Copywriting 101
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Earn Trust Through Education. One of the main purposes of writing on a mortgage blog is to earn the trust of our clients by articulating complex processes in a manner that they can understand in order to help them make more educated decisions about their real estate transaction. It’s important to include the words, references and terms that real people would use in their regular conversations. I’m not saying to dumb your content down so that you sound like an idiot, but don’t get hung up trying to talk like you’re an English, Economics, or Math Professor. Writing excellent posts with well organized and descriptive content is the foundation of a successful blog. Post Structure: 1. Title – use descriptive words If a certain photo or video is the main focus of the article, then make sure you have it placed towards the top of the post above the fold (so readers don’t have to scroll down to see it). Step 1: Login >> Dashboard >> Posts *The Tags and Categories have already been provided for you and strategically organized within MyFHAblog for maximum exposure. IMPORTANT: Please only choose from the tags and categories provided, or email Mark with suggestions if you do not see an option that fits your post. Please DO NOT create your own categories or tags on the FHA blog. Suggested Reading: » Keyword Basics |
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Let’s take a closer look at exactly how a mortgage blog post should be structured, as well as some examples:
Be descriptive, use keywords and address you reader’s needs. Writing dynamic headlines that grab the attention of your target audience is important, especially since the average total time a borrower spends on a mortgage blog is around 2.5 minutes. People want instant satisfaction, so keep that in mind when you’re giving your post a title. It also let’s people know that you value their time. Suggestions: - Lists ( 5 Top __ ) Good Example: “Three Things Lenders Look At On Your Credit Report For Mortgage Approval” Bad Example: “Knowing Your Credit”
Reinforce and expand on the main keywords from title. Basically, re-write the title in a different arrangement, but take the opportunity to engage your reader by proposing a benefit for them to continue through your article. If written well, this first sentence can easily be used for the post excerpt, as well as the post description on the All-In-One SEO Pack. EX Title: Las Vegas FHA First Time Home Buyer Guide EX First Sentence: An FHA Mortgage is a popular loan program that many Las Vegas first-time home buyers take advantage of due to the low down payment and flexible credit requirements.
A brief overview or outline of the topics that will be covered in the article. Let your reader know what they can expect to gain if they choose to continue reading further. This isn’t an attempt to trick them into reading more, its simply a formal and professional way of setting up (pre-framing) the rest of the post.
A fact, quote, story, benefit, trivia, history, stat or something unique relating to topic. If you’re bored writing your post by this point, you can bet your readers are going to be as well. A quick mind bender will help get your reader’s attention.
Phrase or words that sets up bullets. Describes the following 3-6 bullets or blocks that highlight the meat of the article. It’s important to break up the content within your article with titles, bullets, bold words, images, video, quotes, or anything else that will help the reader’s eyes and mind stay alert while reading through your post. There’s nothing worse or more intimidating than looking at a massive block of content that doesn’t even have basic paragraphs separating the various points.
Use this area to highlight the specific details of the article. Bullets are easy for the reader to follow and they don’t require full sentences. Alternatively, you can use this area to give a brief summary of a few components of a specific sub-topic within the article. EX: - Mortgage Types (FHA, VA, USDA…)
Recap, clean up loose ends, refresh… There isn’t a rule-of-thumb to consider for the length of blog posts. Some people prefer writing long detailed articles, and other loan officers do a great job hitting a few main bullets of the day. However, if your articles have a tendency to get long-winded (on a specific topic), then use the final sentence or two as a means of bringing your reader’s thoughts back together. Explain how your article fits in the homebuying process, what other things they should consider reading about and/or what the next step is.
A few FAQ’s at the end of a post are a great way to address anticipated questions without having to dedicate a bunch of time or space. Another benefit of a FAQ section at the end of a post is that it will give your reader an idea of the types of questions they should be paying attention to while researching the topic you wrote about.
Be deliberate, tell your readers where to go. Even though there are several plugins that will suggest related articles, it’s important to remain in control the educational process so that your reader knows you are paying attention to all of the details for them. Don’t forget to include other forms of media, images, video, podcasts, charts… |
Related Articles: » How To Write Magnetic Headlines » 10 Persuasive Writing Techniques » Sexy MLS Copywriting In 680 Characters » Do You Have A Blog Strategy? » 9 Signs Of An Effective Post » Your Audience Is A Moving Target » Copywriting 101 – Ultimate Guide Research Links: |
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