Fidelity National Title INSURANCE COMPANY NATIONAL TITLE SERVICE Effective Print Advertising Creating Great Ads Creating Great Ads 7 Steps To Writing Your Ad
Mar 26, 2015
Fidelity National TitleINSURANCE COMPANY
NATIONAL TITLE SERVICE
Effective Print Advertising
Creating Great AdsCreating Great Ads
7 Steps To Writing Your Ad
Fidelity National TitleINSURANCE COMPANY
NATIONAL TITLE SERVICE
AIDA: Four Basic Principles of Advertising
1. ATTENTION – your headline should attract specific prospects
Target it to the buyer, e.g., "Golf Course Living.“
Fidelity National TitleINSURANCE COMPANY
NATIONAL TITLE SERVICE
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?"
Fidelity National TitleINSURANCE COMPANY
NATIONAL TITLE SERVICE
• 3. DESIRE – Use descriptive copy
Edit the copy to emphasize the best selling features
Make the house come alive through word pictures, e.g., "living room with exposed beams and lake view."
Fidelity National TitleINSURANCE COMPANY
NATIONAL TITLE SERVICE
• 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 email address
Include 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 www.mls#.domainname.com - $25.00 One Time Set Up (Prudential is already set up)
Source: USA Today
Fidelity National TitleINSURANCE COMPANY
NATIONAL TITLE SERVICE
Primary reason for making a housing change…
1. Desire to own a home2. More space/ larger home or downsizing3. Relocation4. Closer to job, school, relatives
Source: NAR
Fidelity National TitleINSURANCE COMPANY
NATIONAL TITLE SERVICE
Fidelity National TitleINSURANCE COMPANY
NATIONAL TITLE SERVICE
Fidelity National TitleINSURANCE COMPANY
NATIONAL TITLE SERVICE
7 steps to writing 7 steps to writing effective copyeffective copy
Fidelity National TitleINSURANCE COMPANY
NATIONAL TITLE SERVICE
Marital status Age range Size of family Income range Occupation Lifestyle Who is the secondary prospect?
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?
Fidelity National TitleINSURANCE COMPANY
NATIONAL TITLE SERVICE
Location Neighborhood/Area Access to conveniences Address/Directions
Size Number of bedrooms Number of baths Square footage
Step 2: Describe the Home and Community
Fidelity National TitleINSURANCE COMPANY
NATIONAL TITLE SERVICE
List the features of the home or community in order of importance.
Step 3: Evaluate the Features
Try to evaluate the property
as the prospect will see it.
Fidelity National TitleINSURANCE COMPANY
NATIONAL TITLE SERVICE
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)
Step 4: Create a Headline (lead line)
Fidelity National TitleINSURANCE COMPANY
NATIONAL TITLE SERVICE
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: ___________________________
Step 5: Write the Body Copy
Fidelity National TitleINSURANCE COMPANY
NATIONAL TITLE SERVICE
When appropriate, add a sense of urgency to your ad and a call to action.
Act Now!
Tee off today
A rare opportunity - call
Action Line Ideas:
Step 6: Signature
Fidelity National TitleINSURANCE COMPANY
NATIONAL TITLE SERVICE
Ask the sellers why they purchased the house. They may describe the features you need in an ad.