Don’t be unique or creative

There are three main ways that I measure the success of my work.

  1. Revenue (sales)
  2. New clients
  3. New views on content

Number 3 is kind of a vanity metric, because of course views don’t always turn into revenue.

But in my case, they can do because I make money from YouTube ads and I know that views on my YouTube content often convert into sales and leads.

Revenue is of course important, but profit is what really matters.

However, revenue is a GREAT measure of how much the market knows about you and how well you’ve understood their problems.

And new clients is important because I could have a $1M a year turnover business with only 8 clients BUT if they all leave me, I’ve left all my eggs in one basket so I’m back to zero.

And of course they way I improve these three numbers is with content, products and campaigns.

And I used to bang my head against a wall when I had to create a new campaign.

Imagine you’ve got 2 products. Maybe a course and a consulting program.

One is $3000 and the other is $3000 a month.

If you want to get more views, leads, clients and sales, you might scour the internet looking for the latest and smartest methods for bringing clients on board.

New content topics, new advertising methods. New promotions, ideas, hooks.

You might even commit the cardinal sin and create a new product from scratch just to try and land some new clients.

That’s like starting a new book each night before you go to bed, because you didn’t finish the one you were reading.

If we imagine our products again, the course and the consulting, if you’ve sold them before and you want MORE clients, I want you to ask “Why did my LAST clients buy?”

Marvel gets this (or Disney – and frankly, the reason their last few films SUCK is because they’ve forgotten this).

Let’s say you created a decent campaign for your course. It starts with a few videos on YouTube or Facebook about how e-comm store businesses can increase sales.

It gets a few thousand views and some leads.

Then you have your course offer and you promote it to those leads.

And you land a few sales.


The pressure comes from having to create a NEW campaigns.

Marvel knew they had a hit on their hands with Iron Man 1.

So when they had to create 4 new origin movies.

What did they do?

They followed the EXACT same formula.

And when the first Avengers film grossed billions in revenue.

They remade that film 4 more times (Age of Ultron, Civil War, Infinity War, End Game).

The topic works. The problems work. The packaging works.

If you’ve created something that works, there’s no need to think of fresh novel ideas.

Make the same video AGAIN.

Send the same campaign AGAIN.

Say the same thing, promote the same product and solve the same problem – AGAIN.

Mike Killen

Mike is the world's #1 sales coach for marketing funnel builders. He helps funnel builders sell marketing funnels to their customers. He is the author of From Single To Scale; How single-person, small and micro-businesses can scale their business to profit. You can find him on Twitter @mike_killen.