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 personally. They are akin to a toddler crying because it doesn't know what other way to deal with their feelings)

These tirades can occur even if the campaign is profitable from day one I've come across these tirades.

It's completely irrational.

When you advertise, there will always be waste.

If you send direct mail in the post, you will waste a percentage of your mail—it may go missing, the postman may dump it, and there is always a level of bad data.

And by the same token, if you advertise online, there will be money spent to acquire unqualified leads. Whether that's financially or by some other means.

It's a fact of life. It's the cost of business. So meet it with complete indifference.

The data never lies. If I took a nosey at your marketing spend, impressions, click through rate, opt-in rate, next-step-rate, your close rate, and your lifetime client value—I can tell you within a few moments how to exponentially improve the ROI of your marketing.

Because the data tells me what to do.

I'm no genius. I've just got a shit ton of experience. I launched my first ever digital ad at fifteen years of age, and I sent my first ever direct mail piece at sixteen years of age.

By eighteen years of age, I'd already managed multiple six-figures in advertising spend. And now at twenty-nine, it's a hell of a lot, lot, lot, more.

And the biggest lesson I can share from said experience is to just do what the data tells you to do—without any emotional attachment.

But if you're a proper business owner, with an ethical business, and not much time to invest into your sales & marketing systems.

Drop me a line. Reply to this email.

A rare slice of time has opened up in my calendar to either mentor you through your advertising, or to take it off of your plate completely.

Hit reply, let me know if that's you.

Stay detached,

Connor.

—CWB

P.S. I reference toddlers having a melt-down because they don't know how else to process their feelings. But to be honest, I could've quite easily referenced your average LinkedIn user in the toddlers place. Considering we are meant to be the apex species, I find it dumbfounding the vast majority of adults have gone their entire lives without ever considering there's a way to manage their 'feelings'.

Hey ho.

If you need help improving the ROI of your marketing, hit reply. I might be able to help.

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