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.
Your may feel very nervous. (Of course that would be my reaction too!) But relax, because you’re almost to read how to break your competitors’ ideas and text to get you. And you can learn the art of carving a sales letter which is known as “copy” writing.
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.
Device out the text, phrases, ideas that impact on you as especially suitable. Use these as your aspiration. Revive a header melody. Grab a suitable air for a counsel paragraph. But you should be very careful since the content should not appear as plagiarism. Don’t touch any sentence, paragraph or the entire duplicate from another transmittal wholesale and try to portray it off as your own.
Pay attention to compelling headlines. Notice the introductory paragraphs. Of course, you don’t want to violate copyright laws and use them directly in your own marketing materials.
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.
He pulled up all the relevant sales material he had been collecting very long, pulled out his trusty takeout typewriter (yes, it was that extendable ago!) and started assimilating ideas, phrases and remaining inspirational double from these various opposite sources.
It took him several hours to write a couple pages, but finally he had a sales letter that had his distinct imprint. And original document to call it his own. And he mailed it.
And do you know what? It produced very good results for him. And some 30 years later, he’s still enjoying outstanding success in the business. And just for your information, he still has a hand in writing all his copy. And he still gets some of his best inspiration from the advertising material that lands in his mail box.
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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