Notice how the right row of this newsletter is all personal articles. Why?

THE ANSWER: PRODUCT/SERVICE SALES CYCLE

For example, in the mortgage industry, the average person deals with their mortgage every 42 months or 3.5 years.  

They only care about their mortgage 2 to 3 months before it comes due. 

The other 39 to 40 months they are not that interested.  

This is why it's important to change the conversation from the product/service you provide to the person who is providing the product/service.

Can this be true?

Well, 80% to 90% of all my phone conversations in my mortgage business start with "How is the baby".