“Well, I can’t bid for the bigger jobs…”
laments my local landscape gardener
“… because I don’t have any employees!”
And then he goes on to explain that he doesn’t have any employees because all the apprentices go to the big landscape gardening company-cum-gardening centre-cum-arboretum called “Fautz”…
… and they go there because Fautz have the latest machinery, interesting jobs, staff to help the apprentices, and even a career ladder…
And so it is no surprise, that all the lucrative and interesting jobs go, and will continue to go to Fautz, and that all the local one-man-band landscape gardeners will continue to struggle.
It’s almost like it’s law of nature!…
… Or so our local landscape gardener believes.
What he, and 99% of struggling one-man-band businesses fail to understand is this:
Fautz were not born with tons of cash.
They were not born with dozens of shiny lorries, tractors and diggers.
And they were not born with countless staff, tons of apprentices, and the career ladder.
No, instead – as you can read in their company history – they too struggled, and over time they built up the 800lb gorilla they are now in the local marketplace.
Now unfortunately (or fortunately, depending on which side of the fence you’re on) exactly the same mindset is prevalent when it comes to list building:
“Well, I can’t make more sales… because my list isn’t big enough. Look at those other guys, they have huge lists, so no wonder they make so many sales, attract those JV opportunities, are seen as experts in the market…”
Here’s a big secret:
NOONE is born with a big list!
We all started with ZERO subscribers.
And got really excited about the very first subscriber…
… And then the 10th, the hundredth, the first 1000 subscribers…
Now, whilst I hope you agree with me that building a highly responsive list is probably the #1 skill and activity EVERY business owner should focus on,…
… This blog post is NOT about list building and email marketing!??? (although I am dying to share with you probably THE finest example of an “open loop” I saw in an email the other day…)
Instead, it’s about something “one step beyond” list building.
You see, although Fautz did and still do focus on delivering outstanding quality, they devote a significant portion of their time on developing their business.
In other words: in addition to working IN their business, they also work ON their business.
Be honest (with yourself) for a moment:
How much of your time every week do you spend on business building activities?
Like doing market research so you can explore and exploit new opportunities, developing marketing systems so you can systematically and repeatedly monetise those opportunities, or simply identifying where you are doing low value jobs yourself, so you can systematise and outsource them!
“Yeah but…” I hear my local landscape gardener object “… I just don’t have the time for this kind of stuff”
And so he continues to complain that he can’t get the big juicy jobs…
… whilst truly believing that it is the only way, because Fautz have all that stuff, and he doesn’t.
So, if you agree with me that building a highly responsive list is an extremely high level which activity that (surprise, surprise) builds your business…
… Here’s a little “working ON” exercise:
Look at your business, and then answer this question:
“Why is list building and email marketing so important, quite possibly more important than anything else?”
“And why is it so important for YOUR business?”
Share them below!