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You are here: Home / real estate marketing / Sloppy Copy will get you every time

Sloppy Copy will get you every time

August 13, 2023 by Marte Cliff

Sloppy copy will make you look foolish, so…

Never Hit “Send” Without Self-editing

One day my mail brought a promotion for would-be copywriters. It was all about teaching you to write copy that sells, and how to run a successful copywriting business.

The whole message was “formulatic.”

  • It had the scarcity – only 20 spots, so act sloppy copy deserves a stamp that says you failednow.
  • It attempted to make you want the program by saying “this isn’t for everyone – you have to qualify.”
  • It promised to turn the reader into a money-making copywriter.

There was just one problem: sloppy copy.

The letter itself was sloppy copy. In the first paragraph, the writer says she’s “rearing to go” to help her readers become successful. Um… I believe that phrase is “raring to go.”

Later on in the letter she uses bullet points, which is a good idea. But she forgot to use parallel language, so the third one doesn’t fit with the first two. The bullets are supposed to match, and when they don’t it’s jarring. (Chapter 6 in A Grammar Guide for Real Estate Agents.)

Had the writer spent a few minutes in editing her work, she probably would have corrected her sloppy copy, so she wouldn’t look so silly.

And… she’d probably have a better chance of selling her expertise in telling others how to write good copy.

Never hit “send” until you re-read what you wrote!

Graphic courtesy of Stuart Miles @ freedigitalphotos.net

Filed Under: real estate marketing, real estate writing Tagged With: real estate self promotion, real estate success, real estate writing

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.

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