Hi I'm Connor Benham, you should join my newsletter if you want to make more money in your business

Reader, "What is a VSL, that video sales letter thing, Connor?" — A question from my Father. He receives my emails, and shot me a text asking the above. And if he's thinking it, I'd hazard a guess you might be thinking it too. So I'm writing this unsexy email for him — and for anyone else wondering the same thing. A video sales letter (VSL) is just a video that makes a complete sales argument for your product or service. You could take the exact words from your VSL and put it in a letter....

Reader, "What should I expect when running Facebook and Instagram ads, to a video selling your services, and encourages them to book a call?" —A predictable question from prospects I talk to Typically it works out like this: In the first couple of weeks your ad spend will be breakeven against the revenue you collect. Sometimes there's negative cashflow for a couple of weeks. Then you hit breakeven, then by the third week, you see the shoots of profit, and the flowers of scaling start to...

Reader, “The right message, to the right market, over the right medium, at the right time.” This definition of marketing has made me, and my clients, plenty of cash. It now operates as the base framework for any and all marketing campaigns I’m involved with. We call it The 15 Word Marketing Plan. Here’s how it works. If you are actively looking for more clients, I’m assuming you are marketing. But have you clearly defined your market?An audience with a burning problem, willing to buy, and...

Reader, Here's some great books, with a critical flaw. Built to Last – Jim Collins & Jerry PorrasGood to Great – Jim CollinsThe Innovator’s Dilemma – Clayton ChristensenZero to One – Peter ThielThe Toyota Way – Jeffrey LikerThe Lean Startup – Eric RiesHooked – Nir Eyal All good books. But they all try to nail the idea that the product is the most important thing to obsess over in your pink, wrinkled, gummy brain. Not bad, or completely wrong advice—however—the vast majority of business owners...

Reader, If you are: Making at least £120k profit per year Understand that marketing is educated gambling with the odds in your favour Are looking to break your businesses reliance on your network, referrals, and social media... ...And you want to install a repeatable, reliable, client acquisition system into your company. One that effectively allows you to write your own ticket. Then hit reply. We're currently accepting no more than two clients to either: 1) Do it for you: Completely build...

Reader, Spoke to a clever chap yesterday who reached out to me for assistance with their marketing. They have a product so good they'd generated a very tidy profit essentially by accident. To use his words, they are doing all of the wrong things, and making money in spite of their efforts (or lack thereof). Businesses making money hand over fist due to the potentness of their product are my absolute favourite to work with. Because when you install my client winning machines in them, they...

Reader, With every email I send I lose email subscribers. It's natural decay. It's the rubbish taking itself out. Unsubscribes from your emails are natural and healthy. They are nothing to take personally, and they are certainly not a reason to stop sending emails. Email marketing remains one of the most lucrative channels in which to engage your prospects, and clients. But despite this, on more than one occasion I've heard of business owners who have stopped sending emails. And when I've...

Reader, You must be able to face rejection, and frustrating circumstances, with complete indifference. Your business does not care how you feel about its performance. It does not feel anything itself, it merely projects the effort, and intelligence of which you have put in to it. For example, when I run advertising campaigns for people, occasionally I'll be met with a tirade of frustration that every single lead is not qualified. (To be clear: These tirades are never directed at me...

Reader, If you took time off over Christmas and your lead flow dried up completely... Or worse - if you couldn't take time off because you knew the business would stop without you... Then you are on thin ice my friend. Here's a quick test that separates robust businesses from the fragile: What happens when you stop? If the answer is "no new business comes in" - you're in trouble. If the answer is "I can't stop" - you're in even bigger trouble. Because here's the reality: if your business only...

Reader, Your marketing should describe your prospects pain is such excruciating detail they’ll trust you inherently. It should make them think… “If they know the problem better than me, and can articulate it better than me, there’s no way they can’t fix it”. Fuck your fancy elevator pitch. Their pain is the pitch. For the last decade I’ve been banging this drum. Often I’m met with a sea of nodding heads. Rarely am I met with objection. However, the vast majority still get this painfully wrong...