From The Desk of Charles J. Kelly

So now that we understand we are better off focusing on how we position ourselves to our marketplace and to demonstrate the value of our products or services, how do we actually convert browsers into buyers?

The goal is to make conversion of browsers into buyers as easy as possible because let's face it, who wants to overcome 20 objections before someone then says, ‘I have to think about it’.

Sound familiar?

Exactly, we want the complete opposite of that.

We first used positioning to establish our products or services as the go-to solution in our marketplace.

Next, we pre-framed our marketplace about what they should think of our products or services before ever being asked to buy.

Third, we used indoctrination (helping by actually helping) to demonstrate the value we have to solve their problem(s).

See, when we do these things we are pulling our marketplace towards our products or services rather than pushing our products or services onto our marketplace.

That is how the rest of your competition is going about their marketing. They are pushing themselves onto the marketplace.

We agree we never want anyone to push their products or services onto us, right?

That is when we feel that slimy salesy thing going on and our initial reaction is what?

No, we don’t want that!

So let's not be like our competition and instead differentiate ourselves from our competitors.

Now would you rather have your marketplace willingly come into your sales process than you:

Create a new ad every week to see what will get you 3 more sales?Split test landing pages to see which gives you 6% conversion versus 5% conversion rate?Split test the colors on the ‘buy’ button to determine better conversion rate?Split test headlines?Hire another agency who over promises and under delivers? 

You see my point, right?

Sure, I’m certain there is legitimacy in doing those types of activities and do result in some incremental lift in your business.

But wouldn’t you rather ditch those activities and instead focus on the few activities (positioning, demonstrating you can help people) that give you monumental impact to your profits?

Notice my website? Sure, there are people who will ‘criticize’ it and say there is ‘vast’ room for improvement.

I don’t doubt that. 

But I would rather spend my time on the few activities that significantly move the needle in my business rather than tinker with split testing every little thing on my website.

I would rather spend my time helping business owners by designing and implementing business specific solutions that create massive profits for the business. 

I am certain you have been approached by various people with services to improve your website, emails and advertisements.

You have also likely sought out courses to take to learn how to do some of these things yourself. 

I get it.

But focusing on the high-leverage activities like making the conversion of browsers into buyers as easy as possible is highly profitable and is worth your time.

Go let your competitors focus on the low-leverage activities like split testing 27 different things this year while you stay busy massively increasing your profits through high-leverage activities!

Now go identify what 3-5 activities you should focus on leveraging and let me know if you have any questions.