The Big Mistake ‘Average’ Entrepreneurs Make

Are You Making This Critical Marketing Mistake?

The big mistake, the major mistake, that a lot of entrepreneurs make is they don’t approach the front end and the back end differently.

Meaning that to the typical, to the average entrepreneur, they look at marketing to generate customers and marketing to existing customers as the same.

In their mind, they don’t differentiate between the two.

They design marketing campaigns, they design offers, they design ads, maybe Facebook ads, offline ads, whatever it may be, the same, regardless of whether they’re talking to a prospect or an existing customer.

And in their mind, what they’re looking to do is they’re looking to generate a certain amount of profit on every sale.

They’re looking to generate a certain amount of profit from the very first sale, with a brand new customer.

They’re looking to generate the same amount of profit whether it’s the fifth transaction, the eighth transaction, or the tenth transaction.

That’s what the average does.

But the pro entrepreneur, the pro marketer, sees it differently, understands that it’s different.

The ‘Pro’ Marketer Understands ‘Maximum Customer Acquisition’

The front end of business is about maximum customer acquisition.
The Pro marketer knows the front end of his business is about customer acquisition.

The pro marketer looks at the front end and says, it’s all about customer acquisition.

Therefore, I don’t need to generate a profit on the front.

My aim isn’t to generate a profit on the front.

My aim is to simply acquire the maximum number of new customers that I possibly can.

Why does the pro do that?

Why is the pro not looking to generate profit or not interested in profit on the front end?


Because of this one thing.

And listen to me carefully here.

The money in your business is made on the back end.

The profit, your income, the bankable money, is made on the back end, on the second transaction, the third transaction, the fourth transaction, the fifth transaction.

Turning A Prospect Into A Customer Is NOT About Profit Generation

Pro Marketers understand customer acquisition vs. profit generation.
Understand the difference between customer acquisition and profit generation.

And if you’re looking to generate profit, if you have to have marketing on the front end that generates a profit, you are putting yourself in a position where you have to, you can’t invest nearly the same amount of money into acquiring customers that the pro marketer can.

The pro marketer can invest more, can spend more, to get a single customer.

Let’s get a little funky and get technical for one second.

Let’s say you sell a $100 product.

A $100 product, right?

So now let’s say you want to generate a profit on the front.

Maybe you want to generate a 50% profit margin.

Well that means that if you’re selling a $100 product, that you can only afford to invest $50 to get a single new customer, right?

Because you want your 50% margin, your $50 of profit.

And so, if you sell a product for 100 bucks, it means you can only afford to spend 50 bucks to get a customer so that you’ve got your $50 margin.

Now let’s say that you are competing against a pro entrepreneur, a pro marketer, who understands the difference between front end and back end, who understands the objective of each.

And that marketer says “Hey, I’m willing to not generate any profit on that first sale, meaning that that pro marketer, also selling that same $100 product, can now invest $100 to get a single new customer.”

The pro marketer can invest $100 to get a single customer.

The average entrepreneur in this example can only invest 50 to get that same single customer.

$100 verses $50.

Who has the advantage?

Who is going to win the game?

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This “Secret” Will Make You More Sales (Most Won’t Do This)

Making More Sales Comes From Knowing Your Market’s Problems And Desires

Getting More Sales Starts With Understanding Your Market.

First and foremost, you have to be in tune with the market.

You have to be a student of the market because what I’m looking for, what we’re always looking for, is we’re looking for something different.

We’re looking for something that nobody else has presented to the market.

But we’re also looking at something that the market is going to salivate over, that the market is really going to think,

“Oh my gosh,”

“This is exactly what I’ve been looking for,”

“This is insane, this is crazy!”

So different but yet right within the sweet spot of the market.

And so, in order to know if something’s different, and, of course, in order to know if you’re within the sweet spot, which we’ll talk about in a second, you have to become a student of the market.

And so, I’m always looking for what are my competitors saying.

What are the themes, the common themes, if any, across competitors?

Are they addressing a certain problem, a certain desirable solution? And I’m seeing trends across the board.

Is there certain terminology that they’re using?

And I’m also looking for how they are presenting those certain things.

What are your competitors already saying to your potential customers?


Because I don’t want to duplicate how they’re presenting it.

But I do, if I can, I want to identify a trend…

I look for what isn’t the market being given.


So what isn’t the market being taught?

So, there are lots of things that we know that we should be doing.

Lots of different topics, from, copyrighting, email, re-targeting, all these different things.

So I look at what is being taught and what is not being taught.

And what is it that the market is starting to grow in terms of a fever pitch?

For example: They’re starting to talk more about funnels.

Or they’re starting to talk more about re-targeting.

Or they’re starting to talk more about A.I., something like that, right?

And so, now I’m pulling these things together.

It’s being a student… it’s paying attention to what’s going on from competitors… from what the market wants.

Then I see if there is a story that I can tell that nobody else is telling.

Getting more sales comes from paying attention to what your prospects want that your competitors aren’t giving them, so you can then fill that hole.

Is there an angle?

For example – The tripwire. Everybody might be talking about how easy it is and how to put one together.

And some people might be talking about how to outsource them.

And maybe the story that nobody is telling is that the use of a tripwire is what’s putting you in a major deficit when media buying.

Or something like that.

And so I just look for that.

Sometimes you think you’ve got a winner and you don’t.

And sometimes you just know you’ve got it, based on just what you see from the market.

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Does Your Product Have A Unique Mechanism?

Want More Customers? Then You Need A Unique Mechanism.

This is a game changer.

This is one of those game changers that when you get, this forever changed my marketing and today every piece of marketing I do is based on this principal.

The principal that we’re talking about is the unique mechanism. So let’s just define mechanism first.

Mechanism is very simple.

Mechanism is the thing that is within your product or service that allows it to work.

It’s the cause behind how you’re product or service delivers the benefit, the promise, the outcome.

And so today, more so than ever before, what prospects want to know – they not only want to know what your product is going to do for them –

Like what it’s going to change for them, what pain it’s going to alleviate, what good it’s going to give them but they want to know how.

A Unique Mechanism is critical for showing your prospects “how” your product gets them results.

How is your product or service going to deliver the result?

How is it going to deliver the promise?

So that “how” is the mechanism.

Today it is critical that you have what we call a unique mechanism.

A unique mechanism is really nothing more than just –

A unique formula…

A unique system…

A unique ingredient…

A unique algorithm…

A unique element within the product or service that delivers the result.

And before we go into the elements and what makes up a unique mechanism, it’s important to understand that the reason why this is so effective is because it gives prospects one of the strongest emotions that doesn’t get talked about enough within marketing circles, and that’s hope.

The Unique Mechanism Gives Prospects Hope That Maybe This Time Around They’ll Get The Result They Want.

That they’ll lose the weight… that they’ll get the number one ranking on Google.


Because they’ve tried all the other common mechanisms.

They’ve tried all the other common ways.

They’ve tried all the other methods and they didn’t work.

Your Unique Mechanism gives your prospect “hope”…

And so when they see that you’ve got something new unique and different, a new unique mechanism, they now have hope in the promise.

They now have this feeling of hope that “…maybe I can experience this benefit, this thing.”

And so that’s the first thing to understand with the unique mechanism.

The second thing to really understand is that you never want to design a marketing message to get buy-in around a commodity.

In other words, let’s take for example magnesium.

Let’s say you’re selling the mineral magnesium.

You’re selling a magnesium supplement.

Well, if your entire marketing message is about magnesium and the benefits of magnesium and how magnesium has been researched and reported on and doctors love it, all you are doing is creating buy-in from your audience on magnesium, the commodity.

… Which they then can go and go to YouTube and learn more about magnesium.

They can go to Amazon and find a number of magnesium supplements.

They can go to wherever, they can go to Google.

All you’ve done is create buy-in on the commodity and in the process you create what I call the Google Marketing Slap, where somebody’s watching your video, they hear you talking about all these fantastic benefits about magnesium.

They say “thanks,” pause, then they Google “magnesium supplements.”

“Cheaper magnesium supplements”… “inexpensive magnesium supplement”…

And you’ve now blown the sale, not because you didn’t educate, not because you didn’t deliver value, but because you had an ordinary mechanism.

You had a commodity and you never want to market a commodity.

You always want to market your own unique mechanism, your own proprietary mechanism.

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Great Little Marketing Book

I’ve got a great marketing book for you.

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Odd prospect question you MUST answer

If I asked you the following question, could you answer it?

“How does your product or service work to deliver results?”

Not, what will it do for me. Not, benefits.

But, HOW does it deliver the main benefits you’re promising?

You MUST answer this question in your marketing.

And answer it correctly if you hope to generate a sale.

How To Get New Customers For Free Using Paid Traffic

Average Order Value (AOV): The average amount of money a new customer spends with you by the end of your marketing funnel.

* The key to being able to afford more customers - 0:14
* How to make the game of customer generation easier - 0:47
* What to monitor instead of sales conversion rate - 1:20
* The only time we use sales conversion rate for anything - 2:19
* Effective marketing comes down to these three things - 2:38
* The single most important customer acquisition mindset to have - 3:30
* Two parts to customer value - 4:18
* How to know what you can spend to get a new customer - 6:12