Every Successful Business Needs TLC – But It’s Not What You’re Thinking.

9 months ago   •   2 min read

By Ernesto Gutierrez, MD
Photo by Mike Petrucci / Unsplash
Table of contents

What's the difference between a successful business and a struggling one?

Successful business owners provide their business with a healthy dose of TLC. And no, I don't mean tender love and care. I'm talking about traffic, leads and conversions. It does not matter whether you sell a digital product or an in-person service, your business needs all 3 of these. And every successful business out there has them.

In this essay I'll briefly explain each of them:

1. Traffic

No matter how great your product or service is, if nobody knows it exists, you can't make sales.

And yes, ads are the first thing we think about to generate traffic but there are more ways to get people to see your offer. Things like being a guest on other people's podcasts, guest blogging, doing an Instagram Live with someone else in your field, etc.

But the point you must always remember is, you must have traffic to your offer.

2. Leads

Think of a lead as someone who is interested in your offer (your product or service) AND they've taken a step towards formalizing that interest.

This step can be: opting in to your email list, signing up for your webinar, downloading your free ebook, etc. I would not consider social media followers leads, though. You need a step beyond that.

3. Conversions

Having traffic and leads is useless if they don't convert to paying customers.

Of course, not every lead will become a client, but you need some to do it. Otherwise you won't be in business for too long.

Begin with the end in mind

Successful digital busines owners know and do this intuitively.

But most beginners make the mistake of planning their funnel from beginning to end. Meaning, they first try to tackle traffic, then converting that traffic into leads, to finally convert some of those leads into customers. And when you plan your funnel in this way, there is disconnect between each section.

The solution is to start by creating your offer.

If you'd like to know how to create a high-converting offer, that's exactly what I'm sharing in my newsletter tomorrow. Click here to sign up for free.

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