one right way

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The Power of Using Business Fundamentals

Posted on by Jason Kanigan

Business fundamentals sound so boring. What about the magic bullets? Isn’t there One Right Way, a fast step I can take to success?

Maybe.

But the magic bullet, should it indeed turn out to be the right thing to apply, is based on business fundamentals. Most of the time, however, the magic bullet is simply a piece of business mythology.

Clarity Takes You Back To Business Fundamentals

Everyone--and that means you--needs just two things to make money.

One: Traffic

Two: Conversion.

That’s it.

And every magic bullet you see is actually only a single element of either of these two things. It’s either a piece of traffic, or a piece of conversion.

keys lock open door unlock business fundamentals marketing marketers how to reach affiliate marketers

Photo by Dids from Pexels

As you continue on your business journey, start looking through this lens. This thing that’s being marketed to you, shouted at you about, shoved in your face: what is it? Really?

Is it a piece of traffic?

Or a piece of conversion?

I assure you, despite the loud and persistent marketing, it is not “everything”. It is certainly not a ‘business in a box’.

Business fundamentals involve being willing to look at and understand basic math.

This is not calculus. It is simple addition and subtraction.

Yet in my experience over the past decade selling online, most people are unwilling to do this basic math.

Basic math is the language of marketers. To be recognized by one as one, you must speak this language. If you refuse to do so, you sound like an inept newbie to them and they will not interact with you.

If you have ever tried reaching out to affiliate marketers, and been surprised at their lack of response, now you know why.

Business Fundamentals Are The Key To Opening Doors To Affiliate Marketers

Learn the language of marketing and business. Learn to speak it. Doing so will open many doors for you that are closed right now.

Traffic…

...and Conversion.

How many leads do you need to bring in to get one sale?

The answer to this question--even if it is only a good estimate--is the kind of idea you must know to get the attention of serious marketers. You bumbling in, exclaiming about how great your product is, achieves nothing. They’ve heard all that before. They don’t care about your product. They care about how many leads it takes to get to a sale.

That will get their attention. You being able to say, with some justification, that it takes “X number of visitors to achieve a sale” is a key that will unlock many doors.

Of course there is more to this, but I have given you the starting point.

>> To have a strategy session with Jason to learn more about what marketers are really listening for, and how to get their attention, book a paid call here <<

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The One Right Way

Posted on by Jason Kanigan

The One Right Way is something everyone—even me—seeks. Let's look at a story about this idea: back in college 20 years ago, I tutored fellow students in AutoCAD. That's computer-aided design (or drafting).

When I was 18 I walked into an engineering office that had posted a job for a CAD operator.

"I don't know anything about CAD or engineering," I told them. "But I'm a fast learner. Let me come in for a day. If you like what I do, you let me stay. If you don't, tell me to go away and I will."

They took me up on that offer. At the end of the day, the owner told me to come back tomorrow. At the end of the week, I got a paycheck.

Over the summer they hired a bunch of people to help archive a military base...converting the drawings from paper to electronic. Come Fall, they let everyone else go and I was the only one left.

autocad drawing one right way great western king

So by the time I was 20 I had some experience to share. Here's what I found, and you can use it to understand people's behavior:

People want to be told The One Right Way to do something.

The One Right Way Is What Your Client Wants

Now with AutoCAD there are at least a good half-dozen ways to accomplish a task. You want to put a circle on the end of a specifically long line? Depending on the elements around it, you could crop, lengthen, mirror, and do a bunch of other things to make that happen at the right spot.

But people do not want to have that level of creativity. They don't want those options. They want The One Right Way.

I found tutoring initially quite frustrating because of this idea.

I'd have say three or four ways of doing something, but the person wouldn't want to hear about them.

"Just show me how to do it," they'd tell me.

So I would. I'd limit myself and show them just a single way to do the thing.

In your world, as a marketer perhaps, you probably know a good half-dozen ways to do what the client wants done. But the client doesn't want to hear all of those options.

You know why?

Having all those possibilities brings LESS confidence to them.

MORE uncertainty.

They have to try and think about all those ways it could be done...try to figure each one of them out.

And that's overwhelming.

But if you show them just ONE way of doing the thing, that gives them the certaintly they secretly seek.

This is why giving prospective clients only one or two options to choose from is most effective.

Clients don't want skill. They think they do, but they don't. What they're really looking for is certainty. So know what you know. Come up with all the options on your own. But choose a single way to present to them, and give them The One Right Way.