FLETCHER: And this is something I mentioned in episode 1 is that I have always been fascinated with talk radio. Because it’s the simplest form of media, there’s nothing to look at. It’s just there’s a radio, there’s a guy talking and then there’s you. And either he engages you with what he says or he doesn’t and those who engage you, you want to deconstruct why. What are they talking about? What are they saying? What are their emotions? What are the topics? I was listening to Michael Berry the other day. Anyhow, people don’t turn to me to get the news. People turn to me to get my perspective on the news. And it’s absolutely what you just said. People want to hear your thoughts, your beliefs, your personality, your convictions. They don’t want to hear about the latest home sales. They may, if you’re going to talk about that, want to hear the latest home sales but then how does it directly relate to them, what are your thoughts and beliefs and convictions about what that means in the market place and should somebody buy or sell.

Now, in reality, it’s not very good content because most people aren’t that interested in real estate. It’s kind of like me, I have a mechanic but I’m not interested in what he does. I don’t care how the front brake works. I don’t care about the rotor being out of balance or warped. Just fix it, I want to turn the key and I want to go from point A to point B. And so, for most people, real estate falls along this same line. And so, you have to figure out a way to make it more personal. So if you haven’t communicated in four, five years with a client base or if that’s how you’ve been communicating, four, five years with your client base from a very, one-size-fits-all, news-driven perspective, not your personal perspective, then the best way is to correct that.

Stop publishing one-size-fits-all. If you have a one-size-fits-all newsletter, neuter it, kill it, murder it. And start talking about what moves you, what inspires you. If you read a good book, tell people about, that recommend it, tell them how it changed your life, how it change your viewpoint. If you watched a good movie, if you heard a YouTube video like I just did with Gary Vaynerchuck, share it with other people. But don’t just share it, tell them how it impacted you. The thoughts that you went through, maybe how it altered your beliefs about something, maybe you thought one way, after watching the video, you thought a different way. And then ask a question. Am I wrong? Am I right? Did you get the same feeling from that?

And so, a good example of this is one of our good friends Eric Verdi. So Eric, he’s been in real estate about ten, eleven years now but for the last eight or nine years, consistently, he sent a monthly newsletter. Now, in the first four years, he went from zero to six figures and then for six years after that, he stayed at six figures. So bouncing around maybe between 90, 110,000 for six years, plateaud, glass ceiling, couldn’t get through it. And he was, he found me maybe a little bit before you Slope. And we started talking and he goes, “I can’t get pass this damn six figure mark, no matter what I try, no matter what I do.” I go, “Well, you still sending out that one-size-fits-all newsletter?” He goes, “Yeah?” “You think this is the year you’ll kill it because I’ve been telling you now for the last 18 months, you got to get rid of that piece of shit.”

Relationships are not built with one-size-fits-all. Think about this podcast what if I just came on and didn’t have an opinion or conviction about anything. What if I just had like Siri. Read the news, a little iPhone personality. That was my entire podcast, just one-size-fits-all, Siri read like how to write a good headline. Was it me? It didn’t have my personality, it didn’t have any of my ideology. Or Sloper’s. And if we didn’t talk about a different approach, what if I talked to you about how to cold-call better? And I just went though more scripts and dialogues? Would you listen to me? Would you tune into me? Would you pay attention? Or would you just say, “Douchebag, not listening to that.”

And so, when you put out one-size-fits-all content, it’s crap content. Do you know what it says to your audience? I don’t care about you enough to tell you a personal story. Now it’s better than nothing, I guess. But here’s what Eric did. He killed his one-size-fits-all newsletter, he changed the content, started diving into personal stories, started talking about his conviction, his beliefs, and all of a sudden within the next twelve months, he doubles his business from 100,000 to 200,000. The next year, which is this year, he’s on pace to hit close to 400,000. So we have six years of plateau and then two years of taking his income double, double. All he did was change his content.

Now here’s the kicker, he communicates his monthly newsletter, goes to 150 people. That’s it. And so if you’re a follower of, what the hell is his name, Gary Keller, he talks about in his book, The Millionaire Real Estate Agent, how you need 2500 people in your database, 50 people for every one transaction. He’s doing it wrong, he’s failing. Everybody he advises, he’s leading them astray. Either his research is wrong or his methods are far inferior. You can decide. But what do you expect when he sends out a recipe card? What do you expect when he sends out a fridge magnet? What do you expect? How strong will your community be when he refers to them as “touches” and they’re seen as obligatory? If I’m going to tune into you, your message, do I want to be “touched”? Oh, here’s a fridge magnet, here’s a recipe card. Here’s some one-size-fits-all newsletter. Or do I want to be moved?





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