I just finished up a networking lunch.

Finance guys. Lawyers. Payroll consultant. AI agent builder. Interior designer.

And a staffing consultant who also reads this newsletter.

The mortgage guy is opening a golf simulator this year.

One of the finance guys is also building a sports betting app that integrates with sports betting to help users make better AI-driven decisions.

I sat next to the mortgage guy.

After the roundtable intro's, we got into conversation.

He asked how he could use email in his business.

For Context:

• He already has 1000 past clients
• Has some social media traffic
• Average client is roughly 6K-9K

To simplify, we spoke about pre-approvals.

I asked him to think about all the questions he answers about pre-approvals.

He can put together a lead magnet -- something like an Educational email course -- that answers all of these questions.

This saves him time, and captures social traffic.

For anyone looking at his social content, he can direct them to something like "The Mortgage Preapproval Checklist".

Now anyone needing this information gets it all on autopilot. He packages up the answers to each step, and delivers it directly to their email.

When they've finished it, they'll know everything they need to do (without him having to answer each person individually).

And when they do get on a call, it'll be a much more efficient conversation because the client will already have all preliminary questions answered.

Marketing is Just Educating People

He and I both agreed marketing is just about educating people.

• Making sure they know you exist
• That you understand their problems
• And you have the solution to those problems.

I always say, the best way to market is just answering questions over and over again.

It helps with all the problems mentioned in the bullets above.

But how could he take this a step further?

After someone opts in, he can have a quick form on the thank you page.

It can ask them-

• First time home buyer?
• Rental or Fix and Flip?
• What is your budget?
• Do you have W2 income or 1099?
• etc.

This allows him to tailor the conversation to where they are in the process.

If someone needs an FHA loan, he can have a slightly different email sequence than the person who is planning to put 20% down.

And something totally different for the person who is looking to buy a vacation home, or an investment property.

Every scenario is different.

When you gather information on your audience, you can speak to them more directly.

That way you have something for his different client profiles.

Library of Compounding Assets

When done correctly, every piece of content should be building YOUR library.

Right now, he said he only has a couple long-form videos of presentations he's done. I let him know those can become the basis for many emails, blog posts, and lead magnets.

And the more he builds out assets (like the Pre-Approval Checklist example above), he'll be able to point back to those whenever people have similar questions.

So each piece of content becomes an asset he can always point back to.

And why did I mention his usual $6-9K per client?

Well, if he doesn't want to create this content himself, he can pay someone else to do it for him.

And if one of these assets brings him just one client, it pays for itself.

Then runs forever.

Final Thoughts

If he does this from all different angles of his business, he'll build a content system.

Rather than just a spray and pray marketing approach.

He'll have a compounding library that he can repurpose across different platforms.

Blogs can become the script for a video. And a video transcript can become a month's worth of content.

And if he needs to tie it all the systems together, I'm sure I can hire a guy for that as well...

If you have any questions, I'd love to hear 'em.

Sorry I missed last week,

Rich