What one thing, if done consistently well and superbly efficient, could grow your business? Ken tackles this question and answers by sharing the importance of having six different faucets that drip water into your business every day. Putting it in the context of traffic and funnel, he shares how his business has employed this strategy and continually pushes out their content across different stages, be that Google, Facebook, or radio. Learn how business doesn’t have to be difficult as Ken shows you how.
Listen to the podcast here:
Get An A In 6
I got hit with a zinger at Secret Knock. Somebody came up to me and said, “I know you have a podcast and it’s based on marketing, but it’s still a business growth website. What one thing do you recommend I do above anything else?” At first, I did my typical dance around, “There isn’t one thing,” and this and that. Here’s the reality, this is definitely a business growth podcast with a marketing slant. I had done a lot of thinking where if I had to give one single piece of advice, only one that could ensure the growth of any business in any industry at any time, I’ve got it. In a previous podcast, I talked about 439 of the Fortune 500 from 1955 are no longer with us.
I explained that they were simply not willing to change. They stuck with the lady that brought them to the dance. Meaning, even though their product and their industry is still around, the company’s gone. The company itself is gone because they did some type of marketing that got their product and their company on the Fortune 500 list. However, they never changed their marketing like Sears Catalog. The Sears Catalog doesn’t even exist. Direct mailing a catalog will probably not be the answer for Sears now.
Doing a lot of thinking, I was convinced that I’ve got a single piece of advice. What one thing, if done consistently and superbly well, would achieve all your goals and take away all your pain if you’re a business owner? If you’re an entrepreneur, those of you know I’m playing off a Steve Kubby line here, what one thing, if done consistently and superbly well, would allow your company to achieve all of its goals and take away all of your pain? If you’re a business owner, if you’re an entrepreneur, you do not stop until you have six different faucets dripping into your funnel.
Once you have six, you do experiments with two more. Let me put this in the real concrete verbiage that is basic English that everybody can understand. Our company, Income Store, has a website, IncomeStore.com. We have six different things that drip eyeballs, six different faucets that drip water into our funnel. On a daily basis, we do Facebook and pay-per-click. We have Google Search sending us traffic. We get traffic every day, 365 days a year from people that attended a previous Digital Footprint Conference of ours. That’s a platform of ours. It’s our stage. We put on annual events that are accredited by both Inc. and Forbes as, “Can’t-miss. Must attend business and home accelerators.” Meaning, you can increase your home’s income or your business income much faster if you attended Digital Footprint based on the knowledge you learn. We also get traffic to our site every day because my wife and I, my brother, and many of our team speak on other people’s stages, meaning the entrepreneurial organization.Business doesn't have to be difficult. Click To Tweet
We spoke on their stage in Dubai and Make Your Mark in Canada. We’re getting ready to go to Colombia. Anywhere there’s a stage, and somebody knows that our company has intellectual property to help their audience grow their business, they call us and we’ll speak on their stage. We do a bit of radio that drives traffic to our site every day. We have six different faucets. We have Facebook, radio, Digital Footprint, pay-per-click, other people’s stages, and Google Search. It is a fact that sometime in the future, one of these or two of these six faucets will be taken away from us. Maybe someday radio doesn’t exist. Maybe we no longer do a Digital Footprint Conference. Maybe Google gets deemed to be a monopoly and gets shut down. The key is this. At all times, we’re testing two other faucets. At all times, we are testing either other websites to put some ads on or other stages, not in the sense of a physical stage, but a platform like this podcast or other people’s podcast.
What one thing if done consistently well and superbly efficient could grow your business? Here’s my suggestion, if I can recommend you do one thing. As a precursor, find a product and/or service you believe in, you can stand behind, and you can represent. Once you’ve got the product or service and you’ve checked the shopping cart, you’ve checked your deliverables. You have good customer service, you’re delivering. The only thing you have to do is get an A in the classroom of six. Get an A, not a C plus, not a B minus, not a B plus, get an A plus in the classroom of six faucets. You turn on six faucets until six different marketing methods are dripping eyeballs to your website that convert and buy your product.
If you’ve only got one or two, you’re done, you’re toast. It will never work long-term. If you got three or four, that’s great, but don’t get lazy. Get it done. Don’t get good. Get done. Finish it, get to six and then when you hit six, something absolutely magical happens. When you have six different faucets dripping in regularly, if one or two of them crap out, you would lean on the two experimental ones. When you have six faucets dripping into your company, you can relax in the numbers. Business doesn’t have to be difficult. You know when business is difficult? When you only have one or two know faucets and you’re wondering every single day, “What am I going to do? Go to another meet up next week? What am I going to do? Direct mail? No. What one thing, if done consistently in superbly well, would allow you to achieve all your goals and take away all your pain?”
If you want further and the deeper study on this check out episode 66. If you want to see a pictorial or an infographic view of episode 66, go to KenCourtright.com. Click on books, then click on presentations and then download the infographic. That is the visual map between episode 63 and 72. Right in the middle of the map, it says episode 66 and it gives six to ten visual statements of other faucets that you could do. How about a PR campaign? If any of you know the story of Cameron Herold from his book, Double Double. You’ve got to read it. It could possibly be in the top five business books of all time. We have completely changed course in our company around that. Cameron is soon to be mentoring two of our staff members. Double Double, you’ve got to get the book, please.
In the middle of the book, Cameron mentioned one of the companies he took from $1 million to $100 million. One of the ways he got that company there was from 5,400 press releases, 5,400 different pieces of content that were written and sent out, so many of them landed in front of the right person in influence. Do you know what the cost to Cameron Herold ones for that? It was just payroll. They hired somebody in-house to do it full-time. They didn’t pay another agency. They kept it in-house and did it for close to nothing.Find a product and/or service you believe in. Click To Tweet
How would you like to go from $1 million to $100 million with a close to nothing advertising budget? What about direct mail shock and awe boxes? I covered that in episode 66. What about writing books and how do you do it for marketing? I covered that in episode 66. What one thing, if done consistently and superbly well, you knock it out of the park, and get an A-plus in the classroom? That one thing is get six different marketing faucets dripping into your website until they convert into business. I hope this helps. Take care.
- Secret Knock
- Digital Footprint
- Make Your Mark
- episode 66 – previous episode
- Double Double