b>1. Add value to your Many of the first-draft farming
message
pieces I see have weak headlines,
or no headline at all. I've never
The more value you build into understood this. A direct mail
your offer, the more likely piece has less than five seconds
prospects will be to respond to to make an impression. That's
it. Give your prospects a reason what headlines are for!
to call you. Offer a buyer's or
seller's information kit. A good headline can capture
readers and pull them into the
Know an interior decorator? body copy. A weak headline — or
Partner with them to offer free a lack of one altogether —
design consultations with to new gives the reader a good reason to
clients. Use your imagination ... throw your mailer away.
but offer something.
4. Make your offer
2. Be professional noticeable
Real estate is a detail-oriented Making a strong offer is critical
business. One paperwork slip can in any kind of marketing. And
put the entire transaction off making that offer stand out is
track. Your prospects know this, just as important. After all,
so don't ever show a mailer what good is a knockout offer if
that's less than perfect. It only it's set in the same font color
takes one sloppy design or and size as the rest of the copy?
misspelled word to blow it. It's likely to be missed
entirely.
3. Write an irresistible
headline Use callout boxes, starbursts,
bold font ... whatever it takes.
Just make sure your offer stands number of ways. You can make a
out. stronger offer, design a more
professional mailer, use more
5. Make your offer clear specific information, personalize
your message, brand yourself in
Now that your offer stands out on some memorable way, etc.
your farming piece, you need to
make sure the reader understands 7. Leverage your website
it. This is not the time to show
off your vocabulary or use clever Use your postcards in tandem with
language and puns. Make your your website. For example, offer
offer clear, simple to the headline or intro from an
understand, and loaded with article on home buying: "15
value: "18-page survey of local Home-Buying Secrets You Must Know
schools — yours free! Call — Available at
today." www.FakeRealtorSite.com."
6. Be unique Like most things in marketing,
your imagination is your only
If your farming piece looks and limit here. Unleash some ideas of
sounds like every other farming your own.
piece your prospect gets in the
mail, what's to make them notice Happy farming!
you? You can be unique in a
About the Author:
Brandon Cornett has worked as a copywriter, web writer and advertising manager within the direct mail industry. He now dedicates much of his time to helping real estate professionals market themselves effectively. His "Modern Guide to Real Estate Marketing" and his free newsletter are both available through his website: http://www.ArmingYourFarming.com
Source: www.isnare.com
