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How blow your credibility before you even get started
In a day and age when email and social networking reign supreme I have to give props to anyone going"old school" on us.  I received this fax blast a while back and it is a great example of how not to position yourself as an expert.
It stars off alright but read closely and see if you can pick up on what I did:

If you didn't pick up on it I'll flip it over so you can read the footer:

The ad copy wasn't bad but leaving "Mitch's Carpet" on the fax footer shoots all kinds of holes in your credibility.   I said to myself "there's so much money in short sales that even the carpet business wants in on it."  Those of us who work short sales know that it's not a part time gig to make a couple extra bucks. 
The point being, if you're going to try to position yourself as an expert make sure your marketing pieces reflect it.
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