Every morning I arrive to an avalanche of emails. Instead of the good, the bad, and the ugly, it's open now, open later, or open never (spam). When your email hits your recipient's mailbox, you want it to say "open now", right?
Yesterday I got a forwarded email from my dear friend and client about the "Obama Real Estate Tax"; we all know this message type: passionate, rhetorical, and spewing half-truths. These soapbox statements tell us how we should think about whatever the red people or blue people are doing to America. It's only August and I am already more than slightly nauseous about the negative campaigning, with all the hype and innuendos running amok.
The facts of the matter reveal a different story entirely. A quick trip over to Snopes.com reveals their factual interpretation of the "Obama Real Estate Tax." Turns out that it's not a "real estate tax", and that it is not an assessment to be levied on all real estate transactions, as this article portrays. I am not sharing this to demonstrate my support of either the red or the blue teams; I am sharing this because I support reporting the truth and facts, not the media spin doctors fashioning the news to support their not-so-hidden agendas.
What has any of this to do with your brand and marketing to generate and convert leads to sales and make money?
Lead with the facts for lead generation. Don't bury the lead with hype.
If you remain authentic, truthful, honest, and considerate of your customers, you portray a brand with integrity. You are truly out there to help your clients get more of what they want. When you communicate with knowledge and clarity, your clients will come to consider you an authority upon whose message they can trust. This directly translates into more opened emails!
For example, my client will take this hot button issue and report the facts in a way to educate her audience about how the Affordable Health Care Act affects real estate transactions. Getting important and valuable content to her market on a consistent and regular basis will establish her has an expert in her field. She is a wildly successful realtor because she markets following best practices. Now she can elevate her branding message to be the new standard of responsible journalism, reporting factual useful content that we can all benefit by knowing.
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