Years ago I read a book The Wizard of Ads: Turning Words into Magic and Dreamers into Millionaires by Roy H Williams. What I remember about this book is the goal of marketing is “To Sell the Sizzle.” The book had a lot of Ah Ha moments in each of its 100 chapters.
Williams explains the “sizzle” as “enticing the customer with a thought more interesting than the thought she’s thinking.”
I have been thinking a lot about this book given much of what I read specific to public remarks lacks the sizzle. Also, I must admit much of my past words also failed in the sizzle department.
With a new residential listing (yes houses are on dirt) that will appear later today, I attempted to sell the sizzle, to entice the customer with a thought more interesting than the thought he or she was thinking.
For example, people scan through real estate websites have thoughts about looking for 3-4 bedrooms, open floor plan, etc. My goal was to create some mental imagery focusing on a buyer’s dreams and not just the data points as often we read in real estate public remarks.
So I thought a lot about this listing and my focus would be on what I thought would be the sizzle, the pool. Then having photos that enhanced that sizzle.
Initially I shared the above photo with several friends and a couple of professional real state agents (no property address was given). My goal was to watch their reaction. To say it was very positive was an understatement.
Going forward, I am re-reading this book to re-activate what I have forgotten. Hopefully, this new listing will be my test pilot for using better words.
P.S. Please consider checking out my Facebook business page, The Grit and Gratitude Agent that will focus on the Dirt Roads in Mohave County as well local real estate, lots of dirt or vacant land parcels as some of the local attractions.
#LetsGetBackToRealConversations #WeDoThingsDifferently #BuyerEducation #RealEstateGuidance #LandOfferPocess #ArizonaRealEstate #TheHelpfulAgent #GoldenValleyAZHomesAndLand #KingmanHomesAndLand
Leanne M Smith, The Grit and Gratitude Agent Who Goes the Extra Mile Because Life Begins Where the Pavement Ends.
Feature Photo Courtesy of Leanne M Smith
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