Pennies

The U.S. government is considering stopping the minting of pennies. . here’s the reason: It costs 3 cents to make a 1-cent penny.

Yes. That’s right. The government is essentially running a business where they spend $3,000 to manufacture a pile of coins that collectively add up to $1,000.

Now, if any normal person tried this—say, a guy named Bob who decides to sell handcrafted artisanal toast for $30 a slice while spending $90 on premium, ethically massaged sourdough—Bob would quickly find himself living in his mom’s basement.

But this is the government. They have a plan.

And this is where I started thinking—what is the actual ROI of a penny? Because sure, it costs 3 cents to make one. But that one penny isn’t just for one transaction. It can change hands a million times in its lifetime. So if we count every transaction, wouldn’t that mean its ROI is like, a million cents?

Which, if my math is correct (and let’s be clear, it isn’t), means the government is actually making money!

The Wrong Way to Measure ROI

This is the same mistake people make with marketing. They run an ad, spend $100, make back $10, and immediately decide it’s a disaster—because, terrible at math.

But what if that one customer refers three more? What if they keep buying for years? What if your ad reaches someone who shares it, and now you’re viral, like that one guy who accidentally glued his head to a ceiling fan?

The point is: ROI isn’t just about the first transaction. It’s about the lifetime value of what you create.

So before you kill your marketing campaign because it “doesn’t work,” ask yourself:

☑ How long does this thing last in circulation?

☑ How many times does it get used?

☑ What’s the total value generated over time?

And if all else fails, just start charging 3 cents per penny. I’m sure nobody will notice.

– Your Copy Sucks!