When you write content for your blog, web site, or direct mail advertising, from what perspective do you write it? Yours, the person who is already interested in your services, or the person you want to convince?
Dr. Jerry Lynch is a Santa Cruz, CA sports psychologist whose techniques have motivated athletic greats. One of the main principles he teaches is “Act as if.” This essentially means stepping into another persona.
Using his methods, if you're writing about why buying a home is a good investment even in the current real estate market, you don't want to write it for the person who has already decided to buy a home. You want to step into the persona of the person who is able to buy but thinks this is a rotten time to do so. Become that person:
"Wow, I'd sure like to buy my own home and stop paying rent. The tax benefit would be nice. I could qualify too - I just got a raise. But if I buy a house now, I'll lose money, because prices are still dropping. A year from now I could potentially have lost $10,000. At least with renting I won't have lost all that money. And since renting is cheaper, I'll have more money to spend on stuff. So I guess I should just wait a year or two, and see what happens to the market."
Okay, REALTORS®, you know all the flaws in that argument. This is how many of your target audience - potential home buyers - are thinking now. How will you write your content to address those issues?
Kay Frenzer
SEO Diva
Razzle Dazzled Real Estate Postcards
P.S. Here's a nice freebie for you: free monitor screen cleaner
Something to think about in any type of marketing, thank you Kay.