The Story: After returning home from WW2, two brothers, Henry and Richard Bloch needed to do something to make a living, and they decided to open up an accounting and book-keeping company.They named their new company “H&R Block.”
When they began in business, they offered over 30 different services, from advertising to bookkeeping.
Want To Know The Biggest Problem They Faced ?
No One Wanted To Hire Them …
They struggled and scrimped just to keep the lights on.
Then, A Miracle Happened:
Their landlord approached them and asked if they would be willing to post a big sign on the front of the building that said H&R Block prepares tax returns.
The economy was struggling a bit and the landlord was having trouble attracting foot traffic into the building. He was grasping at straws looking for ideas to increase traffic ….
Having nothing to loose, Henry and Dick decided they would help the landlord out, and scratched together just enough money to get a sign made up. It was a real struggle for them because they hardly could pay the rent and feed themselves, much less buy a sign!
Once the sign went up, however, and almost immediately, people began walking into their office for tax services.
Henry and Dick had been advertising since they started their business, but they were trying to be everything to everyone and were actually nothing to no-one.
They were advertising too many services to too many people, and therefore, their marketing message fell on deaf ears.
After the brothers realized that tax preparation had the largest demand of their offerings, they “focused” their services, carved out a niche’, dominated that niche’, and began hiring and expanding.
Today, H&R Block is the most well-known companies in the country.
It’s interesting to learn that one funky – dumb little focused ad took a struggling little company and turned in into an American Institution.
Moral of The Story … marketing niches for brokers
You need to know who your target customer is before you invest money in marketing and advertising.
There are FIVE Fundamental Elements of Every Successful Business, and Customer Identification and Market Niche’ is Fundamental Element #2.
I write about marketing niches for brokers in my book: https://www.amazon.com/Fundamental-Elements-Successful-Sellable-Business/dp/1539553612/ref=sr_1_2?ie=UTF8&qid=1512150790&sr=8-2&keywords=paul+forsberg
There is POWER in a focused message, “There Are Riches In Niche’s” –
So …. tell me … Who is your target customer?
Do you have “Specialty” or a Niche’?
Need Help figuring it all out? Contact Me
I can help with this one of a kind marketing course designed exclusively for Brokers.
Watch this video and learn more: