Success Made Simple

I'm going to tell you right now, here's the only thing. If you're in business, you run an organization that's people intensive. You need people to come. There's only five things that you need to know to be successful. That's it, right? And this is. It's the law of the customer or the law of the volunteer. If you run a volunteer organization, you work at a nonprofit that needs people to make it happen. Let me tell you how to make that work for you. It's attraction, interest, conversion. We call it purchase or deployment and then repeat. It's super simple. So attraction does what you do. Have you framed it in a way that it adds value to people? Is it attractive to them? If you have a business, there's a product that you have. Is it packaged well? Have you decided how you're going to give it to people in a way that makes sense and it adds value to their life? The next part of that is interest. Have you been able to take that product and build interest with people? Now, there's a little bit of math that helps you make that jump. Because if you take attraction and you multiply it by frequency, so if you look good, but you can do it a lot, you can build interest. I'll prove it to you. Have you ever been to a party and saw a girl that you liked or a guy that you liked, and you don't know anything about them, but you see them and you're like, yeah, they look great. Well, that's great. You may leave that party, never see that person again, and they always just became that guy or that girl. You saw that one time. But if you were in college, and I'm not too far removed from college, I'm getting there every day, it feels worse. But if you were in college and you saw this person, but the next day you saw them in class and you saw them getting coffee, and then you saw them at another party later that week, then you seen frequency builds interest. Now you know that they're in your same lit class and they also like the same coffee and you can start getting interest about them. So attraction times frequency, always builds interest. Now, if you have interest, right, and you take interest and you expand that over time, if you divide it by time, you get conversion. The moment where you decide that someone wants to be your customer, they want to join your organization, they want to really dive in and take the next step. If they're already part of your organization, that's maintaining attraction, creating interest, and then sustaining that over time. So you May not ask them out the first time you see them, or you may just be interested. But if you spend an entire semester showing up, going to the same coffee shop, going to the same class, seeing them every day, if you can extend that interest over time, then you'll decide to ask that person out to join that organization to create a new small group so you can have community in your organization. You may take that next level. Right? So you got attraction times frequency builds interest. Interest divided by time is always conversion. But is that purchase, is that deployment, is that really joining? No. And I'll show you who loses. This is my example. I've got three wonderful kids. A ten, a six and a two year old. My six year old loves pizza night at the house. He just loves it. He'll call me in the middle of the week and say, hey daddy, can we have family movie night and get pizza now? Their favorite brand of pizza is Papa John's. Great job guys. Your product's fantastic. My kids love it. Now, do they always get Papa John's? No. You know what they get a lot? Little Caesars. Yeah, it's not the best brand. It's not even like a super great brand. But life happens. Like I want to be a Papa John's customer. They've been attractive, they've got a great product. They've sustained that attraction enough for my, even my 6 year old to build interest. And we love their product for a long time. So we're converted, we want to be a customer. But then life happens. Because you know what, when my six year old calls me at four in the afternoon, I'm not ready to buy. I'm not ready yet. So like I've got to not only have the moment where I convert and decide that I want to join this organization, that I want to do this, but I also have to instantaneously have that opportunity to purchase, to join, to become deeper involved. So attraction times frequency builds interest. Interest divided over time builds conversion. But conversion plus opportunity is where the magic happens. I'm convinced that 90% of your revenue that you're losing is not lost revenue because you did something wrong. It's unrealized revenue. It's unrealized volunteer potential because you're not doing the magic part. You're not giving them instant opportunity to join and be a part. And we can fix that. I can help coach you through each one of these pieces if you're doing something broken. And I'll also say this, that they build, you'll never get to conversion if you're not attractive, you'll severely limit your ability to get there. You've got to fix it in order to. Now here's the secret sauce here. I'm gonna give you the big secret. Because even big companies that do the first five things well screw up the last thing. There's a cost to moving through this process. There's a cost to getting a customer. There's a cost to making it make sense for them. All those things add up in a cost. If you have not systematically built in a way to stay in touch with that customer when they go and they do the thing that you ask them to do when they join your organization, they when they give you their hard earned dollars and they buy your product. If there's not a way to at least get an email, get a phone number so you can send them a text, you know how much it's going to cost you to get them to come back in again? The same amount of money it took you to cost, it cost you to get them to come in the first time. You've got to learn. We've got to learn. I can help you learn how to make repeat to be part of your process. Not something you hope for.