Every company has a “fast lane” or a number one road or feeder ramp of traffic, clients, and customers. For some people, it’s radio. Some people write books and at the end of the book they sell you something. The books are their feeder ramps. Some people blog and at every tenth blog post, they make an offer for a product. Their blog is their feeder ramp. Some people speak from stage and sell stuff at the end of a 90-minute presentation. Their speech is their avenue. But what if your number one feeder ramp was closed? Learn the four-part guide to continue streams of revenue even when your number one growth avenue gets shut down.
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What To Do When Your Number One Feeder Ramp Gets Shut Down
This is the podcast where my wife and I live life. As we go through events in our life or sitting in a mastermind group and we hear someone say something that clearly causes a reaction with the people around, we write it down, we’d take note and we make sure to podcast on it. If it affects one person and we have hundreds of thousands of people that have heard this podcast, the odds are statistically, that if we see it affect one person, it can probably help hundreds if not thousands of people long-term.
A lot of times when I speak, I will use slides and often in the top right corner if the slide is profound, if I’m making a statement that I think is gravitatious to a business owner where it has true gravity and I think it’s going to make a difference, I will put a Q-tip so that people will clean out their ears and if you only hear one thing, you hear this slide. I’ve got 342 prior podcasts but if you only hear one podcast, make it 343. I believe long-term this podcast may be the most profitable podcast for any audience in any country anywhere. What if your number one growth avenue was closed? What if your number one growth avenue was closed? The keyword is avenue.
Every company has a “fast lane.” Every company has a number one road or feeder ramp of traffic, clients and customers. Some people, it’s radio. Some people write books and at the end of the book they sell you something. The books are their feeder ramp. Some people blog and then every 10th blog post they make an offer for a product. Their blog is their feeder ramp. Some people speak from stage and sell stuff at the end of the 90 minute presentation. Their speech is their avenue. Everybody has, whether it’s word of mouth, Amazon. If you sell products on Amazon, it’s impossible not to. Everybody has a number one feeder ramp for traffic, clients, etc. It’s impossible not to. Here’s the question. What is your strategy if your feeder ramp gets shut down?
We had a video store in 1998. It was on Route 30, which is a state highway, in Theodore in Joliet, Illinois. It was brand new. It was awesome. It was expensive to build and in month four, both Route 30 and Theodore were under construction at the same time. The city of Joliet was doing Theodore Avenue and the state of Illinois was doing Route 30.Both entrances, our only two entrances to the video store, were closed. Our $3,000 a day was shut down. Outside of the walk-ins, which nobody was parking in the Dominick’s grocery store across the street and walking over a state highway to rent videos. They were nice enough. After three weeks of work, the State of Illinois wrote us a check for $2,200. It was so nice of them. That is an example of having your number one feeder ramp shutdown.
If you’ve heard my first podcast called S-Curves, our number one downloaded podcast of all time for a good reason. You’ll understand that 100% of main sources of income fail 100% of the time. It’s physically impossible not to. You will not find a company that’s been around in perpetuity. There is no such thing as a perpetuity product. The only product that is in perpetuity is information and it changes style and format constantly. Not only do all income streams eventually fail all feeder ramps, all number one feeder ramps of revenue streams change or get shut down. If you can think about the Sears catalog in the ‘50s, Sears was one of the biggest companies in the world. They put products in a catalog. They shipped them to people’s homes and businesses and they made an absolute killing. Has anybody seen the Sears catalog recently? I saw it and I believe it’s in the state of Michigan and Pennsylvania. They have a massive Sears corporate office. Both are boarded up with plywood. What is your plan when your main feeder ramp closes? You say, “Ken, you don’t understand. I’m an Amazon platform seller. I have six products killing it on Amazon. Don’t tell me using Amazon isn’t going to shut down. That’s my number one feeder ramp.” Here’s a quick question. Do I think Amazon is going to shut down? Yes, at some point someday. It’s not going to last forever. Jeff Bezos is mortal. He’s going to die. His vision’s going to die someday and somebody else will have another Amazon type. It could be 50, 80 years. Who knows? Do I think Amazon’s going to be run forever? God, no.
Could anyone have predicted that Mark Zuckerberg would be in front of Congress? That Europe may prevail with a lawsuit and he may owe $40,000 to 50,000 different people each? Did anyone guess he’d make four Facebook algorithm changes in the last six months starting August 5th, costing him$22 billion in revenue and value? No, I don’t think so. Nothing is forever. The answer, Facebook being the one and only platform for social interaction forever is 0.0000001. It’s not going to happen. Does anybody in this podcast listening know what is the number one value inside of Yahoo as a corporation? What is their number one value? What is their number one revenue? What is their number one asset they could sell tomorrow and get the most cash?
Does anybody know that 80% of Yahoo’s value, is it small, tiny stake in Alibaba? What does Alibaba have to do with Yahoo? They saw that their current number one avenue for revenue, the advertising on their search engine news and sports platforms, were being bested by Bing, Google, Firefox and a host of other platforms. They determined we can’t win so they shifted into a different direction i.e. they built one of five major S-Curves. If you’re not sure what an S-Curve is it’s a separate podcast with our most downloaded podcasts and listen to the S-Curves podcast. They saw it coming. They realized their number one roadway; number one ramp was getting shut down, so they went into a different direction. The company literally doubled in value by driving down a different road.
Here is the game that I strongly recommend you play this weekend. It’s four parts. Number one, what is my number one feeder ramp? You got to put a number to it. It feeds me X amount of cars, eyeballs, traffic, clients, per day, per week, per month, something that. Number two, what is my number two and number three feeder ramp? I know there’s a lot of knee jerk reactions, as many of you listening to this have companies, you don’t even know what your second and third one is. Word of mouth or repeat purchases, throw those away. You’re going to pause for a little bit. You’re going to reflect on the numbers and the information you just wrote on paper.
Number three, this is one of the greatest things I could ever do for you. Ask yourself and don’t say, “I don’t know how? That’s not going to happen.” No, you have to answer this question. How can I make number two or number three feeder ramp, number one? Without stopping the flow of number one, what would you have to do as a company, as a person, as a thinker, as a leader, as a fundraiser, as a board builder, building a board of directors? What would you have to do, what would you have to put in place to get your number two or number three bigger than your current number one? If you don’t know how to do this, play the game called listening to Ken’s podcast called S-Curves, the number one podcast. Number four. How can I add three more feeder ramps that don’t send me clients today?
If you only have number one, if you only have one feeder ramp, how can you add two, three, and four? If you have five, how can you add six, seven, and eight? How can I add three more feeder ramps that don’t currently send me clients? I would love it if anyone is willing to implement this homework assignment and email me the results in 90 days at Ken@IncomeStore.com. For any and every single person that does this exercise, I would be happy to donate a free entry ticket to the next Digital Footprint. Tickets range from a few hundred bucks to a couple of grand. Happy to give you the full blown whatever if you do this homework assignment. Matter of fact, for the people that do this, I’d be happy even to give you the microphone and give you ten minutes on stage to share what happened when you did this homework assignment and I’d put you in front of a few hundred business owners that could probably network or be interested in buying your products or services. Definitely I’ll shine the light on you if you do this. Anybody that’s heard all of my podcasts, I have never made a bold statement that this will be the most profitable podcast, but I believe it because I’m an S-Curve guy. You get the idea for those that follow. Hope this helps. This is episode 343. Talk to you, bye.