A Copywriting Trick You Can Use

Services for Real Estate Pros with Marte Cliff Copywriting

Copywriting has all sorts of rules and tricks to make marketing messages more effective.

Lately I've written about getting rid of the excess of "I's" and in the past I've talked about formatting to make your messages friendlier and easier to read. Those are a couple of the "rules."

Here's one of the tricks:

No matter if you're writing a web page, a brochure, an ad, or a prospecting letter, write to just one person.

Another one of the "rules" is to know your audience, so start there. Think of one Write to just one prospect at a timeperson who is in your target audience. Visualize them. Then write as if you were talking to that one person.

Pretend that it's a personal letter - just as if you were writing to a friend. If it helps you focus, go ahead and write their name - you can edit later.

Some copywriters (the ones who get paid $15,000 to write those magalogs you get in the postal mail) spend a lot of time creating a profile of the typical person in their target audience.

They use their market research, then specificy everything including age, family, job, income, health, political leanings, and much more. Then if they don't personally know anyone who fits the profile, they choose a magazine picture, give it a name to go with the profile, and put it by their keyboard as they write.

Of course it seems silly.

You aren't fooling anyone. They know that your letter is going out to dozens, hundreds, or even thousands of people. But as long as your voice is talking just to them, it will still feel personal. And personal is important if you want to connect with them and show them that it's in their best interests to like and trust you.

Writing to just one person will give you an added benefit - it will prevent you from breaking another one of those rules - saying "all of you" or "you guys."


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Tara Stone
eXp Realty - Alexandria Township, NJ
NJ Estates and Stables

Good Tips Marte, I do try to follow these rules and hone in on my target audience. Best of luck in 2012

Jan 11, 2012 01:50 PM #1
Jamie R. Bell
Bell Realty Group at Berkshire Hathaway HomeServices NEP - Glastonbury, CT
Your Central CT Realtor

Marte~nice post and like the 'rules' and 'tricks' Good copywriting is key to expressing a great message!

Wishing you a great year!

Jan 11, 2012 01:51 PM #2
Margo Currie
Exit 1 Stop Realty - Saint Augustine Beach, FL

Thank you for some great advice. In a graduate class I took a long time ago, I remember the professor saying, "Always write in the language of the learner (reader)." Another good idea... to many of our customers, MLS means nothing, and Realtor is anyone who sells real estate.

Jan 11, 2012 01:58 PM #3
Joan Whitebook
BHG The Masiello Group - Nashua, NH
Consumer Focused Real Estate Services

Thanks you for this very important tip.  I have a piece I am working on this will come in handy.

Jan 11, 2012 02:14 PM #4
Evelyn Johnston
Friends & Neighbors Real Estate - Elkhart, IN
The People You Know, Like and Trust!

I have heard of these tips before, but I can't figure out where or why. l think they are sound...thanks for sharing!

Jan 11, 2012 02:23 PM #5
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Tara - good for you. It's always wise to know who you're writing to.

Jamie - and it always will be.A grat year to you as well!

Margo - You are so right. It's best to explain what MLS means - and Realtor too.One of the otehr "rules" is to write at about 7th grade reading level. People with greater understanding will still follow your message - but if you write for a college professor, many of your readers will get lost (or bored silly).

Joan - good, I hope it helps you reach your audience.

Evelyn - Perhaps you took a course or read about the principles of copywriting.


Jan 11, 2012 03:08 PM #6
Ruthmarie Hicks
Keller Williams NY Realty - 120 Bloomingdale Road #101, White Plains NY 10605 - White Plains, NY

Hi Marte - I never really thought about this before - but it is really SO TRUE!  I often find myself writing to a single person.  When I do so - it generally works out to be some of my best copy.  Thanks for putting into words what I never truly cognitively realized.  It was just something I did to help me when I was staring at a blank screen.

Jan 11, 2012 03:31 PM #7
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Ruthmarie - Sometimes good old intuition puts you in good stead.

Jan 11, 2012 04:32 PM #8
Gayle Rich-Boxman Fishhawk Lake Real Estate
John L Scott Market Center - Birkenfeld, OR
"Your Local Expert!" 503-755-2905

Marte~so simple, so EFFECTIVE. Honestly, I've never been given this kind of great tip!  Can't believe I'm almost 56 and this is the first time hearing this--crazy good--CRAZY. So, it's immediately going to be used, thank you!

Jan 11, 2012 07:28 PM #9
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Gayle - That's probably because you didn't take copywriting classes :)

Thanks for stopping by - you always make me smile.

Jan 12, 2012 04:28 PM #10
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