All Trussed Up While "Engine G" Barrels Down The Tracks

Mel,   I've said before that if what you sell can be boxed up or reduced to 1's and 0's, look out—   Google and Amazon have you in their crosshairs.   Just look at what's happening in the mortgage industry.   A copywriter I know recently took a client in the mortgage niche.   And he can barely believe the carnage they've witnessed over the last 6-7 years.   It started with the '08 real estate meltdown and credit freeze. Thousands of mortgage brokers suddenly found they couldn't write loans and decided to pursue their true calling of driving a truck.   Then came the inevitable regulatory snap-back as the feds piled the red tape higher and deeper... (These days a broker might spend a full week every month just on compliance paperwork and reports.)   Next 80/20 kicked in and cleaned house with a vengeance.   Really more like 90/10...   Of the thousands of mortgage brokers in the U.S., a handful of big companies emerged to gobble up the lion's share of leads—bullies like LowerMyBills, LendingTree and Quicken Loans.   They've sucked all the oxygen out of the room, driving advertising prices into the stratosphere until "FHA Frank" can't hope to compete.   But Frank ain't seen nothin' yet.   Because now Google's noticed that there's money to be made in the mortgage biz, and they're jumping into the lead gen swimming pool...   What do you think will happen to click costs when they get THEIR funnels dialed in?   Your average mortgage broker is reeling from all of this. He has no idea what hit him—only that the hill seems to get steeper every year.   Think your business is safe because you're "local"?   I wouldn't bet on it.   Now with Amazon Home Services, consumers can buy a toilet AND an installation package all at once. (So sorry, Mr. Local Plumber, blow your nose in this cut-rate installation contract...)   You can't split-test your way out of this jam. The boys at the Big G know all your ninja moves, and they have endless traffic to test with.   Your ONLY defense against this ugly "Commoditization of Everything" is a rock-solid USP. Or better yet, a DSP.    The right USP/DSP doesn't just help you survive the battle for customers—it eliminates your competition without firing a shot.   Here's the problem though:   There's a DANGEROUS misunderstanding about what a USP/DSP is and what it isn't...   This mistake is *very* common.   And if you fall victim, you're gonna charge into battle... and watch the bullets punch through that "kevlar body armor" like it's your birthday suit.   This issue is so crucial to your survival that I decided to tackle it in the December issue of the Mastermind Club newsletter.   Should hit the street sometime next week (for members).   If you haven't joined yet, you can click here for immediate access.    Carpe Diem,   Perry Marshall     ***NOTE: This email address isn't monitored! If you need help, please email: support@perrymarshall.com     Free Video We manage our emails with Infusion. This Guide and Video explain my secret marketing sauce. If you no longer wish to receive our emails, click the link below:  Update subscriber options   Perry S. Marshall & Assoc 159 N. Marion Street #295 Oak Park, Illinois 60301 United States (312) 386-7459   Having trouble viewing this email? Click here