How to Sell a Lakefront Property

A lake house provides the perfect balance of fun and quiet. As a real estate agent who may know every cove by road or water, you know these luxe homes are highly coveted by a certain type of buyer. However, a one-size-fits-all approach will not close the deal. 

Potential buyers may want to go fishing or take the boat out every day.  They may be imagining drinking their morning coffee on the deck. You already know more or less what they are envisioning so use that to design a sales plan. 

Let’s explore how to create a lifestyle vision for your ideal buyer. 

What to clean 

Clear everything and anything that is blocking the path to the dock and shoreline. That means trash, fishing lines, discarded floats and plastic bags. 

Windows should sparkle to show off picturesque views of the lake. 

Make all windows sparkle. And don’t forget the boathouse, garages and storage constructions need to be pristine. 

Have a patio set up and some lounge chairs to show off lakeside living. Grills and a jet ski or canoe visible around the dock will let the buyer pool see how much fun they can have. 

Questions to ask: 

What is the orientation of the house? 

Where the sun rises and sets has a tremendous impact on the activities of the home. The deck may need sun protection. Winds may impact the heating of the home. 

Which type of lake is it? 

Include whether the lake has a rocky, sandy or muddy bottom. Talk about how busy the lake is during each season and which recreational activities are popular. Some lakes are perfect for kayaking, boating, fishing, diving, water fowl hunting and water skiing. 

Talk about mosquito season and the local wildlife. Discuss the variation in water levels based on the season and whether duckweed is a problem. Let the buyer pool know if there are local ordinances around noise or zoning. 

Is there a lake association?

A homeowner’s association or other organization may be in charge of the lake. Do some research into which situations they handle and their reputation. They may have some restrictions that need to be relayed. Most of the time, an association is a good thing. 

Will the property be used for a vacation home or primary residence? 

The top rule of real estate is to know your buyer pool. Cater marketing to their differing needs. Vacationers may not need to know the lake’s weather patterns, but year-round residents do. 

Check that the property’s HVAC and plumbing are winterized. 

How secluded is the property? 

Grocery stores, medical care, highways and dining options can be a few miles or hours away depending on the lake’s location. Some buyers may thrive in isolation while others couldn’t bear it. 

The right marketing plan helps you stand out in the luxe home niches. Keep your pipeline full and convert leads with high-end, quality copy and content. Call me at 786-208-0451 to dominate the luxe niche today.  

Create a Master Marketing Plan

Use a written marketing plan to get direction, motivation and goals to take your career and reputation to the next level.

Define objectives

Attainable goals are building blocks for success. Declare your vision for yourself as an agent, such as being the top producer in the area, entering a certain niche or earning a specific amount of money. Get more specific, such as getting 25 listings in the next year or receiving referrals from 40 percent of your network of past clients and industry professionals. 

Establish the target market

The next step is to determine your target market. The audience might be a certain age, such as Gen X buyers or retirees. Target a specific income bracket, such as first-time home buyers or luxury property buyers and sellers. Or explore the niche of non-commuters in various professions who might want to live in the area to be close to work. 

Focus on a niche geographic area. Research so you can be ready to offer insights about the housing market, financing and other areas of interest.

Know what makes you stand out

Dive deep into the market and competing agencies. Understand your competitors better by defining your strengths, weaknesses, opportunities and threats (SWAT). Write a mission statement based on your business value, philosophy and uniqueness. 

Generate a list of your qualifications and assets, such as knowledge about a specific niche, participation in a community or professional group, and educational accomplishments. Incorporate them into your marketing efforts. Speak in a way that resonates with your target audience.

Choose a message and media

Offer ideas, solutions, and valuable information based on your niche’s top two needs and considerations, such as security and a luxury lifestyle. Find out where they come to gather information, such as social media sites, local publications, educational sessions at local groups, and more. 

Develop marketing campaigns using these media choices. Include contact information with a link to your website and blog. Choose a consistent day to publish blog articles and post on social media. Include videos, market updates, the latest listings, and community happenings that might interest your target group.

Set a schedule and budget

Transform leads into clients with consistency. Schedule two or three specific marketing campaigns, such as email, text messages, and posting and sharing blog articles. Consistency makes your personal brand recognizable. Include a call to action so people know what to do. Figure out a marketing budget and its details. 

For example, busy agents might want to outsource blog article writing to me so they can always have great content ready to go for the next few months. 

Measure the progress

Measure the results of each marketing strategy by using letter codes to track mailings, for example. Ask callers how they found out about you. Create a landing page for online marketing efforts. If a strategy doesn’t work, stop spending money on it. Redirect your efforts to a different method, such as distributing brochures to local businesses or speaking at seminars and events.

Control the plan

You must exercise control over the marketing plan. Changing market conditions may impact your target market and how to reach out to potential customers. Be flexible and stay in control of the plan at all times. Although the plan is designed to provide discipline to achieve or exceed your goals, flexibility is also crucial to staying successful in a constantly evolving industry.

Write the guidebook to your career’s future. Always be open to finetuning your plan and approach. Keep track of your results and make periodic updates/upgrades to claim more sales and referrals. 

As the former copywriter for Better Homes and Gardens®Real Estate, I know how to make your marketing plan work for you. Call me at 786-208-0451 so we can get started today! 

How to Write Real Estate Agent Bios

Writing about yourself is never easy. You may be hesitant to brag, but if you understand how to write a real estate agent bio skillfully, potential buyers and sellers will feel like they are meeting an old/new friend. Keep in mind it is okay to brag if it relates to the reader. 

How to write agent bios

Expect to spend some time on your real estate agent bio. If you are a new real estate agent, don’t worry. You still make a great first impression. 

Knowing how to write a real estate agent bio is intimidating, even if you have years of experience. The most important sense you must generate is one of trust when writing your real estate agent bio. 

How to write agent bios

You will be chosen if you can convey that you will always have your client’s best interest top of mind. It will then be considered if you know how to negotiate the best price possible for them. And you must give off the understanding that you understand their market and pain points. 

Veterans should focus on their stellar track record of buying and selling homes. First-year agents can and should highlight their knowledge of the market until they gain more experience. 

How to write agent bios

In short, your bio needs to make you be perceived as a trustworthy person who understands the market. You must deliver an agent experience that your niche wants. If 80 percent of your niche wants it, highlight their desires in your bio. 

Make your real estate agent bio as SEO-friendly as possible. Why does this matter? Well, 70 percent of buyers and 75 percent of sellers use the web to find their ideal real estate agent. Your bio belongs on Instagram, your website, Facebook, LinkedIn and every piece of collateral. 

How to write agent bios

By writing the best real estate agent bio, your website can be a lead-converting machine. You need to stand out and convey trust. Keep reading to find out how to write a real estate agent bio that works for you 24/7. 

Real estate agent bios that speak to your niche 

Take into consideration that your target market has certain preferences when it comes to picking which real estate agent they want to work with. If you are a luxury real estate agent, make sure to have your bio polished for the Ivy League and startup crowd. 

Keep in mind that every niche within your niche has preferences. Those looking for vacation homes in the Bahamas want to know that you have ties to the island. The same way you have taken the time to select a great profile pic, you must also choose your words carefully. 

How to write agent bios

Let’s pretend there is an agent named Naomi Xavier who has 25 years’ experience as the top seller of Cape Cod-style homes in Malibu. 

Short version 

“From celebrities to foreign investors and everyone in-between, Naomi Xavier has been known as the top seller of Cape Cod-style homes in Malibu for the past 25 years. As a member of Hotwell Banker’s Malibu Colony office and the International Estates Director, Naomi has amassed $4 billion in career sales. She has been featured on <insert name of real estate-centric reality show/ HGTV’s Malibu Listings > alongside her husband and partner, Alexander Morten.” 

 Long version

“From celebrities to foreign investors and everyone in-between, Naomi Xavier has been known as the top seller of Malibu homes for the past 25 years. As a member of Hotwell Banker’s Malibu Colony office and the International Estates Director, Naomi has amassed $4 billion in career sales. She has been featured on HGTV’s Malibu Listings alongside her husband and partner, Alexander Morten.”

These achievements have helped Naomi earn membership into the prestigious Society of Golden Laurels, Hotwell Banker’s highest honor for their top 1 percent of international real estate agents. Naomi’s record-breaking listings and sales have made her the subject of profiles in the New York Times, Los Angeles Times, Forbes magazine and the Wall Street Journal

Naomi has been internationally recognized as an expert in all things luxury. She has been a staple on HGTV’s Malibu Listings and featured in Vogue magazine for its yearly predictions on design trends.” 

Naomi knows her niche and how to best serve them. She understands that Malibu isn’t in everyone’s price range and is fine with that. She speaks only to her market in person/on television and global publications. 

Naomi’s expertise in high-ticket coastal homes resonates with those who want to live in the highly coveted zip codes 90263, 90264 and 90265. 

How to write agent bios

Naomi isn’t afraid to niche. You shouldn’t be, either. 

Answer these questions when writing your agent bio: 

  1. Do you prefer working with first-time homebuyers, holiday home buyers or seasoned buyers?
  2. Are buyers or sellers your preference? 
  3. How deep into the luxury market do you want to go? 
  4. Which geographical areas do you have experience in? 
  5. Who do you want to serve? 

Your bio should answer all these questions because you want to build trust and crush any objections. 

Make a list of your niche’s potential objections

What worries them about buying or selling their home? 

Which anxieties do they have when choosing a real estate agent? 

Why would they be hesitant to work with you? 

Address these concerns in your bio and assure them that you are trustworthy. 

How to write agent bios

How to write a real estate agent bio for rookies

Being a first-year agent has a wealth of challenges. The first one being confidence. While there is a multitude of agents promoting their decades of experience, paint the picture your niche is looking for to get leads. 

Buyers and sellers want a smooth experience. They want someone they trust to handle their home situation while they continue living their life. 

Give them their dream agent experience. Negotiate on their behalf like your life depends on it and put money in their pocket while handing them the keys to their next home. 

How to write agent bios

Do this by understanding their fears and aspirations. Know what is important to them. 

I have written agent bios for top agents and brokerages. Call 786-208-0451 to schedule a discovery call to start making your bio work for you 24/7. If you want a template to help you write your bio, click here

How to Write Real Estate Descriptions

Being a storyteller is essential because everything you do as an agent is marketing. Why write better listings? Telling a story with your listings provides the opportunity to engage, build trust and improve your marketing. 

How to write real estate descriptions

You wouldn’t show up to an open house without shoes. The same goes for the copy and content that will make your properties stand out. Good real estate descriptions are essential to showing that you care about details. 

When you rely only on photos, you are wasting the opportunity to craft a story for your listing. People buy the lifestyle, not the home. You may not know how to write real estate descriptions that convert but keep reading to find out what matters most when writing real estate listing descriptions. 

Let’s explore

  • reframing negatives
  • following Fair Housing guidelines
  • generating compelling headlines
  • writing riveting opening statements
  • leading with features and benefits

Reframing negatives 

When writing real estate listing descriptions you may be tempted to only show the positives of the house to make the sale. This strategy can damage your credibility. Spin negatives into positives by understanding no home is perfect. 

How to write real estate descriptions

A small bedroom can be spun as a potential home office. Closed-off floor plan? It is now the perfect home for those would need privacy. Stress how separate rooms can be crafting rooms or libraries. 

If a home does not have a sizable yard or abundant natural light, highlight nearby parks. A note must be included to be accurate about renovations. New countertops do not even come close to being portrayed as full kitchen renovations.

Being honest with a positive spin enhances your reputation and will sell the home to the right buyer. 

Follow every Fair Housing guideline

Every real estate professional knows the mere mention of race, national origin, gender, disability or familial status when real estate listing descriptions is taboo. Don’t write, “This family-friendly home is perfect for parents of small children,” or “Given its proximity to local Asian communities, you will have access to the best dim sum in the city.” 

How to write real estate descriptions

Learning how to write real estate descriptions is easy once you know the basics. 

  • Headline
  • Opening statement
  • Narrative description of features
  • Call to action

Generate compelling headlines

Start by matching your lead photo and headline. Avoid overpromising and keep it simple for effective real estate copywriting. Choose the best two or three words to describe your listing. 

How to write real estate descriptions

Do this by making a list of adjectives and whittle it down to two words. Figure out what your unique selling point (USP) is. This could be natural surroundings or what the neighborhood is famous for. 

For example, Maine is the single largest producer of blueberries. Weave that into your headline. Examples include Wild Blueberry Estate or Blueberry Hills.  

Define at least one unique selling point (USP) of your listing when real estate copywriting. The USP determines the tone and scope of your listing copy. Luxury properties are all distinct; however, they have similarities. 

How to write real estate descriptions

For example, a wine cellar is not unique enough to be a USP. A wine cellar that has dual zones, a solid mahogany door, dark tiled floors and a biometric security system, on the other hand, is noteworthy. A pool on its own is not so special, but a pool that has won multiple design awards is. 

Rivet with the opening statements

What appeals most to your niche? Use that to write the story of your listing. It could be the location, architectural style, size of the property, and the number of bedrooms and extras, such as the garage and updates. 

How to write real estate descriptions

Think golf aficionados, nature lovers, entertainers and boaters. Car enthusiasts want to hear how many stalls a garage has. Big families deeply care if their kids will have to share a bathroom. 

Nature lovers are concerned with knowing how far they can walk on the property without being disturbed and which type of scenery the property provides. City dwellers are interested in which skylines they can drink their morning coffee to. Entertainers want to know if their parties will focus on a pool, patio, fireplace, dining room, yard or garden.  


Exquisite Details

This custom Todd Johnston-built home in the Founders Club of Sarasota, Florida, offers exquisite details. A columned entryway, large-profile tile floor, coffered ceiling, art niches and a gas fireplace with a beautifully detailed stone surround with lighted built-in shelves are just some of the refined touches that can be found at this three-bedroom estate.

Lead with features and benefits

Balance features and benefits. Features are fact-based and cannot be disputed. In contrast, benefits evoke feelings. A state-of-the-art alarm system is a feature, while feeling safe is a benefit. 

How to write real estate descriptions

Buyers and sellers justify their feelings through facts. Present features as straightforwardly as possible and leave benefits somewhat open to interpretation.

Be as specific as possible when it comes to the features and benefits of a property for the best real estate copywriting. To get started, make a list of features and their corresponding benefits. 

Feature: wine cellar crafted from the oak ceiling of a 14th century nunnery. 

Benefit: wine cellar offers the security of being able to buy more vintages and trophy bottles. 

Copy: Show off your collection to other oenophiles/wine connoisseurs. 

Remember that number of bedrooms and bathrooms, square footage, size of the lot, location, extras (pool, garden, fireplace, etc.), recent renos (appliances, doors, floors, etc.), and unique characteristics (lakefront lot, scenic views, etc.) are what potential buyers want to now right away. 

Call to action

Once you have piqued the interest of your potential buyers and wowing them knowing how to write real estate descriptions, give them a way to act. This could be a phone call or text. Do what works well in your niche and do your best to respond right away. 

How to write real estate descriptions

Now you have a better idea of the basics on how to write real estate descriptions. This type of copy can take quite a while to master. Running low on time? Call me now at 786-208-0451 to start generating your listings so you can spend more time nurturing clients. 

You can also purchase my ebook on writing listings that convert or check out all of my templates.

How to Write a Press Release

Press releases have thrived in the digital age because they are still a powerful marketing tool. Also known as a news release, they help any business get the word out about an event, promotion and your side of a story in case crisis management is needed. Knowing how to write a press release will manage the perception of your business.

How to write a press release

What is a press release? 

A news release is a short document that spreads the word about something important to you. Sharing it with the press and other media outlets is essential. You need an account to or another paid site. 

You also have the option of pitching to journalists and editors once you know to write a press release. A pitch is just a cover letter summarizing the content and explaining why your press release is newsworthy. There is zero guarantee that it will be accepted and/or published. 

How to write a press release

Reasons to send a press release

  1. Media outlets have extensive reach to bring attention and awareness to your listings. 
  2. Relationships can be built with journalists and media outlets. 
  3. SEO-friendly releases are essential to ranking given the possibility of so many backlinks. 
  4. Your image is everything; press releases allow you to control how your business is viewed. 

What is newsworthy content? 

Anything you want to publish should be: 

  • impactful 
  • urgent
  • recognizable
How to write a press release

Two out of the three factors will make your piece newsworthy

Here are a few ways to stand out: 

Do research 

Ask what people are searching for and use an SEO keyword tool like SEMrush to understand the data needed to be picked up. 

Give an exclusive

Pair a scoop with data for journalists to be willing to work with you.


Take a piece of existing news and insert yourself to increase your relevancy. If everyone you know is moving to Texas from California, weave yourself into that news narrative to gain traction. 

Get into their feelings

What does your targeted market really care about? Don’t judge. Craft your press release to make it something that gets a response. 

How to write a press release

Press release format 

  1. headline
  2. lede
  3. body paragraphs 
  5. boilerplate
  6. contact details


  • Action verbs
  • Active voice
  • Summarize everything 

If you’re still struggling with your headline when learning how to write a press release, you could always try a headline analyzer to give you an idea of where you stand.

Q Link Wireless Stands United with You

The Q Link Wireless Friday Deal Is Here–Score This Stellar Deal While Supplies Last

Q Link Wireless Helps Those Who Are Unemployed

Sign Up for Q Link Wireless If You Already Participate in Medicaid

Q Link Wireless’s Newly Expanded 5G Network Is Now Serving Mississippi Residents


You may have heard the expression, “Don’t Bury the Lede” a few times in your life. This is essentially the hook of your press release. In 35 to 45 words, you must condense the whole point of your press release. 

How to write a press release

It answers the 

  • who 
  • what
  • why
  • where 
  • when

your readers will want to know. 

Body paragraphs 

Once your lede has been solidified, develop your body paragraphs. This must include all the details of your story. Pick your keywords and weave them throughout the body paragraphs. Pack a punch early on with the most relevant details first. 

How to write a press release


Include at least two quotes in your body paragraphs. Quotes also give your press release personality and, more importantly, personality. Each one must fit in the context of your press release. 

How to write a press release


The short paragraph that goes at the bottom of your press release is just your business’s mission statement, condensed facts and goals. Check out the one I wrote for when I worked at a telecom company: 

About Q Link Wireless

Q Link Wireless is a pioneer in the telecommunications industry. The company understands that wireless communication is a right and life essential to connect with loved ones, employers, schools and emergency services. Q Link Wireless is able to offer free and discounted wireless services because they are an approved provider of the federal Lifeline Assistance program. The Lifeline Assistance program was created in 1984 by the Federal Communications Commission (FCC) under Ronald Reagan and updated in 1996. It allows low-income individuals who cannot afford a mobile phone to obtain one at affordable rates, ensuring they have basic communication services that help them live safely and productively. The Lifeline Assistance program is funded by collective fees that make up the Universal Service Fund (USF). These USF fees are collected by all wireless service providers. Created in 1997 by the FCC, the USF meets universal service goals to monetarily contribute towards the safeguarding and advancement of accessible and reasonable communication services.

Media contact details

Do not put your private cell phone number on a press release unless you want strangers calling you late on Saturday night. Give your email address and hope for the best. 

How to write a press release

Final press release tips 

Know your goals

Think like your target market

Pivot your pitch 

Post on Tuesdays between 9 a.m. and noon. 

Get maximum media exposure with Siren Publications. You can purchase my press release template or call me at 786-208-0451 to discuss your needs. 

How to Write a Newsletter

How to Write a Newsletter

Newsletters are a stellar way to stay in touch with clients. You can share ideas, listings/promotions and anything that appeals to your target audience. The only challenge is standing out in a crowded inbox. 

Provide worthy content 

By now, you should be aware of what your niche wants to read about. If not, visit the same sites they do and conduct a keyword analysis. You can also pay attention to what they post on social media for insights. 

How to Write a Newsletter

Be consistent 

You may be so eager to send your first newsletter that you pack it with your best articles/listings, ideas and promotions. Don’t do this. Think of your newsletter as a marathon, not a sprint. 

When you send your newsletter the next month, it may lack the pizzazz of the first one. Slow down and come up with themes for every month, also known as an editorial calendar. This will make each month easier for you to writer for. 

How to Write a Newsletter

For Better Homes and Gardens® Real Estate, each month a newsletter was sent that centered on what was going on for the month and season. Summer month newsletters talked about outdoor dining, great recipes and design ideas. A Pinterest board was also generated to promote these ideas. 

The company understood that talking about decorating your Christmas tree in July was not going to get traction. Subscribers looked to the newsletter to get ideas for their immediate concerns. Do the same for your clients. 

Subscribers should know by the first newsletter what to expect from you. Decide on the goals and direction before writing one word of copy. Speak to their needs, not what you want them to read. 

How to Write a Newsletter

By speaking to their needs, you will establish yourself as an authority to them. Everyone wants someone in their life who has all the answers and ideas. 

Subject line

Grab the attention of your subscribers with every detail. Make the subject line exciting and urgent. Give them a reason to open it such as a promotion or giveaway.  You don’t have to do an extravagant giveaway each month. 

How to Write a Newsletter

A nice bottle of wine, a fun experience, such as a trip to the zoo or a consultation with a designer, is enough to pique their interest. Better Homes and Gardens®Real Estate always had some token giveaway to increase their open rates. 

Figure out what you can afford and announce the winner in the next newsletter. 

Newsletter subject line examples include: 

  1. Create Your Best Home Yet with These Inspirations + Giveaway Inside
  2. Make Staying in the New Going Out with These Inspirations + Giveaway Inside
  3. Staying In Just Got More Stylish with These Inspirations + Giveaway Inside
  4. Home Is Where the Heart Is with These Inspirations + Giveaway Inside
  5. Celebrate Life and Home with These Inspirations + Giveaway Inside
  6. Make Your Home a Sanctuary of Style + Giveaway Inside


Write for your audience. Subscribers are not the expert you are establishing yourself to be. Own it. Don’t use complicated language, acronyms and abbreviations. 

By talking over your subscribers’ heads, you will lose many. Write at a sixth-grade reading level and throw in some graphics. 

How to Write a Newsletter

Content should be snappy. Better Homes and Gardens®Real Estate presented around three to four articles every month and a new listing. This formula worked for them because it was what their subscribers were interested in and stay within the confines of their attention level. 

The BHGRE newsletter had links to their articles and the copy came from trying to get subscribers to open that link. 


The Business of You: Create the perfect in-home working environment


Make Everyone a Winner: Family game night just got better with these activities and ideas


Create a Backyard Wonderland: Reorganize and decorate an outdoor shed with these tips

                        Home prep/cleaning     spots-not-to-miss/

Cross promote with Cleaning Ideas (Pinterest):

Pass the White Glove Test: 10 spots you always miss during a deep clean


Everything must end with a call to action. Decide if you just want them to just click the links, schedule a call or buy a product/service. 


You may be wondering how often to send a newsletter. That depends on how well you are connecting with your audience. If you have a lot to say and people are eager for the next one, do once a week. 

If you want some space around your newsletters, once a month is fine once you learn how to write a newsletter. Some companies only do seasonal newsletters. They can get away with it if their content truly hits the mark. 

How can you hit the mark? Follow your metrics. Check out what actually gets opened and go from there. MailChimp has particularly good analytics. 

Just remember if people can’t immediately place your company’s name when it hits their inbox, you need to step your newsletter game up. Don’t be at the bottom of anyone’s reading list. 

If you want to be heard, listen. Get feedback and ask questions. 

Learn how to write a newsletter to take your business to the next level or simply maintain one with Siren Publicationsis easy. With 13 years of newsletter experience, you can get the results your business deserves. You can also purchase the newsletter template . Call 786-208-0451 to get started today. 

Copy Versus Content

Copy is content, but content is not copy. Once you decide to generate your own copy and content, you may be overwhelmed by all the different terms professional writers use. You don’t need to know them all to write compelling, effective copy, but it is a good idea. 

copy and content

Copy is short-form writing; content is long-form. Copy seeks action while content drives the reader toward comprehension. To remember the difference, just count the letters in each word. Copy is four; content is seven. 


Advertising and marketing writers generally prefer copy over content. Copy is short, sweet and to the point. If a CTA needs to be used, chances are copy is being generated. Copy harnesses the power of persuasion and brand awareness in digital and print mediums with the least number of words possible.

With attention spans being shorter these days for a multitude of reasons, copy is the most useful for warm leads and those who are in the advanced stages of your sales funnel. 

Effective copy is whittled down and focuses on actions. In general, copy is between three and ten words per section. Think headlines, kickers and CTAs. Emails might be a bit longer but are generally shorter than five or six lines. 

This type of marketing writing focuses on persuasion. Most of the time, copy is standalone. There is no context because the focus is on getting the reader to act within the next few seconds. Actions could be to buy something, like a post, follow an account, or subscribe. 

Optimized copy is need for:

  • social media posts
  • YouTube video descriptions
  • sales funnels 
  • UX/CX

Content writing

Copy uses words to get your niche to act; content uses words to inform and engage your audience. The reader goes on a longer journey when they read your content. This type of writing informs and does not necessarily include a pronounced CTA. Content needs to be valuable and shareable to be effective. 

copy versus content

You want clients and colleagues to take time out of their day to read something you have generated and to perceive it as valuable. Review which of your blog posts or social media have gained the most traction and expand upon them. 

With content, captivate and build trust through data, anecdotes and reasoning. Start where your readers are and take them on your journey. Because content is so long, break up text with visuals. Aim for no more than four sentences per paragraph. 

Optimized content is needed for: 

  • video scripts
  • email newsletters
  • keynote speeches
  • white papers
  • web page copy
  • landing pages

When to use copy and content

When writing, focus on the intent of each word and how it serves your overall purpose. A landing page sells products and promotes conversion. There is distinct action desired, and each word drives toward a CTA. An optimized blog post may educate readers via content on the difference between a Tudor and a Cape Cod home and then encourage them to subscribe for more. Content can perform well in shades of gray. Explore both sides of an argument and go into great detail when needed. 

copy versus content

Copy can be on the black and white side. You do not need SAT words or flowery language when getting a lead to act. Don’t focus on having a certain style in your copy; focus on building relationships and trust in the least number of words possible. Some companies even prefer only a hard sell that demands urgency.

How to write effective copy

Copy should never draw attention to the words being used to promote a product or service. 

Everything in copy needs to be clear and each word must serve a purpose. Cut all helping words such as may, help or should to whittle down your copy. Grammar and usage must be on point since any mistake will be obvious when attention is tight. Use common spellings and words/terms to prevent leads from tripping over your language.  

copy versus content

Copy headlines must be memorable, urgent and specific. Ensure that everything is about the reader’s need. You can use the word ‘you’ effectively in most copy as long as it is sparing. 

Once your words are shortened and focused on action, read your copy out loud to a friend or into a recording app. The trend now is to make every piece of copy and content conversational. This helps the web crawlers perceive your work as valuable. 

How to write effective content 

Content is easier to optimize than copy. You never want to stuff keywords into copy, and content allows web crawlers to perceive your work as being worthy of a higher ranking, increasing traffic and brand trust. 

copy versus content

Engage with your headline. Google rewards writers/companies that use search intent in their headlines. Think ‘How to Write Effective Content’. Hook readers with an interesting fact or anecdote. Include statistics, data and metrics to build trust. 

Focus on your main point and bolster it with supporting points. Use as much evidence as possible within short paragraphs. Break up points with pleasing visuals. 

copy versus content

Just as with copy, content needs to be well-edited. Pick one style and use it throughout. AP style is a favorite for many writers. 

Copy and content can be a challenge if you are focused on building connections with your buyers and sellers. Allow me to take care of all your copy and content needs. Call 786-208-0451 to get started today.

What Is the Difference Between Organic and Direct Marketing Strategy?

Well-crafted content is your 24/7 paid or unpaid sales force. Starting and maintaining a business can be expensive without an organic strategy. Organic marketing leverages existing resources you may not have yet considered. Besides being cost-effective, organic marketing focuses on engagement, which allows you to nurture potentially loyal and fruitful connections for free. 

Organic and direct marketing
Copy and content should be working non-stop to move your business forward.

 The trick to organic marketing is to provide value with every post. Your niche is humans who want content relevant to them and their lifestyles. You may find yourself chasing likes and views even though they do not increase your profit. It is always better to have high-converting traffic rather than vanity metrics. 

Quality traffic + natural links + SEO = successful content

Organic and direct marketing
Memorize the formula for successful content to get the results you deserve.

Best organic marketing strategies

Content is a major component of organic marketing. Part of organic content marketing is implementing the best SEO practices possible to build natural links, i.e., other websites linking to yours. Accomplish this by writing for client interest first and web crawlers second. Also, research the sites your customers visit and pitch articles to them. 

Organic and direct marketing
Successful content is helpful and valuable.

Effective marketing is just being helpful and valuable. 


  1. Who your niche is
  2. What keeps them up at night
  3. Where they typically look for solutions 
  4. How your content can be unique and compelling
  5. Where you can distribute your content 


Stay top of mind for your audience with a weekly or monthly newsletter. Clients will value your newsletter if you choose topics that are timely, easy to consume and conversational. Test the best times to send out newsletters by constantly reviewing your MailChimp or similar platform data. 

Organic and direct marketing

Always link back to your website. And make sure your copy is right for your audience. Use the words they do and use humor sparingly. 

Topics should be: 

  1. timely
  2. easy to consume
  3. conversational 

Hyperlocal connections

Focus on complementary fields to your real estate service to provide additional resources and gain new audience members. Think housecleaners, staging companies and interior designers. Host giveaways together and be featured on each other’s feeds to build community trust. This also makes coveted referrals easier to make and receive. 

Organic and direct marketing
Neighbors can make the best clients.


Word of mouth is the greatest form of marketing. Reach out to clients for reviews and referrals with a ‘Do you know anyone who could benefit from our/my services?’ Once you get a referral, sent a handwritten thank you note. 

Organic and direct marketing
Word of mouth is the best form of marketing.

Reviews are a challenge to get in any industry. Your best bet is to ask right away when a client pays a compliment. Scan emails and comments for kind words. Keep asking for reviews, as they are essentially a numbers game. 

Evergreen content

Your blog should be updated at least twice a week. Doing so allows the creation of evergreen content to raise your profile to customers, prospects and peers. Traffic, conversions and visibility should increase as your content is established as valuable. 

Organic and direct marketing
Put out new content at least once a week.

Social media 

Figure out where your niche audience is and seek them on social platforms. Make meaningful comments on posts directed toward your target audience. Build a community around your feeds by interacting with followers and posting what interests them. 

Organic and direct marketing
Your niche is a group of interested clients, not just an idea.

Use Stories to post personal items, such as your dog or a recent trip. Your feed is the place for advice, hacks and insights. Captions now have more socially accepted space so you can essentially generate an optimized micro article on each post. 

Explore online forums and message boards for inspiration. Clients always love Q & A’s. Reddit is a great platform to share authentic stories and promote your services. Do an Ask Me Anything (AMA) or an Instagram Live. Ask your social media followers to join. 

Organic and direct marketing

Doing so will give insights into pain points and gains to extend your organic reach, improve your SEO ranking and increase conversions. 

Solving problems builds trust and results in conversions. 

Direct Marketing Strategy

You have to spend money to make money in business. Spending money on ads might seem intimidating at first. Decide which platforms your niche is on and optimize your marketing budget. Paid media can provide an increase in brand loyalty, engagement and conversions. 

Organic and direct marketing

Your content needs to be worthy of boosting due to its perceived value to your niche. To skyrocket sales, test as often as possible before putting money behind a post. 

Organic and direct marketing

Steps to kick start your direct marketing campaigns: 

  1. Compile a database by sorting through your contacts. 
  2. Choose which metrics you will use on specific platforms. 
  3. Hire a copywriter specialized in your niche. 
  4. Open a free Canva account to create compelling graphics. 
  5. Perform A/B testing with a consistent goal in mind.  

Direct mail

Traditional marketing still works and is welcomed. According to the Direct Marketing Association, more than 60 percent of people say that direct mail has kept a product or service top of mind. Seventy percent say direct mail is more personal than digital content. Think physical mail and flyers. Include a small gift, info about a giveaway and service/product reminders. 

Organic and direct marketing

Direct mail has many benefits. Real estate agents understand that staying top of mind is everything in any type of market. This type of paid marketing can be: 

  • customized
  • tested
  • measured 

You cannot achieve great results if the quality of your mailing list is lacking. Not every piece you send will convert. You may even send a few to the wrong address or not get the response you want in the first two or three rounds. Keep going. 

With direct mail, you want a potential client to schedule a call, hire you and let you guide their buying/selling journey, so include a distinct CTA with every piece of digital and physical mail. 

Cold calling 

There is an art to cold calling. Hire a person or team to call potential and existing clients. If you call someone during their commute or dinner, you risk a specific wrath only available during those times. While you risk a scolding, you may also be gifted with immediate feedback and results. 

Organic and direct marketing

The absolute worst that can happen is someone hangs up on you or tells you off. Just hang up and move on to the next number. A bad streak of calls does not mean you should give up. Every no leads to a yes if you stay consistent. 

 Social media 

Everyone is on social media. Paid social media displays advertisements or sponsored marketing messages to a specific sub-audience. 

Organic and direct marketing

Examples of paid social media advertising include:

  • pay-per-click advertising
  • branded content
  • display ads 

Mark Zuckerberg’s Facebook monopoly means that if you choose, your ad can run on Facebook and Instagram at the same time.


Many real estate professionals gain traction with Facebook Targeted Ads. The process begins with bidding on a number of keywords targeting your niche. 

Harness the power of Facebook by performing extensive A/B testing. Be mindful that your experimentations might only work for this platform. 


Boasting more than 200 million accounts, Instagram is a must. Almost 60 percent of Instagrammers discover new products and services on the site.  The algorithm for this platform is constantly changing, meaning posts may not show up in client feeds, but ads always will.  

Your Instagram budget is tied to the length of the ad’s run, i.e., your ad runs for as long as you pay for. Stand out with a stellar image or video designed for free on Canva. 


LinkedIn is now a power player in paid social media with 630 million professionals on the platform. Besides forging professional connections, you can reach your niche easily and raise brand awareness. All you need to do for the site’s targeted ads is type in your chosen keywords and select your niche. Set your budget and keep an eye on your results. 

Let’s bring your business to a new level of success. Contact me at 786-208-0451 to discuss your goals and get started today. 

How to Write Abandoned Cart Emails

Are you ready for Black Friday and beyond with abandoned cart emails that convert? Increase your ROI with the right copywriter.

An abandoned cart email is a follow-up email sent to someone who has added items to their cart and taken some of the steps leading to checkout but (for some reason) left the site without completing an order.

And that email is a nudge.

  1. Don’t Miss Out
  2. Your Items Are Waiting
  3. Act Now

Abandoned carts can cost you thousands of dollars in lost revenue each month. An abandoned cart email for Shopify, Etsy or another platform-based/targeted piece is simple to generate. At least 10 percent of abandoned carts can be recovered with the best abandoned cart email. 

An abandoned cart email is the most cost-effective way to regain your customer’s attention. The best abandoned cart email convinces your cooling lead to make their way to the checkout. 

Many consumers need that nudge to resume shopping. They may have been interrupted by their boss, kids or pet. Set up triggers for these targeted nudges to be sent. The first one should come around 20 minutes after the cart has been abandoned. 

The second should be a full 24 hours after their cart has gone cold. And the third one should be sent after three days. Why does timing matter? Customers need structured reminders of what they want to make the sale. 

You are not bothering them; you are reminding them that the possibility of a new life or an enhanced lifestyle awaits in their abandoned cart. 

Miami copywriter shares why carts are abandoned.
How can you decrease this number?

Nudge structure:

  1. Compelling subject line
  2. Action-based preview
  3. Convincing copy
  4. Bold CTA

Compelling subject lines for abandoned cart emails

Deliverability is a concern when sending emails. Your customer may not know they are missing out if you cannot even get your abandoned cart email into their inbox. Do not use the word free, earn or guarantee. Use alert, news and daily instead for greater deliverability. 


  • Savings Alert 
  • Fashionista Alert
  • Icon Alert
  • <Item Name> Alert


  • News on Your <Item/s>
  • Get News on Your <Item/s>
  • We Have Some News for You


  • Daily Deals for <Item/s>
  • Daily Alert for <Item/s>
  • Daily News on <Your Shop’s Name>

The only true rule of subject lines is to make each one count. That means don’t use clickbait to lure them in. This destroys your credibility, meaning a loss in sales. Nothing in the world is more frustrating to a customer than having their time and money wasted. 

To be effective in your abandoned cart email is to get your customer’s attention in the least amount of words possible. Think about what matters to them. It may be happier kids, saving time or money. 

Cater to their pain points without sounding spammy and use their name for an effective human element. 

Action-based previews

A preheader, Johnson Box or preview lets your customer know what the email is about without opening it – a sort of peephole to your intentions. If you already used the customer’s name in the subject line, try to be friendly by using personal pronouns. 

  • Your cart is waiting for you. 
  • Your <insert item name> is waiting for you. 
  • Your incredible deal on <insert item name> won’t last long. 

Some customers prefer statements and others are motivated to open an email based on a question. You can choose which works best for you. 

Your <insert item name> is waiting on you. Or Did you forget about <insert item name> in your cart? 

  • Ready for your <insert item name>? 
  • Want <insert item name> that gives you <insert benefit>? 
  • Do you really want to miss out on <insert item name>? 

Generate a summary of your offer and give customers an action to perform, besides opening the email. Make them want to open the email and complete their purchase. Action should be the priority. 

“[Previews] deliver a seven percent higher open rate, on average. With nearly half of all emails opened on a mobile device, and the average inbox swelling to more than 100+ emails per day, clever pre-headers are a great way to capture your audience’s attention.” 

Convincing copy

Customers don’t always have a ton of time to read your emails. You need to get their attention right away. The best copywriters use the AIDA formula when generating abandoned cart emails. 

A – attention

I – interest

D – desire

A – action

You can always play around with the formula to find out which sequence works best for you. 

Attention-grabbing opening sentences are easy. You can go the basic route and ask a question. Let’s say that you are dropshipping light-up dog balls for stick throwers called Lit Pup. 

  • Does your dog need help finding their ball? 
  • Is playtime Fido’s favorite? 
  • How can you make playtime even better this winter? 
  • Looking for ways to make playtime even better when it is dark outside? 

You are addressing the pet owner’s pain point of wanting to spend quality time with their dog when it grows so dark outside that finding the ball is a challenge for owners. Ask the question that has been on their mind or offer the solution right away. 

  • Playtime just got better with Lit Pup, which lets them see the ball even on the shortest day of the year. 
  • We just solved the problem of your dog not being able to have fun when chasing their ball in the dark. 
  • Fido wants to thank you for making playtime even better this winter. 

Fido would love a little help with finding their ball this winter. Darkness comes too early as we step into fall. If you have been working all day and your little nugget has been patiently waiting for their time at the park, our Lit Dog Balls make their favorite time with you all the better/BEST. With non-toxic neon coating and LED lights, Fido can find their ball even in pitch darkness. Give them the exercise they need so they don’t chew up everything while you are working. 


You have got your customer’s attention and now you have to engage them. Focus on their needs and expectations to keep them reading. This is a critical time in your email, so use a formula within a formula with the Rhetorical Triangle. 

Miami copywriter shares how to incorporate the Rhetorical Triangle into your abandoned cart email for greater conversion.
If it worked for the Greeks, it can work for your shop.

Logos – numbers and/or facts

Pathos – emotions

Ethos – credibility 

According to, for every 20 minutes you spend playing with your dog, their boredom rate decreases by 33 percent. 

According to, dogs who have enjoyable play sessions with their humans score higher in obedience attentiveness. 

According to, playing games with your dog decreases low-level separation-related behavior. 

Consumers want to trust you to come up with solutions to their problems. Gain trust with logic that appeals to their emotions. Use numbers and facts (logos) to build your credibility (ethos). Dogs naturally evoke emotions with canine aficionados. 

The trick is to pack the Rhetorical Triangle into a single sentence. 

  • 85 million homes have a dog. 
  • The average number of dollars spent on dog toys every year is 48

According to, there are more than 85 million dogs at home waiting/begging for their playtime and attention/love from their owners. 

Logos = 85 million 

Pathos = waiting/begging/attention/love

Ethos =

The average pet owner spends $48 on their pet every year, but if you invest in the $12 toy/ball they’ll love, you both win! 

Logos = $48 

Pathos = invest/love/win

Ethos =

Bold CTAs

Finish off your abandoned cart email with a call to act that fits in with the tone of your email. Remember that consumers are aware of false marketing tactics. Do not create a faux sense of urgency or push them to act if they are not ready. Here is your new strategy: Charm. Reinforce. Stand out. Sell the idea that they are the kind of person to buy your product. 

Promote the sense that you personally like the customer and want them to be a part of your brand by buying a product. Then, reinforce your brand values. Show that you are passionate about your products. Maybe they are sustainable or right off the catwalk. Perhaps your products are so unique, they aren’t available to the masses. Or, they are so high-quality, they will instantly improve anyone’s life. 

In a crowded inbox, you have to stand out with the right abandoned cart emails. Do this with something other than price. If you can’t think of a unique selling point without cutting cost, you need to re-evaluate your branding. Sometimes people are willing to spend more money for a quality product if they understand why it is so important. 

Examples of bold CTAs: 

See My Cart

Continue Shopping

Get It Now

Let’s Go 

Reclaim My Cart

Keep My Items

I Am Ready

Ready to Save 

Complete Order

Get the Details

Avoid the words buy or pay in your CTA. If your customer isn’t ready, these words will annoy them. Focus on getting them to the next step. 

There is so much that goes into your abandoned cart emails and optimizing your site for Black Friday and beyond. Call 786-208-0451 to set up a free consultation with Miami copywriter and SEO specialist Maureen Castellon. 

Miami Copywriter

How Do You Measure Your Return on Investment with a Copywriter?

A copywriter is a cheerleader, content/copy generator and a fellow human being. Of all these things, being a mind reader is rarely included. When you decide to hire a copywriter in any capacity, you must be clear what you want from them. 

Decide what you want your results to be. Here are a few examples of marketing goals you may want to set: 


Topping SERP can be a great goal with the right time frame. Much like physics, for every piece of SEO knowledge acquired, you realize how little you actually know. Black hat techniques get you the results you desire. They can also get you banned from Google. 

Slow and steady SEO with white hat tactics includes effective keyword research and conversational blog content. It takes time to gain approval from the crawlers and build up your backlinks. Don’t set up a goal that would require a hacker to achieve. 

A practical goal is to increase engagement and provide value via your blog content. While you don’t want to be on the second page of Google (supposedly where all the well-hidden bodies are) making the front page after a certain period might be attainable. 


Getting a client to open an email is a victory in itself. When they actually convert, it seems like a miracle no matter which industry you are in. I recently wrote an abandonment campaign that had the best conversion of any series in the history of the company. It took a bit of in-depth research to understand the needs of the audience and the secrets of higher deliverability. 

<Insert snip> 

My initial goal was to set a record and understand deliverability. I am happy to say it was achieved. 

Press releases

The main goal of a press release is to boost company visibility via traditional means. Small businesses need to consider implementing press releases to gain consumer mindshare. This can be done by understanding that these communications are part of a long-term strategy. 

Press releases are a great way to announce new products and services while demonstrating why clients need you. Opt for your new copywriter to generate at least one press release a month to gain and maintain visibility. 


Short. Personalized. Valuable. Getting a text at the right time with effective microcopy converts. Mobile marketing is essential to boost brand awareness, engagement and sales. This type of marketing usually requires an opt-in, so clients will want to know about flash sales and event-related promotions. 

You can offer Black Friday deals to maximize sales to a select group of clients. How mobile marketing differs from email marketing is in the results. An email must be deliverable and immediately stand out in a crowded inbox. 

Most texts are read within three minutes of being received and almost half of recipients respond. Use a copywriter to try out the hottest form of marketing to get results. Include SMS in every campaign strategy and track results. 

You may just find yourself preferring SMS over email once you start using them. 

Editorial calendars

A common mistake with social media is doing everything on the fly in the hopes of coming across as authentic. This hardly ever works. You need a copywriter to plan out your messages to the world. Have them research your target audience and give them the space to be creative. 

You can track results through engagement and conversions. 

Web content

Traffic is the easiest way to gauge web content results. A skilled copywriter optimizes any webpage. Measure your results through traffic first and engagement second. Just like on a social post, comments are seen as valuable by the crawlers. 

Landing pages

When you have a sale or a new product, a landing page is a must. The right copywriter optimizes it with the best keywords and makes it as conversational as possible. If it’s an e-commerce landing page or something related to sales, conversions are the best way to track your new copywriter’s results. 


A copywriter is not always an editor and vice versa. However, the best copywriters know enough about correct usage and syntax to know when something is off. Not having proper wording or punctuation makes your company look like a scam. 

The reason why the Prince of Nigeria emails are so awful is they are written poorly on purpose so only the most gullible believe them. People who understand proper English are much more discerning even if it is a deal that will supposedly change their life. 

If your budget allows, hire a copywriter and editor. If you can only hire a writer, give them enough turnaround time, at least the next day, so they can look at their copy with new eyes. 

How to find the right copywriter

Once you have enough steady work to welcome a copywriter to your team, the next, hardest step is finding the right one. 

There are plenty of people claiming to be copywriters. While every writer must start somewhere, you should hire someone with at least five years’ experience. 

What should I look for in a copywriter? 

• grit

• versatility

• personality

Just as a blind squirrel eventually scores a nut, a person can come up with a few good or great ideas in their lifetime. However, being able to do this every day for hours at a time requires the type of discipline that only comes with/from experience. 


If you decide to hire a rookie, make sure they have the grit to put in all the hours required and to take feedback well. The ability to separate the wheat from the chaff when it comes to what the client actually wants is immeasurable. 

Sometimes it’s hard to describe exactly what you want, especially when you don’t know copywriting standards yourself. Look for a copywriter who can effectively translate your needs into results-driven copy.

Writing six to eight hours a day is challenging when you don’t have enough experience. It can be challenging even when you do. Think of all the times you may have tried to write a social media post or attempted to crack the SEO crawler algorithm on top of all your other business responsibilities. Chances are, you gave up and looked for how to hire the right copywriter to handle everything. 

A rookie will most likely be Googling how to do things and find the correct lingo when generating your reports. Finding one is as easy as going to a job posting board or typing a hashtag into Instagram. 

Rookies usually charge no more than $15 an hour. Some are quite confident in their prices or try to ask for more once you are happy with their work. Set a fair price once you have reviewed their samples. 

When deciding to hire a rookie, understand that saving money may result in wasting time. 

When you go cheap, you run the risk of ruining your reputation and business. You may be able to find a novice copywriter who really will help your business. However, chances are they are still learning and may ghost you. 

You can measure your investment in the money you have saved with a rookie. However, keep in mind that they may not understand how to write for your target audience since they are so new. 


Every copywriter must learn to pivot. This ranges from finding their lucrative niche and learning the seemingly unending SEO and social media algorithm updates to being able to sell their services on the fly. 

Controversial opinion: A versatile copywriter should have experience in every niche. 

Many copywriters do not agree on this point. Some feel that specialization makes them experts in their chosen field. When someone feels confident enough in their skills to call themselves an expert, they have stagnated. 

Copywriting is a tough business, so niching is safe. This sense of security makes for duller writing and a hesitation to be wrong, but you have to be wrong a few times in order to be right. 

The industries I have written for include:


real estate




home décor








I have done: 



press releases


editorial calendars

web content

landing pages


Chances are that you need someone who is comfortable with print and digital. Most writers will not have extensive experience in any industry but can learn enough through writing for a client. How much experience is not always as relevant as how much a business owner is willing to sit down and explain. 

Ask yourself how much time you are willing to invest in a rookie. 


One of the biggest lessons I learned when I first started working with other copywriters is that you can either have the talent or the temperament. Rarely can a writer have both. An experienced writer understands that hardly anything is personal. Another writer may have a fit if they have received too much feedback. 

Make sure to have at least one phone conversation with whomever you hire. Try not to ask too many personal questions. Deadly global virus notwithstanding, most copywriters want to stay in their homes as much as possible.

As a business owner, establish a support system that allows you to focus on client relationships and cash flow. Having the right copywriter saves you time and money. Use the goals above to track the results you seek with an experienced copywriter that is perfect for your needs and business. 

When you are ready for the right copywriter, contact me at 786-208-0451 for a quick consult to see how we can work together and get you the results your business deserves.