It’s best not to make unwarranted assumptions about what is going on in their heads.
This morning’s email brought a prime example. The first line said: “NOTE: the "early bird 
rollback" 50% off special ends tomorrow night. Details at the bottom of this email. But first, a quick story. :-) “
Then he launched into a nice story about being on stage and a panel of his students answering questions, concerns, and objections from the audience.
Later in the message he mentioned the names LaunchCon, Plat Plus mastermind and Launch Club.
Obviously, I should have been paying attention to emails that I’ve probably been deleting for some time. But since I hadn’t been reading those messages, I don’t know anything about LaunchCon, Plat Plus, or Launch Club! I assume from the names that he teaches people how to launch something – an online business of some kind?
I have no idea. What I do know is that I’m not going to take advantage of the 50% off offer. (To be fair, I probably wouldn't have taken advantage of that sale even if I did know what they were selling.)
What could this have to do with real estate?
When you’re writing prospecting letters to a “cold” list, don’t assume that they’re thinking of buying or selling. ASK them instead. Then you can go on to reasons why they might be having such thoughts – just to spark their imaginations and get them thinking about how it could benefit their lives if they decided to buy or sell right now.
That changes when you’re writing to someone who has requested an automated valuation of their home or a special report on getting ready to sell. It also changes when you begin a continuity campaign to prospective buyers who have requested information about homes or a special report with advice about home buying.
P.S. If you don't want to write your own prospecting letters, choose one or more of my prospecting letter sets. Or - get in touch if you'd like custom letters.
Image courtesy of digitalart at FreeDigitalPhotos.net
UPDATE: One day later - they sent a message today that tells what they're selling - tickets to a live 3-day event featuring "the absolute latest cutting-edge strategies and tactics in the launch and conversion world."
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