I help you scale and optimize your business through email marketing, business development, building systems, decision frameworks, revenue and cost optimization, and more. Scale and Optimize is the weekly newsletter so you can work on your business, not in it. Here's to lives worth living!
Skip the Multichannel Myth
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Hey Reader, The myth to break today is the multichannel marketing myth. The second you start researching how to grow your business online, you're met with platitudes, magic bullets, and be everywhere. If you dig even deeper, you end up with some marketing mantra of 'be where the customer is'. Here's what I realized. The content you're reading is from marketers to tell you that you need marketers. To take it to the next step is the issue. Every marketer thinks their style is the only style that works. It's the proverbial, "If you only have a hammer, then everything is a nail." So what do I do instead? Enter the combo Journey mapping plus Account Based Marketing - This is just for planning and targeting Once you work through a customer journey and define the best 100-200 targets for your services, you just need to figure out how to get in front of those people specifically. That's really it. From there, you can create a marketing campaign or whatever you need. What's the difference? Those 200 target customers will give you enough insight to know exactly to how to reach out, market, or find the best tool to use. Yes, it's still a mix of sales and marketing, but now it's strategic in targeting only those you want to target. Just going through the exercise can be enough to reframe everything. If you need help, let me know.
Best, Clayton |
Friday Fast Track: Optimize Your Business in Minutes
I help you scale and optimize your business through email marketing, business development, building systems, decision frameworks, revenue and cost optimization, and more. Scale and Optimize is the weekly newsletter so you can work on your business, not in it. Here's to lives worth living!
Hey Reader, Do you want to write your own sales emails? It seems like it should be easy, but something keeps happening and the email doesn't go out. Maybe you post on LinkedIn instead or browse on the Insta. Part of working with people is that I like to sign up for their emails. Kind of like an unofficial audit. It's been eye opening how many businesses don't send emails at all. Business email case study Out of 200 business email newsletters I signed up for a month ago, only 15% are sending...
Hey Reader, Picture this: It’s Sunday afternoon, and your family is gathered around the dining table. Someone spills the iced tea, another cracks a bad joke, and yet somehow, through the chaos, you’re all working together—passing napkins, laughing, and solving the “crisis.” Sound familiar? I hope so. Now imagine bringing this kind of teamwork into your business. The same trust, open communication, and shared responsibility that keep your family functioning can be the backbone of a thriving...
Hey, Reader, I remember an insightful conversation with a business owner who was already an expert in their field for years before starting their own business. You know what surprised me the most? He didn't know what metrics were important? He started a business doing something he already knew and stepping into an ownership position was a completely new setup for him. Here's what he told me. "It took me three years of tracking 20-25 things to narrow it down to knowing what 3-5 things I really...