Listen, most advertisements and marketing pieces are nothing more than big business cards lacking the ONE central ingredient needed to make a sale -- showing benefits to your prospects.
See, regardless of what you're selling and who you're selling it to, ALL your prospects want to know, "What's in it for them?"
Today we'll take a look at the fourth paragraph of our mock display ad and I'll show you exactly what I'm talking about.
You can check out that original ad, and even print out a copy of it, right here:
http://www.kingofcopy.com/tips/real_estate_ad_071505.htm
The fourth paragraph says, "My team does absolutely no cold-calling or traditional prospecting, but instead are given dozens of motivated, ready-to-act leads every single week. All of our customers pick up the phone to call us first."
Good things about this: The "intent" of this paragraph is good, but it is so poorly delivered, the meaning and benefits of it are diluted and not very compelling at all.
Listen, if I've said it once, I've said it a thousand times: Your prospect could care less about "you" and "your team". They care about themselves, and what's in it for them.
The way this ad is written, it is becoming more evident, this is more of an employment ad than anything else.
This guy is a broker, and he's looking to build up his team of agents.
That's fine, but when you're reading the ad, and you're thinking about responding to it, all you're concerned with, is... "what's in it for me", not what's in it for him and his team.
Right?
Here's what I might've said instead:
"Using this amazing new system, called "The Real Estate Buyers And Sellers Automatic Attraction System", you will never ever have to make even one single cold call, ever again... you can give up "hoping"... "praying" ... and yes, let's face it -- even " begging" for business... and every single prospect who calls you will not only be pre-disposed to working with you, but they will already be pre-qualified based on the kinds of clients you want to deal with, or the kinds of properties you specialize in working with. Oh, and... all these new customers of yours -- will work with you exclusively."
Now there is a LOT of psychology going on here, and these are typically the kinds of things I show you when you order a Sales Copy Review -- www.kingofcopy.com/salescopyreview .
Why you use certain kinds of words in a certain place, or why you're positioning yourself this way and that, and where you use your words to achieve maximum effectiveness using minimum sales copy.
So, let's check out how our ad reads so far and you can see we're just breezing on through here.
"If you are a highly motivated real estate agent with a burning desire to increase your commissions by AT LEAST $100,000 dollars in the next six months -- regardless of what level you're at now -- and if you're sick and tired of dealing with buyers and sellers who really aren't as sincere as you felt they were up-front... and you've had it "up to here" with people trying to whittle your commissions down to practically nothing... then this is the most exciting and important message you will ever read!
You see, an amazing new prospecting system has recently been developed that totally turns the tables on your sellers and buyers. Instead of worrying about where you're going to find your next seller, using this system... your sellers end up being the one's hoping they can find you!
It's true! Whether you're a rookie, and you've just passed your realtors licensing exam, or even if you've been at it for years, and you've already got a good "following", imagine how much better your business would be (and therefore, how much better your entire life would be), if... instead of having to look for your next "meal ticket", you had a turnkey system that automatically turned you into a prospect-attracting magnet!
Using this amazing new system, called "The Real Estate Buyers And Sellers Automatic Attraction System", you will never ever have to make even one single cold call, ever again... you can give up "hoping"... "praying" ... and yes, let's face it -- even "begging" for business... and every single prospect who calls you will not only be pre-disposed to working with you, but they will already be pre-qualified based on the kinds of clients you want to deal with, or the kinds of properties you specialize in working with. Plus, all you new customers will work with you exclusively."
Have a great weekend -- we'll wrap this ad up next week.
Hasta la vista, baby.
Now go sell something,
Craig Garber
http://www.KingOfCopy.com
P.S. Check out all the prior archives you've been missing, right here at: http://www.kingofcopy.com/tips/tiparchives.html
If you want to know how to consistently attract a steady stream of fresh new prospects, who are pre-qualified, eager, and excited about buying from you, then Craig Garber -- recognized by his peers as America's Top Direct-Response Copywriter -- can show you exactly how to do this, step-by-step. Garber's written winning promotions across a HUGE variety of industries and you can see them all for yourself on his website at http://www.kingofcopy.com