October 2020 Insiders Call:
The Magic Number Secret to
Maximum Customer Acquisition

Live Zoom Call: October 22, 2020 at 2 PM US Central Time

Call Pre-Registration Now Available
MEMBERS ONLY: Click Here to Register Now

What’s the #1 advantage you can have in growing a business?

Nearly every successful direct marketer today will tell you it’s the ability to spend more to acquire a customer.

This is as important now as it’s ever been.

Why?  In short, a competitive media landscape.

Every single competitor in your market is fighting for your customer’s attention.

Not only that, in the world of targeted digital advertising, EVERY single business that sells to your customer is fighting for their attention, too.

It used to be that if you advertised in a niche publication, you’d be competing with niche advertisers for ad space.

And, to a degree, that’s still true.

But because of new marketing capabilities like interest targeting, buyer profiling, and paid retargeting…

You could be selling a woodworking offer on a woodworking market on a woodworking website…

But because they were looking up fitness tips last week, your ad is getting beat out by a fitness advertiser who is willing to pay more for a shot at the customer’s attention.

This is the new reality.

And it’s not going away any time soon.

If anything, it’s likely to get WORSE.

Which brings us back to the ability to spend more to acquire a customer.

IF you can spend more…

Not just more than your competitors in your niche…

But more than every business and advertiser competing for their attention (INCLUDING politicians!)…

Then you can show up bigger and more often…

You’ll get their attention…

And you’ll dominate.

…  But what does this look like?

One of my clients sold a $49, 12-month print newsletter subscription.  

This was fulfilled by mail, and probably cost at least half of that in printing and postage.

So let’s assume the margin on this sale was about $25.

But that doesn’t even include all the fixed costs of running his business, including creating editorial for that newsletter.

So even if he kept those costs down as a percentage of each sale, it’s likely it cost him another 50% of the subscription revenue to take care of that.

Which leaves him with about $12.50 out of each sale.

Now, most businesses would look at these numbers and think, “We can’t afford to spend more than $10-$12 to get a newsletter subscriber.”

This client was willing to spend $250.

Was he crazy?

Nope.  He just knew his numbers.

And he knew that if his goal was to scale his business fastest, he didn’t have to make that first sale profitable.

Rather, he just had to acquire customers below his acceptable maximum cost.

And based on a number of different marketing efforts that would go out to new subscribers and during the course of the subscription…

He could create a fast-growing, maximally profitable business as long as…

He could spend $5 or less for every $1 he was bringing in on that first sale!

This allowed him to spend more on media.

It allowed him to show up in more places.

It allowed him to invest bigger on different initiatives to get the prospect’s attention.

It allowed him to create more generous offers.

And in doing so, it allowed him to build his customer database much quicker.

And he quickly grew dominant in a competitive niche, based on this ability to spend.

From there, he focused on maximizing customer value.

Starting by making sure that he was running additional promotions to new customers, to break even and start profiting on that initial cost of acquisition.

And because he had a bigger list, every sale he ran and every promotion brought in more revenue, and more profits.

I call this the “Magic Number.”

It’s the maximum allowable cost per acquisition.

You can calculate it for a full business, in its early stages.

And as you grow, you can calculate by media channel, product line, marketing funnel, or whatever other division makes sense.

But you should absolutely know it.

And through time, you can strategically grow your Magic Number.

Which will allow you to invest more in building your customer base.

And create a bigger business with more revenue and profits.

Gary Halbert once said that all marketing is behavioral psychology and math.  It’s often more fun and exciting to teach the psychology bit.But the math bit can be just as important, and perhaps even more profitable!

For the October 2020 Insiders Call, I’ll be teaching The Magic Number Secret to Maximum Customer Acquisition.

I’ve also put together a calculator (Excel spreadsheet) to help you find a comfortable Magic Number for you…  And to make this a more active learning process.  I’ll demo the calculator on the call and then you can download it and use it for your own business.

Members: Pre-register to attend this Insiders Call LIVE…

If you are not yet a member, a BTMSinsiders All-Access Pass gets you in for this call plus gives you access to the entire catalog.  

Yours for bigger breakthroughs,

Roy Furr
BTMSinsiders