I wanted to talk about simplicity as it applies to business. Why? Because most people really make this far too complex. I love simple. Here’s some of that.
My marketing setup for my business is dead simple. Here it is:
Freebie online events → newsletter subs → potential buyers → referrals + affiliates.
And even that’s probably more complex than I actually think about it on a given day. Here’s what I think:
* If I give some kind of awesome free ebook or online event, people will get my newsletter.
* If I have more people on this newsletter, some will want to buy my courses. Once they buy one course, they tend to love it and buy another.
* People who really get into what we’re doing, tell others, and some amount of those people actually sell our products to their communities.
So, when I need more action, I have two levers I can pull:
1.) Get more people into the newsletter group for longer term growth.
2.) Push out a selly-sell email and ask you to buy something.
That’s how my marketing runs.
My sales are easier still: number of people who click on the potential “buy” link divided by number of people who actually do. This gives me three areas to improve:
1.) Improve the explanation of the offer so people get it and choose to buy.
2.) Improve the flow of the purchase process so it’s simple and fast.
3.) Deliver more value so that people realize the price is unbeatable compared to what you get when you buy.
I love that my sales and marketing processes are that simple. I love simple. Simple is awesome.
BUT SIMPLE IS A “DUCK SWIMMING” EXPERIENCE
Most every process that is simple “hides” a lot of complex little things. I have to deliver really great free online events or people won’t get my newsletter. I have to maintain a strong level of trust or people won’t believe my offers. I have to make sure that the technology I use to offer what I offer is as flawless as possible, or people might not enjoy it.
But the best version of simple is that which makes your client or customer or guest feel like everything you’re doing is effortless and that they are the most important person in the room. That’s how Disney operates. That’s how the bike store in my town operates. That’s how you operate, if you want to stay in business.
Simple to them; lots of effort and some complexity to them.
HOW TO MAKE SIMPLE PROCESSES BE EFFECTIVE
First, be ridiculously clear of the goal. If you know the goal you’re trying to accomplish, you’ll know what to measure.
Second, measure something and make it something you can affect with a change. It doesn’t help to measure the weather if you can’t alter it.
Third, test whether the pairing of goal and measure work.
Fourth, set up boundaries for internal resources so that people understand how the goals can and can’t be accomplished. For instance, one way to raise “percentage of newsletter subscribers who purchase a product” is to just unsubscribe 50% of the list. However, that would be disasterous. Be clear that everyone understands the parameters.
Fifth, work from the perspective of trusting the goals and measures you’ve set up.
In my personal world, I’ve switched to a macronutrient-focused diet. That means that I pay a LOT more attention to how many grams of protein, carbs, and fats I take in, and a lot less to calories and the other intricacies of the diet. These three numbers are making my fitness efforts a lot easier to manage, and by knowing my numbers, even if I have an off day, I can trust the process.
And that’s the package. That’s how to understand the method.
1.) Simple and clear goal.
2.) Measure that can impact that goal.
3.) Test and retest the usefulness of the goal and measures.
4.) Make sure everyone knows the goals and boundaries.
5.) Trust the process.
What do you think? How does this apply to you? What do you like or don’t like about this level of simplicity? What makes you nervous about it?
And thanks so much for being here. See you next week.
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This letter is written be me, Chris Brogan. If you hit reply, the reply goes to me. I respond as soon as I can. Most people can’t believe how fast, but don’t let me get your hopes up. Sometimes, it takes a few days. But if you hit reply, I’m there.
If I intend to sell you something (and I do that, sometimes), it’ll be very clear. Somewhat comically so.
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