{"id":355,"date":"2010-04-23T20:40:24","date_gmt":"2010-04-24T01:40:24","guid":{"rendered":"http:\/\/www.mhmarketingsalesmanagement.com\/blogs\/tonykovach\/the-golden-egg\/"},"modified":"2010-05-16T13:57:52","modified_gmt":"2010-05-16T18:57:52","slug":"the-golden-egg","status":"publish","type":"post","link":"https:\/\/www.manufacturedhomepronews.com\/masthead\/the-golden-egg\/","title":{"rendered":"The Golden Egg"},"content":{"rendered":"<p style=\"text-align: left;\">Marketing is all about:<\/p><div id=\"manuf-2101476518\" class=\"manuf-content manuf-entity-placement\"><script async src=\"\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-3870480136270376\" crossorigin=\"anonymous\"><\/script><ins class=\"adsbygoogle\" style=\"display:block;\" data-ad-client=\"ca-pub-3870480136270376\" \ndata-ad-slot=\"\" \ndata-ad-format=\"auto\"><\/ins>\n<script> \n(adsbygoogle = window.adsbygoogle || []).push({}); \n<\/script>\n<\/div>\n<ul style=\"text-align: left;\">\n<li>Standing out from the crowd,<\/li>\n<li>Setting yourself apart from the rest,<\/li>\n<li>Attracting positive attention and<\/li>\n<li>Bringing a stream of good prospects to your sales professional(s).<\/li>\n<\/ul>\n<p style=\"text-align: left;\">A good ad, graphic or website draws the eye and makes people want to know more.  The old marketer&#8217;s acronym still holds true:<\/p>\n<p style=\"text-align: left;\"><strong>AIDA:<\/strong><\/p>\n<ul>\n<li>Attention<\/li>\n<li>Information<\/li>\n<li>Desire<\/li>\n<li>Action<\/li>\n<\/ul>\n<div>\n<dl id=\"class=\"aligncenter\">\n<dt>\n<figure id=\"attachment_378\" aria-describedby=\"caption-attachment-378\" style=\"width: 380px\" class=\"wp-caption aligncenter\"><a rel=\"attachment wp-att-378\" href=\"http:\/\/www.mhmarketingsalesmanagement.com\/blogs\/tonykovach\/the-golden-egg\/outstandinggoldenegg-3\/\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-378\" title=\"OutStandingGoldenEgg\" src=\"http:\/\/www.mhmarketingsalesmanagement.com\/blogs\/tonykovach\/wp-content\/uploads\/2010\/04\/OutStandingGoldenEgg.jpg\" alt=\"Golden Egg graphic by Tony Kovach. Photos courtesy of Myki_Roventine &amp; aloshbennet\" width=\"380\" height=\"371\" srcset=\"https:\/\/www.manufacturedhomepronews.com\/masthead\/wp-content\/uploads\/2010\/04\/OutStandingGoldenEgg.jpg 380w, https:\/\/www.manufacturedhomepronews.com\/masthead\/wp-content\/uploads\/2010\/04\/OutStandingGoldenEgg-125x122.jpg 125w\" sizes=\"(max-width: 380px) 100vw, 380px\" \/><\/a><figcaption id=\"caption-attachment-378\" class=\"wp-caption-text\">    Golden Egg graphic by Tony Kovach.      Photos courtesy of Myki_Roventine &amp; aloshbennet<\/figcaption><\/figure><\/p>\n<\/dt>\n<dd>Golden Egg graphic by Tony Kovach. <\/dd>\n<dd>Photos  courtesy of Myki_Roventine &amp; aloshbennet<\/dd>\n<\/dl>\n<\/div>\n<p style=\"text-align: left;\">When you are promoting your factory built homes &#8211; be it manufactured, panelized, pre-fab or modular &#8211; and your marketing and advertising hits the points of AIDA, you&#8217;ll have:<\/p>\n<ul style=\"text-align: left;\">\n<li>phones ringing and<\/li>\n<li>doors swinging.<\/li>\n<\/ul>\n<p style=\"text-align: left;\">When your marketing is properly teamed up with good sales efforts, you have:<\/p>\n<ul style=\"text-align: left;\">\n<li>Cash registers ringing,<\/li>\n<li>sales people and management singing!<\/li>\n<\/ul>\n<p style=\"text-align: left;\">Truly, there are those foolish enough in a &#8216;down market&#8217; or &#8216;down economy&#8217; who decide they should &#8216;cut back&#8217; on ads, marketing or sales development in its many forms.  That&#8217;s like killing the goose that lays the golden egg!<\/p>\n<p style=\"text-align: left;\">It is precisely when markets are challenging that you have to be creative and aggressive in marketing and sales development.<\/p>\n<p style=\"text-align: left;\">Many are gifted in these areas in our industry.  For those who have the need, but lack the gift, let me share a piece of wisdom:<\/p>\n<p style=\"text-align: center;\"><em><strong>&#8220;If you think it&#8217;s expensive to hire a professional<br \/>\nto do the job, wait until you hire an amateur!&#8221;<\/strong><\/em> ~ Red Adair<\/p>\n<p style=\"text-align: left;\">Without a doubt you have to know what our Bob Stovall does about the power of <a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/article-archive\/october-2009\/55-socialnomics-and-the-future-of-the-housing-market\" target=\"_blank\">Socialnomics<\/a>.  Maybe you need to see what Greg McClanahan shared on the importance of <a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/blogs\/bobstovall\/take-15-minutes-out-of-this-weekend-to-be-inspired\/\" target=\"_blank\">Validation<\/a>. Maybe you need the <strong><em>&#8220;<a href=\"..\/the-view-from-the-trenches\/\" target=\"_blank\">View from the Trenches.&#8221;<\/a><\/em><\/strong> Perhaps you need to know <a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/featured-articles\/december-2009\/189-short-and-sweet-just-how-easy-the-industry-turn-around-could-be\" target=\"_blank\">Just How Easy the Turn-Around Could Be.<\/a> Certainly you have to understand that one key is <a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/featured-articles\/january-2010\/244-changing-perceptions-the-key-to-achieving-double-digit-monthly-closings-for-your-location\" target=\"_blank\"><strong><em>Changing Perceptions<\/em><\/strong><\/a>.  Or to paraphrase what my friend Tim Connor says, <a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/featured-articles\/february-2010\/354-ever-computed-what-your-lost-sales-are-costing-you\" target=\"_blank\">what are you vacant sites and unsold homes costing you every month<\/a>?##<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Golden Egg<\/p>\n<p>Marketing is all about:<\/p>\n<p>    * Standing out from the crowd,<br \/>\n    * Setting yourself apart from the rest,<br \/>\n    * Attracting positive attention and<br \/>\n    * Bringing a stream of good prospects to your sales professional(s).<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","footnotes":""},"categories":[5073],"tags":[229,43,228,231,230,227,232,38,35,6,28],"class_list":["post-355","post","type-post","status-publish","format-standard","hentry","category-news-analysis","tag-manufactured-home-marketing-and-sales","tag-manufactured-home-marketing-sales-management","tag-modular-home-marketing-and-sales","tag-panelized-home-marketing-and-sales","tag-pre-fab-home-marketing-and-sales","tag-red-adair","tag-the-golden-egg","tag-the-masthead","tag-tony-kovach","tag-www-mhmarketingsalesmanagement-com","tag-www-mhmsm-com"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Golden Egg - Masthead L. 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