Let’s say you only have enough money to buy a small radio station in a medium-sized market with a metro population of, say, 600,000.
Let’s say their number of weekly listeners is a paltry 10,000. I mean, they clunk there on the bottom in some weird little electronic polka format that nobody likes, right? Nobody’s should buy that station, right? Ask anybody.
Well, no, it’s not nobody.
Please show me one business who doesn’t want 10,000 new customers, and because of comparative analytics and economics, I’m going to be able to own those 10,000 potential customers with more frequency than I could afford with stations with more listeners.
It’s easy to get lost inside the numbers of mass media. It’s easy to get discouraged by low analytics numbers on your website or email marketing or Facebook campaign. Why only target a long tail keyword search of 1000 searches/month? Because that’s 1000 potential customers.
I’m telling you right now to look past those numbers… and focus on one number as it relates to any raw number of listeners, viewers, openers, clickers, or unique monthly visitors.
The One Number To Rule Them All
What’s the goal of most generational businesses? To be around for another generation, right?
Therefore, when evaluating your marketing options, I want you to begin to focus on one number above all in your marketing channels, and it’s a number that can drive you crazy if you let it. You’ll have macro and micro versions of this number, and you’re going to want to cheer and celebrate or jerk your knee because of other numbers, but try your best to focus on one metric moving forward.
I want you to focus on your conversion rate.
I want you to make every effort to optimize your conversion rate.
So many companies with so many big budgets blow more out the back end than most family businesses see coming in their front end.
But not you — you’re going to focus on each and every hard-earned customer who comes into contact with you, and you’re going to work on answering their questions, delighting them, and making it easy for them to give you money, recommend you to their friends, and do business with you again and again and again.
Because you’re not only good-looking… you’re brilliant, too. Ask anybody.