Thoughts on Real Estate Marketing…

Do you know the difference between features and benefits? I didn’t, until I started studying copywriting. And the difference is important.

Benefits sell. Features justify the purchase.

Benefits show your prospects why they will be happier, healthier, richer, more popular,more muscular, thinner, or whatever else they desire… once they own your product, or sign up for your service, or donate to your cause.

Show an out of shape person an exercise machine and point out the many wonderful features…and all they are is features. To convince him to buy that machine you have to show him the benefit, which is what he’ll look like after he owns it. Your message has to paint a picture in his mind of the results he so dearly desires.

Then you need to somehow touch on the reasons why he wants to be fit. Pride? Sex appeal? Ability to takepart in strenuous sports? There’s more to it than just wanting to be fit…there’s always a deeper reason.

What about fund raising? You’re asking people to give you money. They won’t do that just because you need it or want it. They need to get something for their money. That something is the way they feel when they give, so your job is show them they’ll have that good feeling.

The bottom line is that people always want to know what’s in it for them. Sometimes you can tell them directly and sometimes you have to merely suggest… but you have to offer something that touches on a deep emotion… they have to feel how their lives will be richer.

Study your prospects… find out what moves them. Once you’ve touched the emotional hot buttons and convinced your prospect to part with his money, it’s time to bring in the features. Why? Because now the purchase needs to be justified.

Your customer needs to prove to himself and everyone else, that he did the smart thing. He wants approval, even bragging rights.

Don’t confuse the benefits and the features. They each have their own function. And your ads needto offer both.

If You Don’t Have Time…

If you don’t have the time (or the desire) to create compelling ads, write me. I specialize in digging out the benefits… both the obvious and the hidden benefits. I can present them to your buyers in a manner that will make them need to do business with you.