Short Sale Marketing Secrets

Posts Tagged ‘Average Person’

Real Estate Investor Insider Secret #5:

Write Your Postcard Copy with Enthusiasm

Writing can be exhausting.  No, it’s not the same physically exhausting work that roofing or waitressing can be.  But, to produce effective copy, you absolutely must write enthusiastically.  And that means you have to give of yourself.  Your postcard campaign deserves – demands in fact – that  you write from a position of pure enthusiasm.

To ensure that your copy is effective, you might even say you have to approach your writing with a certain degree of passion.  If you’re sitting snickering at this seemingly silly idea, don’t.  If you can’t generate a certain amount of excitement about  your service – in this case your real estate investing service – how could you possibly expect any other person to be excited?

Consider the mindset of the average person reading your postcard.  These days there exists a general cynicism about  advertising in general.  Couple this with a person’s natural resistance to the very idea of selling a family home – no matter how dire his finances might be.  You must be enthusiastic . . . highlight the benefits . . . create how this transaction can actually transform his life into something better.

In other words, you must – in order to be effective – create enough enthusiasm to overcome your reader’s natural hesitancy and cynicism toward advertising in general . . . as well as any personal objections to your offer.

When you create a passion for your product – as a real estate investor this would be the idea of selling a house and starting over – you’ll undoubtedly touch something within your reader’s spirit.  When you reach this point with your words, then your customer will be inextricably drawn to action.  Guaranteed!

Remember, though, I said at the beginning that copywriting can be exhausting.  In fact, this is a great way to test your writing.  If you’re not even a little bit tired when you’re through creating your copy, then maybe you haven’t generated enough enthusiasm.

Another valuable way of testing the true enthusiastic nature of your copy is to set it aside overnight.  That’s right!  Write it one day and just let it “settle” until the next.  The following day pull it out.  Reread it.  Does it still sound as good as it did the day before.

Don’t be too disappointed if it didn’t.  Many times, even for those professional copywriters who have been in the business for years, the copy fails this “overnight” test miserably.

That doesn’t mean you need to totally give up.  Failure, as you know, is not an option.  No you salvage what you can, tweak the copy where you need to and keep on writing.  Then again, you set it aside overnight and come back to it.

You may find after the “overnight’ test that you only need to create a few transitional phrases or rev up a few verbs to create a brighter, more vivid image.  Great.  If you’re satisfied after this minor editing, then you’re ready to take it to the printer.

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Real Estate Investor Insider Secret #1:

One Simple Way to Make Your Postcard Campaign Come Alive

Okay.  So you know that the most effective direct mail campaign involves an address that at least appears to be handwritten and a live stamp – as opposed to preprinted labels.

But did you realize that the message on the back would be monumentally more effective if you could somewhere make it look more personal – with handwriting – as well?

In fact, direct-marketing experience tells us over and over again (yeah, it really does shout at us!) that the most effective campaigns are those that appear to come from the “Mom and Pop” enterprises.

While, as a business owner, you may want to have your firm look professional and polished.That very same look, though, can drive your customers away in a direct-mail campaign.  Don’t ask me why.   No “expert” has ever given a reason. 

Personally, I think it has to do with trust.  A “Mom and Pop” firm is more likely to keep its promise and give the average person a fair deal. Besides, slick professional brochures and polished postcards just feel impersonal, which is the direct antithesis of a direct-response mailing.

To highlight the personalization of postcards, many real estate marketers insist that they always hand address their postcards and place a live stamp on them.

But,now, thanks to this clever idea, you can go one step further.  What if your potential customers received what appeared to be a “handwritten” post card from you?  With a very personal message. 

Not only is this an original idea in the area of mailing postcards, it falls right in line with the cardinal suggestions.  Your face needn’t fall at the thought of writing each postcard by hand, because you won’t have to.

In fact, right here, right now, while you’re reading this article you can create a message that will totally knock the socks off your customers and have them ringing your phone faster than you can say “I want to buy your house!”

Start by taking a piece of what computer paper – 8 ½ inches by 11 inches.  Now fold it in half in one direction – either on the vertical axis or the horizontal.  Now fold it again in the opposite direction.  When you open it you should have creases that create four equal spaces. 

These “spaces” are just about the size of postcards.  And that’s exactly what you’re going to use them as – eventually.

Now, grab a black felt-tip pen.  Handwrite a quick message that conveys your intent in your mailing in each “postcard space.”  It could be as simple as “I want to buy your house.  Call me.  Ryan.” With your phone number.

Or you could make it look a little more personal and say, “Was passing by, loved your house.  Would love to buy it. Interested?  Call me.” Put the message on all four “postcard squares.”

Take this to an office supply or duplicating establishment.  Have them copy this page on card stock – yellow if you like.  Next, address and stamp them.

Send them off!  Yes, it’s that easy!

 I’m betting it’ll be one of the most effective postcard campaigns you’ve ever created for your real estate investing business!

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