Page 279 - Duct Tape Marketing

Duct Tape Marketing

helpful thing! Work with your accountant to help you integrate the
money aspects of your business into your marketing.

If your accountant doesn’t understand how to help you do this
with reports that can give you snapshots of the marketing goals
related to the accounting aspects of your business, then it’s time to
find a new accountant.

Your income. If you are the owner of the business or this business
is the source of your income, then it stands to reason that you should
set marketing goals tied to your income.

A surprising number of business owners never set any goals for the
amount of money they intend to make. Without an income target, you
are left to take whatever comes along. So, how much money do you
want your business to produce in the next year? Three years? Five years?
Further, you should set goals that are tied to your actual marketing
tactics:

Number of active suspects
Free reports distributed
Prospects generated
Appointments made
Prospects converted to clients
First-time clients
Web site visitors
PR mentions
Referrals
Business cards handed out
Workshops presented
Testimonials received

The Logistics of Time
Time is a funny thing—it’s the scarcest resource we are allowed to

use. There are countless books, software programs, and systems that

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