Real Estate Postcard Marketing Tip: Even Postcard Messages Need Strong Headlines
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by: MarkB.Bradley
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Word Count: 485
It?s true! And you know it! It's a cardinal rule of direct marketing and as a real estate investor you need to keep it uppermost in your mind if you want to succeed. And while you may think this is only true for longer direct mailings in other industries, it?s even more important with a postcard mailing.
Let's face it, the postcard doesn't have a lot of space on it. As a real estate investor using this method, you don?t have the luxury of developing a two-page argument leading to the merits and benefits of your product as some marketers do.
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.
Your real estate marketing headlines should also inform people of the benefits of selling their homes to you. So evaluate your strengths, your competitive strategies, and check your customer testimonials to learn what they are most thankful for about your service.
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!
You will also notice that some of your most promising headlines are related. Merge these headlines into one strong headline. You may still end up with a few distinct headlines. Test these different headlines if they can effectively meet the direct marketing standard: What's in it for the customer? Remove the ones that may be creative but don't pass this test.
You can also combine all the best headlines to create another powerful headline. The more headlines you have, the better.
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.
In fact, there's no reason in the world that the title of this article? Never Underestimate the Power of a Headline? shouldn?t be posted somewhere in your office? someplace prominent. Go ahead, right now. Either handwrite it on a piece of paper someplace or print it off your computer. Hang it somewhere on your desk where you'll see it all day long. When you remember the true potential your headline has to your postcard marketing campaign ? you'll experience true success in real estate investing.
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