I was working with one of my mentees this morning building out their marketing strategy using a system I’m calling the Everywhere Machine.
I call it that because it puts you everywhere your potential customers are… and nowhere where they aren’t.
And it works so well because you build it backwards.
I know this sounds silly, but it works like a magnet by invisibly ‘pulling’ your ideal prospects towards you… rather than you having to use pushy, slimy tactics that make you feel like a hack.
Think about it this way.
Have you ever tried to convince someone you’re right who believes the complete opposite of you?How’d it work out for you?
Yeah… a big fat waste of time I bet.
A golden nugget I learned from one of my mentors Jay Abraham is that marketing and sales is all about easy wins…
Take this example.
Let’s say you have a thousand visitors to your website each month… and you convert at a rate of .2%.
By increasing your conversion rate by a measly .2%, you’d be DOUBLING your conversions per month.
If you were to increase it by a whole 1%, you’d be 5x’ing your conversions… 5 times the amount of new customers.
Tiny improvements to marketing can have monumental impacts on your business.
But working backwards… that means 99% of those who engaged with you were NOT persuaded.
So trying to appeal to the 99% who are a hard no and trying to get them to a yes is like pulling teeth out…
It just doesn’t make any sense.
You’re way better off starting with the almost there’s, then the somewhat there’s, then they maybe’s…
The 99% are the LAST audience you think of.
But that’s not what you’re taught.
You’re taught to wave your hands in the air and try and get noticed by the many… when you should be trying to get noticed by the few who are already showing an interest in you… the almost there’s and somewhat there’s.
Make sense?
Remember, great marketing is a NUMBERS game…
And playing those numbers right is key.
It is almost always true to NEVER waste your time trying to flip the non-believers.
That’s why you need to work backwards in marketing.
It’s a completely different way of thinking but works like gangbusters.
Enjoy your weekend folks… I’m off to the south coast to put my feet up and unwind.
Karl Goodman
