I need your opinion. It should only take a minute.

Who should I hire for my available position within the company? Candidate A or Candidate B? Their education, work history, and qualifications are nearly identical, so I’ll allow you to judge based on the opening line of their cover letter.


Candidate A: “I would love to work for your company because I want to work in an environment where I can develop my skills and continue to be hard working and self-motivated.”


Candidate B: “As a self-motivated and hardworking individual, I can bring my skills to your company and enrich your already fervent environment.”


I shouldn’t have to tell you who I’m leaning toward, and flattery has nothing to do with it.

Like an applicant vying for a job, filling a need is more effective than forcing people to care about you.

If you’re marketing yourself through letters, online ads, Craigslist, or emails—and you should be—take a hard look at your efforts. Anything you have out there to solicit business can’t be all about you. It needs to be about them.

Just like Candidate A, when you focus your ad on your own needs, wants, and desires, you are not going to reach people successfully.

A bad ad is an ad that’s all about you.

A good ad is about the people you are trying to reach and what you can do for them. It shouldn’t feel like an ad to the reader; it should seem like an opportunity to improve their life by working with you.

Let’s keep my candidates in mind and take a page out of the good ol’ Business 101 handbook to illustrate my point. When asking for business, you must:

–    Figure out who you’re talking to.

–    Focus on what you can do for them.

–    Be clear and concise.

–    Be engaging. (Yes, brevity is your friend. But a long ad isn’t as dangerous as a boring one.)

Shift your focus off yourself to connect with others, and you’ll be surprised how quickly others will help you reach your goals.


To Your Success;

Lee A. Arnold


The Lee Arnold System of Real Estate Investing

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