So your sales force need to bump up this month’s figures. And to do that they need more appointments which means they need a killer B2B lead generation letter.

What do you do?

In direct marketing we live and breathe “salesmanship in print”, however the approach used for a great lead generation letter is different.

It’s more about “relationship building in print”.

A great lead generation letter doesn’t sell a product or a service. Instead it flirts with the reader … arousing them just enough to want to take that next step and find out more. The selling part is then up to the salesperson.

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If you could wave a magic wand, what would be the one thing that would make a massive difference to your success as a real estate agent?

The answer that most people tell me is that they’d love an easy way to write copy that generates leads.

In fact, most people I speak with in the industry tell me that the way in which they generate most of their leads is through opens and through their branding on vendor paid advertising.

Is there a better way?  Here are 7 secrets for attracting more real estate leads than ever.

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Decades ago, one of the pioneers of the advertising industry, Claude Hopkins wrote the book “Scientific Advertising” in which he wrote of how advertising isn’t about being creative; it’s about following a precise formula to achieve a desired result. Mr. Hopkins words still ring true today.

Great copywriting is about remembering that advertising is nothing more than salesmanship in print.

Understand Your Buyer

Let’s say you consider yourself a pretty decent caliber of salesperson. You can uncover your client’s needs at the drop of a hat. You’re gifted when it comes to making them feel good about themselves and you can handle objections and gain commitment with the greatest of ease.

Selling on paper follows the same process only you need to be part psychic too.

At a client’s home you can interact with them in person. You ask them questions about what their situation is, what their needs are and then tailor your presentation depending on the outcome.

With direct mail you don’t have that luxury. Instead you need to use all your psychic powers to get inside the head of your audience, understand who they are, what they are thinking and then be able to use words that relate to their situation.

The Beginning

The opening paragraph is the most important piece of copy in your entire letter. It’s the piece of copy that will either capture your reader’s interest enough so they want to keep reading or, it will make them throw it away.

Here are some ways to capture their interest:

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