This is the biggest lie told in marketing.
Ignoring it will cost you thousands of dollars and years of your life.
4 years ago I worked one on one with a client who was in the copywriting game.
They wrote brochures and instructional manuals for consumer products, like cars, kitchen equipment etc.
They had some big clients on their list, made a lot of money and were considered a success.
However, they needed to expand and make more sales.
The reason was they were looking to sell and they needed more revenue to prove they were a good buy.
I was brought on to drive more sales for their core offer – technical copywriting.
Prices ranged from £10,000 to £100,000 depending on the complexity and volume. But they wanted more of the bigger clients.
“It becomes more profitable the more they spend, our margins go up if they buy more.”
So I took a look at their list and started making calls and sending emails. They didn’t have a sales team or a marketing team.
They barely advertised.
They only worked with customers when the customer approached them.
Which is great, but it’s hard to scale.
Within a few weeks I had driven tons of sales and got lots of deals for them.
I will tell you now that the amount of energy and effort I put into their business did NOT equal the results they got.
It was something like £300,000 in revenue by the time I finished. And they had a sales system to continue that growth.
It was basically a case of me calling up their clients, asking if they wanted more work, and increasing the prices.
£300,000 in results. £15,000 cost to them. A handful of emails and some calls from me.
Flip this to a different type of customer.
They were an executive coaching business. International reach, been going a while.
I worked tirelessly on their business.
I did ads, email campaigns, calls, funnels, webinars, content marketing.
We got them on podcasts, helped write a book.
I pulled every trick in the book and we got absolutely nothing from it.
Nothing.
Why?
Well obviously I blame myself.
But the cold hard reality is that their business couldn’t do anything with my work.
They had no proven sales. It was a new product.
They had no list – no audience.
I was building their business from scratch for them.
And, when it all amounted to nothing, I was left to blame.
Which is ok, it was my fault really. I never should have worked with them.
My point is this.
And this is the biggest lie told in marketing.
The success of the campaigns you run with clients has absolutely nothing to do with the marketing campaign.
You need to understand that selecting the right client, with proven track records and an audience is 100x more important than the type of marketing campaign or funnel that you use.
I cannot explain enough how important this is.
I don’t talk about this much in my YouTube content because people don’t want to hear it.
They want to believe that there’s a magic marketing funnel formula that gets $1M results for all clients.
There isn’t.
Your choice of client determines 99% of the success of the project.
