[#036] My First Billion: 60% drop in one week

This week was the end of the month, start of a new quarter and second half of the year, all hitting at once.

And I saw something fascinating…

In June, our show rate for Strategic Scale Sessions was around 80%.

This week, it slipped to somewhere around 20%. I gotta pull the exact number, but the direction is clear.

So I did what I always do…

Went into scientist mode and started looking for what happen.

Here’s what I found…

The people I talked to last month, were way warmer.

They'd been in the ecosystem a while, consumed a good amount of content.

The people this week were a lot colder (aka newer to me and what we do).

This reminded me of something I already knew and just needed to be reminded of…

The thing to optimize for is watch time.

AKA “Time on brand” or said another way…

Time on content.

The people who consume the most content before they talk to us are always the warmest.

You’ll know it, because they’ll even come on the call repeating stuff to you that you said in your videos.

I made a YouTube video talking about a study that Google did where that cited…

“A consumer needs 7 hours of engagement, across 11 touchpoints, in 4 separate locations before making a buying decision.”

You wan watch that video here if you want.

As I further unpacked the data, I saw that some of the people going straight to a call weren't even watching the video before booking a call.

They were just filling out the form.

So I get on the call and the guy's not even sure what this is about and that’s the worse way to start a call.

I mentioned last week, that I’ve been taking calls to get some quick market research done and it’s been super helpful.

Now I'm sitting with the real question:

Do I optimize this machine or shift gears slightly based on what the data is telling me.

Still thinking it through, but I’ll keep you posted.

Vanessa just pulled up and we’re about to go look at some houses and go to the car dealership so I’ll wrap up with this.

Yesterday we opened up spots for the Strategic Scale Summit.

Last time we sold it out. This time we're doing it different: free, virtual, open to everyone.

This eliminates all excuses.

We're also opening up 7 spots for people who want to come in person for a private day with me and the team.

Go here to get all the details and grab your spot.

Tell the people you love, that you love them.

Marquel

Start from the beginning → Issue 001

Read what happened next → Issue 037