The Single Greatest Marketing Secret with Parris Lampropoulos at Joe Polish’s Genius Network

Show Notes 

• There are basically only three ways to increase your sales: you can increase the number of customers you have, you can increase how much they buy from you, or you can increase how often they buy from you.
• Little hinges swing big doors; by increasing each of those factors by 25% you can nearly double your sales.
• You can create the incremental increase through a variety of means, including raising your prices, adding another channel, and optimizing.
• An upsell is when you go to McDonald’s and you order a cheeseburger and they ask you, “Would you like fries with that?”.
• Mailing your customers and contacting them more frequently is going to give you the incremental lift you need, but be careful when doing so.
• Hire the best copywriter you can afford. Take your biggest problems and stresses and put them on to someone else.
• There is nothing more important than customer retention, nothing.
• You can get new people coming through your door everyday but if you can’t keep the people you have, it’s like bailing out a leaky boat.
• If you bludgeon your list with pitch after pitch, you will begin to alienate them. Sometimes you have to provide information and ask for nothing in return.
• 80% free content, 20% sales pitch.
• You want to make your sales emails and editorial content look and sound the same. Try to keep the energy similar as well.
• Useful is boring. Your goal shouldn’t be to just be useful, your goal should be to WOW the hell out of them.
• There are two components to WOWing someone: tell them something new and tell them something surprising. When you have novelty and surprise, you will get them addicted to your copy.