Focus on them, not you.

"I Am the Greatest Agent" creates a ho-hum reaction at best. Instead, tell the reader what's in it for her, not for you.

I recommend: One way you could go about this is by offering to solve their problems. And people who are really good at solving problems go about it systematically, in a five step approach. They have a way of placing the problem in context. They don't jump to conclusions. They evaluate alternatives.

Focus on benefits.

Why should someone work with you? "Quality and service" is not an answer. "To sell your home for the most money, in the fastest time and with the least hassle" is. It's a clear benefit. Benefits are packed with emotion.

I recommend: But product benefits usually consist of four principal levels. They are features, advantages, benefits and motives. Each layer has its own set of attributes and characteristics, which varies depending on the product type and the market to which the product caters. Master these and you’ll be own your way. But this is not enough.

Focus on active voice.

The active voice is usually more direct and vigorous than the passive. It commands authority, passion, energy, confidence. People feel good about confidence.

I recommend: "I will sell your home for more money" is active voice. "Your home will be sold for more money by me" is passive.

Focus on details.

Explain to them exactly how you will accomplish your goals. "I use proven techniques x and y to bring more buyers to your door."

I recommend: Think four U’s when creating real estate marketing headlines for your advertising. Try to make them useful, unique, ultra-specific and urgent. For example, “Use a Provocative Blend of Technology and Psychology to Sell Your Home in Less Than 90 Days." This headlines uses all four U's.

Focus on curiosity.

"I will sell your home for more money by creating a bidding war between buyers based on a marketing strategy that blends psychological triggers and unique technology." Curiosity is a great motivator.

I recommend: Read any article by copywriter Gary Bencivenga to see how he uses curiosity to pull you through his copy. You won’t be able to stop reading.