The most precious asset

One of the most controversial "truths" to accept when a business starts paid marketing is the absence of linearity in the process.

But this doesn't mean that "causes" won't lead to "effects."

Let me explain this better without sounding like a physics professor.

Everything we do to create interest around our product can be considered in the attribution process of a sale. I could spend 1 million dollars on Facebook Ads, have a horrible return on my spend, but still be super happy with my overall sales. Then I could decide to turn them off or reduce them considerably.

My sales might keep thriving for months, and I could start blaming myself for that huge "waste" of budget on ads.

And I would be wrong.

Why? Because that COLD traffic was never supposed to convert immediately. I went from being unknown to having a successful product with tons of website visitors. They weren't buyers yet—they might only leave their email address, and maybe not even their primary one.

But that would be gold.

After a while my main source of fresh email addresses would disappear (if not replaced by something as effective) and my funnel would start having issues.

Every successful business I consult for gets the best conversion rates from email lists, using those lists in very smart ways.

I recently used this sequence with a client.

It's not rocket science, but notice how the META campaigns are in the OUTER AREA of the strategy. At the core, we have a newsletter form and the EMAIL LIST—the most valuable asset you can own.

I can use those email addresses for direct communication with a WARM audience of customers or potential customers. I can segment them or use them to create audiences on Facebook and Instagram.

But it doesn't stop there.

You need to value email addresses and treat them as precious assets. Don't think just of automated email sequences—build a strategy around them. Your customers should WAIT for your next email, whether it's for content, discounts, special offers—your call.

You can create a relationship, and how to time the interactions is entirely up to you.

Once customers are in the loop, don't make them regret it—make them excited!