If you read a lot about marketing and copywriting, you've no doubt come across a variety of lists telling you the most persuasive words to use in your copy.These words are designed to capture attention, energize your copy and explode your results.
Some are short lists and some are long, but most have several words in common.
These 5 "words of persuasion" are found on most lists:
You: By now, we all know that beginning a message with some form of "you" will get your message read far more often than if you begin with "I" or "We." People are interested in what concerns them, and what they want or think.
They don't really care much what you want, so those letters that start with "I want to introduce you to..." really make me cringe. I can just hear the readers thinking "Who the --- cares what you want?"
Free: Always an attention-getter, but a difficult one for real estate agents. You can offer free reports, but you can't offer a "Free garage with every home purchase."
New: "New on the market" will attract some buyers. And mentioning a new roof would add value to an older home's description. You might even gain benefit if you said there was a new supermarket, gym, or children's playground just 8 blocks away.
Instantly: You can offer your free report delivered instantly. What else?
Because: This, to me, is the most interesting word in the group. Perhaps because it ties in with "Reason why" marketing.
People really do need a reason why they should choose a particular product or service over any others. Using the word "because" removes any doubt and saves the reader from having to figure it out themselves.
Researchers have done studies and found that people will respond positively to the word "because" even if the reason is dumb. One of the most well-known studies has people cutting in line to use the office copy machine. Despite the fact that everyone in line has something they need to copy, saying "Can I go first because I need to make copies" brings a positive response more than 90% of the time.
So see where you can fit "because" into your copy and your call to action. (Your reason won't be dumb.)
Try some of these on for size:
"Your home it will be seen by nearly every buyer searching in our market, because ...."
"You'll never be left wondering about the status of your transaction, because ..."
"Properly staged homes sell faster and often for more money because..."
"Because I'm persistent, ..."
"60% of my business comes from referrals and past customers because..."
"Smart home buyers become pre-approved for a loan before they begin the search because..."
"Keep your home on the market during the holidays, because holiday season buyers are serious, and because your home will have less competition."
"Search for your new home during December, because you'll have less competition from other buyers."
"Call me today, because now is a fine time to find your new home!"