You may be a bit tired of acronyms. After all, they’re all around. But I’m going to provide you with just a few more initials that make it easy for you to reread your postcard mailing to ensure its effectiveness. And these letters come from none other than marketing guru Joe Vitale, who has made literally millions of dollars selling all sorts of products and services. He insists that if you remember the Four P’s of copywriting, you’ll be destined to be successful from this moment on.
So if a real estate investor wants his real estate direct mail to work, what are the best steps to take?
To unlock the gate preventing your customers to respond to you real estate direct mail, review your copy if it contains: the Problem Key, Promise Key, Proof key, and Price Key.
You outline his problem so he knows that you sympathize with his plight. You outline his problem so he knows you understand where he’s coming from. This, of course, assumes that you do know what his problem is. So bring about this simple command to present his problem, the underlying assumption is that you’ve done your homework and studied your typical customer.
Next, your real estate postcard marketing copy must have the Promise Key. This key builds your prospect’s hope that you can effectively solve his problem, whether he is in pre-foreclosure, needs to relocate, or wants to cash in his home for retirement.
Then after you’ve made your promise to him, you need to keep that promise. After all you are a direct-marketer of your word, are you not? But he’s not going to take your word for it. And why should he, after all, your customer doesn’t really know you. So you need to persuade him with the third P in the formula, that of “Proof.”
In this instance, proof comes in the form of showing him others you have helped, providing him with testimonials of former customers who have worked with you successfully. You can even narrate some heartfelt success stories of how people’s lives have been changed dramatically once they used your service.
Then finally, you need to mention the fourth “P”. In this case, “Price”. Of course, price can mean many things. If you were providing him with a product, you’d tell him how much it would cost. Perhaps telling him the cost of not selling his home to you would be a more compelling argument for now. What’s the price of inaction, you may ask him.
Finally, you need to check your real estate direct marketing materials for the ‘Price Key’. Price is the number one concern of most home sellers. So this one will depend on your investment strategy and how attractive you can make your offer. Another angle to pursue is the price to the customer if they don’t choose to accept your offer.
Go ahead. Read your latest postcard mailing with the Four “P”s in mind. Did you cover them all? If you didn’t, there’s no time like the fifth “P” – the Present. Why not sit down right now and rewrite this mailing with these key words in mind?
|
|