Does Your Valuable Business Look Unbelievably Good On Paper?

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Dear Friend,?

Some things may look good on paper, but when put into practice they are anything but.

For example…

I remember the first time I went on a road trip with my kids.?

We were going to drive from our home in Utah to visit family in Alberta, Canada.

Based on past trips I figure it would take us 11 hours to make the drive. This included 2 stops for a break and gas.??

While this looked really good on paper it was a long way from reality. (As anyone with kids probably knows.)??

See, I failed to take into consideration the gazillion times I heard “daddy I have to go to the bathroom”...

Or “I’m hungry”…

Or the diaper explosion that derailed us 30 miles from the border…

I won’t go into detail but it took a while to get it cleaned up.?

Let’s just say my 11 hours turned into 14…

And my 2 planned stops turned into 6.?

It’s No Different With Small Businesses & Entrepreneurs

In my years as an email marketer, I’ve noticed that a lot of small businesses and entrepreneurs make this same mistake when it comes to their marketing.??

Their goals and expectations on paper look great…

But when these goals and expectations are put into practice they are anything but.?

This is because most small businesses and entrepreneurs fail to recognize one big thing.?

When setting your goals and expectations you have to realize that there may be a lot of variations.?

Let's Take Leads For Example…?

Turning a lead into a prospect should be a predictable path that you can clearly see.???

Except…

Not all leads are created equally.

The person who searches for an “Email Marketer” on LinkedIn may indeed find their way to my profile.?

But this person is not nearly as likely to hire me as is the person who is pointed in my direction by a trusted colleague.??

These two people are both leads.?

But the one that comes recommended by a friend is way more inclined to move forward with me.?

This is why I spend way more time cultivating relationships on LinkedIn and Facebook than I do trying to improve my Google or LinkedIn rankings.?

A networking call or a message that doesn’t lead to any business might not seem important but in reality, these things bring you, Clients.?

When It Comes To Working With Clients As Long As Their Money Is Green, We’re Happy To Work With Them, Right??

Wrong!!

I have nothing against money, green or otherwise.?

But if you evaluate your clients strictly by their pocketbooks then you’re going to have a lot more headaches than necessary.?

I made this mistake early in my career. It lead to a lot of miscommunication about projects and wondering if I actually would get paid.?

Trust me it’s not worth it.?

You want to actually enjoy working with someone. This is possible when you actually get to know your clients.?

And you can’t get to know them by evaluating how big their pocketbooks are.??

Getting To Know Your Clients Will Lead To Projects?

These could come in the form of a one-time large payment or an open-ended smaller retainer.?

While the larger one-time payment may look better on paper…

It’s actually not.?

There’s nothing wrong with one-off projects but repeating long-term arrangements have more potential.?

This is because they have a predictable workload and revenue stream.?

They also eliminate all the back and forth gear-grinding that inevitably happens at the beginning of any new client relationship.?

When you think about taking on a project, don’t just look at the dollar signs that are on paper today.?

Instead, actually think about how the work itself will support the rest of your business over the long haul.?

Here’s The Real Deal

I’m all for simplifying things.?

You should create a plan for bringing in leads, turning leads into clients, and turning clients into projects.?

Just remember…

Everything is going to have lots of variation…

Especially email marketing.?

I mean think about it.?

On paper email marketing is easy.?

Your front-end ads bring in leads, your broadcast emails turn leads into clients, and your automations turn clients into projects.?

But then variation strikes!?

And your emails start going to the promo tab! Or worse…

You end up in spam!

The sad truth is if you’re going into the promo tab or spam hardly anyone is going to even see your emails…

Your open rates are going to drop.?

And your revenue from your email list will too.?

This is a slippery slope that will eventually take your emails to spam.?

And once you're stuck in spam it’s hard to get out.?

To prevent this from happening I highly suggest you click the link below and book a call with me today.?

So that we can talk about what we need to do to get you back into the inbox.?

And keep all of your emails going into the inbox in the future.?

Book Your Call Now To See If You Are On The Slippery Slope Towards Spam!?

Speaking about the future, I better go.?

The Green Goats just got home and much to my dismay they showed up with a fainting goat.?

Now they are having a contest to see who can make the poor fella faint the fastest.?

I better go stop them before they decide to spray paint him green.?

I look forward to helping you work through the variations in your email marketing very soon.??

Talk real soon,?

Bobbie Lee (The Green Goat Email List Manager)?