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All Marketers Are Liars Blog




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« Weirdest billboard ever (or brilliant targeting) | Blog Home | Who spreads your word? »

The danger of vague claims

The sign the broker posted in front of the house listed her name and then said, "#1 in Westchester, Top 10 Nationwide."

What does that mean, exactly? That this real estate broker is the most successful broker in the whole county and one of the top ten in the country? I don't think so. Not if she's selling this house. She'd have to sell a thousand houses like this to catch up with someone in a fancier neighborhood who only sells ten.

I think it means that the firm she works for is really big. So what? Is that a qualification for anything? Is the 11th biggest real estate firm way less good than the ninth?

Here's the danger: when the very first interaction we have is one where you are sort of not telling the relevant truth, where do we go from here?

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