Richard CanfieldPodcast Host and IBC Advisor, Ascendant Financial · Authorized Infinite Banking Practitioner | Author of 4 Books

Unlocking Growth Potential for Local Businesses with Google

9 Jul 2024 · 1 min

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This short transcript excerpt argues that many local service businesses (e.g., chiropractors, roofers, landscapers, real estate agents, financial advisors, veterinarians) lack objective measurement of marketing performance. The speaker uses a health metaphor (scale, MRI, running laps) to emphasize that without accurate measurement businesses mislead themselves about effectiveness and should instead track metrics such as Google ranking and other marketing measurements.

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So I view local service businesses, chiropractors, roofers, landscapers, real estate agents, financial advisors, veterinarians, all of that as basically, no offense, like, obese people walking around without realizing how fat they are. And then we just want to provide them a scale, for example, and an MRI and other kinds of measurement. Because I could lie to myself and say I'm not fat. Okay, we'll step on the scale. You're 400 pounds and 4 foot 2. You're probably obese, right? Oh, but I diet, right? And I, you know, eat all the. I only eat 100 calories a day. And I, you know, I exercise a lot and I eat only organic. People are lying to themselves. So when it comes to marketing, there is a lack of measurement. And because of the lack of measurement, people tell all kinds of lies. If we have measurement, just like you're measuring your health, just like you're measuring how long it takes you to run a lap around the track, you're measuring your bank account. Why would you measure how well you rank on Google?