Him: Lee, I’m curious, what do you do? How can you help my company make more money?
Me: I do lots of things. What kind of problems do you have, and why do you think your company should be making more money?
Him: I just know we should be. I feel like I’m the bottleneck.
Me: Well if that’s the problem I know how to fix it. But I’d have to take a deep look at what you’re doing to know if you have any money leaks and marketing problems to know what kind of money you may or may not be missing out on.
Him: Yes, but what exactly will you do?
Me: Nothing without taking a look around. I won’t even comment on what I might do. I have to establish the baseline first of what you need. I don’t give prescriptions without a diagnosis.
He continued to dig, trying to get me to outline a plan but I don’t even consider formulating a plan or strategy until I know exactly what problem I’m going to be solving.
And, nearly 10 times out of 10, the business owner doesn’t know what is the actual problem. Or they lie. That’s not judging them unfairly, it’s simply an observation that if they actually knew what the problem was they likely would have already solved it.
In most cases, they are treating the pains or symptoms, and not the root cause.
It’s like taking the batteries out of a smoke detector instead of trying to find the fire.
Two weeks later I got a phone call just before 10am on a Monday morning asking for an invoice. Within 30 days we had the team working more effectively and efficiently by implementing a few simple systems. Then we eliminated more than $14k off his monthly payroll. I also uncovered a problem with his billing system and “found” almost $80k in unpaid invoices (silly Infusionsoft). Only after we fixed those glaring problems did I start looking at his marketing – no pixels, bad copy, no congruency between pages, mis-matched graphics, bad font choices, no analytics, traffic leaks all over the site, wrong pricing, incongruent offers, broken cart links, etc.
And this is from a fella who prided himself on his attention to detail. Thing is, one person can’t see and do everything and, when you’re choosing to wear multiple hats like he was, your effectiveness decreases with every new hat.
(Note: His business wasn’t a complete disaster – it was making decent money – but it was actually a good thing he couldn’t scale because, if he had, it would have all imploded.)
All told, within 60 days we had increased his monthly revenue by just under 300% and established a solid baseline. I won’t even tell you the 6-month stats.
“So, what do I do?”, you ask?
So many people seem to ask that or wonder that. It’s not intended to be a mystery. LOL
Yes, you probably know I love building marketing systems, but these days plenty of people say they build marketing systems. (Although I would challenge ANY of them to a duel against mine. One simply doesn’t build a copycat of something you read in a book and actually believe in your soul that it should really work, does one? But I digress…)
What I REALLY do goes much deeper.
Because building marketing systems is just one piece.
I help remove marketing problems, money leaks and bottlenecks companies can’t or won’t fix on their own. And, within that process, I instill in them the tenets of Systems, Strategy and Self-Reliance. My 3 pillars of success.
- Systems => so everything is spelled out in such a way to foster Efficiency and Effectiveness.
- Strategy => so the business is now Scalable and Survivable.
- And Self-Reliance => for the overall Security of the business long-term, no matter what life throws at you.
If you’re running a well-oiled machine and everything in your business is sunshine, roses and profitability – I offer you a very sincere congratulations on having your shit together. You are a friggin’ rockstar!
On the other hand, if you are having problems getting traction, growing or scaling, if you feel like you can’t grow because you’re the bottleneck, or if you even suspect there is unclaimed money (or worse, money leaks) holding you back…
… I’m the guy you call and I’d love to help you solve those problems.
It’s what I do.
That’s one of the reasons I became a Fix This Next Founding Fixer.
It’s a faster way to get to the root of these kinds of marketing and systems problems.
Learn more about the Fix This Next process.
Lee CollinsAir Force veteran and former corporate VP, Lee Collins is best known as an early pioneer of Direct Response Marketing on the Internet. Since 1999, Lee has parlayed his experience into his Top-Down Consulting Framework to help thousands of clients build and optimize their "Repeat Profit" marketing systems resulting in more sales, more profit and most importantly – more freedom from their business with less stress, and without the typical overwhelm and frustration. When Lee isn't helping clients solve marketing and systems problems, he enjoys time with his wife contemplating by a campfire, exploring a mountain or desert trail in his Jeep Gladiator, or planning their next epic BBQ roadtrip.
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