{"id":714,"date":"2006-11-29T16:14:08","date_gmt":"2006-11-29T23:14:08","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=714"},"modified":"2006-11-29T16:18:59","modified_gmt":"2006-11-29T23:18:59","slug":"so-whats-your-problemor-a-10-minute-makeover-on-how-to-make-your-listing-copy-more-attention-getting-more-interesting-and-most-of-all-more-effective","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/714\/so-whats-your-problemor-a-10-minute-makeover-on-how-to-make-your-listing-copy-more-attention-getting-more-interesting-and-most-of-all-more-effective\/","title":{"rendered":"So what’s your problem? (Or a 10-minute makeover on how to make your listing copy more attention getting, more interesting, and most of all, more effective.)"},"content":{"rendered":"

A fundamental difference between general advertising (image, awareness, brand-building ads–the stuff Century 21 and ReMax does nationally) and direct response advertising (the targeted, measurable results-driven stuff YOU and frontliners like the Bergs–and welcome Kris! what a good get Greg–do locally) is that the former tries to change the way customers think over time<\/i> and the latter works to change the way customers act right now<\/i>.<\/p>\n

Since direct response advertising can measure results,** it creates opportunities to test and account for the value and effectiveness of things. Like headlines.*** Copy. Pictures. Or even blog posts.<\/p>\n

Which is what I am doing now.<\/p>\n

I want to see why BloodhoundBlog Post 703<\/a> is drawing so few responses (okay, none right now). Is it because it’s just boring and uninteresting to readers? Or perhaps all it needs is a much better headline to get you to take a look and benefit from all its great advice on how to write compelling listings copy. I want to test the supposition “You can lead a real estate agent to a blog, but you can’t make him think.”****<\/p>\n

Vote with your mouse.<\/p>\n

Charmed, I’m sure<\/a>.<\/p>\n

or<\/p>\n

A 10-minute makeover on how to make your listing copy more attention getting, more interesting, and most of all, more effective<\/a>.<\/p>\n

__________<\/p>\n

** When should you use general advertising and when should you use direct response advertising? Well, first determine who’s paying for it. Then decide.<\/p>\n

*** For those of you who care to get under the hood of your marketing, John Caples<\/a> was the godfather of Tested Advertising Methods<\/a>. It’s a classic text. (Okay, it’s really, really old, and “They’ll laugh when you order it at Amazon, but OH! when you begin to put his ideas to work…”)<\/p>\n

**** Just kidding. Greg urged me, originally, to use the “makeover how-to” headline. I resisted. I even thought of titling this post “You lookin’ at me?” but I checked and the actual line<\/a> is “You talking to me?” So I guess the real supposition I’m testing is “You can give a guru good advice, but you can’t account for his ego.”
\n<\/p>\n

Technorati Tags: real estate marketing<\/a><\/p>\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

A fundamental difference between general advertising (image, awareness, brand-building ads–the stuff Century 21 and ReMax does nationally) and direct response advertising (the targeted, measurable results-driven stuff YOU and frontliners like the Bergs–and welcome Kris! what a good get Greg–do locally) is that the former tries to change the way customers think over time and the […]<\/p>\n","protected":false},"author":9,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[6,5],"tags":[],"class_list":{"0":"post-714","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-marketing","7":"category-real-estate","9":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":540,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/540\/flat-fee-buyer-representation-the-scientific-advertising-way\/","url_meta":{"origin":714,"position":0},"title":"Flat fee buyer representation the Scientific Advertising way…","author":"Greg Swann","date":"October 15, 2006","format":false,"excerpt":"Richard Riccelli made me re-write the ad for flat fee buyer representation last night. He convinced me that trying to sell the whole idea in a space ad would not be as effective as driving traffic to a web page, where we are free to discuss the idea at any\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3233,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3233\/speaking-in-tongues-a-very-simple-ab-switch-for-testing-the-pull-power-of-landing-page-variations\/","url_meta":{"origin":714,"position":1},"title":"Speaking in tongues: A very simple A\/B switch for testing the pull-power of landing-page variations","author":"Greg Swann","date":"June 14, 2008","format":false,"excerpt":"We talked about landing pages at Unchained: When someone who is interested in relocating to Phoenix lands on our brokerage weblog, I want for that party to land on my relocation page, rather than just at the top of the blog. Why? Because if I provide the exact information my\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1395,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1395\/a-questionable-practice\/","url_meta":{"origin":714,"position":2},"title":"A questionable practice?","author":"Russell Shaw","date":"May 7, 2007","format":false,"excerpt":"Christopher R. Dunn writes: A questionable practice?It would appear that numerious RE firms here in the Bay are making it a practice to List, market with open houses, advertise properties at a below market number with no intentions of selling at that number.The listing broker will take offers and hold\u2026","rel":"","context":"In "Ask the Broker"","block_context":{"text":"Ask the Broker","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/ask-the-broker\/"},"img":{"alt_text":"real_estate_book_sm","src":"https:\/\/i0.wp.com\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-content\/uploads\/2007\/05\/real_estate_book_sm.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":2121,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2121\/zillowcom-upgrades-its-advertising-arsenal-allowing-you-to-target-market-the-joneses-you-want-to-keep-up-with\/","url_meta":{"origin":714,"position":3},"title":"Zillow.com upgrades its advertising arsenal, allowing you to target-market the Joneses you want to keep up with","author":"Greg Swann","date":"October 30, 2007","format":false,"excerpt":"I've been saying this for a long time: Buyers are temporarily interested in listings. Owners are always interested in their homes. Zillow.com wants buyers, hence the move to accept listings feeds. But what they really want are owners, people who will come back to the site again and again, potentially\u2026","rel":"","context":"In "Disintermediation"","block_context":{"text":"Disintermediation","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/disintermediation\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1121,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1121\/whats-a-realtybot-not-me-alas\/","url_meta":{"origin":714,"position":4},"title":"What’s a Realty.bot? Not me, alas . . .","author":"Greg Swann","date":"March 6, 2007","format":false,"excerpt":"We're listing Thursday, and it's been long enough since we've done one of these Grand Opera listings that I have a lot of new stuff to invent from scratch. Ideas are easy, it's execution that's hard. The sign and the collateral cards are built and being printed. We're playing with\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1522,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1522\/who-says-print-advertising-doesnt-work-one-of-our-ads-is-working-so-well-a-competitor-cut-out-the-good-part\/","url_meta":{"origin":714,"position":5},"title":"Who says print advertising doesn’t work? One of our ads is working so well a competitor cut out the good part!","author":"Greg Swann","date":"June 10, 2007","format":false,"excerpt":"I showed a house today in one of the historic districts we farm. A copy of the neighborhood newsletter was laid out the mantle, along with the fliers and business cards. I took a quick peek to see our ad, the only print advertising we're doing right now. 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