A successful businessman I once knew often said “You don’t have to tell everything you know.” He was, of course, referring to giving too much information to those who might use it against you in the future – either personally or in business negotiations.
You follow this advice when you tell your buyers or sellers not to speak with the agents or principals on the “other side” of the transaction. They might reveal information the other side doesn’t need to know – like the reason for their move.
Wise people also follow it when they refrain from indulging in office gossip. Even if you “know” that Nancy is seeing Betty’s husband on the sly – if you’re smart you keep your mouth shut. The same applies to repeating anything anyone told you in the heat of anger or frustration.
But then there are those other times – times when it’s best to tell all you can.
One of those times is when you’re explaining the process of buying or selling a home to a client. They need information, and the more of it the better. You need to take your time and make sure they understand what you’ve told them. And sometimes you need to repeat it over and over.
Another is when you’re providing information to your copywriter.
When I send my questionnaire to clients prior to writing their agent bios, I always say “Tell me more than you think I need to know.” Almost all comply. Some write pages of information and then apologize for rambling, but their rambling is good. It gives me insight into who they are and how they do business. Often it’s in the rambling that I find a golden nugget that sets them apart from their competition.
Then there are the others – agents who don’t want to reveal anything about themselves or their business objectives, but still expect me to write about them. When I write with a specific question they answer with something vague that doesn’t come close to providing an answer – reminding me of politicians being interviewed on TV.
I’m dealing with one like that right now – and hoping that when I make something up it will come close to hitting the mark. I’ve asked the same simple question three different ways and still don’t have an answer. So…?
Remember this – your copywriter is on your side. He or she isn’t going to use your information to strengthen the other side in negotiations. So tell all. Answer every question clearly and completely – and don’t say “Yes” if your writer asks “Did you mean _______ or _________?”
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