Perhaps it’s no coincidence that many individuals with Attention Deficit Disorder end up as entrepreneurs. That’s what many studies tell us these days at least. That’s because these individuals can have their hands in as many projects as they like to keep themselves busy.
It’s an entirely different story when it comes to preparing the materials in real estate direct marketing. Make sure that your offers don’t have too many options. It is important that your potential customers will not get confused with too many ideas in your copy.
Always keep in mind that the best way to relay your message to your prospects is by focusing only in one or two important ideas. The content of your copy must explain the benefits of the ideas.
Avoid including too many benefits that you want your prospects to know. If you use more than two in your real estate direct mails, your customers may find it a bit confusing. You can simply reserve some of the ideas for your next mails. Use the one you think is most convincing for now.
Stick to only writing you’re most competitive with to gain benefit in your real estate postcard marketing copy. Why should the home seller close a deal with you? Answer this one key question, instead of dumping too many standard benefits on your prospect.
Oh, sure, all of the others you’ve listed are good. But you need to select the best of the best. Then you do your best to ensure that your reader understands this single benefit is the key to their happiness.
You may need to write your copy several times over to ensure that you’ve honed your own intent on this focus. You may even want to set the copy aside overnight. That’s fine! Take that advice of sleeping on it literally. Reopen the document the next morning. Does it still have the same intent and focus that you thought it did the night before. If it does, run with it. If it doesn’t, then refine it even more.
You can’t be too quick to approve your copy either. You need to put it away for several hours or even a complete day before you can check it again and see it as powerfully persuasive as your thought it was.
In creating your real estate marketing postcard, you’re like copywriting it under a microscope. Make sure that your potential customers will see clearly what your offer is in an appealing way.
Hence, when writing your real estate direct marketing copy, resolve to focus your prospect’s mind on your most competitive benefit. Don’t blur their minds with multiple benefits and offers. Help them clearly see instead the exceptional value of your single offer.
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