Yet when I reflect on the billions of ad impressions I’ve generated in my career, the millions of books I’ve helped sell, and the millions of emails I’ve acquired for clients, the truth is that the majority of the time, I didn’t follow up with anyone who converted and I spent only a few seconds thinking about the people who didn’t convert at all. I—along with everyone in my industry—was obsessed with more, more, more, instead of getting the most out of the leads we were already generating. It makes me shudder to think of the wasted effort inherent in that approach. What could have been with
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