Nicolas Cole explains why organic assets like email and evergreen content outperform paid ads over time. Ads stop working when you stop spending, but organic content keeps generating leads for months. A client might see zero results early on, then six new clients in month eight.
Ads is a machine. You spend a dollar, something happens on the other side. Building assets or capturing emails or driving organic traffic, these are compounding engines, meaning I don't spend a dollar and get a dollar. It's I spend a dollar and I get nothing, and then I get nothing, and then I get nothing, and then I get $3,000. And so that's the thing to educate clients on. It's not like after they close one client or after they close two clients, the EEC disappears. With an ad, if you stop paying for an ad, the ad turns off. With an EEC, you build it and then it runs forever. And so that's part of one of the things you have to educate clients on is extending the time horizon over which you or they measure success. Because if they land zero clients in the first month, they're like, this is a failure. If they land one client in the second month, they're like, yeah, it's okay. But what happens if month 8— because the EEC is still running— what happens if in month 8 they're like, we just closed 6 new clients in a month? That's the thing to educate the client on.
What Every Writer Gets Wrong About Their Audience #writing #creator #writingtips
