Real Estate Writing: Razzi Finds Her Voice

I heard back from Elizabeth Razzi (read the first installment) who actually found I was interested in talking to her not through the email I sent, but an Internet news alert on her name. (How great would it be if I wouldn’t have to actually email anyone anymore requesting an interview but instead just conjure them up by dropping their name in my blog?)

Razzi’s book featured on NPR, The Fearless Home Seller, is a follow-up to her first book, The Fearless Home Buyer. She pointed out to me that she’s not a real estate agent, but a magazine journalist and writer, so the books didn’t come about as a way to increase her real estate business.

At the same time, she’s glad she wrote them and they have proven to be a moneymaking tool for her.

Razzi was approached by an agent when she was on staff at Kiplinger’s. It was good timing. Her writing had been included in Kiplinger’s books, but she was looking for a career change—and a way to express herself and her thoughts in her own voice. Writing books became a facet of Razzi’s new career as a freelancer.

Working with the agent, Razzi determined what her books would specifically say. “I started with a book proposal to determine what would make my message different from everything else out there,” she says. “A good thing about being a journalist is that you have to learn to write to your audience. At Kiplinger’s everything was in their voice. Once I got the book assignment, I had to sit down and figure out what I wanted to say all by myself.

“There’s more of a direct link between me and my reader—that took a little getting used to,” she says.

That’s so true. When you’re a journalist, you’re writing one to many. When you’re an author, though, I suggest writing one to one. (The same goes when writing web sales copy, by the way.)

Create a picture of your ideal reader is, including gender, age, marital status, career, income, hobbies—and those situations he or she is going through related to your topic of interest. Of course you’ll have readers outside of those parameters, but with creating a picture of that one person, you’ll find it much easier to hone your message and connect with all readers—especially those in your target audience.

Have questions about how to exactly do that? Let’s connect, and I’ll show you how.

Donna

Donna @ MyBigBusinessCard.com

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