Moneysuck – Marketing rebel John Carlton and I had an imaginary conversation about this today:
Me: John, I’m really struggling to turn my client’s business around. They’ve been losing ground for years. What’s your take on this?
John Carlton: First off, remember the KISS principle – Keep It Simple, Stupid. It’s not just a catchy phrase; it’s foundational in business. Tell me about your client’s current setup.
Me: They have a complex array of products and services, with a pricing structure that even confuses me sometimes. They’re losing customers.
John Carlton: There’s your first issue. Complexity can be the enemy of success. A simple sales funnel, with a clear, easy-to-understand menu of products or services, is key. How are they priced?
Me: It varies a lot. Some are premium priced, others are competitive, and there are discounts and deals that change frequently.
John Carlton: Simplify it. Pricing should be straightforward so that prospects can easily understand and make decisions without second-guessing. Confusion in pricing can drive customers away.
Me: That makes sense. But how do I convince them to drop some of their products?
John Carlton: It’s about focusing on what sells and what’s profitable. It’s better to have a few strong, well-selling products than a plethora of underperformers that drain time and resources.
This isn’t about limiting potential; it’s about honing in on what works.
Me: And what about their marketing? They’ve been ignored by the press, and their marketing efforts seem to fall flat.
John Carlton: Again, simplicity is key. They need a clear message that resonates with their target audience. No jargon, no over-the-top promises – just honest, straightforward communication about what they offer and why it’s valuable.
Me: That sounds refreshingly uncomplicated.
I guess I’ve been overthinking it. Trying to find complex solutions to what are essentially basic problems.
John Carlton: Exactly. Most businesses face similar issues. It’s not about reinventing the wheel; it’s about executing the basics exceptionally well.
Simplify the product line, clarify the pricing, streamline the marketing message, and set clear goals for the team.
Me: I was so focused on innovative strategies that I overlooked the basics.
John Carlton: Remember, innovation isn’t always about being flashy or complicated.
Sometimes, the most innovative thing you can do is strip everything back to its core, focus on what’s truly important, and do it exceptionally well.
That’s where real growth happens.
Me: Thanks, John. I think it’s time for a back-to-basics approach.
John Carlton: Commit to 3 months of total focus on the actions that will bring in the moolah, and zero time wasted on anything not directly connected to results.
A simple sales funnel, with a simple menu of products or services to offer, priced in ways prospects easily understand.
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And that’s what I learned in todays imaginary conversation with Marketing Rebel John Carlton. I look forward to talking to him in my brain-type-thing more frequently.
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