Ah, yes, the money question:
You don’t usually throw numbers in your emails… If everybody knows that this makes people tick… Why is that? Why don’t you just throw some numbers about your business like everybody else does? What’s the real reason behind it?
Here are 3 (heh) reasons why I don’t do numbers:
1. Publicly Counting Money Is Insane
I’ve written about this before.
Short version:
If some sue-happy shark of a lawyer (or, worse, attorney general) is swimming around looking for lunch, what better “chum” is there than the latest guru blabbing about all the smackeroos he makes in his advertising?
Just don’t make no sense to me.
More:
It also invites the wrong people into your life — and, I will add, the wrong kinds of customers (i.e. short term opportunity-minded customers as opposed to long term investor-minded customers.)
But it’s not just the opportunity seekers.
Or the lawyers & bureaucrats.
Or society’s leeches…
But also, garden variety sociopaths, criminals, ID thieves, etc.
Why encourage ’em?
2. My Numbers Are Irrelevant To You
But what about conversion rates, someone may ask?
Well, think about this:
My conversion rates and numbers are 100% (how’s that for a stat?) irrelevant to anyone but me. I mean, what are you gonna do with the info exactly? Do you sell to my list? Do you have my exact offer? Do you have my positioning? My exact ads? My emails? My 10+ years of blog posts indexed by Google? My connections? My relationship with my list? The social proof I use?
No?
Then what good do they do you?
The only conversion rates that matter are yours.
Not mine.
Or, anyone else’s for that matter.
Finally:
3. I Do Include Numbers…
They’re just not MY numbers.
Instead, I post others’ numbers who have used my methods.
Like that time when I quoted Russell Brunson who said he was closing $50k in business in 2 hours from one email using my style. Or Kelly Tanguay who told me just using the free tips (not even the paid stuff) I give away doubled sales for her boss, resulting in over $50k in extra unexpected dollars from a single mailing. Or Doc Carney who has added tens of thousands of buckaroos to his clients’ sales using my methods, not to mention thousand per month to his own pocket. Or Jonathan Rivera who told me he did $28,800 in new business in one month with a list of less than 40 people using my secrets (and continues to kick bootykus month in, and month out using my methodology…)
Obviously, I do this for proof & credibility.
But, really, even their numbers don’t mean jack to you.
Or me.
Or, anyone else but them.
(There are so many variables involved — product price, positioning, list quality, the market they are in, list size, etc).
Do you get the point?
Yes?
Good.
In that case, that’s a wrap for today.
More titillation here:
Ben Settle
