Real Estate Postcard Marketing Tip: How to Make Direct Mail Copywriting Easier

Posted on | July 24, 2009 |

Granted, this is not advice you’re about to hear every day when you embark on a postcard mailing. But it is, in my experience, some of the most valuable experience around. I adapted this very clever idea from a journalism professor I had in college who had worked for The New York Times. I figured if it was good enough for him (as well as The New York Times); it was definitely good enough for me.

The most common problem we encounter when writing our real estate marketing copy is how to properly relay our thoughts to written words. Sometimes even if we already have an idea about the message we want to tell our potential customers, we still find it hard to translate them into proper order. It is therefore recommended that you begin the process by simply writing down your ideas. Afterwards, you can just arrange them in the right order.

To implement the jigsaw method of copywriting, you start by simply writing your copy. Write why your customers should use your service, what benefits they’ll receive and provide them with an offer they simply can’t refuse. Follow the standard formula of AIDA. Attention. Interest. Desire. Action.

Make sure to include sub-headlines in your real estate direct mail. And when you are satisfied with the completeness of the content, print a copy.

Next, with your scissors, cut the document into distinct paragraphs with the sub-headlines included. Of course, each of these paragraphs should contain coherent sentences.

Next, try to read the document once more. You can now decide if you want to reorder the paragraphs or keep it that way. Make sure though that the entire document is coherent and has a clear information about your offer.

Afterwards, read the copy once more and try to see something to improve on. Make sure that each paragraph has proper transitions or you can substitute some words that you think would suit best. The purpose is to energize your real estate direct mail to make it more appealing to your customers.

No, you’re not quite done yet. Your next step is to re-read this copy again. Decide if you need to create any transitional sentences to make the copy flow better. You may even decide you need to rewrite a sentence or a whole paragraph. You may even decide you need to punch it up some with more action-oriented verbs. A few well placed exclamation points, even a couple of interjections that create excitement.

The end result basically lies in your hands. You decide how many times you have to repeat the process until you come up with a flawless copy. Creating your postcard mailing will be over before you even know it.

Isn’t this the experience all of us wish to have when working on our real estate marketing campaigns?

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