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Dave’s blog

How to Blow Your Brand with One Email – example

Subject Line: “Can you Help me?”

I received an email from a good friend.  Of course, I opened it.

My friend is a real estate agent I know to be huge-hearted, lovable, good natured and trustworthy.  This email, I sadly admit, really disappointed me.  Here’s the text:

  Do you have two minutes to help me with a problem???

I’m taking a great class right now and we’re having a competition. I need to get at least ten referrals in the next month in order to win!!!  I was just curious, who do you know from church, work, who wants to buy a home, sell a home, or invest in Real Estate that I could call today?

Thanks for taking the time to think about it!

I get it.  He’s trying something new, maybe stretching his comfort zone.  But dang it, I used to be absolutely certain that he was 100% focused on serving others.  Now he’s asking for something that’s completely about HIM.  Here’s what I wrote back to him:

  (Name), you know me well enough to know I refer when it makes sense – and I have! The (his firstname) I’m used to is all about helping others, not making an ask as part of a competition.  Sorry buddy, this makes me uncomfortable.  Stay you – that’s who people love.

We sometimes make mistakes when trying something new – successful people all make mistakes along the way.

Here’s the lesson: even when trying something new, we must be very careful to protect who we are and the reputation we’ve built in how others see us.

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