A missing headline is a common real estate postcard marketing mistake. Many realtors feel that short messages don’t require headlines. But direct marketing experts will tell you that the value of a great headline is intensified in postcards.
There is not a lot of room in a postcard to write down several of your persuasive arguments. But an attention grabbing and informative headline can get this job done while using less space and requiring less time from your customer.
The most surefire way of creating a strong headline is to follow the WIIFM ? What’s In It For Me principle. Remember, benefits first before features.
The quickest and easiest way to add muscle to your mailing is to use the tried, tested and true formula of WIIFM What’s In It For Me. Oh, sure, you’re tempted right now to answer this question. But don?t. Not yet at least. Think about it for a while.
To write the most powerful, muscle-bound headline you can, you need to sit down and have a brainstorming session with yourself. Think of every possible benefit a customer could gain from selling his house to you. Don’t worry about the number of benefits. Don’t limit your thinking or your writing. In fact, the more benefits you can put on paper the better!
Narrow down your list and pick the best headlines you have created. It is advisable to start with a huge list of options because you will obviously have more choices as you narrow down your list.
You?ll discover that once you start this exercise, you?ll have variations around a certain theme. Some ideas will automatically drop out because others will seem to much more effective. That’s exactly what’s supposed to happen. As you cross out the ideas you consider the weaker ones, you?ll be left with only the strong ones.
In addition, you can achieve more success in your real estate postcard marketing if you pay more attention to your customers, and learn what benefits are most valuable to them. These benefits have the strongest emotional connection to your prospective customers. And when these benefits are merged into a headline, you produce a highly potent means of persuasion.
It will take a lot of time and patience. Remember, Rome was not built in one day. You’ll have to do some trial and error at first but once you get the right ?formula? everything will flow smoothly after.
These benefits are the diamonds you use in crafting masterful headlines for your real estate postcard marketing campaign.
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