How It Works

The Structure of a Growing Business

While there might be an exception occasionally, generally businesses are organized with someone running the place, and the operations broken into three essential functions, like this …

All three of these functions can be found in successful businesses, even in a one-person business. For an example, an owner-operated espresso cart: The owner is the executive running the place. For production, he makes espresso and coffee drinks for customers. For admin, he sweeps the place, orders bags of coffee, pays bills, and locks up at night. For marketing, to attract customers, he has arranged his location and signage, and perhaps a Facebook page with special offers now and then.

Structure of a STRUGGLING Business

Go to any struggling business, large or small. Look around and ask some questions. Then look at how much time and money is spent in the three essential functions, and it will look like this …

When you think about the entrepreneur’s dream and his vision, this makes sense. Mike the mechanic envisioned fixing automobiles (production). He knows he’s gotta pay the rent and write out estimates and sweep up, because he’s seen that done (admin). But back when he worked at the Ford agency, he probably had little information about how the Ford agency created outreach marketing and follow-up to get those customers in the first place.

Mike the mechanic envisioned fixing cars, and doing simple admin, and he pictured little about marketing. He doesn’t know a lot about marketing. So he doesn’t build his business to include much marketing!

He grows a little when he opens up and some people see his sign. Maybe they tell a friend or two. Then he hits a wall, and grows no more. And too often, it’s a struggle month after month.

The 3 Essential Marketing Systems

Here’s what’s true …

Marketing for any business also breaks down into three parts. And they must be done in this sequence …

1. Targeted Outreach. Can be done in different ways, but let’s generalize and call it “advertising.” This is how you place your business in front of likely customers. YOU must do the outreach, because people who don’t know you cannot place themselves in front of you, because they don’t know you exist.
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   Because this step requires knowledge and a skillset, most business owners don’t know how to do this, at least not as well as they know how to provide their core technology, such as fixing cars, dentistry, cooking hamburgers, making espresso, or styling women’s hair.
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2. Multi-Touch Follow-Up. It works like this. Most people don’t buy on the very first contact, because they feel safer later when buying from someone they know and maybe trust a bit. So after an initial contact from targeted outreach (advertising), if you provide a sequence of follow-up communication, so they can get to know you, they become more comfortable, more trusting, more interested, and more of them buy.
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   Here’s the rule — With a follow-up system of four to seven “touches,” you will sell about three times as much.
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   Entrepreneurs are weak at this because it requires time, and time is the one thing entrepreneurs don’t have.
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3. Conversation, Selling, Closing. Once they are in a conversation, most entrepreneurs are brilliant at selling their core technology (car repairs, dentistry, shoes, hairstyling), because they understand it so well. Generally entrepreneurs need little help in selling because they’re great at it.

SUMMARY — Outreach marketing? Missing. Need some. … Regular follow-up? Mostly missing. Need some. … Selling? The owner is probably already brilliant at it.

The Marketing “Success Formula”

If a business is struggling, and wants to grow and prosper, the key is to (a) install an outreach-marketing system that operates day after to day to attract new people, and then (b) install an automated follow-up system to maximize the number of actual conversations with these people, because from (c) these conversations come steady and reliable sales, money, growth, and prosperity.

In short, it works like this —

• If you have plenty of people discovering what you offer, then you’ll have plenty of people becoming interested.
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• If you have plenty of people becoming interested,  you’ll have plenty of people to talk to.
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• If you have plenty of people to talk to, you’ll have plenty of sales
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• If you have plenty of sales, you’ll have plenty of money.
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• If you have plenty of money, your company can grow and prosper.

You can tell that this is true. But notice that ALL OF THIS DEPENDS ON THE FIRST “IF” … “If you have plenty of people discovering what you offer.”

And that’s what we can do for you. We create outreach systems so plenty of people discover what you offer. And we create automated follow-up methods to triple the conversations you have with these people. And then your own skills take over, and you get new customers, sales, money, growth, and prosperity.

We can show you how this works. Let’s talk.

Contact us Now.
Your Potential is Greater than You Imagined!