So often I’m asked how much a business should pay for a lead.  And the simple truth is that there isn’t a definitive answer. The amount you should pay depends on your model, your margin, your cash situation and more.  Let me give you an example.

If you’re just pounding your list with 9 Word Emails, you’re basically pitching to them constantly. That means they’re not getting anything of value from you. And so... They’re probably going to start ignoring your emails. And sooner or later, they’re going to unsubscribe from your list. The content that you send between the 9 Word Emails sets the context.

At Fubbi, we have 14 different 9 Word Emails that we rotate through. Each email has different wording and hits on a different hot button.

The simple fact is that we’re in a warmer world. And I’m not talking about the temperature here. I’m saying that you need to warm your prospects up before calling them. It just makes everything so much easier, especially at scale.

But here’s the thing: I know it’s close to the mark because it’s what the audience is searching for! And more than that, if I go to Amazon I see NOBODY has written on the subject. So there’s a big, fat gap in the market.

Does the cash flow in your business suck? If it does, listen up. Sure, you’ve got options like debt financing and equity financing. Those are fine if you want a quick injection of cash that will probably cost you later. But there might be a better way… and that is have your clients inject the cash you need! That’s one of our clients did…

I have a client who’s sold 32,768 books in just 120 days.  Without PR or a book publisher.  Yep, they’ve done it all their own.  How? By doing 5 things: 

They know that their content doesn’t have to be absolutely perfect before they publish. They just get the content done, get it up to a good standard, and then get it out there. In design, they’re not spending hours of their time contemplating colours and fonts. In tech, there are gaps in the funnel but it’s working “good enough” for now.  This liberates them to execute FAST.

When it comes to picking keywords for an SEO campaign, there are two broad categories to think about. (I can already hear the SEO guys out there telling me there’s more than that. But stick with me here as I’m covering the basics here). Those two categories are:

The key here is that the answers have to be general enough to bridge between the different markets in your list. From there, you create content with the aim of engaging the entire list. Then, you can start to segment based on the analytics that come through for the content.

Stories engage people and pull them into the manuscript.  That’s why we show our clients this framework and ask them about any case studies that they can provide. We then use those case studies to build out the chapters of their books. Here’s the brilliant thing about this framework…

When you create a conversion event, you’re asking your audience to take an action. That could be opting into a report or registering for a webinar.  Just don’t waste the piece. Don’t put it to one side after seeing how successful it is. You’ve caught lightning in a bottle here. There’s something about this content that your audience loves. Amplify it using ads.