When it comes to improving your marketing results, there’s 3 critical steps I take each time.
I like to call them “The Success Triangle.”
You can use the Success Triangle to improve other areas of your life too (such as your health, or relationships) but it works particularly well for improving your marketing.
Here's what to do:
#1. F.O.C.U.S. +
The first thing you need to do when it comes to marketing (or success) is what's called "F.O.C.U.S."
You need to focus on one specific marketing method: one specific funnel. One specific sequence of steps. One specific avatar or ideal client.
Not three products, three marketing methods, or three clients.
The word "FOCUS" stands for:
So you need to follow one course of action until it's successful.
Follow those three steps, fours steps, five steps, or however many you have in your own marketing funnel until it's actually successful.
#2. Duplicate +
Once it's successful, what you can do is the next step which is "Duplicate."
For example, say your Facebook ads start going well. It's successful, it's predictable. Now you start to duplicate your success.
The great thing about success is you can build upon that. If you had a whole bunch of "failures" (things that aren't working) then you still haven't cracked the code. You still don't know what's working.
Now you can do duplication. As an example: your ad was working, you spend more money with that ad. You show it to different audiences in different cities. You're doing the same thing now, but duplicating it with a different city, a different target market, but the same ad.
You're not changing anything radically different. We're not creating a new product or anything like that.
So we get some success by focusing on one course until successful. Duplication. Now you can spend more money, present to bigger rooms, hire more staff, etc. In other words, just duplicate your success. You're not changing anything.
#3. Add One Thing
Then lastly, we can do what's called, "Add one thing."
So before, we might have had a Facebook ad. And your Facebook ad directs people to a discovery session for 60 minutes. And your 60 minute discovery session leads people to a $2,000 package. You can add one thing now. Only one.
From a Facebook ad, I might also do speaking in live events. Now I go speaking in live events, also to discovery session, into the coaching program. Once that works, I can add one thing. I've done all this.
Now the thing I might want to add is another product for that client. It's a lot easier to retain an existing client. What other problems do they have that they're going to go to someone else for anyways?
They may as well come to me. So I'm going to create another product that will help them. And now at the end, I'm starting to build out my full package.
= The Success Triangle
But we focus, one course until successful, duplicate, duplicate, duplicate. Spend more money, find a new audience, go to a different city, and hire more people, whatever it is.
But it's essentially the same thing, but more. Then we add one thing. And that's how you get success in marketing, that's how you get success in pretty much anything.
There's no point in being torn apart by three different avatars, three different products etc. Let's say you've got one product, you shouldn't try Facebook ads at the same time as email marketing at the same time as Google Adwords.
Until you've got success with one of them, just focus on that to begin with.
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