Real Estate Investor Insider Secret #9: There’s a Reason Why They Call It Copywriting
Is there anything more stifling to a good real estate postcard mailing than a blank computer screen? Consider this scenario (not an uncommon one for many a direct marketer in any area): Your mailing list has been carefully chosen. Your printer is waiting for your postcard copy. And there you sit staring at a blank screen. You haven’t written a single sentence yet.
By now, you have already diligently chosen a mailing list provider. Together you have figured out the mailing list that is best for your real estate postcard marketing campaign. The printing store has also confirmed that they can do the work at your price. But you don’t have your copy yet!
No dubiousness you’ve got a cumulus of postcards that you’ve sent out in the prehistoric or from your competitors’ mailings. This is the apt time to go through them. Go, dormy. Accumulate them under your table and start reading it. This, you’re about to study, will fetch you very good reading power and mentality of grabbing the points.
So how does this work? What you need to do is to collect all the real estate direct mails you have received from your competitors. Begin reading them. Check out words, adjectives, verbs, phrases, and writing styles that seize your attention and engage you to keep on reading.
But you may get wonderful ideas to recreate your own vision. Instantly as your ideas starts flowing in you can feel the blank screen posing a different view and ready for your direct mail campaign.
I acquired these ideas from my older firm where I was working under direct mail firm. The possessor explained me about his mailing campaign. He told it would be several pages long. Though, he had not handled any copywriting work before he was not able to hire a professional writer since he had shortage of funds. But the beauty is he never compromised.
I learned this technique when I used to work for a small business owner of a real estate direct mail company. Like other small businesses, he used innovative methods to overcome his limited resources. Since hiring more people is beyond his budget, he came up with this technique instead so he could write his own copy.
Like what I suggested you do, he went through all the real estate direct marketing materials sent by his competitors and began synthesizing ideas, and drawing inspiration for them. He started writing and produced his own real estate direct mail that talked about his own message and used his own voice, but was given more life because he had creative momentum.
And since the copy had more spirit and was engaging, he got an above-average response rate in his real estate direct mail. He has used this method to grow his business. And more than 25 years later, he hasn’t stopped saving up the real estate marketing materials from his competition. He is also still actively involved in writing real estate direct mails.
Hence, by doing this method, you can increase the effectiveness of your real estate direct marketing campaigns and even make the process more enjoyable for you. Use the resources of your competitors to energize you and your own real estate marketing campaign.
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