How a Fruitcake Can Increase
Your Mortgage Site Sales
(A fruitcake tells all)
Kill The Fruitcake
There were probably many lucky recipients of a fruitcake during
the holidays. Some of those proud owners immediately started to
consider various ways to "kill the fruitcake." Some are thinking
of re-gifting it to that "favorite aunt" or even to a "nosy
neighbor," while others are wondering if the fruitcake would
really work as a doorstop or an anchor for your fishing boat.
I have to admit, I became a fruitcake owner.
But All Mortgage Web Site Owners Are Smart
As we all know, mortgage web site owners tend to be a bit
smarter than regular people. If you are like me, you too would
probably be looking at that fruitcake and asking, in a soft and
inquisitive voice, what you can learn about how to increase your
mortgage sales from this tasty culinary treat.
I had just finished reading an article on Internet marketing by
Robert Bly and Sandy Franks, and it just happened to be
discussing fruitcakes. I may have had a holiday drink or two as
I read the article. I felt that I was slowly drifting off.
As I looked into those big brown date and raisin eyes of the
fruitcake, I could almost hear it plead with me, promising to
tell me a story of its heritage, and also promising me a
valuable secret. I had a few minutes available, and I am always
willing to learn, so I told the cute little fruitcake to
First a Little History
The fruitcake begins with a story. "Let me tell you about our
rich history. Fruitcakes are typically holiday cakes which have,
surprise, a very heavy fruit content. The history of fruitcakes
dates back to Roman times. Our original recipes included pine
nuts and raisins that were mixed into barley mash. Later, honey,
spices and preserved fruits were incorporated. During the
1700's, Europeans created a celebratory fruitcake at the end of
the nut harvest to be saved and eaten the next year to celebrate
the beginning of the next harvest. As of late, people have been
adding, yum, rum or whiskey to fruitcakes. We like that.
The fruitcake went on to say, "Sadly, though, we fruitcakes have
fallen out of favor (but not flavor), and we are the target of
many jokes. I was sitting in this closet - oh, it must have
been, maybe, 1988. My owner would watch Johnny Carson every
night. I loved to listen to his jokes, but I heard Johnny-boy
say, 'The worst gift is a fruitcake. There is only one fruitcake
in the entire world, and people keep sending it to each other.'
I have to tell you I was glad when Carson retired."
The fruitcake could tell that, while I was listening, I was
really waiting for the secret.
The Secret of the Fruitcake
"Alright, alright," said the fruitcake, "I will tell you a
little secret that will help you."
I remember thinking that either this fruitcake had a lot of rum
in it, or I did. I wasn't quite sure which.
"I want to tell you the story of how one of our fruitcake
brethren helped their owners increase their sales of fruitcakes.
And the way that they did it, can certainly help you and your
Hmm, I perked up a bit.
"There is this bakery in Texas, the Collin Street Bakery, which
was struggling to sell our fruitcakes. The owners knew that we
were delicious. But the word 'fruitcake' had a negative image.
They also knew that one of the reasons their Texan fruitcakes
tasted so good is they are made with pecans grown on the Texas
"Before I go any further, let me ask you a few questions," said
the fruitcake. "Fish eggs or caviar?"
"What?" I asked.
"When you go to a restaurant, would you pay $75 for 'a scoop of
Before I could respond, the fruitcake went on to say, "Would you
pay $75 for this at a restaurant? 'We maintain our reputation as
the premier restaurant by offering only the finest Beluga caviar
available, flown in each night from the Caspian Sea. Our four
star chefs then hand select only the finest caviar from each
catch. These Beluga pearls are the most delicate and have a mild
buttery flavor. You will absolutely love this caviar."
"Is this a trick question?" I respond.
"Nope, it's really a matter of semantics. How powerfully do you
write your words to influence buyers?"
"Wow," I thought, "There must be really a lot of rum in this
The fruitcake went on, "Which sounds better? A hamburger or a
free-range sirloin burger grown on the Argentine pampus? A
salad? Or fresh organic lettuce, with organic hot-house
tomatoes, with a sprig of mint?"
"This brings me back to the Collin Street Bakery. They used
words to reposition our lowly stature as a fruitcake, and
rechristened us the 'Native Texas Pecan Cake.' Sales took off."
The fruitcake explained, "This simple change of words, from
fruitcake to 'Native Texas Pecan Cake' resulted in direct mail
response rates increasing by sixty percent. The promotion was so
successful, that the bakery sent 12 million pieces of mail. My
fellow fruitcakes are everywhere."
Applying the Fruitcake Secret
"Ahh, I get it," I said. "All I have to do is go back and use
more compelling content, and use words that clearly communicate
how the mortgages I provide can help and benefit my visitors."
"Yep," said the fruitcake, "That is pretty good for a human."
Save The Fruitcakes...
So now you know that while many people want to "kill the
fruitcake"… that really isn't what is best for you. Once you
learn and listen what a fruitcake can teach you, you may start
your own grassroots group to "save the fruitcakes."
Web site: www.mortgagepromote.com.