Don’t mistake credible copywriting with a dry copywriting. Real estate marketing materials should satisfy both our human need to make rational decisions and our human nature to make emotional decisions.

Advances in information technology and consumer education have taught almost everyone to make informed purchasing decisions. Seldom do we buy anything that we haven?t first checked the reviews in internet forums.

But when the ultimate decision is being made, more often than not, the consumer chooses using his gut emotions. Don?t believe for a moment that your targeted audience is any different. You can barrage him with facts? figures? logical arguments? all aimed at why selling his home right now to you is the right move. And of course you should present these compelling cases.

Hence, influencing your target market will require you to write a real estate direct mail that creates an emotional affinity with your prospects. So what are these possible benefits that can appeal emotionally to your prospect? You can read more articles on motivation but what I can give you right now are financial security, freedom from worry and fear, increased self-esteem, social status, and etc.

Never assume that emotional marketing only applies to consumer purchases. Especially today, emotions in the real estate market are high. Your real estate direct marketing communication with your customers should aim to reduce their fears and increase their optimism about the benefits you offer.

One classic example of the power of emotional marketing is the1960 presidential debate between Nixon and Kennedy. Radio listeners, who were only given the opportunity to focus on the arguments of the debate, picked Nixon as the winner. However, people who watched the debate on TV picked Kennedy instead because he was more emotionally and visually appealing on screen.

One recent example of the successful application of rational and emotional marketing is the 2008 Presidential Elections. Whether you are an Obama supporter or not, Obama?s emotional charisma and poise overcame rational arguments against his lack of experience.

This election also revealed the nation?s growing preference for positive emotional appeals, as against negative emotional appeals. Hence, do not minimize the importance and credibility of emotional marketing.

Emotions not only push people to buy status symbol consumer products, or vote for a presidential candidate. People?s emotions also shape their decisions about reading your real estate direct marketing materials and to responding to your message to sell their homes to you.

Emotions. Never underestimate the ever present emotional appeal of a major decision? whether it?s a minor purchase a major consumer decision or even the choice of the president of the United States. If you can not only logically persuade your audience to your side, but win them over emotionally, then you have closed that sale. And yes, you can do this through your postcard mailing for your real estate investment firm. Guaranteed!

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It?s true! And you know it! It’s a cardinal rule of direct marketing and as a real estate investor you need to keep it uppermost in your mind if you want to succeed. And while you may think this is only true for longer direct mailings in other industries, it?s even more important with a postcard mailing.

You have to create stronger headlines for postcards because you have limited space to get your message across. Your headline should be direct to the point but at the same time, powerful enough to grab your customers? attention. That is the trick why some real estate investors acquire new customers on a daily basis.

When you write within the confines of the postcard you must get to your point quickly and succinctly. And that makes your headline all the more important and powerful.

The quickest and easiest way to add muscle to your mailing is to use the tried, tested and true formula of WIIFM What’s In It For Me. Oh, sure, you’re tempted right now to answer this question. But don?t. Not yet at least. Think about it for a while.

Once you have sort out your ideas, its time to come up with a powerful headline. Go over through them not once, twice but many times. One useful tip is to use the plural tense that’s right because it highlights the numerous benefits. Sprinkle with action words these make your customers sit up and take notice.

Study them. Once you’ve absorbed them, then you can begin to create various headlines. That?s right! I said headlines in the plural. Don?t settle just on one. Get those inherent creative juices flowing. Power your headlines with strong action verbs.

Next, you can test market these different headlines to identify what will get the highest response. All of these steps may seem like a lot of work for just coming up with a few words. But in real estate direct marketing, effective headlines have been proven to remarkably increase customer response rate.

In addition, you can achieve more success in your real estate postcard marketing if you pay more attention to your customers, and learn what benefits are most valuable to them. These benefits have the strongest emotional connection to your prospective customers. And when these benefits are merged into a headline, you produce a highly potent means of persuasion.

It will take a lot of time and patience. Remember, Rome was not built in one day. You’ll have to do some trial and error at first but once you get the right ?formula? everything will flow smoothly after.

These benefits are the diamonds you use in crafting masterful headlines for your real estate postcard marketing campaign.

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Journalists never fail to stress the importance of a powerful headline. If you fail to create a compelling headline, your audience will move on the next article that catches their attention. This rule also holds true for real estate marketing investors especially when you are launching a direct marketing campaign.

There is not a lot of room in a postcard to write down several of your persuasive arguments. But an attention grabbing and informative headline can get this job done while using less space and requiring less time from your customer.

How can you make strong headlines? Use the direct marketing formula, What’s in it for the customer? You need time to think this over because effective headlines usually don’t get written instantly.

The quickest and easiest way to add muscle to your mailing is to use the tried, tested and true formula of WIIFM What’s In It For Me. Oh, sure, you’re tempted right now to answer this question. But don?t. Not yet at least. Think about it for a while.

To write the most powerful, muscle-bound headline you can, you need to sit down and have a brainstorming session with yourself. Think of every possible benefit a customer could gain from selling his house to you. Don’t worry about the number of benefits. Don’t limit your thinking or your writing. In fact, the more benefits you can put on paper the better!

Narrow down your list and pick the best headlines you have created. It is advisable to start with a huge list of options because you will obviously have more choices as you narrow down your list.

Next, you can test market these different headlines to identify what will get the highest response. All of these steps may seem like a lot of work for just coming up with a few words. But in real estate direct marketing, effective headlines have been proven to remarkably increase customer response rate.

As you develop these stronger ones, you may not want to narrow it done to a single headline. Maybe you have two or even three headlines you like. That’s fine. Why not use them all? Yes, use all three of these. If you truly believe all fill the bill of answering the question What’s In It For Me?? then use all of these headlines. This could be a wonderful opportunity to test the effectiveness of them. In this way you can discover with one works the best. In the next mailing you may want to use only the strongest of these then.

I know. It seems that you?re taking quite a bit of time just creating your headline. That’s exactly the way it should be though. Your headline is just that important. And it’s a fact that you should never forget.

In fact, there’s no reason in the world that the title of this article? Never Underestimate the Power of a Headline? shouldn?t be posted somewhere in your office? someplace prominent. Go ahead, right now. Either handwrite it on a piece of paper someplace or print it off your computer. Hang it somewhere on your desk where you’ll see it all day long. When you remember the true potential your headline has to your postcard marketing campaign ? you’ll experience true success in real estate investing.

Writing is an exhausting task because you?re sometimes forced into writing something that you are not enthusiastic about. And this is one of the major challenges of a real estate investor has to face.

To ensure that your copy is effective, you might even say you have to approach your writing with a certain degree of passion. If you?re sitting snickering at this seemingly silly idea, don?t. If you can?t generate a certain amount of excitement about your service ? in this case your real estate investing service ? how could you possibly expect any other person to be excited?

Be aware that you might be met with initial hesitation or even cynicism, but if your postcards are brimming with enthusiasm, you can easily make a sale even if the real estate industry is in dire need of help.

In other words, you must ? in order to be effective ? create enough enthusiasm to overcome your reader?s natural hesitancy and cynicism toward advertising in general? as well as any personal objections to your offer.

When you create a passion for your product ? as a real estate investor this would be the idea of selling a house and starting over ? you?ll undoubtedly touch something within your reader?s spirit. When you reach this point with your words, then your customer will be inextricably drawn to action. Guaranteed!

But how do you know you?re writing from your heart and not just your mind? If you feel drained then you are using both your mental and emotional resources to write. If you are not bored and easily distracted, it means you are fully engaged in your writing.

If you racked your brain and still cannot come up with anything, it?s advisable to sleep it over. Set it aside and sleep. You?ll probably have a newer perspective in the next day. Is it better than what you wrote yesterday?

Don?t be too disappointed if it didn?t. Many times, even for those professional copywriters who have been in the business for years, the copy fails this ?overnight? test miserably.

Also check out the transitions in your copy and see if other words can make your message more effective. And when you feel happy about your work, you can bring your copy to the printer.

You may find after the ?overnight? test that you only need to create a few transitional phrases or rev up a few verbs to create a brighter, more vivid image. Great. If you?re satisfied after this minor editing, then you?re ready to take it to the printer.