Jonathan Courtney

You create a lookalike audience.

And those emails can be used to retarget people on other platforms or similar types of people on other platforms to push them towards something.

And the last thing, which people don't really think about, if you're building a holding pattern, and for me, if I look into my email, like, okay, let's see the last 30 people who signed up.

Oh, this person has an email address at Microsoft.com.

We work with enterprise clients.

Let me see if I can reach out to this person and jump on a call with them and see if they would be interested in working with us.

And so the selling event, which a lot of people just call campaigns, are the bridge between I'm holding people in this space to now I'm moving them over to they're buying something from me.

They're getting a free trial or they're booking a call with me because they want to buy something expensive.

And if they don't convert, which most won't convert, they go back into the holding pattern and they stay there until the next selling event.

And if you look at the example of Peter Levels' X account, you could even take a look at Jason Freed's X account or any of the people that you associate with selling really great, interesting digital products who you wouldn't consider to be very marketing heavy.

They are going on other people's podcasts to generate traffic, which pushes people into their world, whether that's their X account or newsletter or their YouTube channels or whatever it is, or their own podcast.

So it's from their traffic to your traffic.

And they keep people there.

This is where they're posting their...

personal stuff.

And like Peter is always posting about like how to, how to cook steaks in an air fryer and all of this stuff is happening there.

That's not where you're generating traffic in the first place, but that's where that's happening.

And then every so often you'll see them make a clear push to selling a clear push to, okay, I want to have people push towards this thing now.

And you saw on Peter's account, he did this e-girl post, which is now pinned on his account as we speak.

and then he posted the bump in sales that happened after he did that post and so I'm not saying by the way that he's cynically sitting there and being like this is specifically a sales campaign and this is how much I'm going to make whatever not that that would be a bad thing or anything