Daniel Fazio challenges service providers to clarify the real function of their offer, arguing that e-commerce clients pay for email services only if those emails demonstrably generate revenue. He emphasizes that clients buy money (revenue), not emails, and that agencies must be able to present confidence and proof they can multiply client spend (example: $1→$5) to justify high monthly retainers.
People are so confused about this. I'm like, why do you think somebody pays you $5,000 per month? What is the function of this? I'll ask you, what is your offer? I work with E Comm brands and I'll write their emails. It's like, oh, let me rephrase this to you. 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 is 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 because I don't purchase emails. I purchase money. And every single human on the planet presented with the opportunity to put $1 in and get $5 out will click the casino button infinitely. The problem if you can't sign people is they're not confident in your personal ability to multiply one into five. So that's the issue we need to work on.
