Misc News

Having a sound and well-functioning real estate sector is critical to our country’s economic growth and development, as well as the growth and sustainability of many small businesses, according to the National Association of Realtors®.

Time is precious. Very few people will spend much time on your message if they do not see immediately that it has a direct benefit to them. If you make the mistake of writing about your own self-interest, rather than what will benefit them, you’ll only guarantee that your copy will be ineffective at best and a disaster at worst.

The first paragraph or two of your sales letter, ad, brochure or web site. When your opening is truly compelling, your prospects never get the chance to “decide” if they should keep reading. They just do it, without ever making a conscious decision.
Another way to think of the opening is as an “executive summary” of sorts.. a condensed version of the entire message in the first one or two paragraphs. Hold nothing back…go all out… You don’t get a second chance to hold their attention. When you have lost it, that’s it. It’s gone forever.

Here’s why… Once you get your prospects past your first two or three paragraphs.. once you get them over that critical hill, there’s a MUCH greater chance that they’ll read your entire message.

Your prospects are constantly deluged with advertising messages. They just don’t have time to read them all. Add that to the fact that they are jaded after seeing years of false advertising claims. You literally have to fight for their attention. What your prospects really want to know is WHO CARES, WHY BOTHER AND WHAT’S THE POINT?

Every one of your marketing tools needs a headline. Sales letters, brochures, ads, web pages alike.. all of them. Nobody really cares about your logo. Craft provocative, attention grabbing headlines for all your writings. Make your headlines work hard to communicate your main benefits quickly and lead your prospect into the copy below. The stronger these headlines, the more powerful the pull

Does my headline effectively stop people, capture their attention and trigger their EMOTIONS in order to pull them into the copy? If not re-write it until it does. But save the ones you don’t use as headlines, they could be great subheads
Here’s the test that professional copywriters use. Imagine all you were allowed to do was run your headline along with a phone number as a classified ad! Just a little 2 X 3 inch ad! Would it work? Try it! If it does you have a potential winner on your hands.

Buy a couple tabloids like the Star or the National Enquirer or some of the more Where do you find the best ads to turn them into templates or fill in-the-blanks formulas popular women’s magazines. Look at the teasers on the cover as well as the ads… The tone and tenor of many of the ads may not fit with your market, but you will be changing them to match your situation anyway. Ad space in these publications is VERY expensive. If an ad is repeated in more that three to four issues, the ad is likely profitable. Rip out the ad and put it into your “keepers” file.

Sometimes you don’t have all week, or even all day to craft a money making headline. Here’s a secret used by many professional copywriters that you can us. Start and maintain a file of successful ads or sales letters. How do you know that they are successful?

When you think that you have a really good headline, run with it for a while. Then test it against others at some point see if you can find another that outperforms it. Top marketers will continually test even top performing headlines to see if they can improve upon their success! Never be satisfied until you have a world class winner on your hands.