DYSON


Dyson

I just saw this copy on a Dyson display case and I really like it for a number of reasons.

  • It echoes the brand’s strategy – to do things differently than the competition.
  • It helps reinforce the brand’s positioning and sales strategy at the retail level (among those) who probably will never be exposed to the high level Mission, Vision and Values of the Dyson brand.
  • The short, well written, provocative copy encourages you to stop + think.

I’m posting this little gem because it’s a rare retail example of a clean, simple and practical (communication) alignment between what the brand claims to be, its market positioning, and its retail voice. 

 

 

CARELESS, EXPENSIVE MISTAKES – PART II


Not a week later I got a letter from Mr. Shane Little, Sales Representative with Andrew Ipekian, Broker | Keller Williams Referred Urban Realty, Brokerage. Eight short sentences long, the letter featured one major error that anyone reading the letter, with a bit of care, would catch.

I sent Shane a note as well.

He tried calling me and then dropped by - acting like the mistake was nothing for me to worry about.

I tried explaining to Shane that I wasn’t worried at all. I was actually trying to be helpful. Instead of saying thanks, or you’re right, I’m wrong, Shane soldiered on and tried all of the sales objection tactics he knew, or had been taught.

But none of his training had prepared him for me and my simple argument, which reminded Shane (and Yuriy) that (careless) mistakes come with consequences. In this case a sales commission loss of about $45,000.

 

 

CARELESS, EXPENSIVE MISTAKES


I got a postcard in the mail today from Mr. Yuriy Balko, Sales Representative with Royal LePage Terrequity Realty, Brokerage, telling me that he would like me to sell my house to his client who would love a house on my street.

So I sent Yuriy a note telling him that I wouldn't even consider working with him because “your three-sentence postcard has at least eight spelling and grammar mistakes in it. If you make that many mistakes with a simple postcard, how can I trust you with a multi-million dollar home sale?”

His answer: “I’m an immigrant. Feeding my family is more important than proper spelling and grammar.”

My second response: “spell-check and colleagues that can spell abound. Ask for help. No sale. Bye-bye-now.”    

 

 

CHARLES CONVEY 2001 – 2017


Charlie06

 CHARLES CONVEY 2001 – 2017

 Charlie filled our hearts with love and taught us in many ways how to be better human beings with lessons in pure love, patience, persistence, fierce loyalty, the power of the pack, the joy of living life in the moment and the need for play every day. He took his last breath at 7 PM on Saturday, June 24th, 2017. 

 

 

 

LEVERAGING YOUR REAL-ESTATE’S POTENTIAL


Smart-realtor-ad

Here’s a sell-sheet design that I haven’t seen before. The front is typical for the current Toronto market: a small two beroom bungalow on a large lot with an asking price of $840M. While the asking price might look reasonable to some, rest assured these folks are hoping to get a million plus in the ensuing bidding war.

To leverage the lot’s value, the seller and the agent did something interesting that I haven’t seen before; they got city approval to build a larger home on the lot and featured the Toronto permit number and a simple rendering on the back.

Those who buy this home will still have to pay another $4-600M to remove the old home and build their own (dream) home on this lot, but for the seller, it’s a chance to sell their home “as is”, knowing that homes like this, no matter how well dressed they are on the day of sale, they will be torn down by the new owner. 

And for the buyer, it's proof that they can in fact build a larger home on the lot. That's worth much more than a realtor's personal opinion.