DIAGNOSIS

Category: Marketing

Don't Chase

The best customers and clients you could have don't want to work with you if you chase them. Chasing and pestering potential customers and clients for business drives them away.
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Greatest Leverage

The greatest leverage you have in your business is your advertising. Because just testing various ads, audiences and platforms over time can 100x your profit margins, and 500x your equity. Example: You spend $1000 on ads each month. Ads get 500 clicks. 20 Prospects. 4 Customers. 2 Loyal Clients. With better ads: Same $1000 ad […]
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New customers vs existing clients

In business, as in life, intensity and focus matter far more than extensity and breadth. I'd rather spend my resources talking to existing customers and clients then new customers. I'd rather send out letters and emails to my existing list than people who don't know me. Customer acquisition should be systematized. But it's transactional. Relationships […]
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Proof is the pre-requisite for trust

Proof that your product/service is all that you say and more... is the pre-cursor to trusting customers and repeat business. Because without proof, no prospect will become a customer in the first place.
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Proof and levels of it

If you have a unique product that does something other competing products cannot do, demonstrate it. If you can't demonstrate it, bring out a sampler. If you can't bring out samples, encourage your customers to talk about it. If your business is new, get someone with authority or repute to vouch for it. If none […]
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Commodities vs Unique Offers

People buy commodities all the time. They just don't fantasize about them. Build products, services and offers your audience can dream about buying. Build objects of fantasy. Otherwise, you're just boring and markets will sway your business a lot more than you'd like.
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