OwlCyberSecurity - MANAGER

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Envelope-to: suzana@digitalaesthetics.org
Delivery-date: Fri, 14 Jul 2023 00:30:55 -0400
Message-ID: <m171.759265999.5052671689309044218.JavaMail.tomcat@web-core2-035>
Date: Fri, 14 Jul 2023 00:30:44 -0400 (EDT)
From: Perry Marshall <google@perrymarshall.com>
To:  <suzana@digitalaesthetics.org>
Subject: Perry Marshall Minute: Gumballs galore
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                 <p style=3D"line-height: 150%;">Suzana Vrhovac,</p>=20
                 <p style=3D"line-height: 150%;">&nbsp;</p>=20
                 <p style=3D"line-height: 150%;">Got this question in the N=
ew Renaissance Club Forum a couple years back..</p>=20
                 <p style=3D"line-height: 150%;"><br>I have a question abou=
t the cost of customer acquisition, how to determine that. I heard it shoul=
d be 10% of what you want to make, like $100 to make $1000 which I worked w=
ith and never saw results. Then I was in a coaching call and the speaker sa=
id it should be 2-3 times what you want to make. What is your insight in th=
at?</p>=20
                 <p style=3D"line-height: 150%;">&nbsp;</p>=20
                 <p style=3D"line-height: 150%;"><strong>My reply=E2=80=A6<=
/strong></p>=20
                 <p style=3D"line-height: 150%;"><br>Neither of these is ne=
cessarily right, it depends entirely on what you want to sell but here is h=
ow you need to think about that:</p>=20
                 <p style=3D"line-height: 150%;"><br>What is the value of t=
he initial sale? How long will that customer be buying from you? And what i=
s the lifetime value of that customer? </p>=20
                 <p style=3D"line-height: 150%;"><br>The answer is very dif=
ferent in a transactional business where they're going to buy one thing one=
 time and it's over.&nbsp;</p>=20
                 <p style=3D"line-height: 150%;"><br>For example, in the Ro=
b Skrob club Zoom this week, there was a guy who sells industrial ceiling f=
ans. The customer is going to buy one fan one time. They're not going to bu=
y one every month.</p>=20
                 <p style=3D"line-height: 150%;"><br>On the other extreme, =
a diabetic will buy insulin for the rest of his life, which may be 40 more =
years.</p>=20
                 <p style=3D"line-height: 150%;"><br>So the guy who sells i=
ndustrial ceiling fans one time has to acquire a customer for less than the=
 gross margin of one fan.</p>=20
                 <p style=3D"line-height: 150%;"><br>The company that sells=
 insulin might be able to spend one year of sales revenue and break even at=
 the end of year two.&nbsp;</p>=20
                 <p style=3D"line-height: 150%;"><br>A Software As Service =
company such as Hubspot or InfusionSoft is playing that game too.</p>=20
                 <p style=3D"line-height: 150%;"><br>In SAAS it is not unco=
mmon to spend 18 months of subscription revenue to acquire a customer, beca=
use for example the retention rate year to year might be better than 90% wh=
ich means the average customer sticks around five years.</p>=20
                 <p style=3D"line-height: 150%;"><br>Practically speaking f=
or most companies, we are going to acquire a customer with an initial sale,=
 and the average customers (bottom 80%) may never purchase anything else.&n=
bsp;</p>=20
                 <p style=3D"line-height: 150%;"><br>But the above average =
customers (top 5% fans) may purchase dozens of times.&nbsp;</p>=20
                 <p style=3D"line-height: 150%;">&nbsp;</p>=20
                 <p style=3D"line-height: 150%;"><strong>There is no one pr=
ecise answer as to how much you "should" spend</strong>. You can go more ne=
gative and play a long-term game; you can spend less and play a short-term =
game....&nbsp;</p>=20
                 <p style=3D"line-height: 150%;"><br>But remember, if you s=
pend too much you never get the money back, and if you spend too little you=
 never get any customers.</p>=20
                 <p style=3D"line-height: 150%;"><br>So how do you decide?&=
nbsp;</p>=20
                 <p style=3D"line-height: 150%;"><br>I=E2=80=99ll talk abou=
t that next time.&nbsp;</p>=20
                 <p style=3D"line-height: 150%;">&nbsp;</p>=20
                 <p style=3D"line-height: 150%;">Join New Renaissance Club at the =
annual level and get $500 off your Perry Marshall Academy tuition (expires =
August 1).&nbsp;</p>=20
                 <p style=3D"line-height: 150%;">&nbsp;</p>=20
                 <p style=3D"line-height: 150%;">To claim this bonus, simpl=
y email support@perrymarshall.com after joining New Renaissance =E2=80=94 S=
ubject line: =E2=80=9CNR bonus=E2=80=9D =E2=80=94 and let our support team =
know that you'd like to claim this NR bonus.</p>=20
                 <p style=3D"line-height: 150%;">&nbsp;</p>=20
                 <p style=3D"line-height: 150%;">Seize the day,&nbsp;</p>=
=20
                 <p style=3D"line-height: 150%;">Perry</p>=20
                 <p style=3D"line-height: 150%;">&nbsp;</p>=20
                 <p style=3D"line-height: 150%;">&nbsp;</p>=20
                 <p style=3D"line-height: 150%;">PS: The Perry Marshall Min=
ute is the daily heartbeat of Planet Perry. Short messages about the founda=
tional principles of our world (<a data-campaign-link-id=3D"K4083" data-u-l=
ink-value=3D"eyJuYW1lIjoiY2FtcGFpZ25fbGlua190eXBlIiwiYXR0cnMiOnsiaHJlZiI6In=
t7Y2FtcGFpZ25saW5rfX0iLCJ0YXJnZXQiOiJfYmxhbmsiLCJkYXRhLWNhbXBhaWduLWxpbmsta=
WQiOiJ7e2NhbXBhaWdubGlua319IiwiZGF0YS10YWctaWQiOiJ7e3RhZ319In0sInZhbHVlcyI6=
eyJjYW1wYWlnbmxpbmsiOiJLNDA4MyIsInRhZyI6W3sidmFsdWUiOiI1NDc0IiwibGFiZWwiOiI=
qKlJlY2VuY3kgLS0mZ3Q7IEZyZXNoIENsaWNrIn1dfX0=3D" data-tag-id=3D"5474" targe=
t=3D"_blank" href=3D"https://m171.keap-link014.com/v2/click/b575e2c46313ed3=
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UtOLfQ6O_vtzF4IgmYam45URNGSkgVxwIUVoHFrNDI-zyila5o9LIgU-n3vTLCkuvyyextfxXy1=
WpdxB0cL0fLyvNm2zXF_OjTHNnotc_HIPziU5vcFLfIbafe0aQ5kmv5EgxK4-4h0Typ0Aa6lOhG=
L4auT0X9GtL5K02EYlhacGxVz_sykXHKj0j5oDbIXn-ljQHXyJjgOtdB98MJob3q8u-oqIoOqQT=
EhZ4EzZZl407VVKvHgBPhZR3Cqts54GwN8Szy-NsabnTMgybO8SLIyoUXMz6wF3f38v4WRVD2TH=
qYvxwOR4Q=3D=3D" rel=3D"noopener" class=3D"">Tactical Triangle</a>, <a data=
-campaign-link-id=3D"K4080" data-tag-id=3D"5474" data-u-link-value=3D"eyJuY=
W1lIjoiY2FtcGFpZ25fbGlua190eXBlIiwiYXR0cnMiOnsiaHJlZiI6Int7Y2FtcGFpZ25saW5r=
fX0iLCJ0YXJnZXQiOiJfYmxhbmsiLCJkYXRhLWNhbXBhaWduLWxpbmstaWQiOiJ7e2NhbXBhaWd=
ubGlua319IiwiZGF0YS10YWctaWQiOiJ7e3RhZ319In0sInZhbHVlcyI6eyJjYW1wYWlnbmxpbm=
siOiJLNDA4MCIsInRhZyI6W3sidmFsdWUiOiI1NDc0IiwibGFiZWwiOiIqKlJlY2VuY3kgLS0mZ=
3Q7IEZyZXNoIENsaWNrIn1dfX0=3D" target=3D"_blank" href=3D"https://m171.keap-=
link014.com/v2/click/35630650054c69cb696e3e2a1e05c07e/eJyNkUtrwzAQhP-LDj3Fs=
WXTPAymhBCCcZpDac9ByOtGVC-kVY0J_u-V3ZJTC73Ojr6d0d4IgmYa65aURNE1JQvigAsrQOPe=
aGR8nlFKtzTbLIgU-uPoTLCkvP3y9j6exHy12m6yBcHBQrS8vuz2TX0-Xk71uYley1xc8g8Opfl=
jQYv8Tjo87-oTGcc_0aAEHj4j3ZMSXYCpVCtiMXxzMvqviNaXadr3_dKCc4Nizl-ZlEtuVKqhT2=
I0JrxnmkP6FFBdvAmOQyV0F7ww2psOHyZdRXBQFSgm5CxwpiwT77qySiUenAA_6whOVdYZb2OMb=
4nHD44hZ-cMSPIsL5JsndAitmDWgm5_rtDAQMqOSQ_jFylclA4=3D" rel=3D"noopener" cla=
ss=3D"">The 7 Steps to Entrepreneurial Freedom</a>, and <a data-campaign-li=
nk-id=3D"K4084" data-u-link-value=3D"eyJuYW1lIjoiY2FtcGFpZ25fbGlua190eXBlIi=
wiYXR0cnMiOnsiaHJlZiI6Int7Y2FtcGFpZ25saW5rfX0iLCJ0YXJnZXQiOiJfYmxhbmsiLCJkY=
XRhLWNhbXBhaWduLWxpbmstaWQiOiJ7e2NhbXBhaWdubGlua319IiwiZGF0YS10YWctaWQiOiJ7=
e3RhZ319In0sInZhbHVlcyI6eyJjYW1wYWlnbmxpbmsiOiJLNDA4NCIsInRhZyI6W3sidmFsdWU=
iOiI1NDc0IiwibGFiZWwiOiIqKlJlY2VuY3kgLS0mZ3Q7IEZyZXNoIENsaWNrIn1dfX0=3D" da=
ta-tag-id=3D"5474" target=3D"_blank" href=3D"https://m171.keap-link014.com/=
v2/click/fd6ced539a5984b8363ba9bd6c51aaef/eJyNkMtqwzAQRf9Fi67i2LJp4hhMCSEE4=
zSL0q6Dao8bEb2QRjUm-N8ru6XdtNDtmaujO3MjCIoprFpSEEnXlCyIhYYbDgp3WiFr5hmldEOT=
fEEEV9eD1d6Q4vbL2-_xBNPVapOnC4KDgRB5ftru6up0OB-rUx2yhtnwyT88lKb3Gc1-TPvHbXU=
k4_inGiTH_XuwO1Kg9TAt1fKwGL5YEfIXROOKOO77fmnA2kEy6y5MiGWjZZwnaRK9an2NHzzKs9=
PeNlBy1XnHtXK6w7uJy6D0sgTJuJhBw6Rh_E2VRsrIgeXgZo5gZWmsdiYU-ERNOG2oNydnQZQma=
RYl64hmoT8zBlT7df8aBlJ0TDgYPwAOApCv" rel=3D"noopener" class=3D"">80/20 Sale=
s &amp; Marketing</a>). Every message will contain a truth, tactic, or test=
imonial to make this the most valuable =E2=80=9Cminute=E2=80=9D you spend e=
very day.</p>=20
                </div> </td>=20
              </tr>=20
             </tbody>=20
            </table> =20
           </div>=20
          </div>=20
         </div>  =20
        </div>=20
       </div>=20
      </div>=20
      <div id=3D"u_row_1" class=3D"u-row-container u_row v-row-padding--ver=
tical v-row-background-image--outer v-row-background-color" style=3D"paddin=
g: 0px;background-color: transparent">=20
       <div class=3D"u-row v-row-columns-background-color-background-color"=
 style=3D"Margin: 0 auto 0 0;min-width: 320px;max-width: 600px;overflow-wra=
p: break-word;word-wrap: break-word;word-break: break-word;background-color=
: transparent;">=20
        <div class=3D"v-row-background-image--inner" style=3D"border-collap=
se: collapse;display: table;width: 100%;height: 100%;background-color: tran=
sparent;">  =20
         <div id=3D"u_column_1" class=3D"u-col u-col-100 u_column" style=3D=
"max-width: 320px;min-width: 600px;display: table-cell;vertical-align: top;=
">=20
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=3D"height: 100%;width: 100% !important;"> =20
           <div class=3D"v-col-padding v-col-border v-col-border-radius" st=
yle=3D"box-sizing: border-box; height: 100%; padding: 0px;border-top: 0px s=
olid transparent;border-left: 0px solid transparent;border-right: 0px solid=
 transparent;border-bottom: 0px solid transparent;"> =20
            <table id=3D"u_content_text_2" class=3D"u_content_text" style=
=3D"font-family:helvetica,sans-serif;" role=3D"presentation" cellpadding=3D=
"0" cellspacing=3D"0" width=3D"100%" border=3D"0">=20
             <tbody>=20
              <tr>=20
               <td class=3D"v-container-padding-padding" style=3D"overflow-=
wrap:break-word;word-break:break-word;padding:10px 20px 20px;font-family:he=
lvetica,sans-serif;" align=3D"left">=20
                <div class=3D"v-color v-text-align v-line-height v-font-wei=
ght v-font-family v-font-size" style=3D"font-size: 15px; line-height: 150%;=
 text-align: left; word-wrap: break-word;">=20
                 <p style=3D"line-height: 150%;">&nbsp;</p>=20
                 <p style=3D"line-height: 150%;"><em>***NOTE: This email ad=
dress isn't monitored! If you need help, please email: <a data-u-link-value=
=3D"eyJuYW1lIjoiZW1haWwiLCJhdHRycyI6eyJocmVmIjoibWFpbHRvOnt7ZW1haWx9fT9zdWJ=
qZWN0PXt7c3ViamVjdH19JmJvZHk9e3tib2R5fX0ifSwidmFsdWVzIjp7ImVtYWlsIjoic3VwcG=
9ydEBwZXJyeW1hcnNoYWxsLmNvbSIsInN1YmplY3QiOiIiLCJib2R5IjoiIn19" target=3D"_=
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">support@perrymarshall.com</a></em></p>=20
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tyle=3D"font-family:helvetica,sans-serif;" role=3D"presentation" cellpaddin=
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              <tr>=20
               <td class=3D"v-container-padding-padding" style=3D"overflow-=
wrap:break-word;word-break:break-word;padding:18px;font-family:helvetica,sa=
ns-serif;" align=3D"left">=20
                <table height=3D"0px" align=3D"center" border=3D"0" cellpad=
ding=3D"0" cellspacing=3D"0" width=3D"100%" style=3D"border-collapse: colla=
pse;table-layout: fixed;border-spacing: 0;mso-table-lspace: 0pt;mso-table-r=
space: 0pt;vertical-align: top;border-top: 0px solid #BBBBBB;-ms-text-size-=
adjust: 100%;-webkit-text-size-adjust: 100%">=20
                 <tbody>=20
                  <tr style=3D"vertical-align: top">=20
                   <td style=3D"word-break: break-word;border-collapse: col=
lapse !important;vertical-align: top;font-size: 0px;line-height: 0px;mso-li=
ne-height-rule: exactly;-ms-text-size-adjust: 100%;-webkit-text-size-adjust=
: 100%"> <span style=3D"">&nbsp;</span> </td>=20
                  </tr>=20
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            <table id=3D"u_content_text_3" class=3D"u_content_text" style=
=3D"font-family:helvetica,sans-serif;" role=3D"presentation" cellpadding=3D=
"0" cellspacing=3D"0" width=3D"100%" border=3D"0">=20
             <tbody>=20
              <tr>=20
               <td class=3D"v-container-padding-padding" style=3D"overflow-=
wrap:break-word;word-break:break-word;padding:10px;font-family:helvetica,sa=
ns-serif;" align=3D"left">=20
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ght v-font-family v-font-size" style=3D"font-size: 15px; line-height: 150%;=
 text-align: center; word-wrap: break-word;">=20
                 <p style=3D"line-height: 150%;"><em>Not interested in this=
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lIjoiY2FtcGFpZ25fbGlua190eXBlIiwiYXR0cnMiOnsiaHJlZiI6Int7Y2FtcGFpZ25saW5rfX=
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re</a> to be removed from the <em>Perry Marshall Minute</em>&nbsp;series.</=
p>=20
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