Real Estate Writing: Razzi Finds Her Voice

March 27, 2007

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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Book Writing, Real Estate: Two of My Favorite Topics Come Together

March 19, 2007

I was driving back from Las Vegas Saturday and heard the tail end of Marketplace Money on KPBS here in San Diego.

On the show, Tess Vigeland (awesome interviewer) spoke with Elizabeth Razzi (awesome last name) about changes in the housing market and how sellers now have to work for buyers instead of having them line up at the door, earnest money in hand, as in days past.

Razzi gave some good tips on what sellers can do to make their homes more appealing. Most I had heard before, yet some were new to me. (I’m an example of a little knowledge being dangerous since I co-wrote a book on household moving and am a real estate marketing consultant.)

Razzi was a great interview, though. And I suspect that although she repeated what any real estate agent knows, she was picked to be on the air with Tess partly because she has a book: The Fearless Home Seller (awesome title). (Although a quick Google search shows she’s also written for Kiplinger’s Personal Finance magazine and has been heard on NPR before, so the woman is obviously tagged as a go-to expert in the media.)

I gotta wonder how it all came together for her, though. So I found her e-mail address and asked if she’d be willing to be interviewed by My Big Business Card.

Let’s see what she says. Stay tuned…