Context and Impact…
I see a lot of people out there working hard to provide value to their respective markets. And some of them get pretty frustrated.
They feel that they are putting out a lot of great information. Helpful information that people should really benefit from. But they aren’t seeing the kind of results they are looking for.
Why?
Well, I’ll tell you. In all content, there are these 2 things that are most important.
Context and Impact.
And the way it works is simple. Oftentimes, the context unlocks the impact.
I’ll give you an example…
Let’s talk about membership clubs. I know that starting a membership club of any kind is about benefit. It’s not about software, and it’s not about content. It’s about the benefit provided.
And I could tell you that, and it won’t mean much to you. It sounds like reasonable, somewhat obvious advice, but also maybe a little ambiguous, like maybe there is more to it than you are grasping.
But all that aside, it won’t create an impact on its own. For me to use that valuable piece of information in an impactful way, I need to add context.
There was a time in my life just after my first wife left me, that I had really hit a rough spot in life.
I started running credit cards up and just buying things. I was refusing to even accept that it bothered me that my wife had left. But I did funny things. Little things.
Like I didn’t want any furniture in my house. I had this thing where I didn’t want it to look like a “home.” It was where my band practiced, and it kind of became a crash pad for a little while.
But back to the credit cards. I was running them up, buying really stupid things that I didn’t need.
And to make matters worse, I decided I wasn’t going to pay the credit card bills either. In fact, I wasn’t even opening my mail.
I literally didn’t pay my heat bill for two years.
And if you would have talked to me, it would have seemed right as rain. No problem. That’s just how I wanted it.
Waking Up.
Eventually, I came out of my denial phase and came to terms with the fact that I wasted almost a decade of my life on a woman who left me. Total waste of my time. But eventually I came to terms with it, truly…
…and when I was picking up the pieces of all the debt I had racked up being an idiot, I grew to really hate the credit card companies.
I hated them. But I learned their ways. I had to, in order to climb out of debt.
In time, I grew to admire their genius.
Consider it…
A credit card company has one product, for the most part.
A simple line of credit.
It’s one product.
For this product, they charge the user interest on the line of credit. Outrageous interest too.
But also, they charge the merchant a processing fee to accept the credit card.
It’s the same product. But they figured out how to double their revenue on that product just by realizing that the benefit of the product they offered was helping TWO different groups of people.
It helped the user by allowing them to access money quickly.
It helped the merchant by allowing them to increase the amount of payment options they offered. Which increased their sales.
Same product. Benefiting two different groups of people.
Then they figured out they could charge a fee to allow people to draw money out of the ATM machine with their credit card. Again a massive amount of money we are talking billions added to their yearly revenue as an industry.
And think about that. It’s still just the same product. A line of credit.
I think in all at last I counted, it was at least 9 different revenue streams I have seen the credit card industry pull out of that one simple product.
Now that might seem nefarious to you, but it is truly genius.
And it changed the entire way that I looked at continuity.
You have to be conscious of what the benefit you provide is, and when you do, you might be surprised at how many ways you can multiply your streams of income from the same product.
So yeah, it’s all about the benefit provided. And I learned that from credit card companies. They are the masters of that.
Now…
If you are reading this email, and you’ve made it this far down, you’ll understand that I have created an impact with this story. I unlocked the impact with context for the lesson.
That impact will help you remember the point. And I surely hope it helps. For more insights like this one, be sure to check out my Epic Conversions Weekly Mentorship Club.
That’s all I got!
Kam
P.S.
On Monday I’ll be running a pretty cool ZOMBIE PRODUCT APOCALYPSE sale on a big bundle of products. It’s going to be pretty sweet, so stay tuned for that.