I’m a fan of making the complex simple.
Not simplistic. Simple. Core. Drill down to the strategic essence.
The 4% power of a principle that produces 64% of the results. The 20% of the 20% that produces the 80% of 80%.
Albert Einstein said, “Make everything as simple as possible, no simpler.”
I was lost.
In terms of marketing that is.
Starting in the business in the early eighties, marketing was “press the flesh.” Network. Get face to face.
Marketing by hand.
Imagine if they still made cars by hand.
It’s the most inefficient way to grow your business. You can grow a 6-figure business that way, I guess, but not a 7-figure business.
So, I went looking for proven wisdom OUTSIDE OF THE INDUSTRY.
It became clear that the INDUSTRY is primarily product manufacturers (and distributors) who believe that their product is what brings value to people and they want you to be dependent on them.
I believe that YOU are the value to clients… and I want you to be financially independent and free to live out your dreams!
I wanted to find someone who had done it, over and over again, with small businesses. People like me.
I found him.
You may know him.
He’s (now) a marketing legend.
He’s (now) authored 32 books, many being named to the “Top 100 Business Books of all Time” list by Inc. Magazine, and has been interviewed or featured in 300 different business magazines or trade journals including Forbes, Bloomberg Business Week, and Entrepreneur.
He was my first marketing mentor.
This is me with him at his house in Ohio for a day of coaching – a $20,000 investment.
He was near death about a year ago and amazingly survived, albeit a little less functional.
His name is Dan Kennedy.
I learned many marketing lessons from Dan, including what I’m about to share…
You will not, most likely, agree.
Dan calls it the inside secret of most business fortunes: he who can spend the most money to acquire customers wins.
Told ya you wouldn’t agree (unless you’ve been taught by me).
Not he who has the best product (sorry INDUSTRY). Not he who delivers the best service. Not he who gets the most referrals. Not he who has the best brand. Best reputation… Nope. Nope. Nope.
Therefore, he says MAC/CA – Maximum Allowable Cost for Customer Acquisition is THE, THE, THE MOST IMPORTANT NUMBER of all the numbers in your business.
Not he who spends the least, like we are taught.
Let that sink in.
Do what you want with MAC/CA.
If it makes sense, let’s explore how you can use that knowledge to 2X, 4X, and even 10X your business.
How much is your MAC/CA?