Eric Siu explains why his team switched to hyper-specific content targeting AI-powered lead gen for franchises and multi-location businesses. A recent webinar drew a tenth of their usual viewers but generated double the revenue. They're optimizing for money per person, not total reach.
And I also tried creating Y TAM content, like what I learned from flying business class only, or what I learned from— and by the way, I fly economy as well— what I learned from spending hundreds of thousands of dollars on clothes. When I look at my content now, like we just did a webinar this morning, the topic of the webinar, I should know the title on top of my head. I know it was related to marketing for multi-location businesses. AI-powered lead gen, the new way multi-location franchises and global companies scale. Very specific, would you agree? It's lead gen. Super specific. Multi-location and franchises and ideally global companies that are multiple— How many people registered and how many people showed up? I don't know the numbers on how many people registered or showed up. I do know it was less than normal and no one gave me the stats or the data. I just know when we get super specific, we get less views and I was okay with that. Why? Because that's the type of content for us at least that generates more revenue. I don't need the most amount of views. I need the most amount of revenue that I can possibly generate. And if that means 1/10 the views, but double the revenue, I will take that deal every single day, assuming the profitability and the unit economics are still good.
