A true story for the history books:
The first time I ever spoke with the “founding father” of online marketing (even according to Time Magazine, and whose discovery Google & Facebook built their business models on…), email marketing (he also had to tell the CEO of AOL to use his email list…), and even online video (was talking about streaming video, webinar-type solutions back in 1994 when it took 2 hours to download a 10 mb video clip)… Ken McCarthy, he told me two things I have never forgotten.
The first:
Approach selling every offer as if it cost $25,000.
Whether you’re selling a $5 eBook or a $5,000 course.
What would you say in your copy if it cost $25k?
I gave this advice to those who bought classified ads from me last January, and it helped simplify things according to what they told me.
The second thing:
(paraphrased)
“I get them on my list and email them forever”
For a real life example of this:
Whenever someone buys from me, they have the option to answer a question on the cart that asks where they heard about me from. I’d say probably 30% – 40% of people fill that in, give or take. And it’s endlessly useful info.
One recent customer answer that question with:
“8 years worth of emails, lol”
Think about that.
8 years until pulling the trigger.
I’ve had people show me their Gmail inbox revealing it took them 2,000+ emails.
And that’s just how it is.
At the risk of using a tired cliche:
This really is a marathon not a sprint.
To learn my email methodology go here:
Ben Settle
