real estate writing: The #1 Rule in Writing Marketing Copy - Don't Break It! - 02/08/12 10:33 PM
Copywriting – marketing with written words – has dozens of "rules." They range from keeping your copy "tight" to staying on one topic to avoiding jargon.
But there’s one rule that every marketing guru and copywriting instructor stresses and repeats - and yet I see it broken every day.
Maybe there's another rule that tops the list, but I really believe it to be the #1 most frequently broken rule of all. Unfortunately, it's the most important rule of all.
It's so important that I first learned it about a century ago, when I took a college course in … (39 comments)
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real estate writing: Why you can sell in person, but your marketing copy fails: You aren't spending enough hours writing - 02/07/12 10:33 PM
Why you can sell in person, but your marketing copy fails: You aren't devoting enough hours to writing.
Really good marketing copy looks like it took no effort at all. It appears to be stream of consciousness thinking from you to your prospect.
The truth is – to achieve that effect you have to spend some hours.
You start with what you want to say – and get it all out on paper. Then you re-arrange it so it makes some kind of logical sense as you progress from one point to the next.
Then … (8 comments)
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real estate writing: The Most Often Used Real Estate Copywriting Book on My Shelf - 11/20/11 03:11 PM
The Most Often Used Real Estate Copywriting Book on My Shelf
Actually, it never makes it to my shelf. This book sits at the side of my desk, always within reach. And the word "copywriting" doesn't even appear within its covers. It offers no advice, no insight on writing headlines or the psychology of marketing. And aside from the introduction, it has no complete sentences.
But still… I can't even tell you how many times in a week it helps me improve my real estate copywriting. It depends on what kind of copy I'm writing, but no week goes … (62 comments)
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real estate writing: Why Am I Unable to Write My Own Bio? - 02/10/11 07:09 PM
One of the tasks I love as a copywriter is writing agent bios. But some agents feel really uncomfortable about needing someone to do it for them.
Here's a letter I received last week - and it's typical of many agents who are actually very good writers.
Dear Marte,
I’m feeling frustrated and embarrassed because I need to ask you to write my bio.
I can write perfectly well. I write good descriptions of my listings, of my neighborhoods, and of businesses in my community. People enjoy my blog posts. But when it comes to writing my bio, I … (14 comments)
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