Real Estate Postcard Marketing Tip: Use AIDA, the Direct Marketing Formula
AIDA is still used in real estate direct marketing because it works. And in case you are new to marketing, AIDA represents the various steps (Attention, Interest, Desire, Action) sellers shape their customers’ experience to be able to sell their product.
Before going any further on this, before I tell you how to blend these ingredients to make a powerful advertising piece, do take out your latest postcard mailing. So you will understand if you are using this formula or not, and if yes, how closely you are following it.
Before I tell you how each of these ingredients blend together to make a potent advertising piece, why don’t you get your latest postcard mailing out. In this way you can review it to see how close you’ve come to following this formula.
Fastest way to generate attention is by headline. Asking questions in headlines makes it really impressive, “What would you do with an extra $30,000?” This will definitely draw attention. Or you may use “Who else wants to pocket a quick $50,000 in the next 48 hours?”
For any direct marketing campaign, headline holds the most important position. It has been said so many times that it sounds commonplace, but it’s said so many times, because it’s a fact. Give your time and effort to create a headline, which instantly draws attention of your audience. Believe me, it will pay off.
After you corral your prospect’s attention, you need to keep his interest locked in. The body of your real estate direct mail should be informative and persuasive. Use appropriate sub-headings throughout your copy to keep your prospect reading. To give you an idea of striking words to use in your copy, you can check out the real estate marketing materials of your peers.
But once you have your reader’s attention, you must keep their “Interest.” That’s the I in AIDA. And you do this through persuasive copy and eye catching sub heads. If you’re unsure about the words you should use, start by reading your competitors postcards. What do they say? How do they make you feel? Like running out and selling your home? If not, keep reading and searching until you find the words you like. Then analyze them to discover why they strike a chord in you.
I am giving you one more idea to make your copy more impressive, which is, don’t write lengthy paragraphs. Nothing can make a reader lose interest than seeing a long set of words all closely strung together.
You also need to lead your customers to act on their desire. You need to ask them clearly to do what you need them to do such as contact you, sign-up for a newsletter or purchase your services.
Once you learn the language and the style of other marketers, you’ll begin forming your own style that works like gangbusters for you. And finally you need to prompt your reader to Action. This means that they need to pick up that phone to call you, to ask you questions, to think seriously about using your service. Once you’ve performed your AIDA, you will, without a doubt, get a response from your audience. Bravo!
No related posts.