It’s a big no-no for any business person and writer to copy the work of others when writing their own real estate marketing materials.
But you have probably read or heard about the practice of direct marketers to keep all the copies of direct mails they receive for reference. So is this considered plagiarism or a dirty practice of real estate direct mail heist? Not at all, so let me explain how you do this and why.
What you do is to keep all direct mails you receive whether it’s from your competitor or from a marketer in a different industry. You are doing this because you are on the lookout for words, expressions, formatting style and action calls which are prominent and exciting. These words may be describing a product totally different from yours but they have great marketing impact.
But it matters not, because your purpose in keeping this file is to read these letters, over and over again. And then read them once more. This time read them with an eye to the specific words. Which words or phrases are used that generate an excitement for the particular product?
So release your natural creativity, while you use other people’s real estate direct mail as a starting point. If you find the phrase “insider secret” compelling then use it in your own headlines. Also pay attention to call to actions when reading other people’s real estate direct marketing materials. Get inspired to make your own magnetic call to action.
You are merely studying other people’s direct marketing materials and this is totally different from copying their mails. In fact, this method has been used by some of the most successful real estate marketers for years.
A swipe file has been used by all of the most successful copywriters for years. If you aren’t already receiving some type of direct-mail from a variety of firms, contact some. Tell them you’re interested in being placed on their mailing list. You don’t need to tell them why!
If you can, why not read out loud these real estate marketing materials like what poets and creative writers do. This is actually an effective way in hearing and feeling the impact of the words used in the copy.
Then place it in your swipe file. Add it to your storehouse of copywriting words. Not only do you know have a jump start on ideas for your next mailing, but you have a little stash of ideas – all safely tucked away – that you can pull out the next time you’re stuck for a word or a new reason to create a sense of urgency on the part of your reader.
It wouldn’t help if you somehow feel a little guilt when you do this method. The truth is even the most creative and experienced copywriters have collections of other people’s work. David Ogilvy, a successful copywriter, even admitted that he uses other people’s ideas as inspiration. So if you are having a hard time starting your own copy, why not study other people’s work today.
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