Did you say zero? Almost…

The worst number in business is the number 1. Here’s why…

If you are dependent on ONE source of leads for your business, you are already in trouble. I don’t care if it is referrals, pay per click (PPC), direct mail, or email marketing. Relying on a one source is dangerous, especially in this new economy.

Smart small business owners are realizing that the convergence of offline and online marketing is the WAY to build a marketing system to generate leads on a regular basis. More importantly, having the peace of mind that if they lose one lead or revenue source, they can keep trucking along.

Here’s how you can start moving your business in the right direction today:

1) Grab a piece of paper and write down all of the way leads and prospects come into your business today.

2) Highlight which of those sources produce the most results for you now. Ask yourself, “Does my business depend on one source for leads and new business?”. If so, move to step 3.

3) If you are in fact dependent on one referral partner, one lead source, or one tactic you need more sources. From the list you created, start outlining a list of more ways you could cost effectively generate leads for your business.

4) Create a plan. Now, grab that calendar and I want you to focus on building one lead generation tactic each month. If it takes 2 months, don’t worry about it. Just keep adding to your system, one layer at a time…

5) Pat yourself on the back. I know, it sounds corny but most business owners don’t get to step #2.

I guarantee if you take the five steps above, your business will be better off for it. More importantly, you will be generating more leads and business than ever before. As you know, it doesn’t happen overnight.

Through patience and persistence you will have a marketing system you can rely on, even in this economy.

To your success,

Matt

If you think about it, many business owners go into their marketing looking for the “quick fix” many times on the one hit campaign that is going to bring in a flood of leads.

Reality check…

It just doesn’t happen like that without some hard work, and elbow grease as my grandpa likes to call it. What does that mean from a marketing perspective? It means you need a marketing strategy and a system to execute it. If you don’t have that, marketing and lead generation will be hard, maybe forever. It gets easy when you know each day what you must do to execute your system. You will no longer be frustrated about what to do next. And, you will quit chasing the latest shiniest object out there that promises thousands of leads with one email blast, or page 1 Google rankings for $59…

Here are two things you should do right now to get started:

1) Create a marketing strategy – Sit down, and spend the time to create a marketing plan. One of the best solutions I have found that we use in Duct Tape Marketing is Marketing Plan Pro by Palo Alto Software. It is based around the Duct Tape Marketing principles I use to coach small businesses like yours.

2) Just In Time vs. Just In Case Learning – Are you an info junkie? Do you spend time learning “just in case” you need it? Or, do you look at your strategy and focus on learning skills just in time to execute your strategy?
If you are the former and not the latter, I suggest you shift your approach. this will help you with the very next thing you need to do to execute your strategy. One question I always ask and have posted on my office wall is “What Do I Need Know To Accomplish This Task?” Asking this one question forces you to get clear on the resources, knowledge, and tools you need to accomplish one task at a time without distraction.

Just remember, strategy before tactics is always a winner…

Cheers,