Is Your Content Marketing Original or Karaoke? Part 2

Your number one challenge as a luxury real estate marketing professional, from a personal branding perspective, is discovering and expressing your own unique voice. It is something that is vitally important to you if market leadership is your quest.

Once you discover your voice or your unique point of view, you will find that it was actually obvious, even though it was occluded. Sir Arthur Conan Doyle, of Sherlock Holmes fame once said, “There is nothing more deceptive than an obvious fact”.

The facts about market statistics in your area are just that; they are facts. Once the facts are reported, they are obvious. But, what is not always obvious is their meaning. It is within the realm of the interpretation of facts that an original point of view is born.

You could say that there is nothing new under the sun. So where does originality come into play?

In music there are only 12 musical notes in an octave including sharps and flats. But, there are infinite combinations of notes, tempos, rhythms and timbers especially when more than one octave and more than one instrument is incorporated into a composition. It is the vision of the composer and the interpretation of the artist, not to mention the particular arrangement that makes music original.

Did you happen to see the recent TV tribute to the 50th Anniversary of the Beatles appearing on the Ed Sullivan Show in 1964? Each artist’s interpretation of Beatle classics was nothing short of astonishing-totally original!

Annie Lenox, Stevie Wonder, and Keith Urban were among many who actually improved upon the originals, while still honoring the genius of the Beatles. Even Paul McCartney and Ringo Star, who were in the audience, were both blown away! Had these artists repeated the same notes and the same arrangement it would have simply been karaoke, i.e., parroting the originals.

To stand out you must be original. If you are committed to achieving market leadership karaoke is not an option.

Is Your Content Marketing Original or Karaoke? Part 1

Written by Ron & Alexandra Seigel-

ABOUT: Napa Consultants, International is the leader in brand strategy for the luxury real estate industry. They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

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