Real Estate Investors: Learn the Top 10 Words to Use in Your Headlines for Getting Private Money

Let's talk about using headlines to capture people's attention. Headlines really need to stop people in their tracks, as I mentioned. It's the way you get somebody to read the rest of your marketing piece. If they don't like the headline or if they're not intrigued by the headline, they simply will not read the rest of the marketing piece.

Headline Should Lead to Body of Message

If you've got a postcard and the headline is not very innovative or interesting, they will never read the rest of the postcard. It is almost unimaginable that somebody would read a boring headline and then go and read the rest of the piece. So it's extremely important that your headlines pull a lot of attention and allow the reader then to move right down from the headline into the body of your message.

That's where you're going to tell them about your private lending program or your real estate investing program. You'll tell them why it makes sense for them to call you, email you, or to reach out to you for more information.

You need to get them through the headline and down into the body of the message. At that point you have to have a compelling message that allows them to be interested enough to call you.

Top Ten Words to Use

Let's talk about headlines. The first thing I have here is the top 10 words for headlines that you can use. You obviously don't want to use all 10. You very rarely are going to use more than one or two in any given headline.

I provided these for you guys so you have these so can you can think about them and internalize these words so when you're writing headlines each one should have at least one if not two of these words. Let's go through them.

The words are: you, your, now, 10%, who, cash, free, new, how, why, want and the guarantee and the word sex. Now if you can figure out a way to get sex in here you're better than me.

I know Richard Roop one time wrote a report about sending out letters for private lenders and he had some sort of thing about how sex appeal will make you rich. The whole thing was how to send postcards out to private lenders, but to use a Marilyn Monroe stamp. That was his catch on how to get the word sex in there. I thought that was pretty creative and innovative way of doing it.

What's In It for Them?

Let's go through them again. You and your. Obviously you want to be talking about the other person. Not about what you're doing, about how your great program is this and that, you want to talk in terms of the other person. So you always want to make sure that you're doing kind of a "what's in it for them?" You and the word your obviously achieve some of that because they know you're talking about them.

The word now gives a sense of urgency. 100% is a catchy word and a lot of people respond to that. The who, what, when - those types of words are also very productive in headlines. Cash, you can certainly use that word in your headline.


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Mike Lautensack is a full-time real estate entrepreneur and creator of the Private Lending Presentation Kit. To learn more go to Private Lending Presentation Kit.