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.
The best direct-mail copy focuses on a single idea – at most two. And it tells you over and over again why this one benefit (maybe two) will catapult you to the place in life you’ve always dreamt you’d be.
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.
Right now, with your next post card mailing you need to focus your writing on one aspect of your service that sets you far above and beyond the rest of your competition. Many marketers call this your “unique selling point.” It really matters little what you call it. Just be sure that you use just this and don’t clutter your reader’s minds with other possible benefits.
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 are not expected to come up with this kind of copy right away. The first few versions of your real estate direct mail will usually require several rewrites.
Avoid finalizing your copy right away. The truth is you may think it’s already good enough but if you return to it after several hours or even after a day, you’ll see that there is more to improve on.
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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