Peter Drucker once wrote, “Concentration is the key to economic results. Economic results require that one should concentrate their efforts on the smallest number of activities that will produce the largest amount of revenue”.
Unfortunately this principle is violated constantly today. It seems as if most individuals have an attitude of “Let’s do a little bit of everything.”
Here is a simple process to avoid this problem.
Your web site.
Ask yours, “Why am I building this site?” If your answer is “because everyone else is on the internet,” you are better off investing those dollars elsewhere. If your answer says something about Marketing, Sales, Internal communication or customer service, you are on the right track.
Narrow your focus.
Ask, “What holds the best hope for the company’s future?” This just might be a single product, service or idea.
Your answer to this question will help you come up with a single sentence that states the reason your site exists. I have to mention that your site can have other purposes, but limit them to two and do not allow them to take priority over your site’s purpose.
It’s not enough to say, “ The main purpose of my site is marketing.” What does “marketing” mean exactly. Will the site serve to:
- Increase visibility and market exposure?
- Generate leads?
- Offer post sale customer service?
- Re-in force your identity?
- Secure new customers?
If the site is for sales, what kind of sales:
- Business to business?
- Business to consumer?
So, now fill in the blank. The main purpose of my site is to
This single sentence is one of the most important you will write for your web site efforts. It becomes the criterion by which you judge everything you put on your site and where and how you will market the site.
If you think the best hope for your business is new business and decide that the main purpose of your web site is to generate sales leads, every page on your site should have a link to your “ Contact Us” or “ Request more Information “ Page.
If you insist on devoting space on your site to “ The President’s Message,” make that message something that will generate an inquiry. If you can’t figure out how to do that, the page doesn’t belong on your site.
If you have a favorite photograph of yourself and want to post it on your site, ask yourself, “How will this photograph help generate sales leads?’ If it won’t help generate sales leads, get rid of it
Although you will be tempted to “do a little bit of everything” with your web site, don’t. Be merciless, Concentrate, bring everything toward a common objective, focus your web efforts into one area that promises the best hope for your company’s future.
Well that’s it for this Issue. Next time I’ll write about another solution to problems you might be having and how to reverse them. If you need step by step instructions on how to implement this and other ideas I give on Creating Customers. Please go to www.buildyourbusinessfast.com and sign up for my one on one Coaching program. You can’t lose by investing just $20/month in the growth of your business. You probably Tip more than your investment each month. Invest in the growth of your business. After you subscibe we will arrange a one hour phone call and I’ll show you a way to get 10/25 prospects per month on LinkedIn. If you aren’t convinced after this phone call, I’ll refund your $20. Guaranteed.