We seem to be bombarded daily with some new fangled way to generate business. We are not even talking about all of the hype most products and programs have. That’s for a whole separate article.
But what we want to share with you today is much deeper. So clear your head before you read this, OK?
Stop and think of a triangle. In fact, go ahead and draw a triangle on a blank sheet of paper. Before we share this important marketing lesson with you we want to come clean. See the truth is that often we just want to be handed a program and simply copy and paste and repeat.
It’s like the parable of the fish; however we prefer our fish handed to us already cooked, with a great sauce on top and a napkin, fork, knife and glass of wine. But in this article I want to give you some fishing lessons.
Why doesn't that system or strategy work? You know the one you invested all of that time in? It could be for a few reasons.
It might just be hype or a short-lived scheme that simply doesn’t work. You could be using the tool incorrectly. But third and maybe most importantly, you simply may be using the wrong tool for the job.
Ever try to fix something with the wrong tool? Of course you have, we all have. It’s human nature to want a shortcut. But all too often that short cut winds up creating all sorts of issues that actually cost you more time in the end. By the way, this is true for both the reverse and forward segments of your business.
Got that paper out? Good. Draw a triangle. At the top write "market", at the bottom right "message" and on the side write "media." Together that is market—message—media. We learned this from a famous marketer many years ago and it totally changed our business and marketing efforts.
Going back to the fish example: You must have the right bait if you want to catch the right fish. So stay tuned to this column for the next three weeks as we tackle each one of these issues so you can finally have a message/tool that is targeted to the right audience and with the right message.
Brian Sacks and Sue Haviland are the co-founders of Reverse Mortgage Success. They have been in the industry for over 25 years and have closed over 5,000 transactions. Sue and Brian originate reverse mortgages each and every day and share their real world experiences with you at
