Posts Tagged ‘Real Estate Investor’

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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Professional Real Estate Investors’ Secret Revealed:  The Art of Writing Naturally on Postcards

Writing on a postcard as naturally as possible is one of the most challenging tasks a real estate investor has to face.  You should be aware if your posts are coming across as hard sell because this would turn off any potential customers.

Do not be intimidated by the idea of writing.  If you put too much thought into it, it would come across as forced.  Practical and straightforward tips are usually more effective.

One way to overcome “writer’s block” is to record first what you want to write about.  This way, your thoughts are uncensored and consequently, get those creative juices flowing.

Go to a quite place where you can relax – probably your bedroom or living room.  Record your thoughts as if you were talking to a friend or an acquaintance.  But if you do not have a recorder, type your words on your computer as you speak them.

Since you are not filtering your thoughts and words, the post might appear disorganized to you.  Do not worry because you’ll edit this later on. 

As you go over through them, it’s time for you to edit your post so it will make more sense to you and to your customers.  It should appear as if the post is talking to someone, and that someone is your customer.

The reason why there are successful direct marketing campaigns is that smart real investors know how “to talk” to their customers as if they are relating to a friend or acquaintance.  This technique is one of the most preferred methods of most successful real investor gurus.

Uncensored thoughts and ideas are better than edited posts.  It doesn’t matter if you come up with a jumbled mess of information.    Bottomline is, you are generating original ideas which you can later edit.

Formal sentences are a big NO NO because you would appear fake and insincere. Write it as if you are talking to your friends in the real world.  Your friends would probably laugh at you if you use formal sentences all the time.

There is no grammar police to patrol your every grammatical error.  It’s ok to make grammatical errors as long as you drive home your point.

If you arrive at two or more versions, that’s great because you will have more options to experiment on.

Once you get the hang of “talking” to your customers, you’ll have an easier time launching a successful postcard marketing campaign.

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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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