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 by without me opening it. Sometimes I use it just for a few minutes. Other times, I might spend a half hour or more going from page to page to page.
What is it? Roget's Super Thesaurus – My own personal "Word Bible." In 
case you aren't familiar with it, the thesaurus offers synonyms and antonyms for words and common phrases.
Why is it so important to me?
Because our American language is so subtle. Words that technically mean the same thing carry slight nuances – little differences in the emotions and the "mind pictures" evoked by their use.
For instance, the simple word "turn" offers dozens of synonyms. Among them are "circle" and "spin."
Supposedly they mean the same thing. But "My thoughts are going in circles" doesn't mean quite the same as "My thoughts are spinning." And I'll bet you've never seen an old cowboy movie when they said "Spin the wagons."
The thesaurus is a copywriting problem solver...
There are times when I sit looking at the screen, staring at some word I've written, and thinking "There's a better word than this. There's something that gives more clarity to the idea."
That's when I start the search. Often, I start with one word and look at all the alternatives. Then I take each of the alternatives and see what the book offers for each of them. Then, somewhere along the way another word will pop into my head and off I go down a different trail.
And usually, through this process, the word I'm searching for will present itself.
What does this have to do with you?
Whether you know it or not, every time you write a blog post, a letter to a client, or even answer an email, you are acting as your own "Real estate copywriter." People are not only judging your expertise and your sincerity, but they're absorbing the emotions you're conveying in your words.
So don't take shortcuts. Get yourself a good thesaurus and take the time to find the perfect word.
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