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You are here: Home / real estate marketing / When your headline lies – you lose

When your headline lies – you lose

August 31, 2014 by Marte Cliff

Have you ever opened an email or followed a link because the title or subject link promised information you wanted?

Of course you have. We all have.

And have you ever been disappointed by what you found when you started reading?

My guess is “Yes, you have.”

Quite often, the title or subject line makes a promise that the article doesn’t keep, and that’s a disappointment.

  • Sometimes it’s because the writer didn’t say enough to make it valuable.
  • Sometimes it’s because the writer didn’t really know the subject matter.
  • Sometimes it turns out to be a “fluff piece” that says little, but supposedly works to impress the search engines.

Sometimes it happens because the writer started out on one track and ended up on another. Many times I’ve started out with a subject and written a headline, only to find that it doesn’t fit when I’m finished. Then I have to stop and re-think the headline or subject line.

But worst of all…

  • Sometimes it’s blatant deception. 

Anyone who has studied headline writing has seen a long list of words designed to get your audience to open and read your message. The list includes words like:

  • New
  • Exciting
  • Little-known
  • Surprise
  • Secret
  • Free
  • Exclusive

They’re fine words to use – but ONLY if they happen to be the truth.

When the words are not the truth… your readers are not likely to forgive you. 

In fact, the next time they see your name in the “from” line, they’re apt to simply hit the delete button – assuming that it’s not going to be worth their time to go and find another lie.

If you have something new or exciting to reveal, go ahead and say so. But if that’s only a ploy to get your message opened – don’t do it!

Want to know what started this Sunday morning rant?

Read all about it on Active Rain. 

Filed Under: real estate marketing, real estate self-promotion, real estate word choices Tagged With: real estate self promotion, real estate success

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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