Getting Your Business “Ocean Ready” – Episode #47

by Richard Wilson on July 7, 2011

In this episode recorded in Nice, France Richard Wilson shares a lesson from sailing in preparing your business for a large advertising or marketing campaign.  The point within this video is that you need to have your ship in order before you bring in thousands of potential customers to evaluate whether they should buy your product or not.  (Download this Video in MP4 Format)

Video Transcript/Summary: The $1,000 lesson to take away from this video is that if you strap on a rocket to your row boat you are going to blow yourself up…start small with SEO and small advertising or pay per click ads and then you can do large affiliate deals and national magazine full page ads once you have tested your business processes and proven the offer converts well and the refund rates are low (below 3%).

Now the first thing I have to point out is that I literally wrote the book (a book) on Speed of Implementation so don’t take this video the wrong way, you should implement and apply whatever you can learn relentless and rapidly.  The point here is that if you set out on a voyage into deep waters too early you may lose your business.  One lesson I have learned while running my business is that the first obvious application of Speed of Implementation is to go broad, to launch more features, more products, more lead generators, and more blogs. 

After getting good at that it is only a matter of time before you realize that if you don’t draw a box around the sand box that you will play in and dominate that you will soon get too distracted and diluted to be powerful in any niche.  This what I realized about 18 months ago and since then we have tried to go deeper instead of wider in two ways.  First we try to go deeper into what our customers want and need providing more end-all complete and custom solutions, second we have tried to provide a better more valuable experience.  Whatever our conversion rates are now, we can always dig deeper and improve the copywriting, give away more educational marketing in our niche, and throw in another 10 expert audio interviews as bonus item within an product set.

Thanks for joining us, and I will see you again soon,

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