What comes in your mind when you hear Aida? If you are thinking about the famous opera, for sure you are well cultured, but a staple of direct marketing is missing in you. Though, if you know that AIDA is what an accomplished direct marketer uses when he writes his copy, then you are a successful entrepreneur. AIDA is a four step process-Attention. Interest. Desire. Action. Now the question arises how to use it in your copy? It’s very simple, and you may already be using it.
So how do you apply this to your real estate direct mail? It’s not complicated and you may be already using it without formally knowing the steps. To explain it more clearly, go and get your last real estate direct mail. Will see how you applied the AIDA direct marketing formula.
Highly persuasive real estate marketing materials should be able to instantaneously capture the readers’ interest. It should not take more than 40 seconds to convince your prospect to go on reading the real estate direct mail.
First, any direct-mail campaign worth its salt immediately generates interest. And by immediately, I mean within 30 to 45 seconds of a person looking at your ad. If you haven’t done this in that very short period of time, you’ve lost the sale.
For any direct marketing campaign, headline holds the most important position. It has been said so many times that it sounds commonplace, but it’s said so many times, because it’s a fact. Give your time and effort to create a headline, which instantly draws attention of your audience. Believe me, it will pay off.
After you corral your prospect’s attention, you need to keep his interest locked in. The body of your real estate direct mail should be informative and persuasive. Use appropriate sub-headings throughout your copy to keep your prospect reading. To give you an idea of striking words to use in your copy, you can check out the real estate marketing materials of your peers.
But once you have your reader’s attention, you must keep their “Interest.” That’s the I in AIDA. And you do this through persuasive copy and eye catching sub heads. If you’re unsure about the words you should use, start by reading your competitors postcards. What do they say? How do they make you feel? Like running out and selling your home? If not, keep reading and searching until you find the words you like. Then analyze them to discover why they strike a chord in you.
The next step in constructing your real estate direct mail is to fuel your prospect’s desire to sell their house. You have to satisfy your prospects ‘why’ questions. Why should they be better-off selling their homes to you? If you are uncertain on how to write your content, go read the real estate direct mail of the top real estate investor in your area.
Now that you’ve captured your reader’s attention, and gained his interest, you need to create a Desire in him to use your service. And how do you do this? By generating enthusiasm and excitement in your copy. By formulating an argument that leads your reader to the unavoidable conclusion that your firm is the only choice for him. Not sure how to do this? Begin by making the reading of direct-mail copy your newest pastime.
And after you have led your customers to an AIDA experience through your real estate direct mail, you will be rewarded with a higher number of quality prospects and signed contracts.
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