Two Concepts All 7-9 Figure Brands Understand!

Folks - this message/strategy is extremely important if you want to grow your online business...

The money truly is in the follow up - but it goes much deeper!

The attached (image 1) represents a quick poll I posted in our Growthworks CORE group...

I asked them "How long were you in our universe (subscriber or aware of Fletcher Method or Growthworks) BEFORE you purchased Growthworks?"

And as you can see (and as we expected)...

71 customers purchased within the first 90 days...(awesome!)

But 98 customers purchased after the first 90 days! This brings me to:

IMPORTANT CONCEPT #1: Chill and don't rush things (you can't hurry love).

You must have a nurture sequence in place. (Nurture Sequence overview here)...

I can't even recall the number of times I've prematurely killed otherwise profitable ad campaigns, promotions and even whole products just because I was too caught up in short term thinking...

(The number of times I've head clients say some version of "I've been running these ads for 3 days, I have 22 leads and no appointments - WTF?!"...)

But, as counter-intuitive as it might seem, you actually DON'T WANT CUSTOMERS WHO BUY TOO QUICKLY! These are your cancels, chargebacks and headaches. They need to be pressure closed and seldom stick. This is like getting married to the waitress you met last Saturday in Vegas: super fun today but probably a nightmare over the long run :)

You want the folks who come to you ready to work with you! - they've seen you and your content many times and have built the bond and trust required for a good, long term relationship!

As Jay Abraham says "clients not customers!"...

Understanding this "long tail" concept (greater distribution occurs over time) can literally make or break your business! (The Long Tail).

Remember Image one - MOST of the clients (and REVENUE) happened over time, after the initial wave of business. This how pros market!

Image 3 ("GW Cycle Time") is another example of the long tail. Amateurs would look at this image and say "Wow - most customers buy on day one...". But the more accurate way to say this would be "Day one has the highest daily sales rate." - The truth is MOST CUSTOMERS BUY AFTER DAY ONE!

(If you stacked up all sales after day one vertically, you'd dwarf the Day 1 column...)

Knowing the value of a lead and client over time will be essential for anyone who wants to scale. (If you were on the Shark Tank and Mr. Wonderful asked your LTV (lifetime value of a customer) and you replied "Uhhhh......." - you'd get booted from the tank!)...

It's time to grow up and go pro!

Speaking of prose...

IMPORTANT CONCEPT #2: This all applies to traffic as well!

This means the way you approach social media, paid ads and all forms of traffic will change when you understand the long tail!

As far as back as 2012 - I was running Facebook Ads (a webinar selling agency to lawyers - image attached...OUCH - nerd alert!)

And way back then and to this day, I have approached ads differently - While the gurus were teaching all this crazy day trading, spending all day creating dozens or hundreds of $5 ads, turning them on and off in panic (and literally crippling the algorithms' ability to do it's thing)...

I was and am using very simple and centralized ad campaigns - usually putting 90-100% of the budget on ONE CAMPAIGN, ONE AD SET and 2-3 ADS!

Simple is always better!

(I'll be revealing a all new break-though ads strategy on July 2 - more on this soon :)

Anyway - If you look at image 2 you can (screenshot from ad tracking software) - you can see this particular client:

clicked on an ad
opted-in
initiated checkout (visited cart)
initiated checkout again
clicked on a different ad
purchased our Growthworks Core software...

As we now know - this example is a SHORT (5 day) sales cycle!

The bigger takeaway is that Meta (Facebook) and Google do all the retargeting and nurturing for you.

This is why all the common beliefs about setting up ads, retargeting, targeting, placements and excluding audiences are mostly defunct BS!

Anyway - hope this helps. You must understand (and take faith in) the concept of the long tail: the average visitor, lead and client will grow in value over time - but only when we nurture them.

*Look out for the invite to our ads system (and software :) launch event coming July 2 :)

--Aaron

P.S. - Pls comment with your takeaways - what if anything will you do differently?

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