This video is entitled The Customer Getting Secret that Nobody Understands, and I hope you’ll be patient with me. This is my first attempt at using a teleprompter so we shall begin. I screwed up a perfect storm opportunity in the nineties, one that could have made me enough money to retire on my own private island in probably three years or less, and sadly for me, that’s not an exaggeration. Interestingly enough, I see almost all marketers making that same mistake these days, even many of the experienced ones who should know better, but lucky, lucky you. I’m going to reveal to you today everything about this secret so you don’t make it under one condition. Since I screwed up my private island opportunity, when you’re so rich that China owes you money, please don’t forget little old Doberman Dan, okay? Send me a Magnum, red Ferrari or Larry Carlton, signature Gibson ES 3 35 guitar, or at the very least, just hire me to write some copy for you.
Okay? Promise, goody goody gumdrops. Allow me to proceed spoken with my best. Adam Sandler is Billy Madison voice. Oh, one last thing. I really mean it. If you listen to me. This could make you so darn flush with cashola. You can buy your own private island a hire. Oprah is your personal chef, and Trump is your gardener. Okay? Now that in my poor attempted humor actually is an exaggeration. Not the part about your own island, the part about Oprah and Trump, because in a few months, weeks, or maybe even days, both are going to be embedded in their own heavily fortified bug out compounds, therefore not available for hire. So that was the exaggeration part, not buying your own private island part. Any who hears the mistake. In the mid nineties, I ran some test ads in newspapers offering a nutritional supplement.
The timing was just perfect. It was mostly because there was this book that was really popular at that time, written by an md, and everybody had heard about it. Everybody in the health market had heard about it. Everybody knew about it, and my product just totally perfectly jived with that book. So when all the numbers came in, it looked to me like a failure. So I canceled all the ads and never rolled it out. Why you ask? Well, good question, because the numbers revealed that when I spent a dollar on media buys with half page newspaper ads, I got back $1 in sales. In other words, to use marketer speak, the ads were at breakeven. Now, in my eyes at the time, that meant that they were a failure because see, I was a rookie back then and I was also running ads in all the bodybuilding magazines at the time.
Every single body bodybuilding magazine that was published, I had this one successful ad in the worst performing magazines. My ads were bringing in a three to one return on ad spend. So in other words, spend a thousand dollars on my ad and I get back 3000 in sales in the best performing magazines. I was getting a six to one return on ad spend, and since I was just still a dumb rookie back then, I just thought that was normal. That is not normal. It was highly unlikely and super difficult to get results like that with a front end campaign back in those days. Nowadays, it is virtually impossible in all media, online and offline, which is why I thought my newspaper ads at a one-to-one return on ad spend were a failure. Now, something else to consider bodybuilding is a subculture, right? As I affectionately call it.
It’s a niche much, much smaller than the health market, which is a mass market, which means that your pool of potential customers is substantially larger in the health market than the bodybuilding market. It also means that it was highly unlikely and super difficult to get better than a one-to-one return on ad span with a front end campaign. In those days, like I said, these days, impossible in all media online and offline, but super hard to do even back then. Having said all that, let me try to simplify this for you. My failed ads were actually this, a marketing asset that could have brought me tens of thousands, hundreds of thousands, and possibly millions of customers at zero cost to me. And that means this, since the health market, again, a mass market is so darn huge, I could have gotten crazy amounts of customers in a very short period of time for free.
In other words, spent a hundred thousand dollars on a Monday. I recouped that a hundred thousand dollars by Friday and had me just for example, let’s say I had me 5,000 new customers or 10,000 new customers all gotten for free. But Dan, since you were only breaking even, you still wouldn’t have made any money. That’s what I heard from so many marketers when I’ve told this story in the past. And t tus, my dear, dear, clueless, rookie drum roll, please. That was the mistake, the one that cost me a life of wealth and ease living on my own private island with my own private jet and yacht, and since I was still a heathen back then and single, a plethora of endless carnal pleasures that might’ve killed me and or cemented a special place for me in hell. But you still don’t get it, do you?
My goodness, greenhorn, this is direct response 1 0 1 here. You should know this. You don’t make your money on the front end, and even though it’s pretty much impossible to do this, to do it nowadays, even if you could only a bovine cloud painted city, five moron would make money on the front end. Why? Because it slows the growth of your business to a snail’s pace and it steals all of your profits. Why? Because a smart marketer knows these two points. Number one, the only purpose of your front end is to bring you customers, not to make money, because point number two, you make your money on the back end. Now, sit up straight, turn off your mind, numbing iq, lowering heroin. That’s your smartphone. By the way. Take a big deep breath and pay attention as if your life depended on it, because in many cases it does.
Do a little what the mystics used to call lexio Davina on those two points I just shared, and keep doing that until it sinks into your crusty, calcified and concrete thick cranium, because what I just shared with you is understood by very, very virtually infinitesimal few markers, marketers, sadly. But it’s the master key to you getting as moneyed as you choose to be. And yes, it is that simple. Listen, even the best of the best marketers in the world with the deepest pockets in the world, yeah, even those folks cannot make money on the front end these days in any medium, online or offline. In fact, most of those marketers lose money on the front end, and if that happens for them, they are thrilled about it. Why? Again, rookie Lexio, Davina, those two points I just shared with you. Listen, this is knowledge that I’ve sweated blood and invested decades to and has literally cost me millions of dollars, millions of my own dollars I’ve invested, and millions lost because I was a stupid rookie who didn’t understand this, and you just got that information free, which is probably another big mistake on my part because nobody values stuff given away free.
What this is right now, it’s a pregnant pause for effect. I have just given you the keys to the kingdom. Use it and prosper. Don’t forget to hit the subscribe button.
