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NO! Sending out "Cheese" Is NOT "Better than Nothing" - at least when it comes to your Sphere of Influence

At the end of last year, I went on a rampage about cheese. Not the edible kind (heavens, no!), but rather, the prospecting variety. As in, promoting yourself with dorky, pitchy, predictable material that you bought off the shelf or copied and pasted from some free online resource (or egads, maybe you even paid for the krap!). Y'know. Prospecting cheese.
It is my opinion that if you're going to spend your time and your money promoting yourself to your adoring fans, it's far more effective if you actually create the material yourself to ensure that it's not dorky, cheesy or boring. Everything you send out, whether via snail-mail or email, should be done with the intent of inspiring the recipient to smile and think of you fondly.
And yes, that might just take a little more time than you're used to devoting to your mass-prospecting efforts.
Well, seeing how "time" is usually in short supply, many agents read my stuff and say "Okay, I agree in principle, but at least I'm sending out SOMETHING! I figure that's better than nothing, right?"
Nice try, but no. It's not. Especially when you're sending out that SOMETHING to your Sphere of Influence - aka your ... more

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