You can look at any complex topic in many ways. That’s true of marketing, as well. The way I look at it is this:
- People buy things when they understand that those things are valuable for them. It has little to do with marketing tactics or strategies. It’s about what you say with your marketing. Do you make people understand that your offer would be valuable for them? So, first figure out what are the most impactful things you can say with your marketing. The top 3 things you can say are your “core value message” (or value proposition).
- Individual tactics don’t generate sales. They need to work together to create a path that leads from first hearing of you all the way to buying. Usual sales funnels are extremely complicated. And since they’re one-size-fits-all strategies, they don’t leverage what you know or what has worked for you. So, start with a simple “conversion path” that creates consistent results.
- When you have your marketing set up, you can improve it with conversion optimization. Or you can focus on the things you really enjoy doing in your business. Or maybe you take more time off. As long as you stay focused on the highest-impact things in your business, you can get great results.