When I wasn’t working on rebuilding our business, I took the time to calculate costs for each manner of client acquisition and then relate it to retained clients to determine a cost for each sale. From those numbers came clear principles of the most effective marketing that I practice to this day.
Once you get a handle on the majority of your negative feedback the next step is to write your goal statement in bold motivational terms; such as “I am the best lawn care specialist in the World,” or “I am the most respected cat sitter in the World.” To say “I am the best . . . ,” in today’s terms does not mean most talented. Being the best could mean most successful in your given field, or most well-known such as, The Dog Whisperer, Cesar Milan. Cesar successfully created a unique system not only for training dogs but for presenting the information to dog owners. Cesar's motto is, “I rehabilitate dogs, I train people.” We do not know if Cesar is the best dog trainer in the world. But we know Cesar is an innovative dog rehabilitator and the best known dog trainer in the World. He got there not only by