I have this new thing I do when buying clothes...
Whenever I add a new item to my closet, I get rid of an old item of the same kind.
So, new T-shirt goes in, old T-shirt comes out. New pair of shoes goes in, old pair of shoes comes out.
My aim is to keep my wardrobe under control. Cause there's nothing worse than walking into a stuffed closet overflowing with disarray.
For a long time I didn't get rid of anything. I had shirts, pants, and shoes years old. And something like a ridiculous 30+ belts. It was absurd. 😳
And my closet started getting fuller and fuller and fuller and fuller. Until it was out of control. Overwhelming.
Cause all I did was add and add. Never subtracted.
Now, after after an initial purge and about six months of my "new method", my closet is lean and mean baby. And it feels good.
And, of course, it's so much easier to control, manage, and use.
This same approach can and should be applied to your business.
Too many entrepreneurs are constantly on the lookout for the next thing they can do to grow their business. Often, adding more to their list without ever subtracting anything.
Yet, one of the most productive and profitable things you can do is purge activities and actions and tactics from your doing list.
Just cause at some point you started doing something doesn't mean you should keep doing it.
No. When in doubt, purge.
And before you start adding new things to do, look for things you're already doing which you can stop. Things, which aren't needle movers. Things, which aren't the most effective or most efficient use of your time. Things, which can be replaced with more profitable activities or tasks.
Fact is: Even if you're not adding anything new, you should regularly be doing a review and purge of your least effective and least efficient activities.
Instead of thinking "more is better", think "less but better".
Meaning: Do less things and do them better.
More isn't always better. Better is always better.
When in doubt, purge. Get rid of stuff...
Clothes... and tactics within your business.
With that, let's get to this week's goodies...
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MY FAVS THIS WEEK
- This couple’s hand sanitizer business generated over $7 million in sales after Covid shut down their live event company overnight
This is a great story. And, a perfect example of going from problem to prosperity with a pivot.
2020 slaughtered their business. But, in typical entrepreneurial fashion, this couple turned lemons into lemonade. And produced something far more profitable in the process.
- VIDEO: Rich vs. Poor Mindset | Which One Do You Have?
I could not agree more with what Benjamin shares in this video. If you watch just the first 60 seconds, it's worth it.
I've talked to clients for years about this one shift in thinking. Cause I've seen it hold back more entrepreneurs than I can count. And all it really is... is a shift in perspective.
- The Definitive Guide to Business Process Modeling
Business activities you do repeatedly should be turned into a process -- a documented system you follow every time.
Using processes are how you'll get better and faster and more effective at those repeated tasks.
This is a great article on how to build-out those processes.
ODDITY FROM MY LIBRARY
Launching a new business from scratch ain't easy. Growing an existing business is much easier.
If you don't know much about business acquisition, Buy Then Build gives a nice introduction to the topic.
Acquiring a business can not only be a faster way to have a flourishing venture, it can also be used to grow an existing business.
In other words, you can think of business acquisition as another growth strategy.
If after reading the book you want more in-depth training, I highly recommend Carl Allen at Dealmaker Wealth Society. He's a Wall Street guy turned marketer turned coach. And he's a stud when it comes to this stuff.
(Disclosure: Carl is a client of mine. With that said, though, I only recommend him cause he's phenomenal at what he does.)
WHAT I'M TELLIN' MY TEAM
This week on our internal Team Marketing Training...
We covered the importance of strategic word choice... and the value of odd and unusual words in your copy.
If your marketing sounds like everyone else's marketing... cause you're using the same words and phrases and descriptors as your competitors... even a unique marketing idea can come across as more of the same.
It's amazing how small word changes can transform a seemingly ordinary marketing message into something which feels fresh and unusual.
Our aim is to choose words which not only convey our idea with punch and power, but to choose words prospects don't regularly see in other marketing messages.
For example, instead of using the word "Exposed" or "Revealed", two common words used in marketing, this email used the word "Outed". A word often used in a different context, and not typical in advertising.
It's still conveying the same underlying idea (i.e. sharing something which wasn't intended for the public). But, it's not stale. And it's different enough to avoid sounding like what prospects have heard a dozen times.
Don't underestimate the value of this.
TEAM TAKEAWAYS IN THREE BULLETS:
- When writing the first draft of copy the aim is to get our thoughts down on paper as fast as possible. We don't want to go back and forth between writing and editing. It's during the editing phase where we look for common words which can be replaced with something fresh and uncommon.
- Action verbs are the foundation of good marketing copy. They give the message movement and punch. Our aim is to use both powerful and uncommon verbs to demonstrate what our product can do for prospects.
- Differentiation in our marketing is absolutely essential today. More so than every before. We want to make our marketing standout with a different idea (i.e. Big Marketing Idea), different mechanism (i.e. Unique Mechanism), as well as different words and descriptors.
A question posted inside the E5 Nation Facebook Group...
Below is my response:
The correct answer is you need to test.
However, all else being equal, between the two, I would give the product away free and charge for shipping.
Why? Because it allows the marketing to be all about the product being free.
And, obviously, this is enormously valuable.
A free product makes me feel like I'm... well... getting something free.
Free shipping makes me feel like I'm just not being charged an extra fee to get the product.
Again, though, I would test it.
As well, keep in mind... free+shipping offers are more under the microscope on social platforms like Facebook.
There may quickly come a time when they're no longer compliant. Just a little something to be prepared for.
NOTE: If you're not in the E5 Nation Facebook Group with us yet, you're missing out on the opportunity to have me answer your questions. Not too mention, some killer content and live streams only shared inside the Group.
This bundle is an insane deal right now at 90%-OFF.
It includes all these trainings:
- Maximize Your Sales Conversions
- Maximize Your Order Checkouts
- Maximize Your Transaction Size
- Maximize Your Sales Stickiness
- Maximize Your Future Sales
You can think of this bundle as tools which improve every core piece of your marketing campaigns.
And you should consider grabbing the bundle now if you like saving money. 😊
PIC OF THE WEEK
Last week was my birthday.
As a gift, my team sent me a touching video. One at a time each person shared their feelings about our company and our mission... along with some birthday wishes.
It was so sweet. And far more valuable to me than any gift they could have purchased.
It reminded me of the anniversary gift my wife gave me last year -- a jar of 365 handwritten, color coordinated and categorized notes.
As I've gotten older I've found these personalized gifts to be far more meaningful.
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