Something that took me a while to learn:

0:00Who here head does not have a reliable way of getting customers? As in like you get it all word of mouth predominantly. Okay. One of the biggest mistakes that you that you make from an acquisition perspective is you using a warm process on cold leads. The reverse always works and the inverse does not. Meaning if you use a warm process on cold leads, you will not sell people and you will only sell the 6-in pots which are the warm leads. Which you pretty much could just be like, "Here's the price. Buy it." On the other hand, if you have a cold acquisition process, you can put a warm lead through it and they will buy at higher rates. Who here was at the launch for the book? At the launch, many people who were there knew who I was. There were also people there who did not know who I was. The webinar was structured for people who had no idea who I was.

0:43The people who did know were not offended. The people who didn't know were grateful to find out. I could have probably sent an email with the offer and done a third of the sales we did. The other two-thirds came from actually selling like we meant it.