Let me ask you a question…
Do you suffer from “Shiny Marketer Syndrome?”
Huh? Don’t I mean “Shiny Object…”Wait a minute… Kinda-sorta but not quite.
Shiny Marketer Syndrome is different. We’re not talking about buying every newfangled course, “Hack”, “Exploit”, “Widget”, “Gadget”, etc.
It means trying every which way to market a product or service and if it looks like it’s not working, switching to another method.
The problem is that many marketers are trying to smash square pegs into round holes because they are told “This WILL work”
The problem is that it sends you chasing the latest marketing FAD down the virtual rabbit hole. You invest your time and money in a continuous building cycle, spinning on the hamster wheel getting nowhere.
That is where FOCUS comes in… Or more specifically — F.O.C.U.S.
This is something I had to force myself into as I have terrible AD-HD (or as I call it HD-AD-HD because it’s High-Definition!)
As an acronym, it stands for “Focus on ONE Course of Action Until Success”.
Now, I am all about scale and automation but to be able to do that I also need to FOCUS on simplification and efficiency.
Many marketing systems require crazy complicated funnels, insane software, and you standing on your head spinning around three times praying to the gods of marketing.
Me, I prefer simplicity every time, and this allows me to FOCUS on getting everything right.
I work on the 80/20 principle that 80% of my results are going to come from 20% of my efforts. I don’t want to be chasing that remaining 20% by wasting 80% of my FOCUS on that.
The problem is many people are stuck chasing that remaining piece while not getting any results at all…
I FOLLOW that one course until it breaks one of my three core rules.
So, here’s three quick FOCUS rules I put in place in many of my projects and they may be useful for you too:
1. What does the DATA say?
I don’t deal with emotion when it comes to projects. I look at the data to determine what is working, what is not and make decisions based on that not on gut feeling.
Data determines everything — PERIOD.
2. What is the RETURN ON INVESTMENT?
If you are investing time and money (and TIME is money) as well as resources, how soon can I see a legitimate return on that investment?
Can I withstand the wait for that return?
Am I even going to get a return on investment?
What are my lead costs vs. lifetime customer value?
You have to ask yourself these questions and then decide — Am I even on track?
3. Where can I simplify?
This is the KEY one that most people ignore. I see people posting pictures of their amazing funnels as if the more complex a funnel, the better it is…
News flash — WRONG!
The more complex the funnel, the more likely something is going to break and the more roadblocks you are introducing.
Many of my most successful marketings processes are almost ZERO funnel (Yes, you heard that right!)
The simpler you make your processes, the simpler you make it for your potential customers to act. I would much rather have a simple funnel that I can expand later when it’s working than trying to build something that looks like “The Matrix.”
So, keep these things in mind and focus on simplification. Develop streamlined processes that you can scale, automate and become the solid foundation to build an empire on.
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P.S. Over the next few days I am going to be dropping few BIG knowledge bombs. Stay tuned…