Marketing offers can appear like worms after rain, a dozen or more at a time. Why? Because the salespeople are all reading from the same data.

When you buy a house, register a domain name, lease a commercial property or give birth to a child, this action is recorded in public or industry records. Marketers watch for changes in these and use them to initiate sales calls or emails – for goods that may be required downstream from the recorded event.

Such items include home insurance, websites, office fit-outs and family trusts.

TOO MANY MESSAGES

This trick makes sense to salespeople, but can seem ridiculous to prospects, who are flooded with messages for the same kinds of products.

Smart marketers don’t do this. They base their leads on data or responses that other salespeople don’t have and they won’t share this data with anyone.

As a result, theirs is the only offer on the table.

Is it easy to find this unique information? No. Is it fruitful when you have it? Much juicier than worms.