© 2017 Bill Hillestad & Hillestad, LLC

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June 8, 2017

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 higher results than advertising to 200,000 people in a traditional random approach that hits most people only 1 time

May 4, 2017

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.  

Anything we expect, is effectively invisible to us.  Hello, all your off the shelf, me too marketing may be gorgeous, but it is exactly what everyone ex...

May 3, 2017

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 potential assets neighborhood and life for several months.  

They might be jogging in the park when the targeted asset is walking their dog, or they might...

May 3, 2017

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 is, hands down, the most important thing you could focus your marketing efforts on.  Most of you think you already get all the business there is to be had from pe...

April 20, 2017

If you want to know the true value of something, seriously imagine your world without it. Do this with a number of things and you’ll be surprised how many things wouldn’t be missed by the world at all. How often would you find the world would be a better place without something? Now to really tie your mind up in knots, imagine the world without you in it.  

My own children have heard me say “everyday, the world is either better...

April 18, 2017

Everyone thinks they know their customers inside and out. Ask any business person how well they know their customers and they ramble on about their expertise on this subject.  In reality, nothing could be further from the truth unless there is some strategic angle to knowing your customer and then ignoring their needs, refusing to really listen to them, boring them to death, and thoroughly underwhelming them.  

Your custom...

March 29, 2016

The biggest enemy of great is good. Being good in a thousand different areas doesn’t lead to greatness or success. However, focusing on just a couple or even one area will.  If you were to categorize the tasks you completed in a day by great, good,  or waste of time, which category would fill up the fastest?

The key to mediocrity is never putting off until tomorrow what you can do today. The k...

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