Reader,

Rebrands are the business version of winning gold at the village fair for a paper-mache volcano: your mum, your nan, and the designer care. Nobody else notices, and it certainly doesn't move the profit needle.

So, naturally, here I am announcing the latest iteration of my website.

​connorbenham.com​

It is not perfect. The grammar police will have an aneurysm. Copywriters will cry into their oat lattes. And I am fine with that.

Its job is simply to stake a corner of the internet as mine. I am currently under lock-and-key, and cannot sell you anything, which affords me the luxury of a half-baked reference site—do not copy me if you do not have the same luxuries.

Inside, under “From the Desk of CWB,” there is a vitally important core message regarding your business. And under “posts,” you’ll find almost every email I send. If you spot a crime against the English language that physically hurts you, email me. I can take a beating.

The theme of the site is simple: Get Affluent Clients.

Not “rich.” Rich people can be unbearably low-class. Affluent people have money, taste, and manners. There is a difference, and you know it.

In choosing the theme, I fell into the trap I warn others about: majoring in the minors. I fiddled with:

—big money/small teams

—big margins

—charge more

—the most expensive

—premium priced

—top dogs

All good angles. But they all bow to one truth:

You cannot be the most expensive if you do not know how to attract, seduce, and sell to people with money.

That skill is the ultimate business weapon. Everything else is commentary.

So, “Affluent Clients” it is.

​Check the site out. Read the message on the homepage. If you grasp it, you may never have to worry about your business again.

Star Rich,

—CWB

P.S. Live Q&A this Friday lunchtime. Hit the “Free Community” tab on the site to join. The lsat one was a banger, and you can watch it under the ‘classroom’ tab if you are already a member.
​P.P.S. I am posting more on YouTube. By more, the aim will be bi-weekly. The production is basic, but the substance is strong. If you value signal over noise, subscribe here.​

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