Messaging is built on the proven idea that people will contact you if there is some direct benefit to them. The opportunity to get something they want or need drives their contact. Promoting your personal brand matters a lot because of the validity it creates for you, but in a shifted market personal branding alone without a lead generating message won’t get you the motivated leads you need. The effective message makes the phone ring and it will do the heavy lifting of your lead generation. It will be the driving force behind why people contact you. They will connect with you when your message connects with their why—when it speaks to their personal motivations.
Gary Keller, Shift: How Top Real Estate Agents Tackle Tough Times, eBook edition (McGraw-Hill: New York & Chicago, 2009), 59-60.