The First Area of Your Business, Marketing

By Joyce

Area 1: Identifying the Targets or Suspects, Marketing

Area 1 of your business includes marketing, referral partnerships, public relations, advertising, etc. It includes any and all efforts to get those individuals or companies who may be interested in your products and services to take action and connect with you.

Most companies, organizations, and industries don’t naturally have an abundance of targets. While a “hard” word, you can also call them suspects but they are in fact, the people who could benefit from your product or service. Marketing is a matter of educating them about the benefits of connecting with your company and getting them into position to work with you.

One of the most important principles to grasp that success in marketing, success in business , is governed by natural laws that affect all areas of life. I have a colleague who discovered over 110 of these natural laws to date. He never does anything small.

One of these laws is the Roller Coaster Principle. Inconsistent actions produce inconsistent results. Consistent actions produce consistent results. The real trick in any business is knowing which actions and systems produce consistent results.

Breaking the up-and-down cycle of the roller coaster requires an entire team who produces consistency.

In the book Good to Great, Jim Collins says it better than anyone:

“When I look over the good-to-great transformations, the one word that keeps coming to mind is consistency.”

Another word offered to me by physics professor R.J. Peterson is coherence.“What is one plus one?” he asks and then pauses for effect. “Four! In physics, we have been talking about the idea of coherence, the magnifying effect of one factor upon another. In reading about the flywheel, I couldn’t help but think of the principle of coherence.”

However you phrase it, the basic idea is the same: each piece of the system reinforces the other parts of the system to form an integrated whole that is much more powerful than the sum of the parts. It is only through consistency over time, through multiple generations, that you get maximum results.

“What would happen if you could get one referral from each of your prospects and/or clients?” Most people say, “It would increase my business.” Well, it not only would increase your business, but it would double your business indefinitely. We call this the “Cluster Principle.”

When the entire company culture embraces the Cluster Principle as well as other powerful laws and principles, it changes the way you do business forever.