Last week we highlighted the importance of a sensational headline! This week we talk about the most important paragraph in your marketing copy – the first one. This needs to encapsulate the essence of what you are selling; it needs to tell the story, preferably in 25 words or less.
Newspaper journalists are instructed to have the ‘who, what, where, when, why, and how’ in the first sentence of a news story. This is because many readers (most in fact), only read the first few paragraphs of any story, so it’s critical that the key point is made here.
In your property listing, you need to sell the most significant benefit(s) in that first sentence…particularly, as people are usually reading the copy online, so generally just skimming through anything beyond that.
For example, if it’s all about location and not much else, then that is the strong focus in opening sentence; the opening should complement and reinforce the heading. You’ll find once you’ve written your first paragraph, the rest flows quite logically, quickly, and easily.
At Professional Property Copy, we write real estate copy for a living, and we can assist you with all your marketing text. Click here to find out more.