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Mastering the Six Channels of Marketing: Save Your Business from a Fate Worse than Death

Mastering the Six Channels of Marketing: Save Your Business from a Fate Worse than Death

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This should be the golden age of communications. With the dizzying array of tools we have, from the telephone to Facebook to email to Twitter to who-knows-what coming next, we should be effective, efficient, and clear in our interactions with our colleagues and our clients. Instead, we're either stuck using outdated tools or so dizzy from adopting every new app and program that comes out that we're worse at communicating than ever before. Alas, we're so bad at communicating that even our mothers don't want to call us back. Chris Jones arrives at this conclusion in a roundabout way. He began in politics, eventually running a presidential campaign, then moved to the dotcom industry (before the boom, and on into the bust), and has spent the last ten years in mortgages (ditto), running branches and even his own brokerage. If there are any industries that suffer from communication and marketing breakdowns more than those three, it's hard to think what they would be. Jones's career begins with the dawn of the personal computer and goes into the present day. This gives him a perspective on old and new media so that when he contends we really don't know what we're doing with all this stuff, it might be that he has a point. Dividing everything from Pinterest to Christmas parties into the Six Channels of Marketing, Jones shows how to use the entire communications toolbox to streamline and clarify what we say and how we say it. The book shows how to simply (and correctly) decide whether a conversation should be an email or a text or a phone call, and helps even the most bewildered of marketers decide how - and whether - to use the latest in social media. If marketing is the lifeblood of business, Mastering the Six Channels of Marketing is an artery cleaner of the most entertaining kind. Note: this edition is written specifically for mortgage and real-estate professionals. All the commentary generally applies to any business or career, but real-estate and mortgage personnel will find the tools explained by an insider and applied directly to their business.