Writing content for everyone misses everybody
It’s very tempting to “cast a wider net” when writing, hoping to attract a larger audience. The more you need buyers, the better that idea sounds. There may even be a little short-lived gratification in seeing a tiny blip in the analytics report.
In flyfishing, it’s possible to hook a fish with a generic fly like the Wooly Bugger or basic ‘egg’ pattern. And if you aren’t particular about what species you hook, or are unsure of what’s in the waters, it’s a place to start. But at some point, getting ‘skunk’, or just landing any ugly ass fish that swims by, loses its allure.
When fishing for rainbow trout, I’ve learned to read the water and study the hatches at that time of the year, then I carefully match my dry fly to an actual insect specimen I net, by size, type and color. Before releasing a trout, I’ve often vacuumed the contents of it’s stomach to determine exactly what the trout are eating that day. The results always improve dramatically after carefully presenting a fly carefully selected for my target.
Writing generic content, on the surface, seems like it would have broader appeal. But as a real estate pro, your prospective buyers are bombarded with non-specific marketing all day long. Like the wary rainbow trout, they’ve learned to ignore the unappetizing crap that floats by. Your chances of attracting zero nibbles are very high when you present non-specific content.
If you aim at nothing, you’re destined to hit it.
When you take the time to study your audience persona carefully, determine exactly what they’re feeding on, and match the content to it, your results will improve dramatically. Not only will you get more hook-ups, but they’ll be from the type of the customer species you’re after. If you sell luxury apartments in Downtown Vancouver to foreign investors, don’t write so that a buyer interested in horse property in Cloverdale will ever come across your content online.
Being specific takes courage. I get that. There’s more at stake here than on a day’s fishing. I welcome your questions and comments below.
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