Don't let numbers 'eff with your head
Published: Fri, 03/13/20
"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 blabbing about 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. short term opportunity-minded customers who are easily dazzled by and attracted to nonsense as opposed to long term investor-minded customers.)
But it's not just the opportunity seekers.
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 stat?) 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 15 years of blog posts indexed by Google? My connections? My relationship with my list? The social proof I use?
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 Doc Carney who has added tens of thousands of buckaroos to his clients' sales using my methods, not to mention thousands per month to his own pocket. 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.
If you want a deeper understanding of marketing, copywriting, email, business-building, media platforms, and so on, simply dive into the “elBenbo TV” content inside the Ben Settle mobile app.
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Go here first and follow the simple instructions:
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Ben Settle
P.S. On another note:
The other day I did a call with the great Brian Kurtz, recording a 40-minute pure content (rare for me - I love me some selling) talk about the marketing and selling lessons from the late, great Frank Capra's movies.
I'll be adding it to my mobile app soon enough, of course.
But reason I bring it up now is because of this:
Brian was in Italy recently, and said he was self-quarantined to keep people in his community safe, just in case. And, he was telling me about how productive he is as a result. And it illustrated a fundamental mindset difference between winners like him and losers like probably most of your Facebook friends. Losers are spending all their time worrying about this right now, haunting social media, freaking out at every hearsay thing, blaming Trump or the Chinese or the media or whatever... while winners are using this time to think, plan, and work to gain market share.
The Earl Nightingale'ism of whatever the great majority is doing, do the opposite applies.
Watch your business friends, colleagues, and peers closely over the next two weeks especially.
Watch the ones who act like businesses did in the Great Depression: Doing nothing, rolling over, stopping investing in ways to make themselves better and their businesses more prosperous, succumbing to thinking whatever the media and their favorite politicians tell them to think, and doing nothing to better their lot, much less look for opportunity that is now everywhere if you look for it. And then notice the few who are using this time, the energy created by their fear about the unknown, and their knowledge that this is a rare time to gain market share.
Not in a cheesy way making special sales out of the situation or anything like that.
But plotting to gain dominance in the market, knowing their weak competition is simply reacting.
The difference between the reacting types vs the proactive types will be night and day.