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Melynn Sight [email protected] 913.261.9100
www.nsightmarketing.com http://marketingnSights.BLOGSPOT.com.
You Are What You Write Writing for Real Estate
How do you set yourself apart in a changing industry?
Feature vs. Benefit BEFORE: Community Transport Corporation today announced that is will build a new, $24 million dollar bridge at Lake Heffner. Problem? Feature? Benefit?
Melynn Sight [email protected] 913.261.9100
www.nsightmarketing.com http://marketingnSights.BLOGSPOT.com.
FOCUS BEFORE you write • You know your audience the best. What’s the reason for your communications? Organize your thoughts.
• Prioritize something. • Address needs with benefits. • What do you want the reader to do after they read this message?
**Google: we-‐we calculator
Melynn Sight [email protected] 913.261.9100
www.nsightmarketing.com http://marketingnSights.BLOGSPOT.com.
SIMPLIFY AS you write • Make your copy scan-‐able. • Keep paragraphs and sentences short. • Use the active voice. • Get right to the point. • Make clear key points. » Good use of headlines and subheads, bulleted lists and bold type
• Use white space and good use of graphics.
CLARIFY AFTER you write • Wait a day before sending your message.
• Do a spell check, grammar check, and readability check. (In MS Word Help [F1] Search field, type Readability Statistics.)
• Ask: How does the reader see it, including words and pictures?
• Read it out loud. • Is your call to action clear? • Ask someone else to take a look. • Be prepared to rewrite.
Melynn Sight [email protected] 913.261.9100
www.nsightmarketing.com http://marketingnSights.BLOGSPOT.com.
Considerations for e-‐mail Does your e-‐mail:
• Spark trust in the “from” field? • Grab interest in the subject line? • Follow through with concise, but relevant content that is easy to act on?
Simplicity is the hallmark of good e-‐mail communication.
Take-‐aways from today: • Think like your buyer and seller when creating materials. What is the benefit to them? • Practice: FOCUS, SIMPLIFY, CLARIFY • Think about what differentiates you. • How will you build trust with your clients • What is the benefit to JANE (or your reader)? • Use Readability Statistics for 2 weeks.
“We don’t see things as they are; most times, we see things as WE are."