Real Estate Foreclosure Marketing Secrets

Posts Tagged ‘Hesitancy’

Every good sales pitch contains several vital ingredients.  And your postcard mailing for your real investing venture is no different.  Every successful marketer uses a very simple – but highly effective — formula for keeping him headed in the proper direction in his copy.

As you progress in your direct-marketing career, you’ll instantly know it by its acronym alone:  AIDS.  It stands for Attention, Interest, Desire and Action. It’s very self explanatory. You need to get the attention of your reader . . . keep his interest . . .build his desire for wanting to sell to you . . . and then actually encourage him to act.

Unfortunately, even the best of us who write for a living sometimes neglect to emphasize the last component of a good sales letter . . . the call to action.  Too often, we simply assume that we know what the consumer will do.  The truth of the matter is that sometimes (most of the time, actually) we have to lead the reader to the final steps of our sales pitch:  the call to action.

And if you’re new to the writing of marketing materials, you may even feel a bit shy about actually writing a call to action.  It may remind you of those commercials on television. “And if you’re the first 200 callers you’ll also receive at . . . “

But do you know why just about every commercial on TV is written like that?  Because they work.  Direct marketers will stick with a style, a wording, an entire ad campaign as long as it’s pulling in the sales for them.  They take the phrase “If it ain’t broke, don’t fix it” to a whole new level.

For your postcard mailing to be effective, you must rise above any hesitancy about asking people to call you.  You can do every other portion of your mailing absolutely correctly.  But if you don’t remind people to act it’s doubtful if your mailing will ever be successful.

But more than asking them to act, you need to write your call to action so they feel it’s absolutely necessary that they act today.  In fact, they need to act while they have that postcard in hand.  Far too often with direct mailing the old adage of “out of sight, out of mind” applies.

If you can generate enough interest in your sales pitch to get people excited about the prospect of your service, then you need to capitalize on that while the individual reader has that postcard in hand.  Don’t be afraid to urge him to pick up the phone right now.

Give them a reason – even an obvious reason – to act RIGHT NOW!

Remember, there are reasons why the television commercials continue to urge viewers to call within the next 10 minutes.  They are reasons why incentives are given to those “first 200 callers.”

Create that kind of interest and excitement in your real estate investment service and your postcard mailing will generate you some substantial profits – guaranteed!

By Mark Bradley

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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.  By Mark Bradley

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