Scott Todd exposes the #1 marketing mistake real estate investors make: using generic, invisible copy that speaks to everyone and connects with no one. Drawing from his own transformation—when he shifted from broad messaging to targeting specific sellers (60-80 year olds doing end-of-life planning)—Scott reveals how getting hyper-specific actually increased his response rates across all demographics. The counterintuitive truth: the more specific you get, the more people respond.

• What "invisible copy" is and why generic language makes you forgettable
• The pattern recognition method: analyzing your last 10 deals to find your ideal client
• Why targeting one specific person attracts more people than broad messaging
• The ConvertKit case study: how focusing on "content creators" built a massive email platform
• The three-step process to transform your marketing from invisible to magnetic
• Why "writing to Jim" creates personal connection even with people who aren't Jim

• The Invisible Copy Trap: Generic language that could apply to anyone makes you invisible to everyone
• The Specificity Paradox: When Scott targeted 60-80 year old sellers with end-of-life concerns, younger sellers still called—and overall response rates skyrocketed
• The Avatar Method: Write every piece of marketing to one specific person with one specific problem
• The Pattern Analysis: Your last 10 closed deals reveal who you should be targeting
• The Three-Step Fix: (1) Find the pattern in your closed deals, (2) Write to that specific person, (3) Test and track response rates

• Take the IPP Assessment
• Episode 8: Niching Down and Product Market Fit
• Fix This Next for Real Estate Investors (Scott's book)
• ScottTodd.net
• B. Scott Todd on Amazon.com

Mentioned in this episode:

Thanksgiving Greeting