Presentation on theme: "Effective Print Advertising"— Presentation transcript:
1 Effective Print Advertising Creating Great Ads7 Steps To Writing Your Ad
2 AIDA: Four Basic Principles of Advertising 1. ATTENTION – your headline should attract specific prospectsTarget it to the buyer, e.g., "Golf Course Living.“
3 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 3. DESIRE – Use descriptive copy Edit the copy to emphasize the best selling featuresMake the house come alive through word pictures, e.g., "living room with exposed beams and lake view."
5 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 addressInclude 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 it’s 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 Primary reason for making a housing change… Desire to own a homeMore space/ larger home or downsizingRelocationCloser to job, school, relativesSource: NAR
10 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?Marital statusAge rangeSize of familyIncome rangeOccupationLifestyleWho is the secondary prospect?
11 Step 2: Describe the Home and Community LocationNeighborhood/AreaAccess to conveniencesAddress/DirectionsSizeNumber of bedroomsNumber of bathsSquare footage
12 Step 3: Evaluate the Features Try to evaluate the property List the features of the home or community in order of importance.Try to evaluate the propertyas the prospect will see it.
13 Step 4: Create a Headline (lead line) 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)
14 Step 5: Write the Body Copy 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: ___________________________
15 Step 6: SignatureWhen appropriate, add a sense of urgency to your ad and a call to action.Action Line Ideas:Act Now!Tee off todayA rare opportunity - call
16 Ask the sellers why they purchased the house Ask the sellers why they purchased the house. They may describe the features you need in an ad.