ABOUT THIS EPISODE
I'm a creature of habit, and going through 150 journals made me see how much of life is a kind of Groundhog Day. What kept jumping out at me was the growing wake of intellectual property I've built up over the years.
Cold calls work. That's not the problem. The problem is there's no residual value, so the second you stop, the results stop. Michael Gerber's E-Myth taught me to put things into a format I could use again and again, which is how I built the Halton Hills guide and licensed it to 40 agents.
One project in this journal was the Home Buyer College, a set of education pieces we mailed to people who'd buy a home in the next year or two. It started as physical mail and became the email follow-up sequences we still use today. Eben Pagan and I would mine Cosmo covers for headline formulas to make it all land.
The lesson I keep seeing is how valuable it is to package and document what you know. Every piece builds on the last, and 30 years later they're still creating value in the world.
Show notes: https://deanjackson.com/podcasts/tol/020-cold-calling-worked-thats-why-i-stopped-doing-it/
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