Brad Costanzo

Just like you take a magnifying glass to the sun, you take these diffused rays of warmth and you turn it into a death ray.

But it cuts through all the confusion for your clients to know who you are, what you do, how you do it, and why they should hire you.

And then…

a lot of times just to an application to work with somebody.

And that is the simplest funnel.

I call it my MVF, minimally viable funnel, because from that you can start to get data.

And without data, you're just guessing.

But with data, you're guessing, you're testing, you're guessing again, you're testing again, and you're always improving.

So I try to take a mathematical approach to everything that I'm doing.

I mean, that's kind of like direct response 101, know your numbers.

Um...

What number are you looking at?

Are you looking at revenue?

No, we were actually, we were primary.

I mean, we're obviously gathering email leads, but we were going the tripwire approach.

So we were selling a primarily a DVD.

And then we also tried a DVD.

Who buys DVDs anymore?

That's what I thought.

And it's really funny.