Perry Marshall Minute: Play Dumb for Higher Profits

When's the last time you acted like your dumbest customer?

Mel, When's the last time you acted like your dumbest customer? John McGee (Fancher) was working with a Roundtable Europe client recently. One of the things John does as part of his Tactical Triangle Reviews is "act like a dumb customer." John says, "I'm VERY good at acting dumb…it comes naturally." Anyway, John tries to buy or sign up on the client's website. Noting, as he goes along, what might confuse a "dumb" customer. What might make them stop? Think? Do the wrong thing? Or just bail out of the site completely? He was doing this for the Roundtable Europe folks and as he did, the client would say… "Oh that's not supposed to happen." "Hmm we need to fix that." "Why did that page only show up for 1 second and then disappear?" All that, plus John's recs for making their process as "dumb-customer-proof" as possible. We online marketers rarely see exactly what our customers see. We assume everything is working the way it's supposed to work. We have blind spots that blind or confuse our customers. A confused mind always says NO. If these guys fix the problems they found with John, they could significantly improve their conversions and lower their cost to acquire a customer. Could be worth thousands of Euros each month. Your million-euro advice for today: Play dumb. Or, much better yet, have someone else (outside your company) play dumb for you. And if you haven't already, play smart by clicking here to join New Renaissance Club where members get discounts on events and programs like Tactical Triangle Review. Seize the day, Perry PS: The Perry Marshall Minute is the daily heartbeat of Planet Perry. Short messages about the foundational principles of our world (Tactical Triangle, The 7 Steps to Entrepreneurial Freedom, and 80/20 Sales & Marketing). Every message will contain a truth, tactic, or testimonial to make this the most valuable "minute" you spend every day. If you prefer not to receive these messages, click here to be removed from the Perry Marshall Minute series. ***NOTE: This email address isn't monitored! If you need help, please email: support@perrymarshall.com

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Perry Marshall Minute: Are you in the “RFM” of Planet Perry?

If you are not leveraging RFM, you could be accused of not marketing…at all.

Mel, RFM: Recency, Frequency, Money is one of the most hallowed and important marketing concepts. If you are not leveraging RFM, you could be accused of not marketing…at all. RMF is the 80/20 of maximizing the revenue "available" to you on your customer or prospect list. It is Marketing 101. But you'd be surprised how few marketers know about it or put it to work for them. What is it? RFM simply says that the customers most likely to buy from you next are… Customer who have bought from you most recently Customer who have bought from you most frequently Customer who have spent the most money with you in the past (and the same applies to prospects. Just replace "bought' or "money" with "clicks" or "time.") Segmenting your list according to RFM tells you where to spend most of your marketing dollars and time. It 80/20s your list and tells you who to talk to, who to email, who to send direct mail to, who to call on the phone…who is WORTHY of your marketing resources. It keeps you from wasting marketing dollars on those who are NOT worthy. Your million-dollar advice: RFM your customer list today if you have not already. Speaking of RFM…New Renaissance Club members are near the top of my RFM matrix. They spend frequently (monthly), they have spent recently (this month), and they often purchase more from me than other members because they get discounts on things like live events. And they also hear about things that non-members do not hear about. For example, I'm delivering a "Summit" in April all about what I consider to be the most challenging problem facing marketers…and the world…right now. But I have to be very careful about where and to whom I advertise this event. It will not be advertised on Facebook, Google, TikTok, Instagram or the usual online places. The letter outlining the event will not even be on my website. And I will be emailing only the top "RFM" of my list. New Renaissance Club members have been getting emails about this event. They will see the letter in the members area when it goes live TODAY. Many have already registered. We already have 18 registered, with several more applications still to be processed. Maximum attendance for this event is 50. Yes, we are already well on our way to filling it up even though the letter did not go live until today. If you have not heard about the event, the best way to be in the know is to click here to join New Renaissance Club. Seize the day, Perry PS: The Perry Marshall Minute is the daily heartbeat of Planet Perry. Short messages about the foundational principles of our world (Tactical Triangle, The 7 Steps to Entrepreneurial Freedom, and 80/20 Sales & Marketing). Every message will contain a truth, tactic, or testimonial to make this the most valuable "minute" you spend every day. If you prefer not to receive these messages, click here to be removed from the Perry Marshall Minute series. ***NOTE: This email address isn't monitored! If you need help, please email: support@perrymarshall.com

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Perry Marshall Minute: How to get $4000/hour advice without paying $4000

I look for posts that start with "Perry" and I try to give the best answer I can give…

Mel, Once a month I dip into the New Renaissance Club Google Forum. I look for posts that start with "Perry" and I try to give the best answer I can give…to as many posts as I can…over the course of the day…usually the WHOLE day. R was about to start a brand new business and wanted my advice. I charge $4000/hour for one-on-one consultations. R pays $99/month for his New Renaissance Club subscription. It's BY FAR the most affordable way to get my advice on your specific problem. I can't guarantee I'll get to your question, but I'll do my darndest. And the advice I gave to R is sound advice for every business owner. (Unless you're Amazon or Wal-Mart (you're not)).

Hi Perry, I am ready to launch a new business in 2 weeks, so this opportunity to ask you comes at a great time for me. THANK YOU. I want to teach English. Wrote a book in 1994 on this topic and taught people 5% grammar and avoid 95% that is complicated. During Covid I taught a Zoom course on "Confidence in Speaking English for Working People". 21 people (2 doctors, 2 professors, 3 engineers, 1 CPA, 1 insurance salesperson, 1 teacher, etc.) got 100% result in a total of 16 hours of training in 8 days. No homework. Nothing. Just live training. This method works for all working people. 100%. The product (training) is great and works. It is inherently scalable because a Zoom meeting can handle a large number of people. Kindly advise regarding how to proceed: I think I can narrow my focus to engineers (30 million in India) and software programmers (5 million in India). Perhaps 20% are not confident in speaking English. -R

Here's my reply…

The narrower the better. "Confidence in Speaking English for Engineers" or "Programmers" or even "C Programmers" or "Ruby on Rails Programmers" or "2 Weeks to Confidence in Speaking English for Software Engineers" Even if it's 95% the same course as you would sell to a doctor or plumber, the 5% that's specific to engineering jobs and situations makes it 2-3X more valuable. Narrow, narrow, narrow. You could even subdivide it down to different native languages or dialects (Hindi vs other languages).

***

Perry, I can deliver the training over Saturday-Sunday (16 hours) or over 8 days (over 2 weeks; 4 days per week). Perhaps I can reach them via LinkedIn by sharing content and ads. I think I can charge between $150 to $300 per student. Perhaps I can sell 5x more people at $79. There are no significant upsells for general audience. But, if I narrow the focus on software programmers/engineers only, then I can have upsells focused on "Using Non-Tech Skills for Rapid Career Growth for Programmers". One such idea resulted in 3x income in 7 months after I quit Intel (All I did was write at the top of the resume: I specialize in short-term high-stress projects).

***

Yes exactly. Don't sell to 30 million people, sell to 1 million or less by being even more specific. Survey the people who sign up about their specific issues and frustrations and dial it in. Perry

***

Thank you. I am grateful for being in this forum, getting replies from you as well as other members R

Congrats to R! I look forward to hearing more great things from him in the future. Are you trying to sell to too many people? Maybe not 30 million…but too many? It's a great way to make sure you're paying way too much for traffic and killing your conversions…and your business…maybe before it's even born. Dial it in. If you're not already a New Renaissance member and you want a shot at getting my advice the most affordable way possible, click here to join New Renaissance and ask away! Seize the day, Perry PS: The Perry Marshall Minute is the daily heartbeat of Planet Perry. Short messages about the foundational principles of our world (Tactical Triangle, The 7 Steps to Entrepreneurial Freedom, and 80/20 Sales & Marketing). Every message will contain a truth, tactic, or testimonial to make this the most valuable "minute" you spend every day. If you prefer not to receive these messages, click here to be removed from the Perry Marshall Minute series. ***NOTE: This email address isn't monitored! If you need help, please email: support@perrymarshall.com

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Perry Marshall Minute: How to get $4000/hour advice without paying $4000

I look for posts that start with "Perry" and I try to give the best answer I can give…

Mel, Once a month I dip into the New Renaissance Club Google Forum. I look for posts that start with "Perry" and I try to give the best answer I can give…to as many posts as I can…over the course of the day…usually the WHOLE day. R was about to start a brand new business and wanted my advice. I charge $4000/hour for one-on-one consultations. R pays $99/month for his New Renaissance Club subscription. It's BY FAR the most affordable way to get my advice on your specific problem. I can't guarantee I'll get to your question, but I'll do my darndest. And the advice I gave to R is sound advice for every business owner. (Unless you're Amazon or Wal-Mart (you're not)).

Hi Perry, I am ready to launch a new business in 2 weeks, so this opportunity to ask you comes at a great time for me. THANK YOU. I want to teach English. Wrote a book in 1994 on this topic and taught people 5% grammar and avoid 95% that is complicated. During Covid I taught a Zoom course on "Confidence in Speaking English for Working People". 21 people (2 doctors, 2 professors, 3 engineers, 1 CPA, 1 insurance salesperson, 1 teacher, etc.) got 100% result in a total of 16 hours of training in 8 days. No homework. Nothing. Just live training. This method works for all working people. 100%. The product (training) is great and works. It is inherently scalable because a Zoom meeting can handle a large number of people. Kindly advise regarding how to proceed: I think I can narrow my focus to engineers (30 million in India) and software programmers (5 million in India). Perhaps 20% are not confident in speaking English. -R

Here's my reply…

The narrower the better. "Confidence in Speaking English for Engineers" or "Programmers" or even "C Programmers" or "Ruby on Rails Programmers" or "2 Weeks to Confidence in Speaking English for Software Engineers" Even if it's 95% the same course as you would sell to a doctor or plumber, the 5% that's specific to engineering jobs and situations makes it 2-3X more valuable. Narrow, narrow, narrow. You could even subdivide it down to different native languages or dialects (Hindi vs other languages).

***

Perry, I can deliver the training over Saturday-Sunday (16 hours) or over 8 days (over 2 weeks; 4 days per week). Perhaps I can reach them via LinkedIn by sharing content and ads. I think I can charge between $150 to $300 per student. Perhaps I can sell 5x more people at $79. There are no significant upsells for general audience. But, if I narrow the focus on software programmers/engineers only, then I can have upsells focused on "Using Non-Tech Skills for Rapid Career Growth for Programmers". One such idea resulted in 3x income in 7 months after I quit Intel (All I did was write at the top of the resume: I specialize in short-term high-stress projects).

***

Yes exactly. Don't sell to 30 million people, sell to 1 million or less by being even more specific. Survey the people who sign up about their specific issues and frustrations and dial it in. Perry

***

Thank you. I am grateful for being in this forum, getting replies from you as well as other members R

Congrats to R! I look forward to hearing more great things from him in the future. Are you trying to sell to too many people? Maybe not 30 million…but too many? It's a great way to make sure you're paying way too much for traffic and killing your conversions…and your business…maybe before it's even born. Dial it in. If you're not already a New Renaissance member and you want a shot at getting my advice the most affordable way possible, click here to join New Renaissance and ask away! Seize the day, Perry PS: The Perry Marshall Minute is the daily heartbeat of Planet Perry. Short messages about the foundational principles of our world (Tactical Triangle, The 7 Steps to Entrepreneurial Freedom, and 80/20 Sales & Marketing). Every message will contain a truth, tactic, or testimonial to make this the most valuable "minute" you spend every day. If you prefer not to receive these messages, click here to be removed from the Perry Marshall Minute series. ***NOTE: This email address isn't monitored! If you need help, please email: support@perrymarshall.com

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Perry Marshall Minute: “Poor Lupita…”

"...she's going to be so disappointed."

Mel, "When we first started selling accordions, my wife Lupita was so excited about the idea. She worked on the website and was so positive and energetic and hopeful. "But I was not optimistic. I did not think we would sell very many. I knew how hard it is to make a business work online. "I thought, 'Poor Lupita, she's going to be so disappointed.' "But I was wrong. We sold way more than even Lupita expected and we were on our way." That's Roundtable member Adrian answering the question… Have you ever just followed a gut feeling and it turned out to be right, even though you couldn't explain it rationally? Well, it wasn't Adrian's rational, pessimistic, "realistic" assessment that turned out to be right. It was Lupita's hunch, feeling, intuition…that turned out to be right on the money…literally. Good thing Adrian listened to Lupita. Good thing he had someone to challenge his assumptions. Good thing he had someone to push him to try something a little risky. Today's million-dollar advice may seem weird and woo-woo, but ignore it at your peril… Do not ignore your hunches. Do not put all your trust in your "rational" assumptions (you'll be surprised how many are NOT rational when you really examine them!). Do not ignore your gut…your gut thinks…it's like a second brain. Cultivate your ability to hear "Memos from the Head Office." In New Renaissance we are all about discovering how to generate brilliant ideas. They come from everywhere. My friend and mentor Tom used to say "There are burning bushes everywhere. You just have to learn to see them." If you're not a member already, click here to see the flames and smell the smoke. Seize the day, Perry PS: The Perry Marshall Minute is the daily heartbeat of Planet Perry. Short messages about the foundational principles of our world (Tactical Triangle, The 7 Steps to Entrepreneurial Freedom, and 80/20 Sales & Marketing). Every message will contain a truth, tactic, or testimonial to make this the most valuable "minute" you spend every day. If you prefer not to receive these messages, click here to be removed from the Perry Marshall Minute series. ***NOTE: This email address isn't monitored! If you need help, please email: support@perrymarshall.com

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