Aim your content at your target

Whether it’s content for a blog, a newsletter, a website or anything else, it is going to produce the best results if the content and writing suit your potential buyers (your target audience).

Sounds simple, yet it isn’t always done…

Earlier this week I read a post by Paul Hassing which reminded me of when I was selling my house a few years ago. Aiming to sell the house, we tried an agent with an apparently different philosophy to most real estate companies. However, he didn’t like my cute little house (for one thing it didn’t have picture rails like our neighbour’s house did!) and couldn’t sell it. We swapped to a woman at another company who was great and sold it for an extra $20K to the same person the first agent had spoken to.

I think one factor that helped her do a much better job was her enthusiasm for the house – at her first visit she was imagining what people could do in the home and the type of furniture they’d like, and so on. She looked for what was good about the house, thought about the type of people it would appeal to and came up with ideas to feel them on the lifestyle it would give them.

The first agent didn’t like the house himself so couldn’t imagine any extras to sell to potential buyers. Agent two used passion to understand and sell to her audience; agent one saw it as a commodity and tried selling it without emotion, imagination or real interest.

So when writing content remember to pitch the message at the right people and help them picture how the product or service will fit into their lives. Targetting the right people may reach fewer people but it will get more action from those people.

Have you seen real estate agents pitch the wrong house to people, or excite people by pitching the right house to them?