Origin of Words and Expressions

I am amazed at how often we use phrases as metaphors and while we know what the meaning is we don’t know the origin. I wonder if you are using these phrases correctly.

As a marketing guy I am naturally curious and am always looking for an angle so I did a little research some years ago and here are some of my favorites origins:

Throw the Baby Out With the Bath Water
definition – lose a good opportunity as part of a bigger clear-out
Several centuries ago when hot running water was not available, and whole families bathed one after the other in a single tub in front of the fire, traditionally the man of the house bathed first followed by his wife, the children, and finally the baby, by which time the water was so dirty that an immersed infant could not be seen.

Photo by Tracy Woodward

Bated or baited breath
definition – anxious, expectant (expecting explanation, answer, etc)
The former spelling was the original version of the expression, but the term is now often mistakenly corrupted to the latter ‘baited’ in modern use, which wrongly suggests a different origin. Many people seem now to infer a meaning of the breath being metaphorically ‘baited’ (like a trap or a hook, waiting to catch something) instead of the original non-metaphorical original meaning, which simply described the breath being cut short, or stopped (as with a sharp intake of breath). The expression appears in Shakespeare’s The Merchant Of Venice (as bated), which dates its origin as 16th century or earlier. The word bate is a shortened form of abate, both carrying the same meaning (to hold back, reduce, stop, etc), and first appeared in the 1300’s, prior to which the past tense forms were baten and abaten. (Ack J Vaughan)

Writing an Effective Marketing Letter

I recently started frequenting a copywriting blog which is part of the Red Hot Copy web site by Lorrie Morgan-Ferrero and was reminded how important good copy is. Copywriting to me is a highly specialized segment of marketing and while I am competent at it I prefer writing marketing letters.

I often write letters on behalf of my clients and have them add their personal flair as they know what they want to say, but don’t know how to say it. While no expert on the subject here are a few writing tips that I follow:

1. Focus on what is the benefit to the reader.
2. Present your strongest benefit to the reader in the first sentence.
3. Personalize the letter in the address and salutation if not once in the copy.
4. Engage your reader as if it is a one on one discussion.
5. Eliminate the “I’s and Me’s” and focus on the “You and Yours.
6. Long letters with changes in margins and fonts etc are more effective for consumer offers.
7. Keep the letter short for businesses.
8. Use the P.S. by repeating your main point as it is the first or second part of the letter that is read.
9. Use color.
10. Use humor.
11. Spelchek

Whenever I write a letter I give it a name or title so I can stay focussed on the message and the target market. A few examples for Realtors are:I love to Sell Real Estate letter
I am Writing to Thank You Letter
The Humble Apology Letter
It’s Been a While Since We Talked Letter
Your Referrals are Warmly Appreciated Letter
There Is Not Time like the Present Letter

This is a sample letter I wrote to the generally older residents of a building announcing a unit has just been sold and asking them if they were thinking of selling to give the Realtor a call. The letter was designed to play on the curiosity of the residents and also convey that the Realtor could simplify the process.

Do you think it worked?

Referrals and Your Sphere of Influence

Here are a few of my thoughts on the subject:

1. Your initial sphere of influence, especially for a Realtor, will strongly affect the time it takes to establish your business or service.
2. The rate at which you add names to your sphere of influence will strongly affect the growth of your business.
3. Your ability to generate referrals from your sphere of influence will strongly impact the success of your business.

In an earlier entry I provided a list to help build a sphere of influence and I am sure the types of people who qualify as your sphere of influence would surprise most people. Why is your hair stylist in your sphere of influence? Not because they plan to buy or sell a house or will use your product or service, but because they know you and if someone is looking for a product or service you offer then it is likely your hair stylist will refer YOU. (See also my entry on Alliances)

If you believe as I do that people genuinely want to help other people and at the same time build their credibility with their friends and associates, then you can understand the following:

1. how important it is to educate your sphere of influence about what you do and the type of clients you are interested in
2. how important it is to inform them of changes in your business or new items of interest so they can sound better informed
3. how important it is to remind them constantly that your business is built on referrals
4. how important it is to reward them in some manner for their referrals

To help your sphere of influence help you you need a firm grasp on the type of client or customer you are looking for. Ask yourself the following questions:

What characteristics do most of the clients tend to have?
What industry, demographic or geographic characteristics do my potential clients have?
How will my sphere of influence identify potential clients?

Carrying the hair stylist example a little further I always work what I do into the conversation with Donna my hair stylist so she knows that I am actively seeking new clients that require assistance with some form of marketing. While I cannot trace a direct lead back to her I know it is only a matter of time before she mentions my name and a referral is born.

Who can refer clients to you?

Make a list of the best source of referrals from your sphere of influence such as:

Existing Clients
Friends/relatives
Accountants
Lawyers
Civic, charitable or religious organizations
Social or recreational organizations
Business or trade organizations
Bankers
Real estate professionals
Other financial professionals
Insurance agents

Think of ways that are most effective at reaching your sphere of influence?

Personal contact
Telephone
Direct Mail
Email
Membership in specific organizations
Advertising
Newsletter
etc

Think of events that might work to reach your sphere of influence?

Breakfast, lunch or dinner meetings
Hosted social functions
Client appreciation events
Golf
Sporting events
Concerts, plays
Visits to client businesses
Seminars
Seminars for clients
Presentations for community, business or professional organizations

Think about community activities and groups that you might belong to or should join that will help reach your sphere of influence.

clubs
associations
trade organizations
charitable
civic
religious
recreational
social or political organizations

For any business, but specifically for a Realtor I cannot stress enough that the most important source of business is from people you know and referrals from people you know. Getting total strangers to work with you or use your product or service is vastly more difficult than attracting people you know or who know someone you know.

What are your next steps to generating referrals from your sphere of influence?

• List your sphere of influence.
• Contact your sphere of influence in the manner you feel is most effective.
• Educate your sphere of influence.
• Earn and then ask your sphere of influence for their referrals.
• Contact your sphere of influence on a regular basis.
• Thank your sphere of influence.
• Refer people to your sphere of influence.