subject: Real Estate Investment Marketing Plan: How To Create Attention-grabbing Headlines [print this page] Offer Free Information Offer Free Information
Make free offers. Offer your potential lenders a free reports, free information, free seminar or free consulting. You can use free in a number of different ways. Again, you don't want to talk about a free investment or something, but you want to talk about free information, report, audio CD, webinar. Any of these types of information that you're going to be providing to your potential participants, get the word free in there.
Offer "New" info
Use the word "new" in your marketing materials. You can say new program or something of that nature. "We have a brand new program to combat today's financial crisis."
"Guarantee"
Let's talk about the word guarantee. Even though it is a powerful headline word, I would suggest that is not a word that you want to be using in terms of private lending headlines. You can use it in other types of things. You can do a guaranteed about your one hour presentation.
Be very careful of the word guaranteed because it can be misconstrued as a guaranteed investment. You certainly are not providing a guaranteed investment. I'll put a caveat by that word.
Benefits vs. Features
When you're talking about headlines you want to talk in terms of what's in it for your reader. You always want to be talking about benefits for the reader, not for you. Don't talk about your great programs and all this. You want to be talking about things that will benefit the reader or the listener.
I try to stay away from what I call features. A benefit is something the other person is going to experience. They are going to experience a life time of income or experience a higher return than they can get on their CDs. They're going to experience these things.
A feature is 9%. A fact is a feature. A five year note is a feature. Features are not particularly compelling in terms of headlines.
Two of the headlines I have here as examples are:
Are You Getting 9% to 12% Investment Returns on Your CD Retirement Accounts or Other Investments?
This one is a question. It is one style of headline. You'll see that the words "you" and "your" are both in that headline.
If you wanted to be creative you could probably add some other words in there. At least two of the primary words are in there.
Another headline is:
Do You Have CD Retirement Accounts or Other Investments Not Returning 9% to 12% Safely?
Again we're getting in some of the "you" in there and that is one of the key words.
I think as part of this learning process the only way to learn how to do headlines is by writing them. I can teach you from here to the end of the world, but in the end you just have to sit down with a pencil or the computer and write out some headlines.
