Speakers argue that common marketing teaching over-emphasizes creativity and art; instead marketing should be treated like a science: measure outcomes (leads, sales) and diagnose each step (ads, landing pages, emails) to find the one or two failing elements in the funnel to fix. Uses accounting analogy to illustrate a metrics-driven, targeted-improvement approach.
Most business owners hate doing their own marketing, and it's because of the way marketing is taught. To us, marketing is portrayed as this, like, creative thing where you're just, like, throwing stuff at the wall and, like, seeing what sticks. It's like an art form. Right? But that couldn't be further from the truth. Marketing can be boiled down to a science. Just like if I go to my accountant and I'm like, hey, my business isn't profitable. What's going on? I'm not making any money. They'd look at my books and they'd.
Say, okay, revenue minus expenses. Yeah, you're not making any profit. Okay, let's dive in and see where all the money's going. Let's look at your different catego in your books.
You can do the same thing with your marketing. So you've got, how many leads did we get this month? How many sales did we close this month? But then we can dive deeper into every individual step of your process. Every ad, every landing page, every email, they all have stats connected to them, and so we can see which ones are hitting benchmark and which ones aren't. The things that are working well, hey, leave it alone. Don't fix what ain't broken. The ones that aren't working well, we focused 100% of our attention on those. And it's usually just one or two things that you need to do to fix your marketing funnel.
