- August 8, 2018 -

You're either a business owner or interested in becoming one...or you wouldn't be reading my daily rants and confessions.

That makes us two peas in a pod.

We like to call our own shots.

Don't like punching somebody else's time clock even if it means working less.

We like control. Anything less feels like operating from a place of weakness.

We also want to be able to offer a guarantee for our services and products.

And there's the rub.

...What if Mr. Customer didn't read the contract terms in entirety? And then wants to withhold payment? Grrr...

...What if Mr. Customer didn't use your product as he should? And then wants a full refund? Grrr...

The dratted "what if" scenarios are endless.

When I managed PPC accounts for clients, they wanted guarantees on profit.

Impossible.

I couldn't guarantee that they have a product anyone wants to buy.

Couldn't guarantee that the message they read after clicking the ad will resonate with their needs, their pain points.

Couldn't guarantee that their sales people can close deals.

All I could guarantee were hits, clicks, and re-clicks.

I couldn't guarantee profit.

And if you can't guarantee profit...guess how long your services will be retained?

Not long before these two words were directed our way: You're Fired!

Maybe not those exact words but you get the idea.

Whether it was PPC, web design, or Infusionsoft implementation...

Unless our clients had processes already in place that were working.

Unless their website messaging was on point.

Unless they had an already-proven offer.

We were eventually "fired."

Not that we weren't experts in what they asked for.

Not that they didn't love us for our knowledge or attention to detail or responsiveness or our charming personality.

But because we couldn't guarantee them more sales.

The only thing they really, really cared about.

...and that just didn't sit well with us.

And so we stopped offering fragmented services about four years ago because we couldn't offer the only guarantee they wanted to hear:

"Get me more sales.

Without me having to learn more techy stuff.

And without me having to do copy writing...and lead generation...and landing page design...and video production...and campaign building."

Heard and answered.

Talk soon,

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