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I admit it. I’ve been slow on the up take with this.

If you’ve been following me or my work, you know that I’m a pay per click and direct response marketing evangelist.

I love it because it brings me and my clients measurable, accountable results. The kind of results businesses can be built on and financial projections can be made.

However, a couple of things recently have sparked my interest. Here’s how it happened…

FaceBook and direct mail marketing.

Back in October I was at a get together in Chicago with Perry Marshall and his other coaching students. We were talking over lunch about marketing on the internet and the subject of FaceBook came up while we were waiting for our food…

Have you seen the adverts? Why on earth would AOL give you a free laptop for joining their broadband service? Surely they’ll lose money…. or will they?

If you’ve been in the marketing business for a decent amount of time, you’ll know that AOL, despite all their faults, are very clever marketers. They understand the concepts of lifetime value.

Let me begin by explaining Lifetime Value for the uninitiated…

Put simply, lifetime value is: the sum of all the purchases a customer makes from you over the lifespan of your business relationship.