Oh yes. You've poured your heart and soul into your business. You've spent sleepless nights on ways to increase business. You've spent 12 16 even some 20-hour days working on keeping it alive. And now, I'm telling you, as you sit down to write your copy that it's all about your customer - not you. How dare I?
However, you should step away from this self-promotion mode when you write your real estate direct mail. At this point, the focus should be turned to your prospective customers and away from you.
Any reader would notice if your writing seems to focus on yourself. Trust me; they really don't want to read anything about you. Your achievements don't really matter to them. So avoid talking about yourself and start focusing on them instead.
Keep in mind that your prospects are in a dire situation and that they need solutions to their problems. Your goal is to provide them with the solutions on how they can sell their homes at a good price. They just want to read the solutions, not your personal backgrounds.
And then guess who wins the "attribute war"? Certainly not you! But, if on the other hand, you can find a sensible, sane solution to their current dilemma, then you've just won their hearts, their souls (well, let's not go too far), but definitely their business.
Nobody wins in the eyes of the customer when it comes to self-promotions. There are too many good, great, well-experienced, and self-described men with integrity in real estate postcard marketing materials.
That's their problem. And that's exactly the problem you need to solve for them. And you need to, in the process, that you'll treat their home with the love and respect with which they've given it for so many years.
And to give your prospects their most desired solution, you need to know the background of their problem. Do they want a quick sale because of foreclosure, work relocation, or marriage?
The closer your real estate marketing material captures their specific problem, the closer you are to motivating prospects to engage with you and work out a deal.
Instead of being the Man of Steel, try being a compassionate listening friend who can help them out of a tough situation. Then you'll see how much more effective your mailing has become.
However, you should step away from this self-promotion mode when you write your real estate direct mail. At this point, the focus should be turned to your prospective customers and away from you.
Any reader would notice if your writing seems to focus on yourself. Trust me; they really don't want to read anything about you. Your achievements don't really matter to them. So avoid talking about yourself and start focusing on them instead.
Keep in mind that your prospects are in a dire situation and that they need solutions to their problems. Your goal is to provide them with the solutions on how they can sell their homes at a good price. They just want to read the solutions, not your personal backgrounds.
And then guess who wins the "attribute war"? Certainly not you! But, if on the other hand, you can find a sensible, sane solution to their current dilemma, then you've just won their hearts, their souls (well, let's not go too far), but definitely their business.
Nobody wins in the eyes of the customer when it comes to self-promotions. There are too many good, great, well-experienced, and self-described men with integrity in real estate postcard marketing materials.
That's their problem. And that's exactly the problem you need to solve for them. And you need to, in the process, that you'll treat their home with the love and respect with which they've given it for so many years.
And to give your prospects their most desired solution, you need to know the background of their problem. Do they want a quick sale because of foreclosure, work relocation, or marriage?
The closer your real estate marketing material captures their specific problem, the closer you are to motivating prospects to engage with you and work out a deal.
Instead of being the Man of Steel, try being a compassionate listening friend who can help them out of a tough situation. Then you'll see how much more effective your mailing has become.
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