Reader,

"What are these emails about, Connor?"

A fair question from a fellow who asked about these emails.

He was probing how they fit into the wider marketing strategy.

The results...

Where the topics come from...

What he could learn...

And he gave some - on the surface - decent advice about how I could take these emails and turn them into social media content. This was in response to me saying "I know outbound, and I know paid - the organic social game, less so."

But he missed a small, important detail.

So I told him...

"They're about anything, and everything. They come from connorbenham.com, not my agency, 15words.co. Meaning I write about whatever I feel like. Fatherhood. Meta ads. Working on Dan Kennedy's ads. Jiu Jitsu. Honestly, I sit down with a rough idea, and I share what's on my mind. More often than not it's business, which keeps you reading."

He was aghast. No optimisation. No three pillars running through each email. No scientific, formulaic system to put them together.

That I write these somewhat freestyle and chuck a CTA on the end.

If I were to optimise the shit out of them, you'd get far fewer than you do now.

I spend enough time with my head in spreadsheets that track client results, optimising their marketing, cooking up elaborate schemes to make them far richer than they already are. I don't want these emails to become another task.

And hey.

They work.

I do make money from them, don't get me wrong.

But I like that so many of you reach out and keep me posted on what you're doing. And when something big happens in the world of marketing, you get the sauce unfiltered.

They've found a natural place in my marketing stack. That place is to keep the people who find me somewhat interesting close. The sales are a bonus.

There's a time and a place for optimisation, don't get me wrong.

I intend to write an in-depth article each week from 15words.co - far more formulaic, geared for sales, built so a stranger can enjoy it without an inkling of who I am.

These specific emails? In my mind they're best kept on the creative end of the creativity-to-optimisation spectrum.

We all need a little creative endeavour.

These emails are mine.

But if I treated my paid marketing the same way...

...I'd be poorer, my clients would be poorer, and hey - the yachts aren't going to buy themselves.

So the clients get all my optimisation attention.

It's what they pay for. It's why their calendars end up stacked full of qualified sales appointments from paid ads, while their competitors peddle on the organic hamster wheel for sub-par results.

Anyway.

If you want to fill your calendar with qualified sales appointments, email me here:

connor@15words.co

We might be able to help.

Stay creative,

Connor Benham

—CWB

P.S. To be clear, I don't completely hate organic social media. I just think we all have limited time, money, and energy.

Organic social media done right takes a lot of time, a lot of energy, and a little money.

Paid ads done right with us take a day per month at most, require little extra energy, but cost more money.

The money piece is irrelevant.

Because it comes back from the ads tenfold.

Case in point:

We've been running ads for 32 days for one particular client.

He's hit a 2x upfront return on ad spend.

He got $2 back for every $1 he put in, inside those first 32 days.

And over his first two years, he'll realise $42 for every $1 spent in that opening month.

Want more sales appointments on your calendar from paid ads?

Email me here:

connor@15words.co