One of the great indicators of how an economy is doing is to watch, closely, the behavior of your market. Ignoring most of what they say and focusing on what they do.
Lately a TV ad has been showing in regular rotation* offering something that I believe many of us entrepreneurs want. An all-black, stainless steel credit card with an extremely-high line of credit.
Heavy, heavy steel.
And the music in this ad is perhaps the coolest ever: Check it out
When you “qualify” for their card, you’re in an exclusive group. When it’s time to pay, you dish out something substantial. Solid Stainless Steel. No flimsy plastic card for you.
The high limits allow you the spending power to accomplish your dreams.
The reason I mention it is that it’s been a while since I talked about the power of your “Ultimate Outcomes”.
Huh? What’s that?
“Your Ultimate Outcomes are those things that are deeply personal
to you that provide your greatest source of motivation.
When the going gets tough,
these are the things that keep you going.”
Some take power in carrying a stainless steel credit card. Others find strength in the freedom to spend the summer in Colorado (that’d be me!) instead of Florida.
Here’s another example:
One gentleman, a longtime client of mine originally came to me with a problem with his Google AdWords account.
After looking at things, it was clear that without changes in the way he was advertising, he’d quickly go broke.
While working to solve it, I asked about where his “fire” was coming from to successfully advertise his business. I needed to understand his motivation. See, the way he’d been running his business had left him stuggling.
Once he opened up I knew I was dealing with his “Ultimate Outcome” and that he would, as Don Henley sang in “How Bad Do You Want It?”, walk on his lips through busted glass to accomplish his goals.
What motivated a man that much?
She’s sick AND underinsured.
His ultimate outcome is to help someone to whom he owes a debt that can’t ever be repaid.
What’s yours? Do you know? Do you focus on it?
Almost every week I speak with a roofer somewhere who wants his phone to ring more. He wants more business. His crews can handle more work. He knows that more sales means more profits in his business.
But where do you start?
I’d say, sit down and think about your Ultimate Outcomes and write them down. Keep printed copies of them with you so you can focus on them throughout the day. Let your red-hot desire burn in you every day. In my own experience you’ll discover ways of accomplishing those goals and you’ll begin to achieve them regularly.
I know some of you won’t really like that answer and would prefer something more practical than to decide on your goals and write them down. Something not quite so mystical.
So if you, like many who read my blog, want your phone to ring more and need something concrete to do, then I’d say this: Getting your phone to ring is a function of being found in the places people look when they need your service.
To find the shortest route possible to any destination you must know where you are now, right? Go to Google and search for the “biggest” keyword for your market. Often it will be something like “Roofing + City” or “Roofing Contractor + City”.
Once you type in yours, look at the results Google is showing. There will be 4 ads at the top of the page. Is your ad there? No? About 20% of all people who search Google will connect with advertisers they see at the top of page one.
Next, look at the map below the first set of ads. There should be 3 companies listed there on the first page, but in some markets it’s now 2 companies listed with one advertiser added to the map. Is your business one of the three listings?
If not, this is another hole in your bucket that keeps your phone from ringing more.
Finally, as we scroll down the page we see the organic listings. The ten blue links if you will. The business found at #1 there will often get as many as 40% of searchers will visit their site.
If you get first shot at all the business, success is easier don’t you think?
Now if you’re not first, second or third in those organic listings, the opportunities become somewhat slim. And less than 1% of all who search your biggest terms will ever see the companies listed on page two.
Not much opportunity there. Basically those companies are invisible.
My advice? Commit to your Ultimate Outcomes. Then determine where you are now so you can create a path that leads to your goals. If I can help you think any part of your plan through, I’m available to talk. Click on my calendar and choose a 15 minute consultation.