There are some folks on this list… who shouldn’t be on this list.
One in particular who needs to unsubscribe immediately. Post haste.
Which person is that?
The person who doesn’t read.
That can be for two possible reasons…
- They can’t read… or…
- They choose not to read.
Number Two is an even worse prospect for my business than Number One. For one simple reason:
The person who chooses not to read is no better off than a person who can’t read.
Hey, at least the person who can’t read has an excuse. The person who chooses not to read… that says a lot about them. And it ain’t good. (Can you say “broke?”)
Listen, decades of trial and error have led me to one indisputable conclusion:
My best customers are readers.
In fact, they’re the ONLY people I want to attract.
First of all, readers have more money than non-readers. In the case of the voracious readers like myself, a LOT more money.
Soooooooo much more money than the non-readers that it’s almost scary.
Second of all, higher lifetime customer value.
In other words, readers stay with me longer, they buy higher price point products, they buy more frequently… and a few ascend to JV partners or clients who can be worth 6-figures or even 7-figures.
Meh. Not even worth my time.
First of all, most of ’em are broke. So there’s that.
In addition, they’re the worst customers. They never buy any high ticket, their retention sucks (probably because they bounce from thing to thing) and they suck up the most time and resources with customer service issues. (Probably because they choose not to read – or can’t read — the sales copy, product content and instructions.)
Which is why I never personally really “got” the VSL (video sales letter.) You see, I can read for myself. And… I can read much faster than somebody else reading for me.
So… if a prospect needs someone to read for them… there’s a BIG problem. One I’d like to nip in the bud by repelling them.
Look, I don’t know if this applies to your business or not. If you’re in a mass market, you can probably target the bottom of the barrel by reading your sales pitch to them (VSL) and still do OK.
However… I’ll betcha dollars to donuts that if you’ll look into it, you’ll discover this:
If you invest the time and resources to investigate it, your research will show that even in a mass market business, the readers are your best and highest value, least pain in the butt customers.
And that lil’ revelation – IF you know how to exploit it – could add an additional 6-figures. 7-figures or more to your ‘put it into your personal pockets’ profits in the next 12 months.
All the best,
P.S. In the chance that any non-readers slipped on to this list, allow me to say this:
There’s an “unsubscribe” link at the bottom of this email.
P.P.S. Here’ a secret that could make you a fortune:
There’s a simple way to target your best customers — your readers — to start extracting a lot more profits from that uber valuable segment of ‘salt of the earth’ beings.