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Fidelity National Title INSURANCE COMPANY NATIONAL TITLE SERVICE Effective Print Advertising Creating Great Ads 7 Steps To Writing Your Ad.

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Presentation on theme: "Fidelity National Title INSURANCE COMPANY NATIONAL TITLE SERVICE Effective Print Advertising Creating Great Ads 7 Steps To Writing Your Ad."— Presentation transcript:

1 Fidelity National Title INSURANCE COMPANY NATIONAL TITLE SERVICE Effective Print Advertising Creating Great Ads 7 Steps To Writing Your Ad

2 Fidelity National Title INSURANCE COMPANY NATIONAL TITLE SERVICE AIDA: Four Basic Principles of Advertising 1. ATTENTION – your headline should attract specific prospects Target it to the buyer, e.g., "Golf Course Living.

3 Fidelity National Title INSURANCE COMPANY NATIONAL TITLE SERVICE 2. INTEREST - Get the prospect to read the rest of the ad. Avoid terms like "Features Galore." Spell them out. Avoid industry jargon, e.g., "w/w carp. Provide facts. Avoid clichés. Who wants to read about another "dream home?"

4 Fidelity National Title INSURANCE COMPANY NATIONAL TITLE SERVICE 3. DESIRE – Use descriptive copy Edit the copy to emphasize the best selling features Make the house come alive through word pictures, e.g., "living room with exposed beams and lake view."

5 Fidelity National Title INSURANCE COMPANY NATIONAL TITLE SERVICE 4. ACTION – Make it easy for the prospect to respond Close with a call to action, a person to ask for, a number to call, an address Include Web site address- THIS IS CRITICAL- You must include your direct URL address in every ad. It enables every listing in the MLS to have its own unique website. Your sellers will love that their listings have their own website - $25.00 One Time Set Up (Prudential is already set up) Source: USA Today

6 Fidelity National Title INSURANCE COMPANY NATIONAL TITLE SERVICE Primary reason for making a housing change… 1.Desire to own a home 2.More space/ larger home or downsizing 3.Relocation 4.Closer to job, school, relatives Source: NAR

7 Fidelity National Title INSURANCE COMPANY NATIONAL TITLE SERVICE

8 Fidelity National Title INSURANCE COMPANY NATIONAL TITLE SERVICE

9 Fidelity National Title INSURANCE COMPANY NATIONAL TITLE SERVICE 7 steps to writing effective copy

10 Fidelity National Title INSURANCE COMPANY NATIONAL TITLE SERVICE Marital status Age range Size of family Income range Occupation Lifestyle Who is the secondary prospect? Step 1: Describe the Prospect The first step is to understand your target market. Who is the person or family most likely to buy the home?

11 Fidelity National Title INSURANCE COMPANY NATIONAL TITLE SERVICE Location Neighborhood/Area Access to conveniences Address/Directions Size Number of bedrooms Number of baths Square footage Step 2: Describe the Home and Community

12 Fidelity National Title INSURANCE COMPANY NATIONAL TITLE SERVICE List the features of the home or community in order of importance. Step 3: Evaluate the Features Try to evaluate the property as the prospect will see it.

13 Fidelity National Title INSURANCE COMPANY NATIONAL TITLE SERVICE The headline is the most important element in your ad other than the photograph. Take the most important feature of the property and turn it into a benefit. Make that your headline. Value: (Example: Buy Your Freedom) Safety/Security: (Example: Built to Endure) Status: (Example: Prestigious Tudor Under the Elms) Step 4: Create a Headline (lead line)

14 Fidelity National Title INSURANCE COMPANY NATIONAL TITLE SERVICE In the first line, tell the prospect how he'll achieve the promise you've made. Speak of features in terms of benefits, include the property basics and justify the price. Benefit Headline: ______________________ Body Copy: ___________________________ Step 5: Write the Body Copy

15 Fidelity National Title INSURANCE COMPANY NATIONAL TITLE SERVICE When appropriate, add a sense of urgency to your ad and a call to action. Act Now! Tee off today A rare opportunity - call Action Line Ideas: Step 6: Signature

16 Fidelity National Title INSURANCE COMPANY NATIONAL TITLE SERVICE Ask the sellers why they purchased the house. They may describe the features you need in an ad.


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