You’ve probably heard them, the online equivalent of fisherman’s tales.

“This one time, I had a campaign that generated 400% ROI. Yeah, I spent $50 and made $200.”

“This one offer was generating $2,300 per day. It’s about 10x higher than anything I ever had. Unfortunately it was a Christmas offer and died after 3 days.”

This is the same type of mindset you have with newbie punters who visit Vegas expecting to hit the jackpot, or the old guy who shows up at the gas station and buys $30 worth of scratch-and-win lottery tickets.

While it’s possible to strike the motherlode, whether you’re buying a ticket, signing an insertion order for a high-value media buy, or trying out a new strategy with PPV traffic, just realize that beyond just the dollar value of your return, there’s the repeatability of the offer too.

If you won a $30 million lottery, you’re probably set (for a while).

But with the broader picture, your income is a function of:

[dollar value] x [repeatability].

If you’re generating say $1,000 a day, the strategy is to keep this going every day, to hit a consistent $30,000 per month. Because someone who’s doing $10,000 per month consistently (or $120,000 annualized) is going to outearn someone who had a one-off $50,000 campaign over a month, but then has difficulty finding his or her legs for the rest of the year.

Scalability (the ability to grow your campaigns on a massive basis) and sustainability (the ability to consistently generate returns from your campaigns) might be among the easier concepts to understand, but probably among the most difficult to understand.

To grow your internet marketing or affiliate marketing efforts to the next level requires understanding of this concept.