Stephen Bartlett

So there are two types of questions that you shouldn't ask. Questions that can be solved with a spreadsheet and questions that can be solved with testing. And so fundamentally, the outside advice that you get on something that can be solved with math, just solve with math. And I would say like 30% of the questions that I get are like, should I sell this one or this one?

And I'm like, okay, well, what's lifetime value of this product and what's lifetime value of that product? Okay, what's cost to acquire for this customer? What's cost to acquire for that customer? Okay, this is a math problem. You have a way higher LTV to CAC ratio here, allocate resources here. But that's a math problem. Anyone can just do that math. for the testing one, I love this.

And I'm like, okay, well, what's lifetime value of this product and what's lifetime value of that product? Okay, what's cost to acquire for this customer? What's cost to acquire for that customer? Okay, this is a math problem. You have a way higher LTV to CAC ratio here, allocate resources here. But that's a math problem. Anyone can just do that math. for the testing one, I love this.

And I'm like, okay, well, what's lifetime value of this product and what's lifetime value of that product? Okay, what's cost to acquire for this customer? What's cost to acquire for that customer? Okay, this is a math problem. You have a way higher LTV to CAC ratio here, allocate resources here. But that's a math problem. Anyone can just do that math. for the testing one, I love this.

So like the leads book, I didn't know what to name it. So it's about advertising. So I ran story tests for like a week or two, just saying a hundred million dollar promotions, a hundred million dollar advertising, and then advertising one. It was like a hundred million dollar advertising, a hundred million dollar marketing. Okay, and then advertising wins.

So like the leads book, I didn't know what to name it. So it's about advertising. So I ran story tests for like a week or two, just saying a hundred million dollar promotions, a hundred million dollar advertising, and then advertising one. It was like a hundred million dollar advertising, a hundred million dollar marketing. Okay, and then advertising wins.

So like the leads book, I didn't know what to name it. So it's about advertising. So I ran story tests for like a week or two, just saying a hundred million dollar promotions, a hundred million dollar advertising, and then advertising one. It was like a hundred million dollar advertising, a hundred million dollar marketing. Okay, and then advertising wins.

I'm like, okay, $100 million, advertising, $100 million leads. Leads wins. $100 million leads versus two other things, leads keeps winning. Okay, that's the title. And then I did the same thing for the cover. I did the same thing for the sub-headline.

I'm like, okay, $100 million, advertising, $100 million leads. Leads wins. $100 million leads versus two other things, leads keeps winning. Okay, that's the title. And then I did the same thing for the cover. I did the same thing for the sub-headline.

I'm like, okay, $100 million, advertising, $100 million leads. Leads wins. $100 million leads versus two other things, leads keeps winning. Okay, that's the title. And then I did the same thing for the cover. I did the same thing for the sub-headline.

And so I tested every component of it to get the thing that people seem to want, which is like, the book is advertising, but ironically, people want leads. So it's kind of like, do I want to have a book on drills or do I want to have a book on holes, right? People want the hole in the wall, not the drill. That's just the vehicle. And so the book is just the vehicle to getting leads.

And so I tested every component of it to get the thing that people seem to want, which is like, the book is advertising, but ironically, people want leads. So it's kind of like, do I want to have a book on drills or do I want to have a book on holes, right? People want the hole in the wall, not the drill. That's just the vehicle. And so the book is just the vehicle to getting leads.

And so I tested every component of it to get the thing that people seem to want, which is like, the book is advertising, but ironically, people want leads. So it's kind of like, do I want to have a book on drills or do I want to have a book on holes, right? People want the hole in the wall, not the drill. That's just the vehicle. And so the book is just the vehicle to getting leads.

But as a quick hack for anybody who has a brick and mortar business, this is just a quick hack for anybody. If you're like, what market should I expand into? Here's five markets we're looking at. Take $1,000. Run your best promotion that you win in your current market in all five of those markets. See what your lead cost is in all five markets.

But as a quick hack for anybody who has a brick and mortar business, this is just a quick hack for anybody. If you're like, what market should I expand into? Here's five markets we're looking at. Take $1,000. Run your best promotion that you win in your current market in all five of those markets. See what your lead cost is in all five markets.

But as a quick hack for anybody who has a brick and mortar business, this is just a quick hack for anybody. If you're like, what market should I expand into? Here's five markets we're looking at. Take $1,000. Run your best promotion that you win in your current market in all five of those markets. See what your lead cost is in all five markets.

The one that has the lowest lead cost, then open in that market. Don't spend $250,000 doing all these studies and then building out this location only to find out that the lead cost in that area sucks. Just test it first. It's the best $5,000 or $10,000 that you're ever going to spend to just ensure, this is a risk bucket, ensure that when you're there, it's going to work.

The one that has the lowest lead cost, then open in that market. Don't spend $250,000 doing all these studies and then building out this location only to find out that the lead cost in that area sucks. Just test it first. It's the best $5,000 or $10,000 that you're ever going to spend to just ensure, this is a risk bucket, ensure that when you're there, it's going to work.

The one that has the lowest lead cost, then open in that market. Don't spend $250,000 doing all these studies and then building out this location only to find out that the lead cost in that area sucks. Just test it first. It's the best $5,000 or $10,000 that you're ever going to spend to just ensure, this is a risk bucket, ensure that when you're there, it's going to work.

Oh, yeah. I have it in the chapter where I'm like, you have to wrap everything. And I show all the tests that I ran. And I'm like, you can see all the percentages of people saying that's the book title.