Pre-appointment marketing and the NEW copywriting formula
- Jeff Glover
- Feb 11, 2025
- 2 min read
Okay let's get back to putting some PLACS on the wall..
We're still on the P. in P.L.A.C.S. and more specifically, we're talking about pre-appointment marketing and on Friday, Alanna Pfeffer and I went deep into the new copywriting formula for your short form (2 min or less) videos. If you missed the session, or just need it broken down again in writing, here's the NEW formula:
You'll notice in the new formula we removed the introduction altogether (kills views) AND we added a second hook to keep them watching right at the moment they may start to lose interest. Finally, the call to action is no longer call me at or dm me it's something in relation to the comments or a share.
What good is your video if no one sees it? The above formula is designed to get you more views, trick the algorithm and will position you as the go-to listing agent in your market. So how do we get good at this? You have to write out one piece of copy per day and at the end of the week, decide which one you will use. You'll have five to choose from, I know one will be worth it. But how much time should you be setting aside for this? 30-45 minutes a day to write good copy. Search "trending topics in real estate" on Google and have a field day with writing copy to fit what's trending and then at weeks end, pick the one that was the most INFO-TAINING. Yes, that's information meets entertaining. Again, you'll have five to choose from so pick the one that checks the infotaining box!
Until then, make it an unreal Tuesday!
Jeff
p.s. we just launched 76 Hard and will be doing a webinar this Friday at 10a est to explain what this round is all about - click here to join us!
Hi there — thanks for this thoughtful post! I really enjoyed the way you broke down the new copywriting formula step by step — the dual‑hook approach and the “infotaining” focus made the explanation super clear and practical. The part about writing a short piece of copy daily really resonated with me, because consistency is where growth happens. I recently read a discussion on a https://www.gourmetgiftbasketstore.com/ review blog, and that too emphasized the importance of testing different copy approaches to find what works best. Looking forward to more of your content — thanks again for sharing!
Great post, I really like how you’ve distilled short-form video copy into that streamlined “Hook #1 → Content → Hook #2 → Content → CTA” structure. That second hook is a smart way to fight the typical drop-off in the first few seconds (especially on social platforms).
For companies like ours, say at Innova Designz, where we offer EBook Design Services and often market globally (often to clients in the USA and beyond), this kind of copy structure could make a big difference in engagement. I might try using this formula next time I script a promo video for our eBook design packages. Thanks for sharing these actionable steps!
Great insights on Exploring Business Archives and how they can shape smarter strategies for future growth. The section on Pre-Appointment Marketing and the new copywriting formula was especially helpful for improving customer engagement. This approach is something even a SEO agency Los Angeles could use to refine content and boost visibility. Thanks for sharing such practical ideas
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