Ep 47: The Power of the List and Why 40 - 40 - 20 Wins

In this episode, I dive deep into the concept of lists and how most of the so-called "perfect buyer persona" lists you can buy online are basically worthless unless you make them better. I share insights from industry veterans like Brian Kurtz and Dan Kennedy, breaking down the well-known 40-40-20 marketing rule and showing why, in my experience, the list is often the most critical factor in your marketing success. I talk about why it's not about the size of your list but rather its quality and specificity. Whether you're building a tiny but highly targeted group or scaling to thousands, the message-market match is key, and small, trusted lists deliver better engagement and results. I also explore how marketing tools like Facebook and Google can help amplify your reach but stress that the real value comes from understanding your ideal customer, right down to their cars, vacation spots, and even club memberships. I discuss the importance of authenticity and trust, especially with small markets, and share stories about the value of going deep versus wide with your client relationships. You'll hear why the first sale comes from relevance, the second from trust, and the third from strong systems and why getting these right will pay back your investment in spades. If you want to rethink your approach to building lists and finding your perfect customer, this episode is a must-listen. Don't miss out on our next episode! Click here to stay in the loop For our Spotify Listeners For our Apple Listeners