Don't let numbers 'eff with your head
Published: Fri, 03/12/21
"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 (...) reasons why I don't often 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 showing his bank account with 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., contemptible new product junkies who buy everything and do nothing who are easily dazzled by and attracted to nonsense as opposed to long term investor-minded customers.)
But it's not just the new product junkies.
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 number?) 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 16+ years of blog posts indexed by Google? My connections? My relationship with my list? The social proof I use? The social proof, brand, body of other books that people find my other books from, yada yada yada?
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 (usually) not MY numbers.
Instead, I post others' numbers who have used my methods.
Like the time 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 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 methods, etc etc etc.
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 offer, the traffic quality, the market they are in, list size, events impacting a market on any specific day, etc.
Is it all clear about this subject now?
Yes?
Good.
In that case, that's a wrap for today.
It’s much better to focus on what you can control (your work) than what you can’t control (the results of said work). Most never do the former, and just sit around asking about others’ latter looking for some kind of mythical “benchmark” and never do anything.
Don’t be that guy.
And you can begin by reading & applying what you read in these short books:
https://www.EmailPlayers.com/villains
Ben Settle