
• How to strike the right balance between high tech and high touch in your niche

We hope you enjoy the course and we expect you'll walk away eager to dominate your own niche!

Number One Secret of Market Leaders from The Language of Luxury on Vimeo.

We will add a video each Thursday as for your viewing pleasure, and if you are eager to learn more faster you can always visit to our website.