Brad Callen
Tuesday . 5 min read
Part 01 – The Return Path

One of the best and most profitable ways to stay top of mind is by setting up a Return Path to your business.

The Return Path is all about staying in contact with your prospects and customers, so you can strengthen your relationship and get them coming back to buy more and more from you. Not only that, but they’ll love your business too!

More specifically, Return Paths are all about taking care of all of the people that have come into the top of our funnel through our original optin offer. On average, it takes anywhere from 5-10 contacts with a person to close a sale. This is why many optins involve 7-day eCourses, where you can follow up with the customer for 7 straight days.

By the end of this report, you’ll know exactly what you need to create in order to have the perfect Return Path for your business. If there’s 1 thing that is going to give your business stability, it’s the Return Path, so pay very close attention as you go through this last section of the course. Take notes. Go back over and reread things if you need to.

With that said, let’s jump right into the ins and outs of the Return Path and the importance of staying in contact with your potential customers.

I once heard a great story from internet marketer, Justin Brooke that helped this concept of constant contact become more clear to me, so I’d like to share it with you now…

The first time a man looks at an ad, he doesn’t see it.

The 2nd time he doesn’t notice it.

The 3rd time, he’s conscious of its existence.

The 4th time, he faintly remembers having seen it.

The 5th time, he actually reads the ad.

The 6th time, he turns up his nose at it.

The 7th time, he reads through and says, “Oh, brother.”

The 8th time, he says “here’s that confounded thing again.”

The 9th time, he wonders whether it amounts to anything.

The 10th time, he’ll ask his neighbor if he has tried it.

The 11th time, he wonders how the advertiser makes it pay.

The 12th time, he thinks it must be a good thing.

The 13th time, he thinks it might be worth something.

The 14th time, he remembers that he wanted such a thing for a long time.

The 15th time, he is tantalized because he can’t afford to buy it.

The 16th time, he thinks he will buy it someday.

The 17th time, he makes a memorandum of it.

The 18th time, he swears at his poverty.

The 19th time, he counts his money carefully.

And the 20th time he sees the ad and buys the product.

So, this story was actually an ad and was created by a guy named Thomas Smith way back in the late 1800s.

While it’s a little exaggerated, there’s a lot of truth to it. The point here is that your prospects and customers need to hear from you multiple times before they will ascend to that next level of your value ladder.

The more, the better, as long as you’re providing value. Without value, you’re just an annoyance and it will do more harm than good. Remember, value first, profit second.

So, as the return path relates to email, you really should be emailing your list a minimum of once a week. And that is the bare minimum. Personally, I email my customer list every other day.

Worried you might annoy people if you email them more? The only way you will be an annoyance, like I mentioned a second ago, is if you’re just not providing enough value. Make sure your emails contain something that’s going to better your customer’s life in some way.

Put yourself in the shoes of your customer. If you would be annoyed to receive your email, that’s probably a good sign that you should write about something else.

Remember, you’re emailing a real-life person, not a list of names. Now, let’s move on to getting your prospect on this Return Path.


Chapter Introduction

Brad Callen
About The Author

Brad got his start online back in 2002, and is the founder of Bryxen, Inc. The Bryxen team has built 30 online businesses over the past decade. Ranging from eCommerce products, to information products, to Saas products. His life mission is to help small to medium-sized businesses experience dramatic and consistent growth, no matter how successful they already are.

The Bryxen product line includes...