Now that you know about the Attract & Convert Units, let’s focus on the Deliver Unit. The Deliver Unit is what most of our businesses have been built on. If you’re like most of the people I work with, you’re better than most at getting results for your clients and that was a driver for [...]
Yesterday I talked about the ‘Attract Unit’ as the first step in getting someone to become a client. Well, the second Unit…the ‘Convert Unit’ is the real marketing engine for my business and it’s also the way you make competition irrelevant. Once you have someone ‘self-identify’ as being interested in what you offer, the job [...]
Back in 2005 & 2006 I started to try to figure out an approach to marketing that would make competition less relevant. I didn’t want to be lumped in with every other gym or trainer in the Yellow Pages (remember those?) or at health fairs since both of my local businesses were in towns that [...]
When it comes right down to it, we want what our clients want…right? We want to escape the problems and challenges we have today and arrive at a place where we are able to do what we want, have what we want and feel like we want. And, at least for most people…when that journey [...]
I’ll start by warning you…this is probably going to offend a few people. I’m ok with that as I feel it needs to be said. We’ve bought the product on the late-night infomercial. We’ve become exactly what we caution our clients to avoid being… …the desperate, quick-fix seeker. Maybe not all of us, and hopefully [...]
Before you invest in any form of paid advertising there are some things you should do first. First…Know Your Desired Outcome. If you’re going to invest in marketing…you need to have a specific objective. What outcome do you want from that step in the process? For me, most of my ads are designed to [...]
