Perhaps it’s no coincidence that many individuals with Attention Deficit Disorder end up as entrepreneurs. That’s what many studies tell us these days at least. That’s because these individuals can have their hands in as many projects as they like to keep themselves busy.
And they can focus as long as they need to make them successful. But, when it comes to your copywriting, you don’t want it your mailing’s effort to be scattered on too many ideas.
The best direct-mail copy focuses on a single idea – at most two. And it tells you over and over again why this one benefit (maybe two) will catapult you to the place in life you’ve always dreamt you’d be.
And your postcard mailing for your real estate investment firm is no different. Sure, you may have drawn up a list of 10 or even more reasons why your customer may want to use your services. But don’t use every one of these in your mailing. Save them for a White Paper report or a free marketing update.
Right now, with your next post card mailing you need to focus your writing on one aspect of your service that sets you far above and beyond the rest of your competition. Many marketers call this your “unique selling point.” It really matters little what you call it. Just be sure that you use just this and don’t clutter your reader’s minds with other possible benefits.
Oh, sure, all of the others you’ve listed are good. But you need to select the best of the best. Then you do your best to ensure that your reader understands this single benefit is the key to their happiness.
You may need to write your copy several times over to ensure that you’ve honed your own intent on this focus. You may even want to set the copy aside overnight. That’s fine! Take that advice of sleeping on it literally. Reopen the document the next morning. Does it still have the same intent and focus that you thought it did the night before.
If it does, run with it. If it doesn’t, then refine it even more.
Think of your postcard mailing as a magnifying glass. It’s the vehicle that’s going to amplify and enlarge your business purpose to your readers. When you were a child, did you ever play with a magnifying glass to try to set a piece of paper on fire? Well, this is exactly what you’re trying to do with your mailing list right now.
With the magnifying glass of your mailing, set your list on fire. Motivate them with just one reason why they should call you. Give them one good reason why they need your services and need it now.
Forget about offering them alternative ideas. Just give them one good offer they can’t refuse. Then sit back and wait for the flood of results.
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