Last week, highway US-36 (which is very close to where I grew up) collapsed due to a sinkhole!
We’ve been getting so much rain in Colorado, that engineers think it disturbed the structure of the soil… and part of the highway began to fall apart.
Of course, it made me think metaphorically of how important it is to have a SOLID STRUCTURE in your business for making sales.
If one area of your business is weak… then the whole thing can fall apart.
Landslides… “sinking two inches every hour”… etc.
Like the collapsed portion of highway US-36, your biz can collapse in certain areas.
Think: declining sales, high-quality customers leaving, new email subscribers not buying…etc.
It was because you didn’t have a sound structure… maybe there was something “weak” underneath to cause things to fall apart.
In business terms, that translates into having a solid funnel.
The funnel IS the structure by which you make sales.
It needs to be strong.
(With successful, repeatable results.)
Your funnel is the foundation for motivating, educating, and inspiring (MEI’ ing) people who come across your business.
You don’t want just anyone coming into your funnel… you only want high-quality, perfect fit customers who are willing to pay top dollar for your product/service and spread the word.
If you don’t MEI… your foundation collapses.
Shit gets weak… and your brand gets diluted…like the soil crumbling under the highway.
Don’t let that happen.
Writer, Editor, Copywriter
Founder, The Anti-Marketing Manifesto
P.S. In a few weeks Dan and I are heading to Dallas, TX… Washington, DC / Arlington, Virginia…and then Aspen, CO! I will have limited availability in August.
Get your funnel up and running in July to ensure you’re ready for the onslaught of sales this fall!