Oct 25 2007
Brothel In Pimlico-The Best Book on How To Write Real Estate Advertising
When I first started in Advertising I was given two books by my then mentor, The first is shown above “Brothel in Pimlico” the second was by John Caples entitled “Tested Advertising Methods”
Roy Brooks was a real estate agent who lived and worked in London some 70 years ago.
He became famous for his cleverly worded and blatantly HONEST Advertising copy.
He told you upfront if the house was dirty or in bad repair.
He commented on the owners’ circumstances and included descriptions of what class of people would feel most comfortable in the neighborhood.
His comments on decor include: tasteful, modern, hideous.
He said one property would be alright “if you TART it up a bit.”
It is a great lesson on how to show a products apparent weaknesses as an opportunity.
You will find the odd reprint copy available if you do a search on Google.
Both books have remained my favorites and have not been in anyway, outclassed by Messrs Ogilvy nor Godin. (in fact, I find a great deal of duplication from these later contenders)
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