You Must Be This Tall to Ride
Do you remember going to the the show, carnivals, or theme parks, as a kid?
Remember how much of a BIG DEAL it was when you were FINALLY tall enough to ride the “big kid rides”?
That sign… You’d stand next to it on tippy-toes and make yourself look as tall as you could…
“You Must Be THIS Tall To Ride —>”
The same thing happens in advertising.
There are 7.6 billion people in the world right now.
How many of those people are online, and potential customers for your business?
As a business owner in 2018, you have access to more potential customers than you can probably imagine.
We talk about pipelines – but the truth is there’s an over-abundant TIDAL WAVE of potential customers out there for you.
So why aren’t you advertising to them?
If I ask someone this, they tell me it’s because the ads are too expensive.
“Facebook ad costs are rising!”
“Magazines want to charge too much for ad space!”
“We tried advertising there, but it wasn’t profitable.”
These are just excuses.
The harsh reality is this:
Your competitors can afford to advertise on via those channels – but you can’t.
And the reason for this is because there’s an invisible sign beside every advertising channel that says:
“You Must Be THIS Profitable To Advertise Here —>”
If you don’t meet the standard, you can’t ride the ride.
Perhaps you were able to stand on tippy-toes for a while, and try to sneak through. But it’s not sustainable. And sooner or later, you either got caught out, or it didn’t make sense to continue to pretend.
Advertising is a “Winner Takes All” Game
Companies who are more effective at turning a lead into a sale, and more profitable on a Value-Per-Lead (VPL) basis, will be able to tap into a greater abundance of leads.
They end up vacuuming up all the most profitable lead sources and dominating their industry.
And they leave nothing but the crumbs to the small players.
This is how monopolies form.
The only way to win long-term is to become better.
Be better at turning visitors into leads and sales
Be better at making bigger profits from the typical sale you make
If you’re interested in increasing your influence (as a leader, marketer, or salesperson) using quality, make sure you’re subscribed to receive the next part of this series: