A young man asked an old rich man how he made his money.
The old guy fingered his expensive wool vest and said,
“Well, son, it was 1932. The depth of the Great Depression.
I was down to my last nickel.
MARKETING was the key to my success.
I invested that nickel in an apple.
I spent the entire day polishing the apple and, at the end of the day, I sold the apple for ten cents.
The next morning, I invested those ten cents in two apples.
I spent the entire day polishing them and sold them at 5:00 pm for 20 cents.
I continued this system for a month, by the end of which I’d accumulated a fortune of $9.80.
Then my wife’s father died and left us two million dollars.”
Marketing IS the Key to My Success
I bet you two shiny apples that you can wait with bated breath all you want, no one is leaving you two million dollars.
And I definitely know that it ain’t gonna happen to me.
You and I are stuck polishing apples for the rest of our lives.
So we better learn…
- where to find the cheapest apple supplier,
- find the apples that have the most potential to become shiny,
- make them as shiny as we can,
- and quickly sell them so that we make enough money to repeat the process with more apples.
And that, my friends, is what’s called the “CHAIN OF CONVERSION“.
If any one of these steps is broken or missing, our apple business will go down the drain.
It’s very clear and obvious to all of us, isn’t it?
So how come so many businesses close doors on a daily basis?
How come most business owners still suffer from:
- No customers
- No money
- Too much stress
- Inability to find the problem
- Inability to fix the problem
- Giving up…?
What I Didn’t Know About Marketing Was a Lot
Even though Traffic Generation Cafe is doing much better than most blogs both in terms of traffic and income, I am still struggling to stay above the water, let alone get ahead.
And I still go through the motions of asking myself all the questions above.
Then I hosted a webinar with Danny Iny where he explained that marketing is really about the chain of conversion.
Marketing is about turning strangers into leads, then customers, then repeat customers.
And if any one of those links is broken or missing, our businesses suffer or even shut down.
The webinar was so good that I wanted to share it with all my readers.
It’s about 2 hours long and is PACKED with actionable advice on how to identify the bottlenecks in our businesses and fix them.
It also have a great Q&A session at the end – interesting questions asked and answered.
So grab a cup of coffee, a notepad, and prepare to take your business to the next level.
(Click on the image to go to Danny’s blog to listen to the webinar)
Just to be clear, this is not a “pitch-fest” webinar.
Yes, Danny will mention his training at some point, but the webinar is going to be mostly content.
He’s going to share the “chain of conversion” framework from his program, that he uses with his own clients, plus several real live case studies.
And here’s another live case study in the making: Traffic Generation Cafe.
Discovering my Bottlenecks
Listening to Danny’s presentation helped me to understand why I am having certain problems with my blog and what to do about them.
I am pretty good at using tactics to get traffic into the door.
However, one of my bottlenecks is the fact that I never profiled or targeted my traffic.
I mean I thought I did.
My targeted market was every webmaster of all trades who needs more traffic to their sites, which is basically every living and breathing business owner online.
I’ve got some work to do to find my IDEAL customer and build my blog around that one customer.
In the past, I’ve read a lot (and even written some posts) about the importance of narrowing down your target audience.
However, I never realized that not doing it OR doing it wrong would have such a significant impact on my bottom line.
So, if you haven’t already listened to the webinar, stop listening to me (after all, I am just a student, like the rest of you) and start listening to Danny Iny, who actually know what he is talking about.
“Funny how at the end of the day, no matter how much you ‘think you know’, it really is just so much easier to have a mentor to point out the obvious to you and keep you on track.”
I am with you, Mandy, and look forward to having Danny keep me on track.
How about you, my dear reader?
Image credit: incredible action photo by Paul Cox.