eCommerce Marketing Innovations With Charles Kirkland

003 - Could sleep be sabotaging your success

006 - The most valuable asset in your business

011 - The Best Business Advice You'll Ever Get

016 - Don't Create A Product Instead Create A Cause

When your sales plateau

Every business shares the same group of problems at certain levels.

One of the most frustrating problems is when your sales peak and nothing you do seems to move the needle.

It happens at each stage of business.

Remember this.

What got you to this point can't take you to the next level.

Most businesses start out with very targeted ads with insane ROI, but these max out really fast. They often target the hottest audience.

These are often your most loyal fans who would buy anything.

Once you exhaust this segment it is often easy to just bolt on more ad networks to grab more low hanging fruit.

The problem is if you are using Google, YouTube and Facebook you are reaching a large part of your potential buyers...which means you are already going to low hanging fruit.

The next segment is your warm audience who is problem aware.

They know they have a problem and are looking to solve it. The ROI with this segment is not as great. But it can still power a business to 7 figures in growth. But this audience becomes saturated fast.

You have a few options.

One is to create a knock off product and run it through both audiences again. This works great.

But creating a new product, brand and marketing can take time and you have no guarantee it's going to work.

Or we can look at growing with cold traffic.

This is where people get out of their comfort zone.

Cold traffic doesn't know you, like you or trust you. What works for your hot and warm traffic isn’t going to cut it.

You need to have a completely different plan. You need to step back and create a new buyer profile and be ready to test your offers on multiple segments until you find one that works.

But here is the problem.

You must have the cash flow to be able to test on a big enough scale to get results. At this point you might need to have a clone of your funnel and try different hooks and big ideas until you find the combination that works. This is nothing that can be done overnight.

You need a growth plan and you must design your split tests so you get compounding results.

A growth plan is your road map for what to test and when. This is the fastest way to get back to hockey stick growth. Your road map tells you what your next steps are. This way you don't put the cart before the horse.

If your growth has plateaued and you want help creating a growth plan, click here and fill out this short form and I’ll get back to you.

https://charlesrkirkland.com/accelerate-your-business-growth/

Every day I learn about a brand new marketing tool that is hyped as the greatest thing since sliced bread.

Even if I only spent a few minutes reviewing all these new tools, my day would be completely shot.

Most of the marketing for these types of tools rely on FOMO, the fear of missing out.

You will see countdown timers letting you know that the pre-launch discount will expire and that you can expect to pay at least 10x the current prices.

Do you use terms like charter member discount, early-bird sales, and beta tester discounts?

This is designed to force you to take action without totally understanding what you're going to get.

In addition, they often use testimonials that are not about the product itself.

These testimonials will say things like:

I feel like I can take on the world with XY product.

Where has this product been all my life?

I'm looking forward to using the product to dominate my market.

All the testimonials are typically forward-looking based on what somebody is going to do but hasn't done yet.

Don’t forget the product comparison charts.

Notice they are never comparing apples to apples.

Instead, they use this to anchor in the product to the market leader which is often not really even the target market.

Yet pricing and selling points will lead you to think of them as a competitor to the market leader.

The product comparison checklist is designed to build credibility because they're being compared against a much larger player.

With so many different software products launching faster than ever, it can be tempting to want to jump ship to the latest and greatest tool.

I myself am a victim of this. You cannot name an autoresponder that I haven't used or tested.

Unfortunately, there's a hidden cost to this.

How much downtime are you losing testing tools and looking for an edge?

Quit evaluating software and spend it doing what you do best.

When you jump on the early bird specials you are often working out all the bugs before it goes to market.

This could cripple your business operations.

When you look at the time and productivity lost to evaluating software products, it quickly becomes apparent that any expected gains are typically not worth it.

We always recommend clients use the software tools they have to their fullest before they start evaluating other tools.

Let me ask you a simple question.

How much time and energy have you invested in looking at software products for future needs that have distracted you from growing your business? 

Her voice choked up as her lips quivered. I'll never forget the words she was struggling to get out.  After spending days on and off going through brown paper bags of receipts, the final results were in.

My wife told me I would have made more money flipping burgers at McDonald's.

Instead, I was slaving away for 60+ hours a week, without vacations, no retirement, and zero benefits. I was spending every waking moment I had on a failed business.

I'll never forget the humiliation and pain of failing my family.

See, I had two different businesses. While one was racking up profits, the other one was bleeding money and sucked all the profits from the thriving business to prop up the failing one.

I was following the advice of some of the best marketing gurus in that niche.

I couldn't understand how my second business became a poster child for just another failed business statistic.

Meanwhile, my other business broke every rule and was thriving.

Just 1 year earlier I had a SCORE executive review my first business and they couldn't even comprehend it. They were totally confused as I explained it.

Yet they gave the second business two thumbs up and assured me it would be a success.

Then it hit me like a ton of bricks.

You can follow the best marketing and sales advice and still fail.

Winning in business is about redefining the rules, innovating, and engineering growth.

See, my first business sold digital PDF plans for sheds and barns.  It totally violated the norms for how my competitors did business, yet it was a smashing success.

On the other hand, my home design business was modeled after other successful home designers.  The problem was I couldn't win playing by the rules the industry had already created.

I was following the norms of what was acceptable marketing based on the rules my competitors had already created.

Looking back I realize my website, messaging and marketing we're just like my competitors.

All that did was box me in and make me another homogenized white milk commodity to be price shopped and discarded at a moment's notice.

Think about it.

The same person with the same skills playing by 2 different sets of rules created wildly different results.

The difference was 1 business was successful while the other failed.

I struggled around 60 hours a week with my home design business while I probably spent 5 hours a week on my digital PDF plans business.

The same person was running both businesses.

Yet I created radically different results.

Instead of having two wildly profitable businesses, I settled for far less than I should have.

Let me ask you a few questions:

Winning in today’s business environment is not based solely on marketing. Instead, it is about innovations that leave your competition in the dust. 

If you are ready for me to help you create exponential growth using innovative strategies to propel your business past your competitors.  

We all have landing and sales pages we poured our heart and soul into that have failed to convert as expected.

We have tweaked, edited, and refined them until they are the world's best landing and sales pages -- or at least we think so.

This is something that will happen to everybody at some point in your digital marketing career.

So how do we troubleshoot these low converting pages?

Before you start taking an ax to the sales page like a crazy lumberjack, here are a few things to check to determine what needs to be done and if anything needs to be done.

Learn more about Charles at

https://trinitymarketingagency.com/

I challenge you to go through your site and experience it from the standpoint of a brand new opt-in. I think it will shock you at what a user has to go through to become and lead. Plus 2020 is about user experience. What is your email funnel saying about your business? Make sure you signup to get updates from Charles Kirkland https://charleskirklandmarketing.com/newsletter/

Email provides the highest ROI on any channel when it is done correctly. Learn how we double email ROI in 30 days. Make sure you signup for the Growth On-Demand newsletter for updates. https://charleskirklandmarketing.com/newsletter/