Every marketing campaign that you create and launch falls under one of two main umbrellas.
Or at least it should.
These two umbrellas are:
1. The Front-End
2. The Back-End.
The front-end consists of all marketing activities and campaigns created for prospects.
People who have never heard of you.
Front end campaigns and offers are created to turn prospects into new buyers, turning them into customers, really in essence, producing that first transaction.
The backend is all of the marketing activities and marketing campaigns created to go out to existing customers.
They're designed to generate additional transactions, to monetize further customers to deliver more value and to grow what is called the lifetime value of a customer for you.
This is important because I want you to understand that these two marketing campaigns serve a very different purpose.
They have a very different objective.
All of your front-end campaigns are designed for one thing and one thing only.
That is to acquire new customers, generate new buyers, and ultimately generate that first transaction.
The backend is where we generate all of the profit.
The most expensive activity, as you'll learn in any business, is customer acquisition.
The most expensive activity is the front-end.
And so, all of the profits in your business come on the backend, come from that second transaction, third transaction, fourth transaction, fifth transaction, and so on.
The front-end is all about maximum customer acquisition.
The backend is all the marketing campaigns created for existing customers designed for customer monetization, that second transaction, etc.