WordsMatterPresentation-John R Gormley
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Transcript of WordsMatterPresentation-John R Gormley
Words matter
What you say … and write … makes all the difference
Words change worlds
“You can change your
world by changing your
words. … Remember,
death and life are in the
power of the tongue.”
— Joel Osteen
Messaging that works
“With any kind of writing,
advertising included, you
write more clearly and
effectively when you write
to a specific audience.”
Alphabet soup• Real estate has way too many
acronyms … FSBO, CMA, GRI, CCIM
• When communicating with consumers, minimize the acronyms and industry jargon
• Instead, use clear, simple language. Be the translator: Why should they care?
Get skinny• In real estate, our issues quickly
become complicated. Strive to “get skinny” with your message
• Example: Mandatory energy efficiency retrofits on existing single-family homes at the point of sale
Get skinny• Translated with the get-skinny
method, the message becomes: Keep Austin affordable
• That’s 14 words to three
An acronym that’s good
WIIFT What’s in it for them?
Right vs. Left• Effective ads start with
emotion (right brain), then bring in logic (left brain)
Right vs. Left• Go short before going long.
Grab their attention. Think sound bite first
Right vs. Left• Make sure there’s not only
emotional appeal but also a clear call to action
6 steps to better email1. Know why you’re writing
2. Write backward
3. Help them open it
4. Watch your tone
5. Maintain some formality
6. Make it shorter
Source: Texas REALTOR® magazine
Get more from your signs
1. Know the sign’s purpose
2. Choose simple typefaces
3. Use contrasting colors
4. Give your message space
5. Have a call to action
Source: REALTOR® blog, TexasRealEstate.com
Watch yourwords and deeds
“Trust is the glue of life. It’s the most essential
ingredient in effective communication. It’s the
foundational principle that holds all relationships.”
— Stephen Covey
Change their world!