Your real estate direct mail has only 30 seconds to pass your prospect’s relevancy test.
Yup, in just half-a-minute, your prospect will decide whether your real estate direct mail is worth reading or not. So how do you increase your chances of passing this attention test?
Which is it going to be? And how can you ensure that he’ll hang on to it?
Write an unforgettable real estate postcard marketing copy. You need to rephrase your offer in an unexpected way. We all take a longer look at the blue skinned-man in Jerry Springer; dates who don’t carry cell phones; incredibly beautiful and incredibly ugly people because we don’t usually encounter them.
Make it memorable. Do what it takes to make your copy and your postcard stand out. One writer has called this the purple cow effect. When you drive in the country you’ll pass cow after cow. And every single one of them is black and white, brown or some variation of that. But when you pass a purple cow, you’ll stop your car and say “Wow!”
You want your mailing to be the “purple cow” of direct marketing. That may mean you take the idea of personalization to a whole new level. Instead of typing out a long letter, use a black felt pen, write a quick “personalized” note and then get it reproduced at you local office store on card stock. Guaranteed your postcard will stand head and shoulders above all the others out there. Poof! Instant purple cow!
You offer should be credible. It is important that your prospect will be convinced about your offer. In order to do this, include testimonials from previous customers who benefited a lot from your offers. They would be more convinced if the people making the testimonials are from the local area.
Harness your emotions and positive energy to electrify your real estate postcard marketing copy. You should not write your real estate direct marketing materials if you are not enthusiastic about your offer. If your offer doesn’t interest you, or you don’t think it’s good, then it won’t be effective.
You need to apply all the above principles to writing your real estate marketing headline; sub-headings in the body; and P.S. because these are the areas where your prospects will focus on the first 30 seconds of holding your real estate direct mail.
Yes, you can get your reader’s attention in this short of time. And once you have it, then you can knock their socks off with your valuable – indeed, one-of-a-kind – service. Go ahead. Go be the purple cow of direct mailing!
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