Some gurus tell you that you should never talk about yourself marketing. And in some ways thats true.
If you are going to brag about your accomplishments and awards, then I agree with them.
However, giving people a peek into your personal life can be compelling, especially if it shows how you can help them.
And that’s what I was doing here. Showing them what life is like as a Real Estate Professional on the job and what I do to advocate for the rights of homeowners.
This is one of several emails that I wrote on the Short Term Rental War in Nashville. My audience knew that I would be attending this meeting as I discussed it before and invited them to join me.
It is an important topic to my list because they are mostly homeowners or investors in Nashville.
So the theme of this story is mixed. Part current events and part peek behind the curtain. Mixing and matching themes is another way you can make your stories more interesting to your audience.
Results: This email resulted in 23% more engagement than average for me.
Theme: The theme is a mix of Current Events and what I call “Peek behind the curtain” (Which is a bonus theme for you!)
Headline: The headline works because my list knew that I would be attending the Metro Council meeting and that the news would be there. It’s also compelling to see someone you know on TV because it doesn’t happen every day.
Story: The story was big news locally because we have a lack of hotel space in Nashville right now. Our downtown hotels are higher priced than Manhattan and Boston. And many people are interested in short term rentals as an investment. People like games, so I played off the fact that I was on TV. Only the back of my head was visible and since its easy to recognize, I used it as an opportunity to have some fun. Several people wrote back to let me know they recognized my head.
The Sell: My CTA was to ask them to respond with their take on Short Term Rentals. People that live near the “party” houses tend to be vehemently against them and I understand. My goal was to have some real estate related conversations with people my database because conversations are the start of relationships. My secondary CTA was to look at the Daily Deal and have them visit my site.
Here is a link to the email:
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