Theatre of the mind is a term often used when writing copy in broadcasting. Copywriters are taught to help listeners envision what it will be like to own or buy something. As a former broadcaster professional, creating a thoughtful presentation with the right music, sound effects, and delivery was and is still critical in engaging that buyer in an effort to create traffic into a retail store or event!
One of the best ads I know of in radio was by Jason Jennings, who talks about selling a slow moving property by creating that theatre of the mind using radio. He was the pioneer in the "tell me, sell me" approach in sales. He was given his first job in radio by a close friend of mine about 30 years ago ....and the rest is history
It's ironic because theatre of the mind is even more important today when selling a home. It's now called home staging. Since so many people use their visual sense to buy a home, radio is not often the first media choice when marketing today,..however the internet is, and it seems that realtors are forgetting that theatre of the mind, -- or an impression you leave with a buyer. It is essential in driving traffic to your listing. It's the sensory stimulation that drives a buyer's desire to see more, and what creative home stagers can help you capture.
Home Stagers create the theatre of the mind for potential buyers. We know how to ingraine images into buyers' minds. We compose a visual picture for buyers' minds, much like radio copywriters.
Many radio stations did not and still do not allow their reps to write their own copy, because so many reps are horrible at it, or they are required to focus more on strategic efforts to drive more business. The same should hold true for realtors. Not all of them are that great in creating a theatre of the mind for buyers, and should partner with a professional home stager, who does.
Theatre of the mind ties into "Top of the Mind Awareness". In marketing, most people only remember no more than 5 choices when it comes to buying . Think about brands you look to when buying a car, a TV, refrigerator..etc. Most of these have 30 or more choices,..but how many do you remember and can you list in 3 minutes?? The same holds true when it comes to recalling that home you just listed. How many buyers will "recall" that listing? How ingrained are your images in buyers' minds?
So, before you list that property... Is that theatre of the mind you created , ..a horror show, or a block buster?
....What is YOUR creative vision for that next listing? See you on the Red Carpet!!
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