Are you frustrated that you provide an excellent product or service, but your competition is making more money than you?
Just because you know your product or service is great, and just because you know your prospects need it, doesn’t mean they know that they need it, or that they want to buy it from you.
The truth is that the business owner who’s willing and able to spend the most to acquire a customer wins.
And that’s not necessarily the company with the best product, the best service, or the nicest employees.
It’s not fair, I know… So how do you compete?
You need to figure out how to lower the cost of bringing in new customers while at the same time maximizing your immediate and lifetime customer value.
We use a process called Customer Value Optimization to do that for our clients, more on that later.
But before we can even get to that, you need to answer two basic questions about your business.
Question 1: What value do you provide to the market?
Why should a prospect buy what you are selling?
Your buyer doesn’t care about you or your company.
They only care about one thing, and that thing is their transformation from their current “before” state to their happily ever “after” state.
So, before you launch a website, run an ad, or send a marketing email, you need to understand your customer avatar and the transformation they are looking for.
This is the foundation of your marketing plan.
If you skip this step, your marketing won’t work, not matter how nice your website is or how much you spend on ads.
Question 2: How will you INTENTIONALLY and PREDICTABLY transform ice cold prospects into leads, sales, advocates and promoters?
This is your marketing funnel, and it needs to be mapped and optimized to increase value along each stage of their buyer’s journey.
From Stranger, to Lead, to Buyer, to Advocate, and finally to Promoter.
For most businesses this funnel includes:
- A Lead Magnet
- An Entry Point Offer
- Your Core Offer
- Your Profit Maximizer
- Your Return Path
And once you get this set up and optimized in, you’ll be able to generate revenue for your business INTENTIONALLY and PREDICTABLY.