If you're frustrated marketer, one of your least favorite phrases is probably “It's a numbers game”.
You've heard the advice, “Just run the
numbers”, right? It's a tired old cliché. I personally hate it. It's
tossed out by gurus to get their affiliates members to keep plugging
traffic through a system that simply does not work.
I'm sorry if that's harsh. But the
bald truth is that if you're grinding it out, putting real effort and
sweat and tears into generating traffic, and it's just not converting...
well, I'm sorry, your system is broken.
The Orville & Wilbur Approach to Conversion
Did you know that back during the “race for flight”, there were two philosophies pursued?
First, prestigious and well-known men
of science (like Alexander Graham Bell and Stanley Langley) focused all
their attention on building powerful engines (pumping as much power into
the system as possible).
Second, Orville & Wilbur labored
away in their wind tunnel, making their plane (the system itself) as
efficient and aerodynamic as possible.
In other words, before they ever
strapped an engine to anything and starting pumping power, the Wright
brothers made sure the darn thing would stay in the air.
The other guys strapped more and more
powerful engines on to heavy, clumsy, earth-bound contraptions.
Rather
than learning how to fly, it seemed they were merely trying to figure
out how to crash in more and more spectacular ways.
What Does this Have to Do with Your Online Success?
Most network marketing systems are all
about the numbers: let's just pump as much power (traffic) through the
system as possible. Who cares that the system itself will never get off
the ground.
Let's just crank up the power and go for it.
And, since the system is not
aerodynamic (doesn't produce buyers in a consistent, reliable and
inexpensive fashion)...it crashes. Over and over and over again. In more
spectacular and frustrating ways each time.
You see, if you have a system that
converts, 20%, 50%, 75% then, by all means, strap a big engine to that
sucker and pump as many people through it as you can.
Run the numbers all day and all night long. That system is built to fly.
But if only a tiny percentage are converting...you need to go back to the wind tunnel and build a new airplane.
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