In business there are only two ways to make more money:

• Get more clients

• Make your clients worth more

This means you either need more traffic, or better conversion.

If you aren’t spending the majority of your time on these two things then you will fail.

The concept is very simple.

You need PEOPLE to give you MONEY.

So that means there are truly only three things you need to do in business:

1. Get people to know about you

2. Get the people who know about you to buy

3. Deliver on the promise you sold them.

If you didn’t notice, number one is the most important part of the system.

If number one doesn’t happen, nothing else happens.

Advertising is the input of the entire system that allows it to even function and have the possibility of getting and output (a client).

This means the majority of your time should be spent getting people to know about what you do (a.k.a marketing).

There are only three ways you can do this:

1. One to one (cold)
2. One to many (paid)
3. Content to an audience that knows you (organic)


Here ill break down how to make each of these channels work.

In order to understand the process of making these channels work, we need to understand the principles.

Principles: Last forever.

Tactics: Short term. Works today, need a new one tomorrow.

So what are the principles of client acquisition?

If we can get a human and provide them with stimulus they will take an action.

What kind of stimuli does each acquisition channel require?

Paid Traffic

With paid traffic you have a dollar that you are trying to walk across a bridge and turn into a client.

Essentially that looks something like this:

But as you can see the bridge has missing pieces.

So what stimuli is needed to close the gap?

Cold outreach

With cold outreach you are trying to get a stranger to know, like and trust you in a short period of time.

If you didn’t know, this is extremely hard.

This is why your systems must be absolutely dialed in order for them to work.

Here is the stimuli needed:

Organic

Lastly is organic.

This is the easiest way to get clients to know, like and trust you because the value is provided up front

However it still takes a bit of time to see the true effects of your organic content.

Here is the stimuli needed:

As you can see, each channel has certain stimuli that is required to make it work.

And they all need to function in that exact order.

If just one piece of stimuli is missing, the entire system will fail to function.

Hope you enjoyed this one,
Toussaint