Occasionally there things in our lives or where we live that just aren't considered popular or a good thing.

For instance in New Jersey it is a "put down" when someone asks "what exit?"  The reason this is, is because most people think of New Jersey as a place with nothing but highways running through it.

In a way that is true.  The highways are very convenient for access to New York City, Philly, Atlantic City or any number of commerce centers where people go to access.

For Native New Jersey folks the calling out of the Exit is actually a tribal thing.  In fact there is a restaurant very close to my home that boasts about making New Jersey Style Pizza.  Now for the non-natives, that may not have the same effect as it does from a New Jersey Native.  The effect it has on me is similar to the same one Pavlov's Dogs developed at the sound of the bell...salivation!

To capitalize on this further the New Jersey Pizza Place (located in Lovely Lone Tree) has a Jersey map on the wall.  They offer little paper cards to the customers along with pins.  Most people write where they are from or how much they love Jersey Pizza and stick it on the wall.  Tribal ritual?  You bet.

OK so what does this have to do with a positive becoming a negative?

I use the Exit 100 in my bio.  A few years ago, I had one of my clients interview me and write my bio. I hate writing about myself.  Her efforts evolved with the inclusion of the "Exit 100 for those in the know" statement.  I wanted to strike it, but she convinced me it was part of me and a good identity feature.  So it stayed.

The results of this little line are rather astounding.  People who know what I'm referring to, identify with me. 

This little statement that began as a put-down is now an in your face, that's my place identity.  Yes, I'm from New Jersey, The Garden State and proud of it!

Taking this concept a little further...

On various occasions in my long career, I have homes that were less than wonderful.  These homes would not appeal to everyone, but to those looking for fixer uppers they are a gold mine.  I would use the lead line, "El Dumpo" or "Mrs, Clean Used to live here but she moved" type lines.  Once another agent asked me why I wrote negative ads...my response was they aren't negative.  I was accentuating the positive feature of this house.  It was a dump and for many that was a good thing! All my El Dumpo homes sold fast.  (They were REOs so don't fear I was offending a home owner.)

So how can you accentuate your negative into a positive?

<picture of the Beautiful Garden State Parkway, Exit 100 taken on my way to NYC ~ copyright 2006 Kristal Kraft>