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Dont mistake credible copywriting with a dry copywriting. Real estate marketing materials should satisfy both our human need to make rational decisions and our human nature to make emotional decisions.

You?re probably thinking that if your direct-mail postcard campaign didn?t work initially, you may have done a few things wrong. And that?s all together possible. Let?s face it; no one performs without flaws the first time around.

But when the ultimate decision is being made, more often than not, the consumer chooses using his gut emotions. Don?t believe for a moment that your targeted audience is any different. You can barrage him with facts? figures? logical arguments? all aimed at why selling his home right now to you is the right move. And of course you should present these compelling cases.

If, however, you can create some emotional connection then you?ve really made that ultimate connection and have practically ensured your sale. If, on the other hand, you can?t excite him to the benefits of this decision, then you haven?t closed the sale. So in addition to making a logical argument? don?t forget to make an emotional pitch as well.

Never assume that emotional marketing only applies to consumer purchases. Especially today, emotions in the real estate market are high. Your real estate direct marketing communication with your customers should aim to reduce their fears and increase their optimism about the benefits you offer.

Waiting for what, you ask, for any number of things. A person may receive your postcard and just not be ?emotionally? ready to sell yet. Or he may be in the process of taking another route, so he?s waiting to see how that transaction is turning out.

Let me give you one very dramatic example. It?s from 1960. And it relates to a decision far more important than what dress to buy for the upcoming dinner party. It involves, in fact, the presidential election. That?s right. The tipping point of this election occurred during the debate during the campaign between the two candidates, Richard M. Nixon for the Republicans and John F. Kennedy for the Democrats.

This election also revealed the nation?s growing preference for positive emotional appeals, as against negative emotional appeals. Hence, do not minimize the importance and credibility of emotional marketing.

And don?t be afraid to mail these out to some of the same people. Many people may not buy the first time around because they?ve never heard of you. But if you consistently put your name in their mail box, then they?ll come to know you as that real estate investor. And then — merely because you have that sticking power ? they may call you when all their ducks are lined up in a row and they believe you can help them.

Remember, the direct marketing gives you the chance to present your customers with the ultimate sales presentation. But you may have to show them ? time and again ? that your real estate investing is in it for the long haul. And that may mean mailing postcards ? with modified messages if necessary ? to them more than once.