You may be a bit tired of acronyms. After all, they’re all around. But I’m going to provide you with just a few more initials that make it easy for you to reread your postcard mailing to ensure its effectiveness. And these letters come from none other than marketing guru Joe Vitale, who has made literally millions of dollars selling all sorts of products and services. He insists that if you remember the Four P’s of copywriting, you’ll be destined to be successful from this moment on.
One way to do this is to check whether your copy adheres to Joe Vitale’s 4 keys to effective copywriting.
First you need to outline the problem your potential customer faces. And no you’re not doing this because he doesn’t know what it is. He’s well aware of his problem. But you do this to create a genuine bond with your potential customer.
You outline his problem so he knows that you sympathize with his plight. You outline his problem so he knows you understand where he’s coming from. This, of course, assumes that you do know what his problem is. So bring about this simple command to present his problem, the underlying assumption is that you’ve done your homework and studied your typical customer.
Next, your real estate postcard marketing copy must have the Promise Key. This key builds your prospect’s hope that you can effectively solve his problem, whether he is in pre-foreclosure, needs to relocate, or wants to cash in his home for retirement.
The promise key opens his mind to the idea that you have the experience and skills to be able to quickly sell his home at a good price.
In this instance, proof comes in the form of showing him others you have helped, providing him with testimonials of former customers who have worked with you successfully. You can even narrate some heartfelt success stories of how people’s lives have been changed dramatically once they used your service.
Then finally, you need to mention the fourth “P”. In this case, “Price”. Of course, price can mean many things. If you were providing him with a product, you’d tell him how much it would cost. Perhaps telling him the cost of not selling his home to you would be a more compelling argument for now. What’s the price of inaction, you may ask him.
Lastly, you should also include the Price key in your real estate direct marketing copy. Usually, the price is the main concern of every prospect. This time, tell your prospect your offer and how much it would cost him if he doesn’t take it.
Go ahead. Read your latest postcard mailing with the Four “P”s in mind. Did you cover them all? If you didn’t, there’s no time like the fifth “P” – the Present. Why not sit down right now and rewrite this mailing with these key words in mind?
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