Sunday, March 31, 2013

A Look Behind The Curtain: How To Choose A Mortgage Lender - Forbes

 
 
Last week I saw a restaurant review on a local blog that touted “The New York Times says . . .” and I thought, wait a minute, the Times didn’t “say” anything, somebody that works for the Times did! One person, one opinion, not the entire staff and their collective opinion, but one individual. Invoking the mighty Times just because the reviewer works for the NY Times, transfers the credibility and credentials of the institution to the individual and turns an individual opinion into a powerful endorsement.

When someone refers to this writing, chances are they will say; “forbes.com said ” and not “Mark Greene said on forbes.com . . .” See what I mean? “Who’s Mark Greene” is replaced with the towering credibility of the forbes.com brand. Unknown uncertainty instantly transformed into concrete factual evidence.

Read more: A Look Behind The Curtain: How To Choose A Mortgage Lender - Forbes

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