mortgage originator marketing. Disregard this truth and financial-cancer will eat you. Think for the present that your business now operates under these circumstances : Leads Per Annum = ten thousand Conversion Rate = zero. He highlights that the competition is only using a couple. He also emphasises that if you employ a few more – effectively – you will dominate your industry. In the simile, each system a business uses to get new business is a pillar that business is founded on. If that methodology falls down or fails, they’re going into Chapter 11. He then teaches companies to effectively make use of multiple pillars for deriving business. We all appear to understand what both these “Jays” teach :- ) What’s hard for many people is applying it. How does one use as many different tools, approaches, and methodologies as you can in your promoting efforts? How does one build a powerful, multi-pillar, approach to generating new business? Perhaps the best place to begin is with what you are using and what the competition are using. Begin by making a catalogue of the techniques you now use to pimp your business and a listing of tools that you could use. Imagine all of the additional money you may be generating at this time without any additional effort. Net profit = $640,000 Increase in Profit ( pc ) = $620,000 ( 3100% ) Effort ( pc ) = 500% Profit to Effort proportion = six.