Page 281 - Duct Tape Marketing

Duct Tape Marketing

but it may also mean time spent refining what an ideal customer looks
like and how to increase what you charge for your services. Keeping
your sights on a better experience and higher rate of conversion may
just be the best use of deal time.

Meal time. Ultimately, any business is fed through attention
given to the long-term vision. This comes from allocating resources
and consistent chunks of time to things that may not pay off today—
or even next quarter, for that matter. This is the hardest area to allocate
resources for, but, like planting seeds in the spring, it’s the area where
the entrepreneur must ultimately come to live almost full-time. Have
you crafted and communicated your vision, values, and mission?

The proper attention to each is where the harmony lies, and it’s
something that you can simply feel in healthy businesses. What if you
planned your day with each of these clocks in full view? Would that
change your to-do list? Would that make your time pass like orches-
trated logistics?

A Further Word about Your Time
After you set goals for revenue, profit, and income, you must

begin the process of planning to reach those goals. One important
step is to decide the best use of your time in the achievement of your
marketing goals.

There is a simple formula that can shock you if you have never
given it any thought. The formula has to do with the concept of hourly
wages. Many employees think of their pay in terms of so much per
hour, but business owners and those on salary don’t use this thinking.
Therefore, they often lose sight of the fact that time is indeed money.
Once you set your revenue, profit, and income goals, you should break
them down into the smallest possible measurement: the hour. Let’s use
the accepted 40 hours per week and 52 weeks in a year as our basis
for computing your hourly numbers: 40 x 52 = 2,080. So the typical
worker has 2,080 hours a year to generate revenue, profit, and income.

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