If you work in marketing, you might have heard of the 40/40/20 rule.
Essentially, conventional wisdom tells us that the success of any direct marketing campaign depends on:
40% the List — the people who see your message.
40% the Offer — the product, incentive, and price.
20% the Creative — copy, design, and format.
Think of it this way:
If you have a banger “list” and “offer”, but your “creative” is terrible, you still have a roughly 80% chance of success.
Or if you have an amazing “creative”, but your “offer” and “list” are terrible, you have a very low chance of selling anything.
You get what I mean…
This applies to email marketing beautifully.
You could design and write the best email campaign, but if your product (offer) isn’t any good, you probably won’t make any sales.
The same thing applies when you have a great product, but your list consists mostly of freebie seekers.
Although you’ll get many people to click, once they land on the website and start seeing all the terrible reviews (or the price), it will scare them away.
You can’t fix a bad product with good marketing.
If anything, you’re just amazing at letting everyone know how terrible you are!
