Guess why a business owner friend of mine finally settled on an accountant, after burning through several others? Because the accountant spoke to him in plain English. Not jargon. Not acronyms. Not gobbledygook. Plain English. Speaking simple English is a surprisingly powerful form of marketing, because it not only means your customers are more likely to [...]
How do you stir the emotions of your buyers when you write property listings? You do it by using language that’s aimed at the heart rather than the head: Use powerful verbs – words like love, relish, create, savour, imagine Use evocative adjectives – such as stylish, enticing, fragrant, spacious, secluded With the right verbs and adjectives, [...]
“People are not interested in you. People are not interested in me. People are interested in themselves – morning, noon and after dinner.” The late, great Dale Carnegie speaks the truth. So guess what happens if you produce marketing that talks about your or your small business? Your customers won’t care. Because they’re not interested in [...]
If you want to write good property listings, you need to write with the reader in mind. Remember, you’re not writing for yourself or for the other agents in your office – you’re writing for the buyers. So you need to use language they will understand and arguments that will appeal to them. It doesn’t matter [...]
Your small business has happy customers, right? In that case, ask for testimonials, because happy customers will generally say yes. Ideally, you should ask for video testimonials, because they’re more credible than written testimonials. But don’t ask random questions when you’re interviewing these happy customers on camera. Instead, think about the information you want them to [...]
Have you ever read a really interesting book or a really persuasive article … that you didn’t understand? Of course not. You will never find writing interesting and persuasive if you don’t understand it. That doesn’t mean that when writing is comprehensible it’s automatically interesting and persuasive – it just means that you can’t be interesting [...]
Want to write better property listings? Then look at the listings that other agents are writing. Not so you can copy them – but so you can learn from them. When you spot tactics that look flawed – ask yourself if you’re using the same onesWhen you read listings that seem persuasive – ask yourself why [...]
What do you do when someone scratches your back? You scratch theirs in return. (Unless, of course, you’re a psychopath.) That’s how humans work. When someone does something nice for us, we feel a strong urge to reciprocate by doing something nice for them. This is known as the ‘law of reciprocity’ – and it partly [...]
One big reason is usually more persuasive than lots of little reasons. When you write a property listing, buyers are more likely to be impressed if you give them one big reason to buy a home – and go into detail about that one big reason – than if you give a laundry list of small [...]
Big Tech is not your friend. You might think LinkedIn, Facebook, Twitter, Instagram and the other social media platforms are your friend, because they let your small business do content marketing for free. But they don’t care about you. They care about themselves. Shocking, no? So the day might come when they stop letting you publish [...]
