Ready, Fire, Aim

A couple weeks ago I read Ready, Fire, Aim, which might be the best business book I’ve ever read.

The author has grown like 6 different businesses in different industries and niches to 8 and 9 figures, most notably the Agora companies.

There’s a ton of great lessons in Ready, Fire, Aim. The best one is probably the difference between front-end marketing and back-end marketing.

The front-end is where you get new customers. Front end marketing is about having a really awesome product to get people in the door.

Front-end marketing usually breaks even, or loses a little bit of money. You do it because front-end marketing builds you a customer list.

Once you have a customer list, you can do back-end marketing, which is a fancy way of saying “selling more stuff to people who have already bought from you.”

Back-end marketing is where you make all your profits. People will spend more money with you once they’ve already bought something from you. You’ve already done the hard part.

If you want to make more money, get better at either front-end marketing or back-end marketing.

If you’re not getting enough leads, build front-end products. Make a better lead magnet or low-ticket offer that gets more people in the door.

If you’re getting people in the door but you’re not profitable, build back-end products. Ask yourself what else your audience wants to buy. Ask yourself if there’s anything they’ll buy for a crazy amount of money. Et cetera.

-Theo