The Idiot

If you thought there was no rhym or reason to developing a marketing spend, you can breathe a sigh of relief, because- guess what? There is, quite a lot of reason, in fact.

Let me draw it out for you.

Let’s say you Spend $2200 on a mailer. Well, actually, that was your first mistake. A single mailer is worth quite littel in terms or revenue being brought in. So let’s pause here for a little tip from me, Logan. 💡Fact: It is better to market to 100 people ten times then it is to market to 100 people 1 time or even 500 people twice. I’m gonna lay another one on ya…💡Marketing absolutely has to has to has to MUST be repetitive. If you are getting results from non repetitive marketing, you’re a lucky duck, go buy a lotto ticket- but do not expect those results to continue. Okay, so let’s say that you spend $2200 on a series of mailers. You mailed out 550 mailers every week or so, for four weeks. And, god damnit- you only got three new clients from that and you are never…. Never going to do that again. But, if a regular recurring client spends let’s say $225 per visit, and they have biweekly service, but skip a few appointments per year, that still means they are waddling through your doors with $5,175 in revenue per year. Let’s say the average clients says with you for three years, that means that this one regular recurring client is spending $15,525 with you. And you just paid $2200 to get three new recurring clients, which represents $46,575 in revenue. And you had your panties all in a knot over it. You idiot! I did like literally this exact thing with Valpak when I first started marketing. The lesson here is to consider the AVERAGE LIFETIME VALUE of a client when deciding how much money you are willing to spend on a lead.