- June 14, 2018 -
You're an investor - and you invest in a lotta stuff:
...your family. 100% ROI.
...your business. Necessary but comes with great cost.
...your health. Kind of the kingpin.
...your hobbies. Hmm...we all plead the fifth on this one.
Traders invest in commodities. Hard assets like wheat, oil, gold, silver, electricity, even coffee.
I'm not a stock broker anymore, but the interest in following the hottest commodities is in my blood.
Still holding onto a big chunk of stock (oil and gas) that I bought years ago...
I think of it as a "futures" trade. Sometime in the far future, it'll pan out.
But as an entrepreneur, there's another commodity that you invest in...
Leads.
Need 'em to survive.
Need 'em to keep the pipeline full.
But I'll bet you never thought of leads as a commodity.
...they're bought and sold on a daily basis.
...prices fluctuate.
...competition can be brutal.
...the risk of converting the raw asset to something of value is high.
...and profit margins can be low.
So what do the majority of businesses do to keep a steady flow of leads?
He who spends the most wins.
Problem is...
It's easy to blow your budget for a whole month in just a few days. (Ask me how I know.)
What if the leads don't convert?
The ads could be disapproved.
Or your account could be shut down.
So...what if you looked at generating leads a bit differently?
What if you were more selective with how you generate your leads?
What if you positioned yourself more like...
...a gated community where families live for decades?
...a private party where invites are coveted?
...a popular restaurant where scoring a table is no small feat?
Instead of positioning your business like the neighborhood Walmart where bargains are expected.
And coupons are as valuable as paper money.
The problem of being a company with the Cheers theme "Where Everybody Knows Your Name" playing on a loop...
...is that not everyone pays their bar tab.
Need a new positioning message that'll make your business a hot commodity?
I think it's time to talk.
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