What I didn’t know at the time was that I was split testing different “headlines”. I’d test one against the other to see which worked best. Then I’d tinker with that line, test it again, and so on. That constant tinkering helped me to find a formula that crushed it. 

Every one of us tends to try to bite off more than we can chew. The trick is to find a way to manage all of those projects so none of them slip through the cracks. Let me show you what I do.  I have a ridiculously simple spreadsheet for this called “Fubbi Initiatives”.

Success in an exam isn’t about getting the answer correct. It’s about giving the person who’s marking the exam what they want to hear. So I reached out to the head of the department and asked him a simple question: What do you need to see in this exam to give a perfect score?

Yep, you can have a sales conversion rate that is too high. Sometimes it’s high because your pricing is too low... or your audience targeting is too tight. Truth is, there is no right answer.

Give a “reason why” with your discounts. This is especially true if you sell any type of premium product. Make sure the reason is honest.  If you screwed up and ordered too many, admit that.  If you used the wrong adhesive and the label are peeling off, admit that.  If the expiry is coming up, yes, admit that!

Pressure-test your business to see how it works without you.  Start taking a day or two off at a time. See how your team handle things… and then learn from the experience.  As you plug systems and your team feels the trust, take a bit more time off - perhaps 5 or 7 days.  Then repeat the process. Each time taking more and more time off. 

He had a transformative message and product. He could really change people’s lives... if only his message could get through to them. Even as he was explaining, the problem became clear to me. What was the problem? He was selling the prevention to a problem. In this guy’s case, he had a way for people and companies to avoid getting hacked. 

John is one of the best in his industry - he has a great service. He’s also about as honest as a person can be. Yet he keeps seeing snake oil salesmen in his industry making a killing and a hell of a lot more money than him. Confused, he called me and asked if there’s something wrong with his marketing. I saw the issue as soon as I looked at his content.

One of our clients, who’s in the mortgage space, has a very similar thing. She uses a framework that ranks her prospects based on different factors. Of course, it’s all branded and unique to her company, which is what you should do as well. Create a scorecard or framework that fits your business and brand it, and there’s your differentiation.

Introduce a problem that has escaped your audience’s attention. You can do it with a report or maybe a book. I think that the book might be a better solution in some cases. It’s going to help you build authority and your brand in general. Once people download and read the book, they’ll be aware of a whole new problem.Then once the outlines are approved, it’s time to write the content. 

As you know, there are a great number of ways to attract more views. For now, I’m going to talk about one that you probably haven’t thought of. This is actually something that might be costing you attention! A question... Ever heard of banner blindness?

TikTok. Yep, TikTok. The platform for kids.  Yes, I don’t really care about the platform.  And yes, my audience isn’t there right now.  So why the heck did I post to it then? As an experiment. Because EVERY social platform in the early days looks silly for business people.