When I ran radio stations, we used a secret marketing weapon to tap into public trends. This secret weapon enabled us to “read the minds” of clients and listeners. As a result, we sold millions of advertising dollars to our clients. And they sold hundreds of millions of dollars of goods and services to their customers.
Breaking the $100,000 revenue level in any business is a key milestone. For many it is the target that defines success. That’s why in the spring of 1999 I was sitting at my desk pondering how I could grow my speaking business with that number in mind.
And then the phone rang…
Little did I know that call would be the first step on the path to building a 6-figure business that would continue for over 15 years.
On a sunny day one late afternoon two copywriters graduated from the same copywriting school. These two copywriters were roughly the same age, with roughly the same writing ability. They had both been trained by the same copywriting instructors in the art and science of writing to sell and persuade. Both were filled with dreams of becoming rich by writing ads to sell products and services.
Recently, these men ran into one another at the same direct marketing conference, 10 years after their graduation. They were both still very much alike. Both were happily married. Both had young children. And both, as it turned out, had written copy for some of the biggest direct mail publishing houses in the world.
But there was one difference…
If you’re a freelancer or service professional, you know the pain of the “problem client”. Once they are “inside your gates”, they cause nothing but trouble.
They complain about everything from the font size in the PDF you gave them, to the claim that you didn’t give enough detail in the product, or that you have too much information in the product. They pester you with the most requests, that go beyond the scope of what they paid for. They threaten you.
You’ve been there, surely. You’ve said to yourself, “Oh, great. He’s one of those. A problem client.”
If you operate any kind of business online, or if you are a writer, speaker, consultant, or coach… one of your most important assets is a list of email subscribers who are interested in hearing from you.
When you have a permission-based email list, you can literally produce “income on demand”. You can quite literally produce “traffic on demand” for your website. All you have to do is send on an email to your list.