Underpriced attention in 1998 was email.

How many people here have done email marketing in their careers close enough to it that they could have a sense?

Raise it high, I just want to get a sense.

So this will make a lot of sense for a lot of people.

In 1999, I have an email newsletter that had 200,000 people on it

that had 90% open rates.

So for the people that don't follow email, you're crushing it today with 30% open rates.

Meaning you've sent an email, 30% of them actually open it.

And then there's a whole other thing to do people even act on it.

In 1998, I have 90% of the people opening the email

because in 1998 we hadn't ruined email yet. Right? You didn't get all the

spam you've gotten in the last 25 years. We were opening it and I realized very quickly direct mail was working for me but email was free.

That's the underpriced attention of 1998 having a website doing email and then finally the day

Google AdWords came out I bought up every wine term you can imagine for six months

there it wasn't even ten cents a click floor it was five cents a

click and I crushed and so in a very short period of time with absolutely no money

with no money I was able to grow a very large business and it became the foundation of how I think.

As we sit here today, the following platforms are completely underpriced in both their

organic reach and their paid media. Facebook, Twitter,

Twitter, Snapchat,

Instagram, Tik-Toc, YouTube, LinkedIn.

This is profound.

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