hierarchies of influence

I became an F1 fan in 2019.

Like many, I was introduced to it via Netflix’s documentary Drive to Survive.

And being a layperson, I assumed the drivers were the most important piece of the puzzle for winning races.

Why?

Because the “star player” paradigm dominates most other sports.

Whether it's Patrick Mahomes, LeBron James, or Lionel Messi.

Which explains why they're the ones cashing 8-figure checks, starring in big-budget ad campaigns, and attracting millions of followers on social media.

Now, Formula 1 drivers share the same big paydays as star athletes in other sports...

But what I learned from watching D2S is that when it comes to winning races...

Drivers aren't the most important ingredient.

The car is.

In fact, it goes:

1) Car
2) Race strategy
3) Driver

That's why top teams spend $100m+ per year on developing their cars...

Because a slow driver in a fast car will (almost) always beat a fast driver in a slow car.

Crazy, right?

What's fascinating is...

This hierarchy of influence also applies to monetizing your audience.

It was discovered by the advertising OGs back in the days of direct mail…

And it goes:

1) List
2) Offer
3) Copy

In other words…

A mediocre offer promoted to a high-quality list will (almost) always outsell a high-quality offer promoted to a mediocre list.

Now, what’s this mean for you?

Well, as I mentioned in my email yesterday…

One major advantage of having a “tiny book” that sells people on your unique method is…

You can use it to build a list of buyers instead of free leads.

And the resulting difference in list quality is night and day.

It’s the single biggest thing you can do to make all of your offers sell better.

So if you’re interested in getting my help to write and publish your very own “tiny book”...

From coming up with a captivating book hook, to outlining, writing, and having a high-converting sales page to sell it with paid ads…

Then reply “Interested” to this email.

I’m considering taking 2-3 clients through this process over the next 90 days…

Simply because of what it’s doing for my newsletter business.

Keep in mind:

This would be a high-touch and time intensive engagement for me…

And would need to be priced accordingly.

But if you’re an established expert with skills and the proof to back them up…

This could be a big unlock.

So let me know if you’d be curious to learn more.

I’ll ask you a few questions and share more about the offer if it looks like a good fit.

Jim Hamilton