L.E.S.S Is More

I was on a call with a coaching client a while ago, and we were talking about his business and how he was struggling to convert more than around 0.75% of his email subscribers to sales.

The bottom line came down to the fact that he was bombarding his audience with offers, he had one of the most convoluted funnels I’ve seen for a while, and frankly, he had no useable data he could rely on.

When I asked him about why things were so “weird” I got the usual answer “I bought a course, and this is what it suggested I do”

My fix for him was to go back to basics.

Simplicity + Data

It’s the fastest way to get traction.

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One of the reasons I use Gumroad is that there is a lot of raw data just sitting there. If you explore your stats and know where to look, Gumroad spits out all the data you could ever need about your account.

The first time I explored, there was a lot of data to go through and work with, but the bottom line was that each subscriber I got was worth $6 in the long term.

Now that $6 is a key bit of information, it means that I could run ads if that was my thing to get subscribers and know I am going to be able to cover my bills and save some extra for an emergency. I knew that if next month that if I averaged $7 per subscriber I’d have had a good month, and $5 would indicate a bad month.

It also means that I can go and start advertising, and as long as I get subs at below $6 each, everything is hunky dory.

Now we get to something a little more fun and something I love to do… taking things that you discover and creating an Acronym so that people remember them (I learned today that these might technically be Backronyms)

L.E.S.S is more.

Leads, Email, Sales, Simplicity,

Ok I’ll admit that that it a bit of a stretch! But it sums this up pretty well, I would even go further, and simplify that a little more,

ACE-C.

Attract, Capture, Engage, Convert.

But all those mean nothing if you don’t have the data to back it up. In fact, without data, nothing you do means anything.

“I’ve got a list of 50,000 email subscribers,” how much is each one worth?

“I ran some ads and made 100 sales,” what was the ROI?

The takeaway from this article is to go check your data, if you don’t have any then work out how to get some. You have to start somewhere, so try and gather data this week and then analyse it next week. Then allow that data to inform your decisions. That is the key, data for data's sake is pointless

Your bank manager will thank you.

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