Feb
15
10 Easy but Essential Tricks to Persuasive Real Estate Blogging
Filed Under Real Estate Copywriting, Real Estate Prospecting Ideas, blogs | 3 Comments
Amazing, isn’t it? How when you listen to one of your favorite bloggers and you say to yourself:
“Why didn’t I think of that? It seems so obvious…so easy.”
The masters of blogging–people like Brian Clark, Leo Babauta, Hanan Levin–always seem to come up with the perfect phrase…a few words…sometimes even just one word…that grabs you by the lapels and drags you into their post.
The perfect words make you want to read whatever they’re writing before they’ve even mentioned what it’s even about.
It’s the art of persuasion. Right?
But let me assure you right now that it’s less of an art and more of a science.
The art of persuasion is something you can learn. And the good news is the fundamental building block to any good persuasive writing–or speaking–is simply rapport.
And to build that rapport, you need to cultivate behaviors that will make people trust you and make them feel it’s in their best interest to follow your lead in what Greg Swann called the larger conversation of the blog sphere.
So, with that in mind, here are some ideas, big and small, for making yourself more persuasive:
1. Before you write a blog post, ask yourself “What do I really want out of this post?”
Ask soul-searching questions to understand your true motivation: money, fame, power. You’re looking for what makes you tick, what drives you. But you’re also looking for the purpose, the plan and the result. This is really a question you need to ask yourself long before you even record your first post so you know the direction you want the blog to go. That’s planning on the micro level. Planning for each post is on the micro level.
2. Develop the knack for making the other person feel like the center of the universe.
You’re blog post is not about you. Period.
3. Be quick to compliment.
If someone leaves you a comment, thank them. Especially if they are a first time visitor. And comment on other people’s blogs. Wait, that’s the next point…
4. Train yourself to visit other people’s blogs. And leave comments.
If you want comments on your blog…you have to leave comments on other blogs. Also, making your daily rounds on the real estate blogging circuit help you to note what people are talking about…which leads into my next point.
5. Listen to anybody with an idea. And see how you can help them.
Follow the maxims of legendary 3M leader William McKnight: “Listen to anybody with an idea. Encourage experimental doodling.”
And get involved. If you come across a blog that is interested in working on joint projects, email them and share your idea. If you don’t have an idea, tell them you be interested in doing some of the legwork.
6. Try to arouse positive emotion.
When writing blog posts, avoid negative emotion. You know what negative emotion is? Just read the Fox News home page and you’ll see what I mean.
People respond better when you give them positive, life-fulfilling information. Stuff that builds on their business, their lifestyle. Granted, always harping on the doom of the housing market will attract a crowd…but it will probably be a crowd of pessimists.
You, my friend, are better off being an optimist.
7. Take a clue from your audience.
Occasionally ask for feedback after your posts. Encourage people to give you thoughts about what they’d like to here. Keep an eye on your analytics, like news feed subscriptions, page visits and posts-to-comment ratio.
Really make an effort to communicate in a manner that matches your message to the receiver.
8. Hone your sense of humor.
It really, really helps if you are witty or clever.
9. Practice being a better questioner.
Follow up all posts by asking, “What do you think? Was this blog useful?”
Better yet, ask more pointed questions at the end of posts to root out opposing thoughts. You might have a good idea, but with the help of someone else arguing for a differnt side of the coin…you might unearth the best idea.
10. Keep your perspective.
Remember: Even though you’re passionate about your point of view, lighten up. Tomorrow’s another day-and another opportunity to persuade.
Well, that’s it. Leave a comment if this post was helpful or if you have anything you’d like to add.
If you haven’t already, subscribe to the real estate marketing Blog today either by email or news feed.
Feb
8
Images Are Powerful Symbols but Not Communicators
Filed Under Persuasion, Real Estate Copywriting, Web Design | Leave a Comment
At the Visual Ideology site, you can take a visual political test that suggests which images portray political ideas the strongest.
Be prepared to be confused.
The “test” is rather frustrating, and I gave up, clicking through images without thinking because I did not know what I was supposed to do [possibly this is part of the test] just so I could get through the end.
What was most confusing is that there were no instructions. In my mind, this was a good example of something crucial we have to understand about images:
Images are powerful symbols that work on our souls, but images alone are incapable of communicating what we want people to do.
With a simple task we need at least a little coaxing. On the other hand, on a more complex task we need more coaxing. Otherwise we are asking people to interpret images on their own, which can be dangerous [read: they leave the website].
And whether visitors read all of the copy or not is not the point–it’s there if they get confused and need instruction.
Now, an elegant combination of copy and images was done well at the Interface Research survey.
Simple tasks with simple instructions.
Way back when David Olgivy proved repeatedly that long copy always outsold short copy with photo…but–and here’s why we need both copy and design–the right amount of compelling copy with the right photo doubled the previous results.
Political consultant Frank Lutz has made a fortune on a simple idea: it doesn’t matter what you want to tell the public–it’s about what they want to hear.
For a case in point, watch the video “Give Us What We Want” to see how one word increased public opinion from 50% to over 75%…
“Estate tax” versus “death tax.”
This simple change brought a bland, background issue screaming to the front of politics.
Just one word. By itself.
Just curious: Can you think of any images that have revolutionized an issue on its own merit?
If you haven’t already, subscribe to the real estate marketing Blog today either by email or news feed.
Jan
16
Why Writing Is the Most Important Thing You Can Learn
Filed Under Real Estate Copywriting, blogs | 5 Comments
Did you know that not being able to write could hold you back from working with more clients, selling more homes and even making more money?
I had a high school teacher who always said that the ability to write well is the most important skill a person can develop.
[Okay, I confess: he WAS my writing teacher.]
But he’s certainly not the only one with that opinion. As I’ve made the transition from student to salesman to writer to business owner, I’ve seen it again and again.
Not being able to write can hold you back.
In fact, no matter what you want to do in life, a solid background in writing will always get you farther, faster.
Look at it this way: If you wanted to be a news anchor, you have to start as a reporter–and for that, you need to be able to write news stories well.
If you wanted to work in radio station television promotions, you have to be able to write on-air promos well.
But how does writing help a business owner, namely a real estate agent?
A World Dominated by Writers
Long time ago a television producer once said that in a world dominated by computers, writing careers will be safe.
And he’s right.
A quick look around the re.net shows computers taking over–particularly with business blogs.
But computers still demand a human to write. They can’t write by themselves. [Trust me: Writing will never be replaced by a robot.]
“Write” as in craft a story, captivate an audience, motivate someone to do something.
Some of you might be thinking, “Writing can’t be that important. I don’t read that much. Besides, I own a business. I sell houses.”
So maybe you don’t read much. But think about this: that marketing plan you promised you’d get around to creating for 2008–she needs a writer.
The half-hour listing presentation you gave last night–exceptional presentations start with a writer.
Even your favorite “unscripted,” objection-overcoming message on why you are the agent of choice, demands a person with a smidgen of storytelling skill, which is central to–you guessed it–writing.
During the commercial breaks, did you ever notice the thirty-second news spots that usually sound like this: “It’s common, it’s deadly, and it may be in YOUR child’s breakfast. Details at six.”
Somebody wrote that, too. And how would you like to have that kind of compelling power?
Think about your iPod. Lyrics don’t write themselves. And the Internet? For goodness sakes. It’s full of written content.
Magazines, newspapers, talk shows–they all need people to write for them. And of course we can’t forget good, old books–that would be missing the forest for all of the trees.
Where Else Can Writing be Important?
What about the emails you write? Do they sound like you or a monosyllabic machine. [Yes. No. Sure. I'll get back with you.]
Okay, then, how about your business plan? Or your advertisements? Or your blog?
There’s just no avoiding it.
No matter what you want to do you’ll need to know how to write effectively. You’ll need to be able to communicate clearly, persuade successfully, and entertain brilliantly.
That’s why high school and college curricula require so many courses with a heavy concentration on writing. They push the writing issue because they know it’s important–and they know it’s a tricky thing for a lot of people to master.
So when you’re at the bookstore looking for a coffee table book, pick up something that teaches writing instead. Then, find something you’re interested in, sit down, and just write about it.
Write emails that are no less than seven sentences long, but sharp and focused. Make your spouse/significant other learn to write. Create reports. Record your thoughts on a hipster pda.
But the most important thing to learn from writing is this: Writing helps you hone your critical thinking skills.
It helps you organize your thoughts. Prioritize your ideas. Create a visual representation of your best arguments. And when you revise and rewrite, you can’t help but take ownership and authority over your ideas.
So even if you never blog or write a book, writing can even improve your public, social and persuasive speaking skills.
So pick up a book on writing. Teach yourself, your spouse, your kids.
Heck, see if the family dog can pick up on it, too. It’s a crucial thing to know.
Jan
14
What Should You Know Before You Write a Press Release?
Filed Under Real Estate Copywriting, Real Estate Marketing, Real Estate Prospecting Ideas | Leave a Comment
It seems Vivianne did not like my straying from my roots.
I think I was feeling a little weepy on Friday. A little metaphysical. Which is okay. As Socrates said, “The unexamined life is not worth living.”
Today then, Monday January 14, I’ll get back to business, and focus on one of the four pillars of real estate success, marketing, by showing you how to generate positive press on a tight-budget with press releases.
Press releases are one of the main ways businesses, organizations and individuals share their news with the local and regional press.
In fact, a Fleischman Hilliard marketing and public relations specialist I know recently confessed [and this was not the first time that I've heard this] that they’ve often had to rely on press releases when marketing budgets were tight as a main means of generating press.
Trial, error and desperation have helped them to come up with some surefire tips for writing good press releases. I share those tips with you now.
1. Keep the press release content brief
This isn’t the place to send out an 6-page history of your business. Keep the release brief–to one page, if not, two pages at the very most–and accessible and get all the necessary information as close to the lead paragraph as possible.
It is okay to format the document to single space in the body, but only if there is plenty of white space in the header and the margins. If the page looks cramped and crammed, it won’t entice anyone to scan it over to see what it’s all about. Two space between lines then.
2. Write the press release heading
The heading on a press release should be in the upper left hand corner of the page and should include:
- Release date or, “For Immediate Release”
- Contact name, title and contact information. If possible, include two contact people and their phone, FAX and e-mail, as well as their titles and company name
- Brief preview listing of : who, what, where and when - above the headline and before the copy of the release.
3. Create a compelling headline and sub-headline
Next, give the document a good headline and sub-headline. The headline should be creative and intriguing and the sub-headline should be more factual and fill in some of the specifics.
For example, the headline might say, “Local Realtor Saves the Environment with Unusual Festival” and then the sub-headline would say “Sammy Smith’s Water Festival Shares and Spreads Convservation Agenda.”
The harried reader will get a good, tantalizing idea of what the release is about just by scanning those bolded headlines.
4. Develop intriguing body copy
The copy of a press release should read like an article.
My public relations friend said she cannot count the times she’s had her copy lifted line for line from a press release and put in the newspaper. This is fine with her since she knows she’s getting the story out in her own words. For radio, this is especially helpful. A great release will often just be read aloud on air. All the main information should be easily gleaned and accessible. Use quotes in the copy, if possible, and make sure names and particulars are spelled correctly.
5. Include the essence of who you are
After your 3 or 4 paragraph “article” copy, include a statement about you and your company. Even include a headline such as “About Sammy Smith.”
This is the place to write a brief paragraph saying how long you’ve been a real estate agent, what you do and where, how you can help people and your contact information.
6. Closing the press release properly
Include a final, separated paragraph or sentence letting the reader know who to contact for more information or quotes.
If there are photographs, images, or an interview can be set up–put this at the end and in bold or all caps: “Photographs available in jpg.” or “Sammy Smith Available for Interview.”
The important thing to remember in creating press releases that get results is to make the information as interesting and accessible as possible. Like any other type of marketing or public relations or writing, a press release must compete with dozens, if not hundreds, of other stories.
With effort and practice, you can create press releases that stand out and get noticed. If you are interested, check out these articles on copywriting for tips and advice on how to write compelling copy.
[Enjoy, and I hope this article makes sense. *wink wink, nudge nudge*]
Jan
7
Cooking Up Persuasive Copywriting with These Two Crucial Ingredients
Filed Under Persuasion, Real Estate Copywriting, Real Estate Marketing | Leave a Comment
On Friday I wrote about Copywriting and the Art of Persuasive Advertisings and in other articles I go into detail the help you craft successful, lead-building, client-accumulating mail, ads, emails, web sites and more.
But here are two of the common and most powerful copy ingredients for effective direct response marketing, regardless of medium.
The One Thing You Cannot Forget
It seems so obvious and basic that you can’t imagine anyone would fail to do this, but I have to say upfront because writers frequently and regretfully neglect this point: Present your offer–the thing you are selling and the terms you’re making–as soon as possible.
And after you say it once. Say it again. And again.
Copywriting is like storytelling. You create drama. And you can create drama one of two ways:
- Demonstrate how you can achieve their desires
- Show how you can conquer fears
But in one very important way, direct response copy is not like a story…you give away the end at the beginning. That is the offer.
Even when you have a lot to say about your offer, you bring the conclusion [your offer] into the story right away.
And then backfill with persuasive material as you move along.
How to Achieve Your Greatest Desire
This is a a rough sketch of a marketing strategy when you’re making an offer for something desirable, such as a beautiful home or knowledge about the worth of their home.
1. Show the readers the vision.
Within the headline or the opening copy, tell the reader about the benefit: living well, saving money, entertaining grandly.
2. Offer the “prize” inside.
Either within the same headline or within the first few lines of copy, introduce your offer as the means for obtaining the desired end: the infinity pool that makes you to live well, the low property taxes that allow you to save money, or the finished basement with wet bar and 50 inch plasma screen.
3. Go on the quest.
Show the reader how and why your offer, in Step 2, fulfills the desire in Step 1. And bee sure to restate the offer along the way.
Now, the flip side of desire is fear. That’s the other persuasive ingredient of successful copywriting.
Overcoming Pain and Fear
This is the formula for benefits that help you overcome things you don’t want, such as high taxes, foreclosure, drop in property values, ill health or being left behind:
1. Make the readers hurt.
Describe the pain to be avoided: the rising property taxes, the crush on their credit if they foreclosure, loss of equity of they don’t move, diseases from contaminated soil or being the only one who didn’t invest in a rising market.
2. Show readers the cure.
Introduce your offer–the market with low tax dollars [maybe a way to lure people from one state to another], short selling, healthy lifestyle in your city or system to sell their homes fast for the most money.
3. Prove it works.
This is where the rubber meets the road. Your lofty promises better be backed up. Use testimonies, statistics, reports, anecdotes, professional statements. Anything you can get your hands on that support your claims.
Without evidence, your claims will be ignored. So do your homework. It will pay dividends.
Conclusion
One more word: In each of these approaches, it’s important that you repeat the offer often.
The reason? You want people to remember it.
In the next post, I’ll describe how to write good offers, offers that articulate the favorable consequences of accepting your offer and the undesirable consequences of doing nothing.
See you then.
Jan
3
Copywriting and the Art of Profitable Advertising
Filed Under Real Estate Copywriting, Real Estate Marketing | Leave a Comment
Yesterday Brian Clark asked the question “If content is the new advertising, what is it saying about you?”
Knee deep in the article he brings in a good point:
Think about it… the advertising we actually enjoy is often witty and entertaining, but it doesn’t persuade us to do anything.
This is true for your blog. Or your articles. Or your email newsletter. And not only does it not persuade us to do anything, you’re not really sure what it’s doing.
Enter copywriting.
In this post I’m going to give you the five-cent tour of the copywriting world and how it can elevate everything you say or write to a level of scientifically precise persuasion.
I hope it provides some insight into effective advertising, or, at a minimum, gets you to think differently about your current notions regarding advertising and the attention you seek from it.
What Is Copywriting?
Copywriting includes all the written communications used to sell, market and promote your service to prospects.
As a category, it’s bigger than “advertising writing” because it also includes things such as brochures or web sites. Buit it’s smaller than “business writing” because it doesn’t include non-marketing communications such as interoffice memos.
This said, let me introduce to you three important ideas about copywriting repeated through this website: targeting prospects, inspiring action and measuring results.
These three ideas put together make up what is commonly called “direct response advertising,” which is different than brand or awareness advertising.
All direct response advertising appeals to specifically targeted audiences, is crafted to inspire action or response and can be measured to determine its effectiveness.
Targeting Prospects
Instead of making communications that impress a message on as many eyeballs as possible, direct marketers do everything they can to limit their efforts (and dollars) to the prospects most likely to be interested in their offers.
Instead of broadcasting, they narrowcast to increase their customer base.
Why the List Is So Important
Your audience is the single most important element of a targeted direct response campaign. In fact, in descending order, list is more imporant than copy, which is last [list, offer, format and copy].
Keep in mind that a weak message to the right audience has a far greater chance of success than a beautifully designed, brilliantly written message to the wrong people.
If you have limited time and money, concentrate most of your efforts on the list.
And lists need not be complicated.
Building lists are easy. For you, the most effective list is the one you gathered from past clients and propsects who have given you permission to send them meaningful stuff.
And that’s the secret: giving them something meaningful. Whether it’s a newsletter, blog, market updates, housing forecast information or new listing postcards…send people something they care about…something they’d trudged through 3 feet of snow to their mailbox or wait 3 minutes while their computer booted up to read.
Inspiring Action
Dig this: Copywriting provides a means for generating a lead in the here and now. This is done via a toll-free number, your web site, email address or postage paid reply cards. Prospects are encouraged to take action….
This “take action” quality is what separates copywriting from other business communications. It is intended for one thing: increase response.
Brand awareness advertisers attempt to create a set of ideas or emotions they hope you remember. But copywriters and direct response advertisers don’t give two hoots and a handshake about what people remember: They want to motivate action now.
That’s why it’s important you don’t rely strictly on “image” campaigns or “name recall.”
Years ago David Ogilvy demonstrated that brand recall and celebrity endorsements stuck in peoples’ minds…but nobody could remember why.
If you are spending hard-earned and hard-to-replace money on ads, make sure you are investing it wisely. Which brings me to my final point…
Measuring Effectiveness
In the last century, the following words have been put in practically every significant business leaders mouth:
“I know that 50 percent of my advertising doesn’t work…what I don’t know is which 50 percent!”
The truth is nobody knows who exactly said this. But that’s not important. What’s important is this: copywriting and direct response advertising can help you discover what is working and what is not.
The above adage was probably quoted by every business leader at one point in his career because all he knows is that they are selling products…but they are not sure which commercial or which magazine ad motivated people to go out and purchase paper towels or car tires.
Something spurred sales, but despite the best efforts of the best market researchers and MBAs, no one knows for sure.
You never need to be in that position.
You can know scientifically, objectively and absolutely down to the last dime what ads worked and which ones didn’t.
Imagine you send out a thousand letters with postaghe paid reply cards and get 20 cards back requesting a CMA.
Simple maths says you got a 2 percent response rate.
Now, add up the sum of the total houses sold and subtract the cost of the mailing [list fees, if any, creative time spent or charge, production costs, postage, and so on]. The difference is the money made–or lost.
If the cost exceeds revenues, you know you need to change something: the list, offer, format or copy.
As you probably figured out, you can get even more sophisticated and the run the numbers inside, outside, up side down to give you even more information about costs, values, revenues and profits.
In the end, one point remains constant: Action is measurable, and these measure give your business meaningful information on which to base future decisions.
On Monday, I’ll give you some tips on how to actually test your copy.
Stay tuned.
Dec
20
How to Settle the Long v. Short Web Copy Debate
Filed Under Real Estate Copywriting, blogs | Leave a Comment
This is a topic that has been around for awhile: long v. short articles as web content strategy.
Yet, yesterday someone new in our web department asked me what I thought about the long v. short copy debate on the web.
Of course as a copywriter who has specialized in the web for the last seven years, I had just a little to say…
…and whether you are a blogger or copywriter churning out ad pieces for your business or any kind of persuader…
You can learn something from copywriting.
Here are my thoughts.
I’m familiar with the top 8 reasons why copywriting is important to real estate, and I do recommend them.
I think what you’ll find as you dig deeper you’ll discover that people will disagree on short v. long copy on the web…but in general compelling long copy will out duel compelling short copy, even on the web.
Here’s what you have to keep in mind, though:
Test Everything
And here’s the thing about long copy: long copy for the sake of long copy is not right.
When a copywriter says long copy works better than short, what he should be saying is “I want to lay out every single benefit I can to a reader…leaving nothing behind because I have only one shot at this. And if it takes 5 pages to do that, why wouldn’t I write five pages?”
A sales man would never go into a presentation and give the ten minute version when it really takes an hour to present.
Neither would you pencil in just five minutes to rehab an alcoholic.
But if the writer can layout a compelling argument in half a page, he should do so. Most of the time the length of the copy is determined by the complexity of the product/service and the offer.
If you are giving away a free book, 3 pages might be excessive.
Where You Spend Most of Your Time…and It’s Not at the Keyboard
But if you are trying to talk people into parting with money, say for contributions or to buy a house or trust you as their agent or buy a book, 3+ pages is probably the minimum you could get away with.
Again, depending on the complexity. And you have to test and see what works.
If the 3 pages doesn’t work, then you are not hitting people’s pleasure/pain buttons. Back to the drawing board.
Which means writing compelling copy is more about research rather than writing. You can really never prepare enough.
I’ve known successful writer’s to spend weeks researching before touching the keyboard. They don’t until they have that ‘ah ha’ moment.
And usually when they have that moment, the piece writes itself. This is pretty much my process, too.
The Mindset You Must Have
Picture yourself trying to lead someone from an addiction to alcohol.
It could take fifteen minutes, half hour or hour. A day. Weeks. Probably, though, months. Even years.
But you always give them what they want when they ask for it. And you always try to figure out what will resonate with them.
The thing with print/web copy is you have to think ahead and answer all the questions you think they might be asking, most important, “What’s in it for me?”
Then in the copy you have to answer those questions with enticing benefits…because this might be your only shot at having their attention.
It might take you ten questions. 20. 30. Or even 50.
You don’t know what they are going to ask for sure. So you ask them all (maybe).
You have to have available that one question that might make them go, “That’s it.”
Why People Stop Reading Your Blog or Sales Letter
It’s likely though that most people will not read every word. Especially on the web. People scan.
That is why potent headlines and sub headlines are important. To draw in those scanners.
As far as clicks, etc. what you have to keep in mind on the web here is there has to be a marriage between reader friendly web design and persuasive copy.
Think about online newspapers.
Most articles are broken into pages. They are never a single page. (Unless the article ends above the fold.) And because readership is very important to newspapers, they probably found breaking pages up improves important metrics of readership.
Furthermore, print sales letters are broken up into pages. As are books. (Doesn’t there seem to be an argument for everything?)
But here’s the point I wanted to get to: the reason people stop reading a sales letter, article or book is not because they have to turn the page or click to the next…we lose people because the copy isn’t compelling.
You are right when you say that “the user feels more ‘accomplished’ by browsing / clicking-thru” and good web design tries to accommodate this.
See, the marriage comes when the copy is persuasive. When the monkey with the red fez can EASILY follow the banana.
Personally I find one long page of copy exhausting and intimidating. And I’m not alone, as copy blogger Brian Clark explains in his post The Death of the Long Copy Sales Letter.
But here’s the thing: I’ve clicked through 8 pages of news articles I found fascinating. I’ve scrolled through very persuasive sales letters online that when printed equal 16-21 pages.
Thing is, I’m sure these people have tested the layout, one single page v. 4 web pages…and found where they get there better response.
They tested to see what works.
To Drive My Point Home
The reason I ever bought a product online or read an entire article is not because it was long or on one page.
I bought because I got an emotional charge out of it…found it compelling…convinced I couldn’t live without it.
A great writer constantly struggles with this thought: is this the least bit compelling, passionate?
It gnaws at him.
That’s why human psychology and emotion are so important to copy.
We have to know what plucks people’s heart strings. Constantly.
That’s why, if you are going to write a five page article or letter, every sentence counts.
Here’s the thing: we are missing opportunities when we make categorical statements like long copy on one page is better than short without explaining why…and without ever testing the boundaries.
In summary, the first order of business, is to make sure the piece is compelling and passionate.
Then we can talk about layout, length or page breaks.