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Don’t mistake credible copywriting with a dry copywriting. Real estate marketing materials should satisfy both our human need to make rational decisions and our human nature to make emotional decisions.

Advances in information technology and consumer education have taught almost everyone to make informed purchasing decisions. Seldom do we buy anything that we haven?t first checked the reviews in internet forums.

However, don?t let this mislead you into thinking that logical reasoning alone can persuade people to accept your offer. Do not send your target market a real estate direct mail that only lists the practical benefits why they should sell their home and not the emotional benefits.

Hence, influencing your target market will require you to write a real estate direct mail that creates an emotional affinity with your prospects. So what are these possible benefits that can appeal emotionally to your prospect? You can read more articles on motivation but what I can give you right now are financial security, freedom from worry and fear, increased self-esteem, social status, and etc.

What are some of the emotional reasons people buy? To gain peace of mind? to increase their financial bottom line ? to feel better about themselves in general? out of fear of losing something? even from greed.

One classic example of the power of emotional marketing is the1960 presidential debate between Nixon and Kennedy. Radio listeners, who were only given the opportunity to focus on the arguments of the debate, picked Nixon as the winner. However, people who watched the debate on TV picked Kennedy instead because he was more emotionally and visually appealing on screen.

Let me give you one very dramatic example. It?s from 1960. And it relates to a decision far more important than what dress to buy for the upcoming dinner party. It involves, in fact, the presidential election. That?s right. The tipping point of this election occurred during the debate during the campaign between the two candidates, Richard M. Nixon for the Republicans and John F. Kennedy for the Democrats.

This election also revealed the nation?s growing preference for positive emotional appeals, as against negative emotional appeals. Hence, do not minimize the importance and credibility of emotional marketing.

Those who had viewed the debate on television believed that Kennedy had won. In fact, this was the overwhelming opinion. Why? Because Nixon wore a five o?clock shadow ? the telltale shadowy outline of a beard that had been shaved too far ahead of the debate. Kennedy just looked more presidential.

So do not forget to use emotional persuasion in your real estate postcard marketing campaigns to increase your response rate!

Tags: Marketing