Today I listened to an interview with a marketing dynamo called Kim Walsh Phillips. I’d never even heard of her before today, but I was very impressed.
The long of it is, Kim ran a kind of virtual event, which she peopled by running ads to cold Facebook traffic. The result was revenues of $250k on $6k ad spend — a 40x return.
I won’t go through the details of how Kim did this. For one thing, it’s available inside this month’s Steal Our Winners, and is worth your $4. For another, the whole system was so complex that I’m sure I’d miss 90% of the important stuff.
Which brings me to something Kim said during this interview. She said people will often ask her some version of, “What was the one thing that made the most impact?”
To which she answers, “There were 17.”
The fact is, the human brain loves simplicity, and it loves extremes. When I write copy, I always have to catch myself and beat this fact into my own head.
Because people don’t want systems, nuanced answers, or anything that smacks of work. They want tactics, opportunities, and the “one weird trick.”
Maybe your market is more grown up than this. But you’d be surprised.
It takes time and discipline to train your customers and prospects to stop being opportunity seekers… to accept the complex reality behind any kind of success… and to not backslide as soon as you turn your back.
But that sounds like work to me. And who the hell wants that?
Here’s something that won’t take any work at all:
I write a daily email newsletter. In other words, you just sit there, and my emails arrive to your inbox, to entertain you and show you new marketing opportunities. And all you have to do is press this magic button.