Not all revenue is created equal.

This kind can dig you into a hole.

This sums up why I’m not a fan of lifetime deals (LTDs). Nobody wants to support 70 customers who will never pay another dollar, nor does anybody want to buy this support debt. If you run a lifetime deal, be damn sure you have a plan to turn that LTD revenue into real MRR.

I had a blast talking with the one-and-only KP for an episode of Million Dollar Exits. Watch here or listen here.

Today’s email is brought to you by an incredibly underrated way to generate leads.

-Mac