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Examine and refine your lead- acquisition strategies. Double- check your copy, your landing pages, your offers, and your CRM follow-up sequences. Pick one strategy at a time and A/B test it to see if you can get better results. I know it’s slow to do things this way, but it’s the
longer break, I’m going to double down on a couple of key business efforts instead. Why did I make that choice? Well, it comes back to the famous Warren Buffett quote I shared with you a few newsletters ago: “Be fearful when others are greedy and greedy when others are fearful.” There’s a lot of fear about the economy right now, including fear of the unknown. The stock market is moving in ways it hasn’t traditionally moved, and inflation isn’t reacting to pressure the way the Fed expected it to. No one knows exactly what’s going to happen, so they’re running scared. They’re hiding from the problem by taking a lot of vacations or putting their marketing on hold. But slowing down isn’t the answer. This is the time to be greedy. By working on your business this summer instead of flying off to Portugal, you can set yourself up to grab market share from all of those companies who are discontinuing their marketing and sticking their heads in the sand. This work can also act as insulation that will protect your business from economic downturns. Think of it this way: I’m not a doomsday prepper by any stretch of the imagination, but I can assure you that if the end of the world DOES come, I’ll be kicking myself for not having prepared! You don’t need a full-on bunker to protect your business, but you do need the basics like food and water. Laying up those things will take some of the risk out of a downward economy. So, what’s the business equivalent of buying giant water bottles and dehydrated meals? This summer, I’m focusing on doing these three things, and you should do the same.
right way, and it will pay off. If the economy goes down, you’ll be one of the few in your industry still converting leads and getting sales at a respectable volume.
Look inward and take care of your existing customers. I talk a lot about the importance of retention and referrals. You could point to that and say, “Hey, Shaun, aren’t you being self-serving?” and you’d have a point. It’s true that Newsletter Pro’s products
and services can help you with both of those things. But I didn’t add this point to the list to make more sales — I added it because the easiest sale YOU can make is the second sale to someone who is already a customer. There is quite literally gold in your customer list; you just have to nurture those customers to tap into it. Tools like physical newsletters, email newsletters, and other referral and nurture campaigns can help you do that. Check your systems and processes. I’m going to keep beating
on this drum forever: You’re only as good as your weakest link. Look over your processes for lead conversion, onboarding, nurturing, etc. and find those weaknesses. The sooner you find them, the sooner you can fix them. Don’t be afraid to ask for help to make these three things happen. I’m not prepping alone and neither should you. Remember, as CEO, your job is to make sure your business doesn’t run out of money, set the vision for your company, and guide it down that path. You’ll notice I didn’t say, “Do the heavy lifting.” Outsource where you can and
take a vacation if you need one. Just come back ready to work.
- Shaun
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