Bill Hillestad

The most common marketing mistake I see is the bulk scatter approach in which marketing is sprinkled all around with a focus on reaching more people but with no frequency.  Marketing consistently to the same 2000 people weekly, with the right content will yield much hi...

If you've never read the book "Made to Stick", it should be at the top of your list.  The book dives deep into the concept of what makes something sticky or memorable.  Of the seven concepts it covers, the biggest is that we only remember things that are unexpected....

When the FBI or CIA want to recruit a foreign citizen as an asset, our agent has to get somebody to like them enough to spy on their own country.  So how could they possibly get somebody to like them that much?  Well, the first thing we do is to put our agent in the po...

Real Estate Agents and Loan Officers, you spent roughly $12 billion of your own money on marketing to generate less than 12% of your business.  Meanwhile, three quarters of your business came from your personal brand, from people who "remember you".  Being remembered i...