Copywriting is the key to getting and keeping customers

Importance of copywriting
Copywriting is even more important on the web than it is in traditional print that Realtors use. On the web there is plenty of clutter Web user ten to have high standards for what they read and the attention span of shoppers is very short. The internet is also a very anonymous medium so you will have to work especially hard to make sure that you build the know, like and trust that is so critically important. The internet is more of a direct marketing vehicle than most Realtors would think and if you treat it this way you will find that you are much farther ahead then your competition. Remember that the principles of good copywriting are important in all three of your contact medium online: newsletters, website and emails.

A great headline
When someone gets to your site what is the first thing they notice? Most people think that it would be the color of the page or the color of the text or especially the banner at the top of the page. The internet has become such a graphical medium that the first thing that people really see is the headline and this headline tells them that they should either stay on this page or go elsewhere. Most internet marketers will agree that you have two to three seconds to make this first impression or you will lose your potential customer. The key yo a great headline is what we have always learned. Make sure that the headline gets attention by appealing to your customers interests and concerns and for sure make it clearly their benefit not how great you are or what you do. This is not the first mention I will make of a customers self interest being the most important factor in your writing

Compelling body text
In your body text you are going to have to clearly and concisely pitch your message. The first thing to remember is that you are trying to build a relationship with your customers by selling your features as benefits. Everyone likes an example so here is one: No one is going to care if you are the hardest working Realtor but they are definitely going to care that you work hard by scanning listings and areas constantly benefiting them by not having to see the worst of the homes and neighborhoods in their price range and therefore not wasting time unnecessarily. The next thing to remember is that the customer is always looking for the best deal or a way to increase their importance in the process, be sure to add options and not write as though you know what the customer want. I am breaking some rules here especially the big one of using short sentences but I am targeting professionals rather than everyone.

Speak with your voice
One of the best ways to build rapport with your customers is by writing as you speak. You do not know the customer and they do not know you so if you write as you speak you are going to build a great bond with your customer. Use colloquialisms, examples and especially emotion in your words and the attitude that you project in your writing.

Fear of loss is a great motivator
I always get nervous about pulling this one out of the marketing hat. As we all know or have heard from some sales trainer in the past Fear of loss is a greater motivator than the potential to gain. In your writing you should drop a couple of nuggets of wisdom that will make customers realize that there is no way that they can do this process by themselves and will therefore nee to lean on you. Be careful when using this strategy however as it can make people thing negatively of you if you are scaring them and can also paralyze them from doing any deal at all.

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