04/24/25 | The Rehm Copy Newsletter

I haven't been sending quite as many newsletters out to you so wanted to get back in the game today.

Reason being that we've just been very deep in the trenches improving our internal operations and things of that nature.

But we're back, and this is a vital lesson that a lot of our smaller clients struggle with.

First, let me explain to you some of the characteristics of our larger clients, the ones doing $1-3M+/month in revenue...

• They care about the things that lead directly to growth or more revenue
• They don't care too much about the things that don't directly lead to more growth or revenue, but they still acknowledge that those things are important

The takeaway here is this -- the real winners are focused on high leverage actions.

Let me give you an example of this...

Let's say your email click rates are slipping.

The business owner who is too focused on the nitty gritty and the small things will see that and think something along the lines of, "Let's split test 14 different messaging buckets and figure out which angles hit the best then do a 4-part series of iterations based on the winners and from there do a segmentation test to see which ones convert easiest."

Whereas the big business owner who is focused on high leverage actions (real example from one of our clients) would just say something like, "Let's run the click rate ramp-up sequence to get the click rates up."

And forget about these two examples...there's a third group of business owners that won't even focus on the real task at hand, and instead their focus will be on some random other small thing like the sunset unengaged sequence.

The last bucket you want to fall into is that last one where you're simply solving the wrong problem.

But my point is this -- high leverage actions are what lead to results.

Keep the main thing the main thing, and keep the small things the small things.

Acknowledge the importance of the small things, but don't prioritize them over the main things.

Adam