News: Front Section

Marketing redundancy: Relevance matters!

One key word or turn of a phrase in the subject line catches your eye as you go through the daily delete routine in your email. You "mark as unread" so you'll go back to it. A similar thing happens as you glance at the notifications on your phone. Someone commented on one of your LinkedIn posts and it's a person of influence. You immediately open the message. This is what relevancy is all about. If something relates to your current interests or issues, you first pay attention and then likely take action. Content driven marketing is taken to extremes by some marketers and the Internet is cluttered with mind-boggling volumes of information. How much of that information has any value? More importantly, to whom might it offer value and why? The quality of information you develop or share carries far more importance than the volume or frequency of material you blast out. One really interesting article might reach one key audience member who then shares it. His network could be full of new business prospects who can actually do business with you and refer clients. Exciting new ideas and demonstrable best practices spread fast without the need to invest lots of media dollars. As you determine what content to offer your target audience, ask yourself first: If in their shoes, would I want to consider this or learn more about it? Better yet, run it by a couple of customers and get their feedback to help assure its relevancy and value. It's important to run such mental tests or surveys before you produce and publish content. The extra time is well worth it. When other people start talking about your ideas and how much they appreciate you as a resource, you become the go-to guy or gal. You're the authentic authority on your product category within your market. Doing business with you becomes the natural choice and might even be considered fashionable in your commercial sphere. Chuck Sink is president of Chuck Sink Link, Hopkinton, N.H.
MORE FROM Front Section

Newmark negotiates sale of 10 Liberty Sq. and 12 Post Office Sq.

Boston, MA Newmark has completed the sale of 10 Liberty Sq. and 12 Post Office Sq. Newmark co-head of U.S. Capital Markets Robert Griffin and Boston Capital Markets executive vice chairman Edward Maher, vice chairman Matthew Pullen, executive managing director James Tribble,
READ ON THE GO
DIGITAL EDITIONS
Subscribe
Columns and Thought Leadership
How COVID-19 has impacted office leasing - by Noble Allen and John Sokul

How COVID-19 has impacted office leasing - by Noble Allen and John Sokul

To say that the effects of COVID-19 has transformed office leasing is an understatement. When COVID-19 was at its peak, office spaces were practically abandoned either through governmental mandates or through actions taken by businesses themselves.

Four tips for a smooth 1031 Exchange - by Bill Lopriore

Four tips for a smooth 1031 Exchange - by Bill Lopriore

Many real estate investors do not understand the specific requirements that must be met to secure the benefits of a tax-deferred 1031 exchange. For example, the replacement property must be identified within 45 days of the closing date of the relinquished property.
Five ways to ruin a  Section 1031  Like-Kind Exchange - by Bill Lopriore

Five ways to ruin a Section 1031 Like-Kind Exchange - by Bill Lopriore

While there is some flexibility when structuring a like-kind exchange, some important requirements must be met. A mistake can ruin your exchange. Here are five mistakes to avoid:
Make PR pop by highlighting unique angles - by Stanley Hurwitz

Make PR pop by highlighting unique angles - by Stanley Hurwitz

Coming out of the pandemic, a client with three hotels in Provincetown, Mass., needed ways to let the world know his properties were open for business for the 2021 tourist season.