How to write property copy like a pro

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Great property writing has a way of adding that extra sizzle to the property steak, while igniting the reader with a passionate curiosity, if not desire, to inspect.

For those curious about writing property copy, have property they want to promote, or perhaps are a real estate agent wanting to sharpen their copy writing skills, my many years as an advertising copywriter, real estate agent and property development writer may be of help. However, before putting pen to pad, there are a few little curly things to consider.

First, be descriptive and enticing but not salesy – keep the cheese for the champagne sale’s victory. Write real. Speak to the reader in a realistic manner, keep your prose on subject and never waffle, then dive deep to find the property’s unique selling proposition (USP). Even if it is dog ugly on a busy highway with zero space, it may be enticingly priced, offer potential, or be a developer’s dream.

Several ways to skin your copy

Ok, rookie writer, there are two main areas to consider when knocking out great property copy: structure and style.

The first, structure, is all about providing a clear picture to the reader. The best way to do this is to describe the property as if the reader is making a personal inspection. Start with how it delivers a ‘striking streetscape presence’ from the outside, perhaps mention the landscaping if it is a plus, then take the reader through the front door with a brief property description: ‘Opening to sleek contemporary interiors, the residence is bathed in an abundance of natural light.’

Follow with a brief description of the property: ‘Boasting a superb array of three living spaces, this three-bedroom brick…’ Then try get to the kitchen asap – my experience is this is always top-of-mind with buyers, so spend some time here cooking up buyer desire. Something along the lines of: ‘Fine cuisine is delivered via a superb array of European appliances deftly integrated into polyurethane cabinetry, complemented with stone bench tops and chic glass splash backs.’ All the better if there’s some juicy stuff like Calacatta marble, butler’s/walk-in pantry or 900mm oven.

Then, in order, provide a brief description of the living spaces, master bedroom, bedrooms, study and any outdoor entertaining/swimming pool setting. Now it’s time to wrap things up with features. Highlights like ducted heating/AC, ducted vacuum, fireplaces, electric vergola, designer lighting, gas fittings and remote garage entry with internal entry; plus any extra exterior goodies such as integrated BBQ/pizza oven or basketball venue.

So that’s structure, now about words

I know a property writer that only uses one adjective per sentence. I find that hard to do, but I’m always mindful not to be too flowery.

When it comes to descriptive words, these days no property copy seems to appear without ‘chic’ and ‘sleek’ mentioned. Quickly followed by ‘outstanding, sensational and stunning’.

When slider or bi-fold doors open to a great outdoor entertaining venue, think about the ‘seamless indoor/outdoor interaction.’ Plus, there’s some punchy options like: ‘unchallenged, sublime, unparalleled, etc. You’ll be amazed how handy a thesaurus can be when you pop in these thought starters.

What not to write

What is it with the word: ‘replete’? I see some writers using this in such a pompous manner, along the lines of: ‘An outstanding presentation of Tudor architecture replete with feature cornices and elegant lighting.’ How would the average Joe/Julie property buyer relate to that word, unless, of course, they read it after eating their fish dinner replete with chips.

Also, be careful with the word ‘complement’, don’t confuse this with ‘compliment’, which has an entirely different meaning. Replace
simple words like: ‘big’ with ‘generous, oversize’ or ‘sizeable’

Once written, put it under your pillow for a night and read it fresh as a buyer would. Then edit it back as tight as possible. Also read premium ‘boutique’ agents’ listings – you’ll recognize the structure mentioned here, and maybe pick up a few extra property writing adjectives. As opposed to most franchise agents, boutique agencies usually exhibit superior marketing, with professional writers, and this is quite apparent with their copy.

Cap your creative content off with a strong or clever headline (never punny or corny as it devalues the product). Then get ready to enjoy that victory champagne, as you watch the steak you’ve been writing about get devoured.

How to write a speech worth talking about

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Great speeches resonate: “Ask not what your country can do for you, ask what you can do for your country,” as well as, “Never in the field of human conflict was so much owed by so many to so few.” Yep, JFK and Churchill certainly knew how to blow their listeners away. If delivering memorable speeches is something that interests you, then read on as this simple technique might be the difference between a successful speech and something to cure insomnia.

I once saw Jerry Seinfeld say that recent research revealed one of the greatest fears is speaking in public – even more so than the fear of death. Then he cracked a joke saying that if this were so, the person giving the eulogy at a funeral was not as fortunate as the person getting buried.

Style and substance

Like a lot of communication, great speeches usually require two critical areas to focus on. In this case, one of them I can’t help you with at all, but the other is a cinch.

The first area is all about word gravitas. Choosing words like “ask not” instead of “do not ask,” and “human conflict” instead of “war,” are all part of why these speeches impact. Pumping out these requires an astute mind and a thesaurus – so good luck with that one.

The second area is a lot more doable and will still bring zing to your communication. It boils down to one major element: theme.

For example, I recently gave a speech for, of all things, an engagement. Before I put pen to pad, I spent some time searching for a relevant area that would mean something to him, her, their friends, as well as provide some ‘fat’ I could play with.

After looking at where they lived, their careers, hobbies, good/bad habits and family situation, etc, I finally cracked it. The couple were both middle children. So theme became: the middle.

Structurally, I crafted the speech around welcoming everyone to the evening, thanking the hosts, and advising the audience of the important things in this couple’s life. But instead of talking about love, commitment, faithfulness, and all the other expected areas, I started describing the TV show: The Middle.

Now, if you’re unfamiliar with the show, it’s about a dysfunctional family that somehow stays together in trying circumstances.

Life imitating art

I threw in a few gags about overcoming dysfunctional habits of each other, while announcing that they were middle children. Although initially confused where I was going, the crowd quickly picked up the theme as it became quite obvious.

I mentioned the couple became engaged in the middle of their training, both their bedrooms are in the middle of their houses, they solve arguments by meeting in the middle, and how they finally knew they were meant for each other when they felt something strange in their middle, because that’s where the heart is.

There was an abundance of other middle-orientated situations to share, and then I wrapped things up by saying that I hoped nothing would come in the middle of these two… except the pitter-patter of adorable little children.

Each time I mentioned ‘the middle’ there were appreciable laughs and applause as I tied in the theme word with the lives of these soon-to-be newlyweds.

The rest of the evening was spent dotted with people I did and didn’t know thanking me for not only an entertaining speech, but an educational one at that.

So, whether you’re fronting the microphone in front of a wedding crowd, a financial organisation, or a committee, if you’re not an orator or wordsmith of considered note, take the easy way – theme your way to a great speech. It’s the last word in easy speech writing.

Does the age of your finance/super writer add up?

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If you’re in the business of communicating with your clients about superannuation, property investment and getting one’s life ready for retirement, just how familiar is your funky young writer with these ‘grey haired’ products?

From someone that’s been around the writing traps for years, here are a few thoughts to ponder over.

The recent budget was full to the brim of superannuation-affected changes. And yet, the few young writers I talk to emit a dull fog when I try and raise the subject. Hmmm, as well as realising I’ve gotta get out more, I’m also questioning if younger scribes can really connect with this particular product when writing about it.

My perspective is based on many years of copywriting, and having freelanced for around 100 advertising and marketing agencies, interstate and overseas. From the major agencies, the minors, and smaller two-man-bands, I’ve written for just about everything.

In the process, I can’t tell you how many times I’ve grabbed, squeezed, sniffed, eaten and ridden in the product I was working on. Really, the only way to understand what you’re writing about is to partake in it. Fortunately for me, I have never had to work on a funeral account.

Crack the idea

I even recall the week my art director and myself were working on the Le Snak account. We had wall-to-wall Le Snak up to our wahoozies, and we had to come up with a whiz-bang idea to fit the bus back, bus sides and metrolite (bus stop) media – the USP being portability.

In between experiencing all the other staff in the agency visiting us to say hi, briefly talk about life, and then briskly leave with a handful of Le Snak, I finally cracked the idea.

It was birthed from endless hours dwelling on portability, which led to a quick trip to the luggage section of Myers, Chatswood. As I started to look at all the different types of luggage – from airline bags and backpacks to bum bags, I started to notice that at the right angle their zippers looked like teeth. Ah, ha! Idea born.

We shot a series of bags with their zippers open, looking as if they were wild animals trying to eat a pack of Le Snak. The campaign ran nationally and was so successful, the client decided to run it the following year as well – plus, I was even able to keep some of the bags.

The point of all this, is that I had to connect with the product to deliver the strongest piece of communication.

And that’s the exact modus operandi that should be used for superannuation.

Aside from wine, the only thing that gets better with age is writing

In more recent times, I’ve been accepting the arrival of grey hairs as just God’s way of telling me the sleek, young body I’ve been living in all these years is about to get a factory recall. And, with that remodelling, thoughts arise of retirement and how to pay for it when I get that golden iWatch in 20 years.

Which means, when it comes to writing superannuation and investment copy, after all this time of playing with the clients’ products, I’m now actually living in one of them. And any writer over 40, such as myself, has more skin in the game than Kim Kardashian would on selfie night.

That’s why I’m throwing the gauntlet down at young writers. And by young, I mean someone young enough not to have any interest in super.

How much would they know about the product? Apart from the recent timing and contribution changes, are they aware of the propensity of people to have multiple super funds, on average around four funds each, and that females end up with about half the amount males squirrel away? Each fund sucking their very future away with fees and insurance charges. Yes, that’s a hassle. However, it can be even more of a hassle to combine them into one. And which one?

Which fund has strong returns and/or allows you to move your insurance over? What are the tax implications with the new super fund, if you’ve made after-tax contributions? And how do you avoid getting burnt by high fees with the funds you’re terminating?

Then there’s the hassle of getting it done. If you’re unsure which company you should pool your super with, good luck with the free government website – that site is more confused than Donald Trump’s hairdresser.

You should also be prepared for a shock when a private organisation offers their services. The one I contacted wanted to charge $1200, for something that a super fund will do for free.

Then, in the process of moving, when one of my accounts had the wrong birth date, instead of just changing it over the phone, I had to verify who I was with a frustrating trip to  a distant police station for validation.

The harder things come, the more you appreciate them

Fortunately, all this angst is quite educational. Yes, superannuation content usually involves issues relating to timing, personal circumstances and taxation planning; however, any writer who hasn’t personally tried to sift their way through the super minefield may be accused of already retiring – as their content will reflect their inexperience.

So, if the blog or native advertising writer you’re using may be more interested in things other than super – like cheese – then start packing their travel bags. As great content is only written by those that love, and know, what they’re doing.

http://www.thatdigitalcopywriter.com.au