Moving Parade of Interests—sale triggered by life event

Train in Russia story

People do NOT buy when you are ready to sell, they buy when they are ready to buy

Every marketer is looking for a Lazy Man’s Way to Riches, a pitch that makes them an

immediate profit on their ad spend. These are very rare.

Think, instead, of your media acquisition costs as “investing in the stock market.” If you get

10% per year in the stock market on average, you are doing very well historically. But people

don’t think like this when it comes to marketing.

Say you spend $1,000 on media to build a list, and after 90 days, you only made $500 back.

Ouch! But, after 180 days, you’re at break even, at 270 you’re up $500 and at 350 you’re up

$1,000.

You just made a 100% return on that investment, a hell of a lot more than you will ever get in the

market. That’s how you must think about this business, instead of forever chasing a Lazy Man’s

Way to Riches.

That’s why we do the two emails a day…to slowly extract, over time, the money we spend on

initial customer acquisition costs.

Record of longest delay from opt in to purchase for me: 7 years.

You must stay in front of them every single day, with something new and interesting for them to

read, be entertained by, and eventually buy. You never know when “life event” will strike,

putting them in a buying mood. If you are in front of them, they will buy from you…if not, they

will buy from someone els