Which Weak Spots in Your Marketing Will You Focus on First?
One reason so many trainers, consultants, and coaches have trouble hitting their growth goals is because they don’t focus on fixing the weakest links in their marketing.
Instead, they get distracted with putting out fires and fixing the parts of their marketing that won’t make much of an impact.
Things like obsessing over their website’s low conversion rate, while overlooking the fact that there’s not enough quality traffic to the site to begin with.
Or agonizing over their visual branding, while overlooking the fact that there’s nothing that truly differentiates their services.
In other words, they may be solving the right problems, but they’re doing it at the wrong time.
Think of your marketing as being like a system of interconnected steps. According to the Theory of Constraints (TOC), every system has a constraint or bottleneck.
Your marketing is like a metal chain. Every chain has a weakest link that limits its ability to accomplish a goal. If the goal is to lift something that weighs 500 pounds, but its weakest link can only handle 20 pounds, then the most that chain will be able to lift will be—20 pounds!
There’s no point in strengthening the other links until you’ve found and fixed the weakest link. Once that’s fixed, there will be the next weakest link to focus on, and then the next.
Your marketing is just like a chain made up of individual but interconnected links—your website, your messaging, your email campaigns, and on and on. Your ability to achieve your growth goals will always be limited by the weakest link in that chain.
For example, if you currently have very little quality traffic to your website, then it won’t do you much good to optimize your website’s conversion rate. Until you fix your traffic problem, your results will always be limited by that weakest link.
What Gets in the Way?
- Not seeing your marketing as a system of interconnected steps, each of which relying on the others in order to maximize overall performance.
- Getting distracted by “urgent but not important” marketing issues, instead of prioritizing the bottlenecks that will have the greatest impact.
- Chasing the latest marketing hacks, instead of mastering the fundamentals that will have the greatest impact on your success.
To Make the Right Decision, Ask Yourself…
- Has my business’s growth stalled because I haven’t focused on fixing the weak spots in my marketing that will have the greatest impact?
- What would happen if I stopped getting distracted by “urgent but not important” marketing problems, and started focusing on the critical bottlenecks that are getting in the way of achieving my growth goals?
- What am I willing to do differently starting today?
Schedule Your Complimentary Strategy Call
If you’d like to explore ways to find and fix the true bottlenecks in your marketing, I’d be happy to help guide you through some of the obstacles that may be keeping you stuck.
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For over 20 years, I’ve been helping entrepreneurs and marketers overcome obstacles to growth.
Here’s what some of my coaching, marketing consulting, and messaging strategy/copywriting clients have to say about working with me.
“Marcus takes a first principals/story arc approach to all work, and really helped us build the frameworks to run efficiently and be more productive.”
Ryan Radcliff, Director of Product Marketing, SupportLogic
“Marcus has provided a lot of clarity and challenge to my ideas…really helped me dig through a few difficult places as I’m building my business.“
Kincy Clark, Co-Founder at OneStudy.ai
“I have been truly impressed with the positive feedback received from both our internal team and external stakeholders on Marcus’s work.”
Tim Horak, Director of Government Solutions, EagleView
“Marcus ended up “nailing” the thing I had to get back to to make the whole endeavor work. (And in a much more graceful way than how I’ve been approaching it.)”
Melanie D’Arcy, Freelance Copywriter
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