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You are here: Home / real estate marketing / Do Your Letters & Ads pass the “So What?” Test?

Do Your Letters & Ads pass the “So What?” Test?

May 16, 2016 by Marte Cliff

The first thing to remember when you set out to write an ad or a marketing letter is that most people want a good reason NOT to read it.

They don’t want to miss anything that might benefit them, but they’re really hoping yours is a message they can simply toss or delete.

Everyone gets too much email these days. And unless we’re hiding under a rock, we also see too many marketing messages. If we tried to read all of it, we’d still be reading Monday’s messages on Wednesday.

That means most people don’t want to waste time on reading anything that isn’t interesting or directly useful to them.

What kinds of openings cause a reader to think “Who cares?” Here are a few examples:

  • My name is…
  • I wanted to let you know…
  • I noticed that ….
  • I can…

Even if what you say later might be of interest, beginning with a message all about YOU and what you want can be a deal-breaker. So start with a statement or a question of interest to the reader, and answer the reader’s unspoken question “So what?” just as quickly as you can.

If you go too slow, they’ll lose interest and crumple the mail or hit delete.

When you write, put your message to the test.

Ask the question, and if the answer isn’t evident, start over.

 

 

Filed Under: real estate marketing, real estate prospecting, real estate self-promotion Tagged With: real estate marketing, real estate prospecting, real estate self promotion

About Marte Cliff

Marte Cliff is a professional real estate copywriter with a past - as a real estate agent and then owner/broker. She understands the real estate business, the challenges agents face, and the wants, needs, and fears that real estate clients face. She also understands the psychology of marketing.

When not writing, Marte enjoys reading, gardening, visiting with friends and family, and spending time with her canine companions. She enjoys life in a quiet mountain valley with wildlife as her nearest neighbors.

Copyright 2015 - Marte Cliff, Copywriter | 1794 Blue Lake Road, Priest River, ID 83856 | 208-448-1479

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