Speaking Of Wealth Podcast: Sales Copy With REI Focus


I was booked to to be interviewed by Jason Hartman, a real estate investing expert and a very prolific podcaster. By coincidence, we both ended up at the same conference just a week or two before our podcast interview. It was great to meet Jason in person and it actually helped us have a better podcast because we were more comfortable speaking together, plus he already knew a bit more about what I do.

In his podcast we talked about the importance of copywriting and sales funnels, particularly as they pertain to real estate investors.

Click here to listen to my interview with Jason Hartman about sales copy with an REI focus

Want to interview me on your podcast? Click here to learn how to book me as a guest.

Report on a real estate investing conference in Columbus Ohio

One of my clients, Mark Evans, is a real estate investor and I’ve been working with him since 2008. We talk frequently via email, text, and phone but I’ve never met him in person.

So when I heard that he was holding a conference in Columbus Ohio (a really cool conference — more on that in a moment), and since my schedule allowed it, I jumped at the chance to go.


The event was actually two separate “mini-conferences”, scheduled consecutively; and I attended both. I flew in on June 17, stayed until June 21, and the event was held at the Columbus Airport Marriott (nice hotel!).

Here’s a picture of me at an airport enroute…


June 18 – 19: The first mini-conference, called a Deal-A-Thon, was more like a 2-day workshop/coaching session for 12 real estate investors. We spend both days building our investing businesses and working through the intricacies of doing deals. This was a super-hands-on invitation-only experience among real investors and we actually did some deals while we were there. I don’t have any pictures from it but just imagine a dozen people sitting around a room with notebook and laptop and phone.

June 20 – 21: The second mini-conference had a much larger attendance — approximately 200 people. We spent the first day in a super-long marathon session in the hotel auditorium going through the steps of building a real estate investing business. With the large number of people, the information was useful but at a much basic level. The second day included a bus tour as we drove around Columbus looking at properties and discussing property valuation and exit strategies. On the afternoon of the second day, we went to a house giveaway event, in which my client partnered with former football player, ex-con, Comeback Project founder Maurice Clarett to giveaway a house to a family in need. It was a really cool experience. Here’s a pic from the house giveaway ribbon cutting ceremony…
By the way, if you ever want to sponsor or donate to this worthy cause, go over to the HouseGiveaway.org.


I went for a few reasons:

First, I finally wanted to meet my client.

Second, I wanted to participate in the House Giveaway (I’ve been a sponsor for a couple of years and I wanted to go in person).

Third, I wanted to attend a conference for the networking opportunity. I’ve attended a couple but I’m started to ramp it up a bit more.

Fourth, I wanted to fill in some gaps in my knowledge of real estate investing.

I got all of that… and more. It was an insanely good time. Not just because I ate more steak and drank more beer than someone should drink. But more-so because I went totally focused on building my business, as my game-face indicates…

… I learned a lot and what I particularly liked about the Deal-A-Thon (the first mini-conference) was how hands-on it was. It’s very common in conferences to get information and to file it away in the “nice-to-know” section of your brain, only to completely ignore implementation. But this Deal-A-Thon was all about implementation. And since it was invitation-only, the people who showed up were high-achievers and were all interested in succeeding in their investing businesses.

I also made some amazing connections with other real estate investors — not just new friends but prospective new joint venture partners for any real estate investing I do, as well as new clients for my Real Estate Investing Copywriter brand.

This was a business-changing event for me. In just a couple of short days, it skyrocketed different parts of my business to a new level that I didn’t even dream of achieving. I’d like to attend other real estate investing conferences in the future but I intend to attend this particular conference again.

Joseph Sugarman’s 64 elements of copywriting checklist

Joseph Sugarman is one of the great copywriters.

He’s sold just about everything there is to sell in just about every possible medium to sell it in. In this excellent book The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America’s Top Copywriters, he lists 64 elements of copywriting that marketers can use as a checklist when creating their own copy.

These 64 elements were offered by Sugarman as generally applicable to all copywriting, but you will need to put your own twist on these, depending on what you’re selling.

Not every item will be applicable to every ad every time, but marketers need to at least consider all 64 elements and find a way to include most of them into their copy.


Items 1 through 10 are graphic elements; items 11 through 33 are copy elements; items 34 through 64 are psychological triggers.

  1. Headline
  2. Subheadline
  3. Photo or drawing
  4. Caption
  5. Copy
  6. Paragraph headings
  7. Logo
  8. Price
  9. Response device
  10. Overall layout
  11. Typeface
  12. First sentence
  13. Second sentence
  14. Paragraph headings
  15. Product explanation
  16. New features
  17. Technical explanation
  18. Anticipate objections
  19. Resolve objections
  20. Gender
  21. Clarity
  22. Cliches
  23. Rhythm
  24. Service
  25. Physical facts
  26. Trial period
  27. Price comparison
  28. Testimonials
  29. Price
  30. Offer summary
  31. Avoid saying too much
  32. Ease of order
  33. Ask for the order
  34. Feeling of involvement or ownership
  35. Honesty
  36. Integrity
  37. Credibility
  38. Value and proof of value
  39. Justify the purchase
  40. Greed
  41. Establish authority
  42. Satisfaction conviction
  43. Nature of product
  44. Nature of prospect
  45. Current fads
  46. Timing
  47. Linking
  48. Consistency
  49. Harmonize
  50. Desire to belong
  51. Desire to collect
  52. Curiosity
  53. Sense of urgency
  54. Fear
  55. Instant gratification
  56. Exlusivity, rareness, or uniqueness
  57. Simplicity
  58. Human relationships
  59. Storytelling
  60. Mental engagement
  61. Guilt
  62. Specificity
  63. Familiarity
  64. Hope

How to construct persuasive sales benefits

Whether selling through written word or speaking, people respond better to your sales presentation when you sell them on the benefits of your product or service.

There are lots of ways to communicate a benefit but the most persuasive sales benefit I’ve ever seen looked like this (and I’ve written it for a real estate investor but it applies to anyone)…

“Discover the 3 steps you need to take within 45 minutes of investing in a property to increase its value by 25% immediately”

Let’s deconstruct this benefit to see all of the parts:

  • Strong, compelling action verb: Discover…
  • Easy-to-implement action: …the 3 steps you need to take…
  • Timeframe to perform the above action: …within 45 minutes of investing in a property…
  • Measurable benefit: …to increase its value by 25%…
  • Timeframe to realize the benefit: …immediately.

(For more reading on the topic, check out: 37 ways to improve your sales skills).