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There's nothing better than a direct mail campaign for getting a steady flow of motivated sellers calling you to buy their homes or other property. Sales letters come in a variety of copywriting formulas, all designed to boost response rates by presenting sales arguments in the best order. The oldest of these is known by the acronym AIDA, which stands for attention, interest, desire, action. And although other formulas have been developed, most are based on the original AIDA, whose components are essential to any successful persuasion attempt. Here's how it works:
ATTENTION
At its core, your sales letter is simply a personal letter from you to each seller on your list, who is first and foremost a human being. So, the more personal you make your letter, the more likely it is to attract the seller's attention. You have two chances to do this: the envelope and the headline or opening sentence. Here's how to get the envelope right so you win that second chance to draw the seller in with your attention-getting headline or opening sentence:
1. Envelope
INTEREST
If your seller has read this far... congratulations, you've won her attention. Now, you must keep it. Do this by developing her interest. If you remember nothing else from this section, remember this: your seller has but one interest, and it's self-interest. He's always turning the dial looking for his favorite radio station WIIFM: What's In It For Me? And when you fail to answer that question, your letter is trashed. Begin by using your seller's name in the salutation. "Dear Homeowner" won't cut it.
Your first sentence should be short, nail his attention and then engage his personal interest. Copywriters have several tactics for doing this: tell a story, make a startling statement, make a damaging admission, etc. But whichever you choose, say it as though the seller is sitting across from you. Here's an example:
DESIRE
I don't believe you can create desire in prospects no matter how good your copy. The desire for what you offer must already be present. The right words can only tap their desire and then stir it up. Let's continue with our example:
ACTION
If your copy has done its job, it's stirred up the seller's desire for help enough to motivate a response. Your call to action should be simple and something the seller can do easily such as call a unique toll-free number or go to an easy-to-remember Web site address where there's a form to fill out. Both of these can be tracked, which helps you keep tabs on costs. For example:
POST SCRIPT
It's said that prospects read a letter's headline first and then skip to the P.S. So your P.S. should deliver something important: a restatement of your offer, a reminder of your deadline or a bonus you're giving away. For example:
FOLLOW-UP
Expect little response until sellers have received three to four messages from you, either letters and/or postcards. Then... man the phones!
At its core, your sales letter is simply a personal letter from you to each seller on your list, who is first and foremost a human being. So, the more personal you make your letter, the more likely it is to attract the seller's attention. You have two chances to do this: the envelope and the headline or opening sentence. Here's how to get the envelope right so you win that second chance to draw the seller in with your attention-getting headline or opening sentence:
1. Envelope
Winning the seller's attention with the envelope is critical. And because nobody throws away unopened personal letters, the best way to do this is to give your envelope the appearance of a personal letter by using:
2. Headline or Opening Sentence
- Postage stamps... commemorative stamps are best... no metered or bulk mail.
- Handwritten addresses. If this is not possible, use a handwriting font that's believable. Today, there are services online that will create a font from your handwriting sample. A third option is to use a typewriter font. Do not use address labels.
- White #10 envelopes... no window or over-sized envelopes.
- No return address. If you need return service, use your name and a street address, not your business name or post office box.
- No copy teasers. Remember, this is a personal letter.
I prefer a headline; however, using one makes your letter appear less personal and more like advertising. I just figure that by now the seller - who ain't no dummie - knows this is a sales letter... and a compelling headline has a better chance of grabbing his attention than does an opening sentence in a smaller font.
The first duty of your headline is to get itself read. Its second duty is to compel the seller to read the next line. And with today's grim economy and dismal real estate market, you have opportunity galore to write compelling headlines that command attention by connecting emotionally with your seller.
Every month the government releases more disheartening numbers representing millions of stories of people experiencing pain, frustration and even panic. These people are your sellers: the 60/90 Day Late, Pre-foreclosures, ARMs, Absentee Owners, Expired Listings, Property Tax Delinquents, Bankruptcies, Divorces. Even the Free and Clears, whose vision of retirement may be fading because of Wall Street losses, are susceptible to a headline or opening sentence reaching out to them with empathy and compassion.
To get in touch with your seller's emotions, sit quietly and imagine yourself walking through her day and experiencing what she's going through. Soon, you'll begin to feel her frustration with the lender who's unconcerned about her plight, his exhaustion with tenant problems, her fear of losing the home where she feels safe, his embarrassment at having to reveal painful personal details to total strangers. More than any other emotion, sellers today feel anger toward those who victimized them. Anger at the government, bank, mortgage company, Wall Street and corporate bigwigs who were out to make a profit at their expense. This feeling is true even for sellers who brought all their troubles on themselves.
Now, let this exercise bring your headline or opening sentence to life. Reach out to your fellow human being who is having a tough time or even a life crisis. Offer your help. For example:Has the mortgage lender that once courted your home-loan business
now turned a cold shoulder to you?
Last month with my help 7 homeowners got rid of that same frustration.
And you can too... when I help by buying your home at a fair price
on the date you choose.
INTEREST
If your seller has read this far... congratulations, you've won her attention. Now, you must keep it. Do this by developing her interest. If you remember nothing else from this section, remember this: your seller has but one interest, and it's self-interest. He's always turning the dial looking for his favorite radio station WIIFM: What's In It For Me? And when you fail to answer that question, your letter is trashed. Begin by using your seller's name in the salutation. "Dear Homeowner" won't cut it.
Your first sentence should be short, nail his attention and then engage his personal interest. Copywriters have several tactics for doing this: tell a story, make a startling statement, make a damaging admission, etc. But whichever you choose, say it as though the seller is sitting across from you. Here's an example:
Dear Mr. and Mrs. Jones,
In the beginning, each one of those 7 homeowners was as skeptical and untrusting of me as you are right now.
DESIRE
I don't believe you can create desire in prospects no matter how good your copy. The desire for what you offer must already be present. The right words can only tap their desire and then stir it up. Let's continue with our example:
Something I said must have struck home, though, because each one put skepticism aside and decided to find out if I'm for real. It's a wonder they could believe anybody in real estate... after everything they -and you - have been through in this economic and mortgage crisis.
But I really think it was because I gave them my mother's phone number, 555-222-2222, and invited them to call her. I invite you to do the same. Her name is Evelyn Myers, and she's home from work by 6 PM. She'll vouch I really do help homeowners behind in their mortgage to get relief quickly by selling me their home at a fair price. And I hope to buy 5 homes before this month is out.
ACTION
If your copy has done its job, it's stirred up the seller's desire for help enough to motivate a response. Your call to action should be simple and something the seller can do easily such as call a unique toll-free number or go to an easy-to-remember Web site address where there's a form to fill out. Both of these can be tracked, which helps you keep tabs on costs. For example:
So, call me toll-free at 800-555-3333 and let's get acquainted. I'd like to help.
Sincerely,
POST SCRIPT
It's said that prospects read a letter's headline first and then skip to the P.S. So your P.S. should deliver something important: a restatement of your offer, a reminder of your deadline or a bonus you're giving away. For example:
P.S. - Times are tough right now, but your fate has not been sealed. I plan to buy 5 homes soon. Call me at 800-555-3333 and you can choose your date. Calling puts you under no obligation.
FOLLOW-UP
Expect little response until sellers have received three to four messages from you, either letters and/or postcards. Then... man the phones!
Kay Steele Faulk is a marketing consultant and direct response copywriter specializing in real-estate-related projects. Kay’s client list includes one of residential real estate’s foremost authorities on marketing for broker-owners and agents and a world-renowned commercial real estate economist and thought leader. She recently launched the “Straight Talk to Buyers” Letter Series at www.TheRealEstateMarketingLetter.com, where you can download free sales letters. Kay can be reached at 870-265-9897 or by emailing kfaulk@InHouseWriter.com.
Thanks for mentioning follow up. People often assume that the letter is going to do all of the work. That's not always the case. Sometimes a little human follow-up is just what the Dr. ordered.