Melynn Sight melynn@nsightmarketing.com 913.261.9100

www.nsightmarketing.com http://marketingnSights.BLOGSPOT.com.

You  Are  What  You  Write  Writing  for  Real  Estate  

 

How  do  you  set  yourself  apart  in  a  changing  industry?  

Feature  vs.  Benefit      BEFORE:  Community  Transport  Corporation  today  announced  that  is  will  build  a  new,  $24  million  dollar  bridge  at  Lake  Heffner.      Problem?  Feature?  Benefit?  

   

   

   

   

   

   

   

   

   

 

 

Melynn Sight melynn@nsightmarketing.com 913.261.9100

www.nsightmarketing.com http://marketingnSights.BLOGSPOT.com.

FOCUS  BEFORE  you  write  • You  know  your  audience  the  best.  What’s  the  reason  for  your  communications?  Organize  your  thoughts.      

• Prioritize  something.  • Address  needs  with  benefits.  • What  do  you  want  the  reader  to  do  after  they  read  this  message?  

 **Google:  we-­‐we  calculator  

   

   

   

   

   

   

   

   

     

   

   

   

 

Melynn Sight melynn@nsightmarketing.com 913.261.9100

www.nsightmarketing.com http://marketingnSights.BLOGSPOT.com.

 

SIMPLIFY  AS  you  write  • Make  your  copy  scan-­‐able.  • Keep  paragraphs  and  sentences  short.  • Use  the  active  voice.  • Get  right  to  the  point.  • Make  clear  key  points.  » Good  use  of  headlines  and  subheads,  bulleted  lists  and  bold  type  

•  Use  white  space  and  good  use  of  graphics.  

   

   

   

   

   

   

   

   

   

   

 

CLARIFY  AFTER  you  write  • Wait  a  day  before  sending  your  message.  

• Do  a  spell  check,  grammar  check,  and  readability  check.  (In  MS  Word  Help  [F1]  Search  field,  type  Readability  Statistics.)  

• Ask:  How  does  the  reader  see  it,  including  words  and  pictures?  

• Read  it  out  loud.  • Is  your  call  to  action  clear?  • Ask  someone  else  to  take  a  look.  • Be  prepared  to  rewrite.    

 

Melynn Sight melynn@nsightmarketing.com 913.261.9100

www.nsightmarketing.com http://marketingnSights.BLOGSPOT.com.

Considerations  for  e-­‐mail  Does  your  e-­‐mail:  

• Spark  trust  in  the  “from”  field?  • Grab  interest  in  the  subject  line?  • Follow  through  with  concise,  but  relevant  content  that  is  easy  to  act  on?  

 Simplicity  is  the  hallmark  of  good  e-­‐mail  communication.    

Take-­‐aways  from  today:  • Think  like  your  buyer  and  seller  when  creating  materials.  What  is  the  benefit  to  them?  • Practice:  FOCUS,  SIMPLIFY,  CLARIFY  • Think  about  what  differentiates  you.  • How  will  you  build  trust  with  your  clients    • What  is  the  benefit  to  JANE  (or  your  reader)?  • Use  Readability  Statistics  for  2  weeks.  

     

 

“We  don’t  see  things  as  they  are;  most  times,  we  see  things  as  WE  are."