Because I’m a copywriter, my opinion is likely a little biased, but I truly feel the power of the pen is mightier than the spoken word. When we listen to someone speak, the words we hear are rarely repeated – unless requested – and they don’t have the same “staying power” as a phrase permanently placed on a piece of paper.
In addition, the written word has the potential of reaching a wide audience; whereas spoken words are limited by the number of people listening to what you’re saying.
For these reasons, lending companies putting a consistent effort toward their writing often see better results with their marketing strategies than others that treat content creation as just another trivial task. When it comes to putting together ideas for creating an effectively written document, there are numerous ways you can increase the likelihood of generating your desired response.
Here are eight sure-fire tips you can use in your mortgage marketing letters to transform a reader from uninterested to enthusiastic.
• Enticing Tip #1: Offer something for free – No matter how many times you use it, “free” is the one word that will attract attention, regardless of the type of marketing letter you use it in. So offer your readers something they view as valuable as an incentive for meeting your desired outcome. For example, write a report with information on a topic your target audience would find useful. Even better, provide some type of information that would solve a common problem your potential customers can relate to (see tip #4). You can even offer a discount on a future service or a complimentary giveaway that promotes your lending company. The bottom line is that you want to make it as easy as possible for your potential clients to collect your free information.
• Enticing Tip #2: Make the situation a win-win – Stephen R. Covey summed it up in his best-selling book, The "7 Habits of Highly Effective People," when he stated, “With a Win/Win solution, all parties feel good about the decision and feel committed to the action plan.” Obviously, you benefit if a reader reacts to your call to action, but what incentives are you offering to encourage this response? Once the emotional basis for making a purchase wears off, your customer will seek rational reasons for the decision. So reward your reader with reasons that validate their choice to work with your lending company.
• Enticing Tip #3: Stroke the reader’s ego – Who doesn’t enjoy receiving unexpected compliments? This technique is especially effective when trying to attract high-end clients. People feel good when they’re recognized for achieving a special milestone or status. What makes the sensation even greater is when someone unexpectedly recognizes that feat.
• Enticing Tip #4: Offer a solution to a problem – Applying this tip involves more focus on your customer and less attention on your lending services. Any successful business item flourishes because it solves issues consumers view as important. Write your text so it focuses not on the magnitude of the problem as determined by society as a whole, but the importance of the issue as decided by an individual. Try visualizing a person’s mindset prior to using your lending services and then write your text so it satisfies that reader’s needs.
• Enticing Tip #5: Demonstrate your credibility – Not only do people prefer doing business with mortgage professionals they know, they also want confirmation that the person they’re working with has the capability of doing the job well. Validate your credibility through testimonials or your track record with similar lending jobs – and be specific. If you’re marketing a particular service, cite detailed examples of how it has benefited others. For best results, demonstrate success with something your target audience relates to. It should go without saying, but always be prepared to back up your statements.
• Enticing Tip #6: Show the value in your lending services – Just about everyone enjoys the feeling of finding a bargain. So show your reader how your lending services save time or money when compared to the competition. Your goal is to provide enough information so that your readers believe they are getting more than originally anticipated.
• Enticing Tip #7: Leave the reader guessing – Great writers know the exact statements and questions to ask so that the reader feels he or she must make a purchase to get the answers. This is another area where you want to be specific with your writing. Which of the following titles do you think would attract more interest?
7 Mortgage Mistakes that Could Cost You $50,000 …or More
or
Learn How to Refinance Your Mortgage
Most people find the first option more appealing because the statement offers a specific problem (losing $50,000) and causes them to wonder if they have made the same mistakes. Often it’s difficult for readers to ignore their curiosity, so use this to your advantage.
• Enticing Tip #8: Stress urgency – The longer you let someone wait to take action, the less likely it’ll happen. Encourage immediate action throughout your mortgage marketing letter and reiterate to the reader the importance of acting quickly in the P.S. Warning: You may have to offer some kind of incentive (see tip #1).
