Why Make Business Decisions Based on Data?

Because your customers know more about themselves than you do. When you make business decisions based on logic, emotion, gut, masterminding, etc… you take a bigger risk. You are making assumptions about your customers. That is a good way to start… but not a good way to grow. Let’s pretend like you are starting over […]

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Where to Allocate Marketing Budget

The best place to put your marketing dollars is wherever your marketing is most profitable. There are hundreds of good marketing activities to be working on, but only a few of them that are great. If 20% of your marketing activities produce 80% of your sales, then you should focus on that top 20%. Better […]

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What is Data Analysis?

Data analysis is aggregating numbers so you can make good business decisions. When you run an ad to a landing page, how many people visited it? And how many people opted in? And how many bought your product immediately after? When you run a campaign like that, you will get these 3 numbers: # of […]

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Immutable Law of Growth

If you want your golf course to grow, something has to change. I think of the story of Uber’s CEO, Travis Kalanick. He built the company from scratch to $60B in value. And then the shareholders turned on him. They wanted him out. He was causing all kinds of problems and they saw their investment […]

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What To Do With Unengaged Leads

Drop em. You don’t want unengaged people on your list. You want engaged people on your list. That is why you need to create a statement of value. If you start in the very beginning with your mission in mind, then you can craft a statement of value that aligns your market to your mission. […]

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Make Customers Love You By Sending MORE Emails

This is a BIG opportunity… Your competition is likely not doing this… Most marketers believe that sending an email every day is too much. I believe it’s just right. Here is why… Do you have a favorite radio show? Do you WANT to listen to it? Or do they make you? You want to… and […]

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How to Make Your Competitor’s Customers Love You

The reason why we fall in love with the brands that we frequent is because of their service. They serve us. Products are a part of the service, but helping us achieve our goals is their goal. Look at Apple… They started with the Macintosh & the market fell in love with it’s design & […]

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Difference Between a Prospect and a Lead

A prospect is a ‘prospect’ive buyer. A lead is evidence that a person could become a prospective buyer. Like in detective work… The police chief calls for the community to report any leads. It is an indicator, a hint, a clue. It’s like the first time you met your wife. She may have smiled, she […]

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Why You Should Sell MORE Often

Let’s say you have a “stress relief” package. It’s a 1 year program. You sell them a season-long league designed to get their minds off the stresses of life. It also includes a weekly massage (say your friend is a masseuse) and a daily exercise program (say your friend is TPI certified). They are taking […]

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How to Get a Prospect Off the Fence

The last thing you want is a database full of generic prospects. This causes all kinds of problems… You talk to customers about buying something they already bought You have no idea what they are NOT interested in, which causes you not to talk about sensitive topics that otherwise cause you to bond with your […]

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