A business closing 12 customers a year needs to close 12 a day to scale. That means running 365 times more ads. Top performers run hundreds or thousands of times more marketing than average competitors, not because they're smarter, but because they do vastly more.
What presents as volatility is typically a symptom of low volume. So if you're like, man, I only get like, you know, a sale every week or every other week. Most days I don't get a sale. And then every once in a while I get one. It only appears volatile because you're doing so little per day. But if I looked at your year and saw that you closed up, let's say, 12 customers in that year, you closed one a month, for example, every 3 or 4 weeks you get a customer. All I would do is look at your entire advertising activity for the year and say, okay, if we wanted to get 12 customers a day, we would have to do 365 times more advertising than we currently do. And if we did that on a daily basis, we would get 12 customers a day. And so you just take your total calendar horizontally and then you flip it vertically for a day and that is how much volume is required. And so most people just think that it's like, oh, they're, they can't be doing more than like twice as much as me. But in my experience, the people who are crushing it literally are doing 1,000 times more than you.
