The day somebody sold me through email
I managed a $284,370 ad budget for one of my clients.
The cost per lead went down, the volume went up, I delivered the leads and sent the invoice.
Then I’d watch what happened to them.
The client worked with the handful who were ready that week, closed two or three, and left the rest in a spreadsheet.
A month later, I’d hear that the lead quality had dropped.
The leads hadn’t changed. Nobody was talking to them. Every month, I filled a room where nobody spoke.
So I looked at the part that wasn’t my job: the 90 days after someone puts their email in. That’s where I found email marketing. It didn’t look like much at first.
Text on a screen.
Then somebody sold me through email.
I read their emails for a few weeks, until buying was the obvious thing to do. I paid, and afterward I sat there trying to work out when I’d been pushed.
I never had been.
That was the day I stopped selling traffic and started learning this.
I picked writing because it sits under everything: the ad, the page, the email, the call. Change the words, and everything after them changes too.
















