Why do some businesses print cash while others struggle to stay afloat?
There’s more than one reason for sure.
But 9 times out of 10 it's because of misplaced focus.
This meme captures it perfectly 👇
Let me explain,,,
Yesterday I was working through things with a company I do Fractional CMO stuff for.
This client in particular has a local service business.
He wants more sales than he’s been getting.
Don’t we all 😉
Except he’s been trying to optimize the wrong metric and just keeps spinning his wheels.
James (we’ll call him that) is doing “all the things” he should be doing…
Running ads,
Driving to a landing page,
Capturing leads,
Setting appointments,
The thing is… each of these things isn’t a box that can be checked.
Like it’s set and forget.
But one critical fact that most forget or don’t realize is that your funnel is a living breathing thing. Every day traffic is going through it.
Some more than others, but traffic nonetheless.
In this case, more sales is what he’s after.
And so James is laboring over how to; switch up the sales process, follow up differently, search for a different agency or copywriter. On and on…
When we zoom out we can see that he’s closing at the same rate he’s always been. It’s not broken.
It’s not THE THING that’s limiting sales.
“Fixing sales” is a distraction.
The core of the issue is up-funnel.
James isn’t getting enough new leads from the traffic he’s driving.
But he thought it was all good because they’re “getting leads”.
This is what I mean!
You gotta know your funnel numbers like the back of your hand so you know what to prioritize when choosing what will get time and attention.
So right now, for James, optimizing sales now is low leverage, getting more leads from existing traffic is high leverage.
So how do we get the volume?
There is enough traffic to 2x his sales by tweaking the right things – we just have to address what’s broken.
In this case, his landing page looked more like a government census than a lead capture form.
We're talking 9+ form fields staring potential customers in the face.
By simply reducing those form fields and re-prioritizing where information is captured, he should DOUBLE his lead flow.
Think about that…
Double the leads. Double the opportunities. Double the revenue.
All from simplifying his funnel.
Now, I know what you're thinking: "But Phil, doesn’t he need all that information!"
Honestly, no.
Not at this stage of the purchase journey anyway.
The goal isn't to marry them on the first date. It's to get their number so you can ask them out again.
We’ll see how it plays out…
That said,,, if you want to unlock sales hiding in your funnel?
I'm opening up 5 spots for funnel tear-down calls this week. We'll dissect your traffic, funnel, and email ecosystem to uncover the gold you're sitting on.
But fair warning: These spots will disappear faster than free donuts in an office break room.
Click here to grab your spot.
What Mr. Wonderful says 👇
P.
Need marketing help?
We help companies turn clicks into cash.
Client Example:
When we started working with this client email accounted for a measly 13% of total sales. We built the strategy, did the copywriting, design, and execution and 3.5X'd the results. Reach out to see if we can create a similar graph for you. 🚀🚀🚀
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