If so, you aren’t alone.
My own best friend is a prime example. Every time she calls me for help with a letter she's writing, she apologizes for needing help. She, like many others, seems to think that since she’s an intelligent person, she should be able to write great copy.
Why? She’s brilliant at accounting, and I’m not at all embarrassed to admit I need her help figuring out debits and credits. I’m also not embarrassed to hire a mechanic to repair my car or a professional to solve my computer glitches. I didn’t study those things and have no talent for them.
Unfortunately, too many people who think they “should” be able to write go ahead and do it. They write their own sales letters and ad copy – with results that are often detrimental to their success. A poorly written letter can be worse than no letter at all.
Real estate professionals often have a second problem: time.
In addition to thinking they should be able to write, some people suffer from thinking that they should be able to write a good letter on the first draft, or turn out a winning ad in 15 minutes — and they should be able to do it in between other tasks that have their minds spinning seven different directions.
When they’re running from one appointment to the next and trying to take care of client details in between, that might be all the time they have to devote to the task, and therein lies the problem.
I well remember my secretary hollering that the person from Homes magazine would be there in a fifteen minutes to pick up ad copy - "So get something written!" It always got written, but it wasn't good.
The truth is good copywriting takes time and plenty of thought. After that it takes proofreading. Depending upon the subject matter, one simple sales letter could take all day to write and refine.
One postcard could take several hours. In fact, sometimes the shortest copy can take the most time, because each word is so important. Copywriters spend a lot of time considering words and their impact and trying to choose exactly the right ones to evoke the desired emotions in their readers.
If you’ve been writing your own copy and not getting the results you want, hire copywriter. Do the job you do best — such as selling homes, staying in touch with people, and tending to all the details involved in a closing — and let a professional write the copy that will bring you more customers.
You may have a friend or someone in your family who would be glad to either write or edit/revise what you write. If not, I can help you - as can other real estate copywriters.
Quit feeling guilty because you’re not a professional copywriter, web designer, auto mechanic, hairdresser, or accountant. Instead, keep on being the best expert you can be in your own field and be thankful that you don’t have to do everyone else’s job in addition to your own.
By the way, that thankfulness is a good trait to practice!
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