Originally published by Marte Cliff, Marte Cliff Copywriting, on ActiveRain.
Whether you’re marketing a home or marketing your services, specificity is better than a broad generalization.
But if you read many real estate advertisements you’ll see that all too many are filled with vague statements that merely take up space. They don’t offer any specific information to spark a reader’s imagination or interest.
For instance: “Excellent service.”
What does that mean, exactly? My idea of excellent and yours might be far different. So instead of using a generalization that fails to paint any kind of mental pictures, be specific.
If you return all calls within 30 minutes, say so. If you update your broker price opinions (BPOs) monthly, say so. If you preview homes for your buyers before dragging them around town, say so.
Whatever it is you do that you consider to constitute excellent service, tell your prospective clients about it.
Then there are the property descriptions.
Think about the statement: “Great yard.”
Does that mean it’s landscaped with mature shrubs and flowers that bloom at different times throughout the season? Or does it mean it has a 6-foot-high dog fence? It could mean a yard big enough for the kids to pay touch football, or small enough to require little maintenance time.
After you write something, read it and think.
Does it conjure up any mental images? If not, you definitely need to start over.
If you used generalizations but you get mental images because you know what you considered “excellent” or “great,” then get rid of the generalization and write about what you saw in your mind’s eye. That way, your reader will be able to see it, too.