Concrete Estate Investor Insider Covert 13: Use The Prevalent Word In the English Language, Because
Sunday, June 14th, 2009What word is considered superior by marketing professionals in the world? If you are into real estate direct marketing, you should never replace this word in your copy as much as possible.
This word is not a noun, verb, or even adjective. Surprising isn’t it? Ok, this word which is a gift to real estate marketing professionals is simply the word “because.”
Scientific studies have established that by using the word ‘because’, you can effectively convince your target customers of your offer.
This intriguing study took place in a copy service store. An actor was placed at the back of the queue of customers who wanted some documents copied.
As you can well imagine, the answer was no. And the individual asked in this manner several times to several people in several different lines. Overwhelmingly, the answer was no. But then the researcher provided the person in front of him with a reason for the request. And he made sure he used the simple (yet powerful) word “because.” The positive response improved dramatically. And it made no difference really the reason he gave once he used the word “because.” The defining fact was simply that he gave a reason. He even tested this by simply saying, “Because I have to make copies.”
Well, everyone else in line had to make copies as well. That’s the reason why they were in that line to begin with. Imagine the surprise of the psychologist conducting the study when you saw these results.
Next the researcher just asked the actor to offer an unconvincing reason with the word ‘because’. The researcher was amazed because it still worked! You know what the reason the actor used? It was just “because I want to duplicate some docs.” Totally unexpected but this how most of us respond to the word “because.”
So why not increase your success rate in your real estate postcard marketing, by using ‘because’?
Boost your prospects response rate by giving them reasons/benefits to positively act on your offer and by using the word ‘because’ to introduce these reasons/benefits.
Most importantly, do not make a conclusion that some reasons why your prospect should choose you need not be placed on the real estate direct mail because you take it for granted that this info are well-known. It’s not true at all. Since the word ‘because’ plus the reasons for choosing you are highly persuasive, they should never be omitted or replaced in you real estate direct marketing copy at all!
