When HittingThe Mark Matters E-Commerce and Lead Generation Made Simple

Using the internet to generate leads, or being an e-Commerce (e-com) vendor can be incredibly rewarding, even life altering - when you hit the mark. 

For the last nine years, marketing (and selling) high ticket items online has been my full time career. Like many things in my life, I hadn’t expected or planned on becoming an e-com pro. Yet, here I am. E-com has helped me generate more in single days (good days) than I used to earn in an entire year in my previous vocation. 

I’m not telling you this to brag. Quite the opposite. I would like to share with you some of the things that have - and have not worked along this journey. 

You may be wondering why? 

For me, true success is freedom. A force requiring, yet transcending money. From a business perspective this included not having to inventory the high ticket items we were marketing and selling. I rationed that if circumstances soured without warning, we (our company) could make a clean break and exit without holding the bag. In other words, expect the best, plan for the worst. 

The sudden and unexpected passing of our key provider in the latter part of 2025 brought forth a worst case scenario. Without warning I found myself in the middle of the sticks, staring at one of life’s crossroads. I could call it quits - as in retire, start importing inventory, or reinvent my career. 

I chose door number three. 

While we managed to salvage our e-com business, I made some important decisions. Being a huge supporter or well applied nepotism allowed me to elevate family members into key positions that allowed me to focus only on what I do best - Making videos, product photography, maintaining our e-Com, writing copy and managing the PPC (Pay Per Click) ads.

Although that may seem like a lot, I assure you it isn’t. In many ways, it’s a set it and forget it until indicators dictate otherwise process. Efficiency. Several weeks can go by before I even need to contemplate doing actual work. For the first few weeks this newly found unburdening of responsibility, it felt like I was living the best of both worlds. Having my cake and eating it too … perpetually. 

Then boredom hit. What a horrible new and unexpected burden to bear. 

That, my friend, is why you are reading this letter, right here on the Seminole Chamber website or email list. What we built was amazing. Since 2017, before working from home was a thing, we had been doing it. Acing it. I sometimes even worked from bed. We expanded too! 

Just not into an office. 

Everyone worked from home. We had no contractor (employee) turnover. Our business was fast, efficient and highly profitable. Why? We broke the rules and built amazing systems that generated incredible results. Although I’ve painted an almost fantastical picture, please don't let that elude you into believing the process was easy and without challenge.      

It wasn’t. 

What we did was difficult. On a daily basis, there was a pestilence of challenges, hardships and problems. Perfectly blue skies could turn stormy without warning -at any time, day or night. In the world of e-com, or any merchant based business for that matter every day reveals a truth. You either gained more than your cost of operating, or you lost out. As in the dreaded red. No in between. A win or a loss. Every single day.  

Luckily, we won far more than we lost. To this day, that is the case. Now that the table is set, this brings me to the heart of this introductory letter. An invitation for you to follow along as I explain the systems, concepts and philosophies we embody in future letters. 

In order to be successful we had to win in many arenas. I thought of this approach as being preemptively defensive. There are many things that can devastate an e-com business when not applied in a way that hits the mark. Including the following:

• Presenting your product or service in a way that aligns with the motives of your buyers
• Disseminating information efficiently to customers
• Giving your customers and clients a reason to listen to your message
• Understanding the emotional triggers that compel action - they aren’t always what you think
• Avoiding scammers and fraud
• Effectively handling chargebacks 
• Using a cost efficient approach to PPC ads. 
• Understanding when to move forward, why, and when to pull back
• Becoming a trusted authority in your field
• Properly implementing copy, color psychology and symbolism
• Setting yourself apart from your competition without even mentioning your competitors
• Best email practices for retaining subscribers, generating business and acquiring new customers. 

Yes, of course there’s more, much more to consider. The twelve concepts I listed above rank right up there in importance with breathing air. Although I haven’t touched on how this applies to cost effective lead generation, the concepts are similar. 

Now for the why (I’m sharing) that I mentioned earlier. In the midst of my strongest e-com earning years I wouldn’t even consider doing what I’m doing now. I was very much a hold your cards tight to your chest kind of guy. 

Why sell trade secrets that are minting me a small fortune? I was wary of any “guru” that had a course full of e-com and lead generation secrets to sell. If they were doing so well, why dilute a good thing with a freshly minted bivouac of competitors that you personally trained? 

Now, things are different. My heart is no longer in the business that I have run for the past 9 years. I would like to get out of the house more. I have always enjoyed helping others, and I would like the experience of helping local businesses on their journeys to success and freedom, however that may look. Some of the concepts I discuss are direct, and to the point. Some are more subtle. Although I could publish a link to my website here, I’m not expecting this single letter to compel an avalanche of income to MarkMed (my strategic consulting, copywriting, video and product photography business). 

This is an introduction. This is done with the intention of creating a reference point for future letters. Yes, I think of this as writing a personal letter to you, the reader, more so than a press release, expert advice or blog post. I’m playing the long game and enjoying the journey. For your sake, I hope you are too in your respective position or business. 

As you may have gathered, I’m not a 400 words and done type of guy. Writing is enjoyable to me. It is my desire that you benefit from the arrangements of words in my letters as well. 

Each successive letter will address either a systemic or philosophical component of e-com or lead gen. These letters will provide tidbits you can benefit from. Some of them right away, if implemented correctly. Don’t worry about me though. Eventually, my new business adventure will grow. Eventually the messages I share will find their way to those seeking to contract with me on a project of longer term basis. I’m not in a rush. I’m here to enjoy the journey. Next week, I will discuss establishing yourself as an authority in your field (and just what an authority is) in addition to efficiency. If you have made it this far, thank you for reading. I look forward to sharing more with you. 

Sincerely, 

Paul Bunting       

paulb@markmedportal.com