Universal Marketing Rules For Writing Killer Copy.

When crafting any type of message there are marketing truths universally acknowledged that must stay front of mind. Whether it’s presentations, emails, reports, or advertisements, you need to create copy that grabs your audience’s attention and inspires action – not copy that ends up in the (physical or digital) bin.

We’re not all great copywriters, but by making a few simple changes it can have a surprisingly high impact that moves our content from ‘meh…’ to ‘yeh!’.

Highlight benefits not features.

Focusing on the nitty gritty facts and figures of what you do as a company doesn’t help the customer understand why they should bother. Of course, you will probably go into details further down the line, but people will be initially attracted if they relate to the benefit you are providing. If you do want to stress features, always link it to a benefit. Here’s an example:

 “The company I work for offers estate agents social media marketing software which identifies trending content, brands third-party articles, and provides scheduling tools for automated social media publishing.”

What? That is fabulously dull.

But by adding: “This free software means you can spend less time behind a screen and more time winning business.”

At least now I understand why it matters and my interest is piqued.

Sell time not cost savings.

Instead of talking about cost savings all the time, try selling time. Time is something people can never get back, and it’s therefore far more valuable to us as human beings.

Customers care about their time, their troubles, and their objectives, so speak to them about this. Yes fees, are a bone of contention, but it has been shown that vendors will pay a higher fee for a stress-free experience.

Use verbs, don’t rely on adjectives.

Research shows that verbs are surprisingly more powerful that adjectives when it comes to copy. This is largely due to an overuse of elaborate adjectives where everyone fluffs up their writing with countless synonyms for ‘excellent’.

So, as it turns out, you can stand out of the crowd by just saying what you actually do.

Focus on them, not you.

Many companies fall into the trap of talking about themselves: what they have done, how great they are.

Let’s get one thing straight: People are not interested in what amazing things you can do as a company, they want to know how you can help them.

Focus on your client: What you can help them with, the problems they have that you can solve. Be customer-centric, not marketing-centric, and people will gravitate towards you.

Check every piece of content you write to see how many times you say “I/we/us/company name” versus “you”.

Use social proof.

As humans, we instinctively trust things more if we see other people doing it. And bluntly, other people can sell your services far better than you ever could.

Social proof involves displaying real testimonials, similar homes sold, how many people have used you or how many properties you have sold this month, etc. Anything that shows your credibility and proves to prospects that other people put their trust in you and left happy – so they can too.

Understand that stories are super powerful.

Stories grip readers and it gives us something to relate to – an emotional connection, a feeling, a similar experience. In fact, social psychologists Melanie Green and Timothy Brock explained exactly why stories are so effective in marketing:

“Transportation leads to persuasion.”

If you can incorporate storytelling into your marketing (and the answer is always yes if you get creative enough) then do.

Apply the AIDA rule.

The infamous marketing acronym:

Attention

Interest

Desire

Action

This is a fantastic way to structure writing that inspires action and can be tweaked to suit almost any scenario.

The last bit is so simple but unfortunately often forgotten: Always have a strong call-to-action so people know what to do next – don’t leave them guessing.

Have you used any of these tactics above, or do you do something I haven’t mentioned? Comment below to let me know – I’d love to hear your thoughts.

Originally posted on Propertyflock. To find out how we can help grow your business through social media visit: www.propertyflock.co.uk

Image: Flickr / CC 2.0

You May Also Enjoy

Estate Agent Talk

Matching Your Needs: Choosing The Ideal Residential Property Management Services

Owning residential properties can be an excellent investment, but managing them can quickly become hard. From handling tenant issues to maintenance and rent collection, it’s a time-consuming task. Fortunately, there is a solution—property management services. They can handle these tasks for you, freeing you to focus on other priorities. However, with so many options available,…
Read More
Breaking News

Third of Private Renters Are Struggling to Afford Their Rents Says New Research

Over a third of all private renters are finding it difficult to afford their rent according to new research out today. Whilst overall 35 per cent of renters said they were finding it difficult or very difficult to afford their rent, this proportion increased to 56 per cent for those not in work due to…
Read More
Home and Living

Why Select High-Quality Shower Drains for Stunning Wet Room Design

A wet room is a fully waterproofed bathroom with an open shower area, where the floors and walls are designed to handle water exposure. One of the most important aspects to consider when designing a wet room is your shower drain. With a great range of available designs, homeowners and those in the construction industry…
Read More
Breaking News

Bank of England’s decision to hold the Base Rate – Industry Reaction

The Bank of England held interest rates at 5.25% for the seventh time in a row. The decision comes despite official figures yesterday which revealed inflation had fallen to the Bank’s target of 2% for the first time in nearly three years. Here are some thoughts from the property industry.   Rightmove’s mortgage expert Matt…
Read More
Breaking News

Breaking Property News – 20/06/24

Daily bite-sized proptech and property news in partnership with Proptech-X.   OpenBrix, Home, & TDS unite to digitally upgrade the tenant user experience Full disclosure Adam Pigott and the team at Openbrix are one of my original and long serving clients in my day job of getting proptechs from MVP to exit (Proptech-PR). But as…
Read More
Breaking News

Rental Reform Undermined by Lack of Choice for Tenants

A lack of choice for private renters about where they can live will undermine plans set out by many of the UK’s major political parties to reform the rental market. That’s the warning from the National Residential Landlords Association (NRLA) as the Conservatives, Labour, Liberal Democrats and Green Party all propose ending section 21 ‘no…
Read More