When you’re trying to make your blog posts as interesting as possible, you need to do everything you can to grab your readers by the eyeballs and drag them into your post. This video will show you exactly how to do that within seconds using two programs: Vengage and PaintShop Pro. Continue reading
If you’re considering getting any free traffic at all to your site, you’ll want to pay attention to this post. Continue reading
Many online businesses have professionally designed websites that don’t convert well.
This is primarily due to copy on the page that isn’t customer oriented, while ignoring the importance of optimization for conversion.
Not only are these sites not optimized, tracking the conversion rates to see what conversion events were used to generate interest from prospective clients is usually ignored as well. Continue reading
You are doomed. Let’s face it, if you continue market your business as if the copy on your website, brochures, and sales letters doesn’t mean squat, then you’ll continue to have low response until your client base has dried up.
The problem with most businesses that have to sell their investment vehicles and services, is they don’t fully comprehend the sheer magnitude and power behind a well written sales piece.
Think about a really well written sales letter, for example. The sales letter gets delivered into the hands of your prospect directly, and instead of hearing your message on the radio, your prospect is actually holding it and reading it. Even if you only have that prospects attention for 4 seconds, that’s probably a lot more time of undivided attention that a potential client will ever give an online ad, TV commercial or some other form of advertising.
One or Two Little Things Can Make All the Difference in the World
Years ago, I sent out two groups of sales letters. One batch had just my marketing message on it, with a picture of the item I was selling on it.
The other sales message was exactly the same except for two things. The second sales message had a dollar bill attached to it, and the headline read: “Can You Guess Why I’m Sending You This $1 Bill?”
The second ad drew a much higher rate of response than the first one of course.
As the years went by and I studied more and more about the art of copywriting, I learned that not only do big changes in copy make a difference, but also little things as well.
I got this one from the famous marketer, Dan Kennedy: A company ran two ads trying to sell a musical item using very similar wording.
The first one said, “Put Music into your life!”
The second one said, “Puts Music into your life!”
The response on the second ad was much greater than the first. The reason? The first ad indicated that YOU were putting music into your life, while the second one indicated that the music was being put into your life by SOMEONE OR SOMETHING ELSE.
One indicated effort on the part of the prospect while the other did not. So, having said all that, it’s a fairly easy assumption that it’s the little things in your copy can have drastic effects on your response rates and bottom line.
Ignore These at Your Own Risk !!!!
Narcissistic Copy —The biggest error I see on most real estate investment and development firm’s website copy, is what I like to call “Narcissistic Copy”. This is landing page copy, either written or paid for, (wasted money in my opinion) that focuses on the host business and ignores the wants and needs of the consumer. It usually tells the prospective client how great the company is, how many awards the company has won, and the pedigree of the sales team. In other words: a lot of bragging. When a client lands on your site, they don’t care about the volume of your business or how great you are. What they want to know is, “What’s on it for me?” So, your copy should almost always address what benefits you can provide for them, and the more benefits that you can list for them the more your message will resonate with your prospects.
Uniqueness —In a raft of penguins, a bright pink one will definitely stand out. You need to explore and crow about your Unique Selling Proposition (USP). What is it about your firm that makes yours stand out from the pack? Is there some aspect of your company that is unique or does it specialize in some aspect of your market that you can focus on?
Proof of Greatness —Probably one of the most overlooked parts of advertising copy when it comes to real estate firms, is the use of Testimonials. Nothing speaks louder than a testimonial from a happy client, especially when they are willing to put their names on it. If you have clients that have been doing business with you for years, they will more than likely be happy to give your firm their endorsement.
Use Recognized Symbols —The use of well-known symbols from organizations that you are affiliated with can be a major boost. If you’ve been featured on a TV show or given them an interview, it really helps to have their logo on your landing page or brochures with the words, “As seen on NBC’s Today Show!” Other seals and emblems on your site, such as the Better Business Bureau’s icon, can lend credibility as well.
Guarantees — If your company has any types of guarantees or other assurances that can be leveraged in your copy, it will make your offer so much sweeter. If your firm doesn’t offer any types of guarantees, you may want to have a brain storming session to try to figure out a way to create one.
If you are missing any of these important, persuasive elements in your copy, you may want to consult or hire a solid copywriter to craft them for you. Sure, on the front end you’ll have to spend some good money, but the copy you use can convert for years to come.
If you’re looking for a solid copywriter that will take you by the hand and give your company’s copy the care and attention that it deserves, then contact me at the info below.
To Your Success!
Mark “Elmo” Ellis
phone: (859) 797-9560
If you want your real estate firm to totally dominate its market space, creating incredible content is still one of the ways to do it. A recent study by the CAM Foundation showed that the marketing trend that was going to trump all other online methods of attracting online traffic was content marketing.
The good news is that based on studies and surveys, businesses still know where to place their online efforts. It’s also notable that email marketing is still one of the top methods that can be somewhat automated and utilized as well.
The downside to this is that the lazy man’s path to online success is going to get tougher. Happily, we’ve long passed the days of keyword stuffing and posting irrelevant and random information, and moved to a point where outstanding content and information is the order of the day.
Having said that, the new objective for website owners and entrepreneurs that want to generate interest in their businesses is to have amazing content in every piece of marketing copy they produce.
Recently, I reviewed several websites of top real estate investment firms and developers. In almost every case, the landing page copy was boring and irrelevant to the needs and desires of the people landing there. Actually, I’d be surprised if I found out that the sites were converting at all.
It’s not that these companies were unsuccessful businesses, but they were probably not bringing in prospects and new clients by their web sites. Obviously, the grunt work was being done by salesmen or women that did a lot of cold calling from leads. There’s nothing wrong with that if you like forking out high commissions to these people or having professional counselors spend most of their time doing hard –core sales work instead of managing portfolios and giving their clients quality services.
The reason why using a lead generating website would be so much better is for several reasons:
- Using a landing page, if done right, will enable you to separate the tire kickers from the people who are really interested in what you have to offer. So, a landing page can be used to prequalify your prospects so that you will know who is truly interested. By going to your landing page and filling out your opt in form, they are basically raising their hand and saying, “Yes, please tell me more about what you have to offer because I am interested.”
- In the world of lead generation, having people go to your landing page and fill out a form so that you know they want you to contact them is extremely easy. When you consider all of the other ways of generating leads like cold calling, running advertisements, speaking engagements, social media coddling and so forth, a good solid landing page that converts well is a gold mine that is cheap, and will save you a bunch of time.
- Having a good landing page will enable you to place your offers in front of prospects. Instead of having to send out a direct mail piece with a response card, you can place your offer online and it will be seen 24 hours a day, 7 days a week, 365 days a year. It will work for you while you are sleeping, eating, working or whatever you happen to be doing, and if you have a compelling message with an irresistible offer and it, and the copy is solid you’ll get leads without lifting a finger. (Of course you will need to have copy written for your site professionally, so that your traffic will convert. However, if you spend the money and get it done right, you will quickly see the financial benefits.)
- Once you have used your landing page to collect data about your clients, you can then use that data to find out more about what your clients are interested in. Usually, opt -in forms on landing pages ask for at least an e-mail address. Once you have that address you can use it to send other messages to engage your audiences which will help you find out what they are interested in. It is not uncommon for email marketers to ask subscribers to fill out a simple survey once in a while. This will help you collect more data on what these people are interested in, and how you can add more services and ideas to your business. Think about it: it is information about your prospects that you would normally have to pay a lot of money to find out about.
So, why should you have great content on your website?
Good, solid content will get crawled and indexed better by search engines as well as being passed around and shared. This will give content more reach while allowing your posts and articles to be visible to the types of people that would be interested in your business. Not only that, but if your content is sterling, then you will get noticed by other people in your industry that are professional, and they will share your content with other professional’s in your industry, thus giving you authority status.
Here is a video that will show you how to create content in a reasonable amount of time:
Once again, people that read your articles will be interested in your line of business and come to your site and they will already be primed for what your niche is. If your articles are about the real estate development industry, then chances are they will already be a rather selective audience. They certainly won’t be looking for articles on how to make fishing lures or bake cookies.
Here are a couple ways to make content on your site work for you.
- Create totally original content. You can’t use any black-hat tricks or content generators to create content for your site. The way this type of software works is you type in some words into fields the software provides, and then the software magically creates articles for you. You barely have to do any work. However, most of the content created makes little sense and almost comes out looking like gibberish. If you are in a business where you’re trying to build your reputation, then this type of content could do a lot of harm. The last thing a business that deals in professional real estate services needs to do is to present articles that look like an illiterate person wrote them. Another avenue to getting content on your site would be to hire a writer to create content for you. Once again, trying to go the fast and cheap route here can get you into trouble. People that freelance cheaply, like those that sell their services on Fiverr, will not produce great content for you. You will need to hire someone that understands how to create content that will engage readers in your niche market. So, you are either going to have to hire folks that know how to create great content for you or do it yourself and that is going to cost you marketing dollars. There’s nothing wrong with that if the content you’re writing is bringing home the bacon.
- Make well written and useful content. Sure, content is going to be king for a while, but that doesn’t mean your content should be thrown together in a slap-dash manner. You need to research your topics and give your audience the best information you can muster. One of my pet peeves is entrepreneurs that throw together info-products that are obviously substandard. I believe that the days of creating ho-hum info products are coming to a close as well. If you’re going to create an information product, then it had better be good, because at this point, people’s hard drives are jammed with crappy e-Books. Businesses that create well written material that engages their readers are the ones that will get noticed, and that will include information products, white papers, blog posts and anything else that is information based. If you are going to use content as a lead generator, then you need to make it well written and useful.
- Try to post regularly and often. You shouldn’t try to create 3000 word posts if you are trying to run a business. Even Stephen King can only turn out about 1500 really good words a day. You might be better off writing posts that are 1000 or less unless your business is blogging. (If you want to write blog posts for a living, then you’ll need to spend a ton of time writing and researching.) However, it is sometimes more difficult to write shorter posts that longer ones, so write your posts the length you need them to be to get your message across. Frequency of posts is something that search engines notice, as well as how SEO for your articles has been handled. Keywords, links and other factors will figure into how you will rank for your posts on the search engine results pages.
Content is going to be a key factor in generating traffic in the foreseeable future. I would suggest you read some articles on how to create incredible content before beginning to write for your business.
Here are a few relevant links to get you started:
How Long Should My Blog Posts Be? – Forbes Magazine.
A Data Driven Answer to How Long a Blog Post Should Be – Neil Patel.
Boost Blog Traffic Site – Jon Morrow. If you are new to blog posting,, then read all of the Beginner articles on here.
Mark “Elmo” Ellis writes advertising copy for real estate developers and real estate investment companies. If you’d like a FREE report on How You Can Increase Your Website’s Response Rate By 72% Or More, contact him immediately at the email below and he will promptly send it to you.