Emotion Dimension

Hard to Grasp The Power of Emotions

Creation of content is like managing a spark of idea and totally see it through as an idea. In terms of managing content for mailers or to actually bring an idea to a person who don’t really want to know or listen is an art.

For Example, in the work that I do, may property agents ask me, how can I ask the people who want to do something about their property look for me instead of the Ten Thousand and One Agents out there?

So after thinking a while, usually I will ask the agent a few questions.

1) Do you know how the general public select a property agent to help them with their property?

2) What is the current habitual behaviour of the people if they are looking to do something about their property?

3) How the general public react when a change of laws or news is announced by the government?

 

4) What the rate of the people who give a thought over any new influences due to Global or even at home here in Singapore?

"You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.” - Dale Carnegie

In my years of experience, i found that the best form of content actually exist! It is to manage the emotion dimension of the mailer.

The content starts of with creating a relationship between the reader and the sender. They are always about “You” and not “I”. Why such a mailer become more power? While it is always about “You”, it will also cause the person reading who is relating himself or herself to you by becoming you the “You”.

For Example:

I am a Champion Achiever in (Company), Call me Today!

or

You deserved a Champion Achiever to help you, Call me Today!

Which one gives you more pleasure to read? It is a psychological effect acting on you that gives you a pleasure that this person is concern enough to want to help me. This changes to a level of happiness and also a level of pleasure to talk to you.

Thus how the words are being worded and what is the feeling after you read the mailer is very important. Does it feel offensive? Does it feel very egoistic?

Hope after reading about this, gives you a view of another dimension of the mailers rather then just the Length and Breath. 

Cheers~

Creating Powerful Content For Your Real Estate Flyers / Mailers / EDM...

During my 13 years in Real Estate Design and Print agency, many real estate agents dropped me the same question over and over again. The question is, “How I have something totally different for my flyers?”. Usually, i will reply with…did you mean publication? To create a publication with a good content, we will need to consider about: Why, What, Where, Who, How.

1) Why?

Why are you sending the Flyer? This actually forms the larger part of your content in your Flyer. Are you advertising a property for sale, looking for a property to sell, promoting yourself, advertising an open house or even educating your clients about new laws and any implications that they should know. Is it festive season, and you are giving away some corporate gift to thank your client for supporting you?

2) What?

What are you going to send? A piece of woodfree paper that you ask a distributor to put inside a letterbox, or at the door? Are you going to mail to them? The mail is a postcard, a letter, or brochure? Are you going to put it inside an envelope? Is it a booklet, a newsletter or even along with a gift? A coaster, a calendar, fridge magnet?

3) Where?

Where are you going to send? The place to send is it a HDB unit, Condo, Landed Property or Commercial?

4) Who? 

To the owners, to the resident, to the tenant? Did you have a database of address to send?

5) How?

Are you going to hand deliver the Flyer, or getting distributors to do it, engaging mailing services and lettershopping services, mail merging services. Pasting stamps to mail them out?  Emailing them? or MMS to your potential clients.

Only you have decided, then you can truly start on getting the content for your campaign. Please kindly check back for more as I will try to post more of these to truly help out. If you need more information and short cuts, please do let me know.

Thanks for Reading!