Daniel Fazio argues that the primary reason freelancers/agencies fail to sign e-commerce clients is a lack of skill in producing emails that drive revenue. He emphasizes that clients pay for business outcomes (more revenue), not merely for writing or designing emails, so providers must demonstrate measurable revenue-generating ability.
Why do you think somebody pays you $5,000 per month? What is the function of this? And they'd be like, I work with E Comm brands and I'll write their emails. It's like, oh, I'm the E Comm brand. I'm going to ask you, I work with you. What do I get emails? No. What is the function of the emails? It's to make more revenue. Now, the problem is if you don't have the skill set and expertise to write and design emails that actually drive revenue, there is zero purpose for me to work with you.
