The time for average is over.
The difference between average and great is not what you might think it is.
It’s not the product you sell.
It’s not the type of business you run.
It’s not the traffic to your website.
It’s not the sales copy.
While all these things are important and are elements of a successful business, they are not the core difference that sets you apart.
The real difference . . .
When driving traffic to your website, what is the first page the customer will see? What is the second page? How about the third page? What is the experience of the customer while he’s engaged with your business? Do you make it difficult to navigate? Does the customer have to call you to make an order? Do you provide value up front? Do you engineer the process (or funnel) that each customer experiences? Do you exchange value to get the prospective customer’s name and email? What do you do with a name and email?
If you’re not finding ways to nurture and build a relationship beyond the buy button, that’s why your business is drying up. We buy a relationship. We buy stories that engage and entertain us. We buy experiences. We buy from people we like.
Like Hubert’s Lemonade which I saw on the counter at Whole Foods, on the bottle it reads, “Only the best will do.”