Let’s talk about: Bigger.
Most businesspeople spend way too much time and energy trying to figure out how to spend less acquiring customers.
Can I use bulk mail instead of first class?
Tri-fold the letter and mail it without envelope or grabber?
What – give something away?
Can I put the squeeze on my printer?
This sort of small thinking produces small results. I want you to work on ways to spend more.
More than you’ve ever spent before. More than any competitor would dare spend. So much that you cannot be ignored. That you “Wow!” the prospect with your marketing.
Maybe that requires raising prices, creating new high price/high margin services or upgrades, doing a better job converting prospects to customers, getting customers back more often. Maybe you need new ‘slack adjusters.’
Maybe you need to target different customers. There are lots and lots and lots of ways to change the economics of your business, so you can cheerfully pay more to get your customers.
Then you can be a Big Thinker. And get big results.
I have a confession that would curdle the milk in a C.P.A.’s morning coffee.
I have never once worried about the cost of a direct-mail campaign for any of my businesses, products or services.
Never once sat around trying to cut a corner or compromise to keep a lid on that cost. Never once tried to limit ‘stuff’ to come in under a certain weight, to avoid bumping to next postage rate. Never, never, never.
I have always, only focused on what I thought would get the best results. I think about the results, not the costs. To be fair, everything I do and have done has price elasticity.
I can easily adjust price and margin. But I posit most businesses offer more of that opportunity than their owners acknowledge.
Be a bigger thinker. It’s more profitable. It’s more fun.