Many have heard the suggestion that everyone is a salesman! Most would dismiss such a blanket statement as pure balderdash; but, we think it is much closer to the truth and should be a part of newspapers' distinct marketing strategy and advantage.

Consider this: Everyone (repeat - EVERYONE !) is more likely to buy from or frequent or tolerate increases or foul ups or spend more time with or extend subscriptions and share credit card information from an organization in which they have a personal relationship.

If that relationship rests somewhere between intensely and even sorta positive, so much the better.

That's the reason there's been so much discussion and effort extended against capturing and measuring "engagement" recently... understanding the emotional connection with audience is worth pursuing. Heck, even if you don't understand it, but can create it in a positive way, it's worth doing.

So, if you work in a newspaper pressroom or distribution department or are in charge of data entry at a research company and have little direct interaction with customer's, you CAN make a difference in how people want to consume the product or service your company provides. It's the same reason readers love pictures of family and friends in the paper - it is someone they know!

The bad news is this works against newspapers as they attempt to market or brand their products across multiple (and, that number should be increasing..) sales and distribution channels. It is certainly harder to integrate and coordinate such messaging in a way which is consistent and even harder to do so in an increasingly customer-centric and positive way.

But, let's focus on the GOOD news. It can be done.

A Publisher or company CEO will arguably have the most impact and be able to create a favorable (one hopes) impression or connection with the largest number of possible clients and prospects. If true and done well, that's one of the reasons the Publisher earns the biggest paycheck.

However, even the distribution team member or analyst will have hundreds of family members, friends and contacts they interact with regularly. Imagine the possibilities if EVERY one of those points touched had a positive or better impression? It's simple - the likelihood increases the product will be consumed. If the positive impression is reinforced via promotion or pushed marketing efforts, world class relevant content, or, heaven forbid, an exemplary customer service experience, there will be MORE consumption.

Which leads me back to the reason newspapers have such a distinct and valuable marketing advantage vis-à- vis other media. We have more people. In market after market we find there are more humans in newspapers collecting the locally focused news and information which every research engagement suggests is what consumers want.

Two critical points:

1. We are NOT harnessing that distinct advantage...at all! Not just the Publisher or sales and marketing team one might expect to be connecting to audience, but all newspaper personnel. In most papers that would mean something like two-thirds of the staff is not and has not focused on how they can be part of the solution. Most importantly, the editorial department, who interacts with people in a one-on-one way everyday does not realize how enormously valuable and important their contribution can be. We should be reaching out more!
2. In a technologically adept, internet dependent, always on, perpetually connected world, the ability of humans to connect with humans becomes even more important. COUNT ON IT!

Three weeks ago at about 11 am I saw a new listing. In looking at the pictures and knowing the street and location, I thought it might be a good home for my clients. I went up to do a "drive by." When I got back, I had a message on my phone to call my client about that house. Without going into all the detail, they made an offer on the house and escrow will close next week. The husband never even saw it until it was in escrow. Here is the point - that home was sold without any newspaper advertising. My client did not have to wait for the local paper to come out to see what new homes came on the market and they did not even have to wait for my call -- they saw it on the internet and took action to make their purchase.

Sure, newspapers and their connection (or, lack thereof in most cases) with MLS listings are part of the challenge. But, if we're to win back or save the real estate classified business several strategies involving our human assets must be considered...
...local search strategies must be sure to include home listings. Period. Even if just an FSBO strategy to begin with.
...more content must be devoted to this segment.
...more of those within our organizations must be suggesting newspapers are a legitimate resource and we have to back that up and be able to deliver.
...more tools, maps, indexes, tax information, city council information, etc. must be archived and made available for those seeking to buy or sell homes.
...more of our team connecting with the buyers and sellers of houses and let's not forget it is the home owners who ultimately make that decision.
...and, then finally, we darn sure better use MORE dollars and people to tell our different audiences how we can serve them and do so regularly and in a relevant way.

Keep in mind the other cliché some scoff at, but is equally true when it comes to the survival of newspapers - people are our most important asset. They are!