Kevin Hallenbeck, principal of Sandler Training, once said about me:
“Charlie has an amazing ability to understand complex marketing challenges, to find the key selling points, and then to put it all together in a highly effective marketing campaign.”
You see, there are a number of “key selling points” you can take advantage of inside of any marketing campaign.
And each time you drill down into one of those “key selling points,” you have the potential to increase conversions.
For example, you can take a simple email sequence and radically improve performance by segmenting according to:
- Where they are in the buyers’ cycle…
- What they purchased…
- When they last purchased…
- Whether or not they clicked the email…
- Whether or not they’ve watched the video (and by how much)…
And you could go on.
The problem is that you could theoretically create more combinations than a Rubik’s Cube – and the more complicated you make it in order to develop the “perfect marketing funnel,” the longer it takes you to get your results…
I took the time and created the “perfect” marketing funnel, and DOUBLED the conversions of the “simple” marketing funnel, generating over 7-figures in revenue.
I was excited.
I realized it actually cost me more money in opportunity, waiting months until everything was “perfect” before we launched it.
We missed many sales opportunities by not getting a “good enough” funnel out the door FIRST (while we were building the bigger, badder, more profitable version).
Let me explain…
Pareto created the concept called the 80/20 rule (I’m sure you’ve heard this 1,000,000 times before).
“80% of your results come from 20% of your efforts.”
But this is not the Pareto Rule…
Rather, this is a new “get it done” Gaudet Rule.
It reads: “Do the first 80% and consider it 100% done.”
Dan Sullivan of Strategic Coach said obsessing over perfectionism ultimately paralyzes our ability to get shit done (of course, I paraphrased – but you get the picture).
“Success is about doing the right thing (not about doing everything right).”
~ Gary Keller
If you wait to get things 100% “perfect” before you consider it “done,” it’ll take you twice as long – and you’ll inevitably halve your productivity, halve your revenue potential, and halve your results.
The rule “done is better than perfect” states that as long as our first attempt is 80% close to perfect, it’s good enough.
This allows you to get things done quickly.
Initial results will provide you with metrics and information, allowing you to go back to the project armed with data to make the next iteration even better.
In the product development world, there’s a concept called MVP (Minimum Viable Product). It suggests that before you spend too much time, money, or capital on any one product in an attempt to make it “perfect,” put an MVP out there to see what’s working and what’s not – so you can make the next iteration that much better.
In the marketing world, we called it MVF (Minimum Viable Funnel). Before you spend too much time or effort on any one marketing funnel, put out an MVF to see what’s working and what’s not.
After your MVF, go back to the project and get the next 80% done on version 2.0.
Rinse and repeat.
You’re constantly focusing on getting shit done and striving for improvement.
Tony Robbins calls the concept C.A.N.I.
Constant And Never-Ending Improvement
That’s how you get the maximum results with the least amount of time and effort.
(I only wish it didn’t take me 39 years to figure this out on my own… Had I figured this out earlier, I’d be writing to you from a penthouse condo in the Cayman Islands)
So today, I want you to consider:
What specific actions are necessary for you to complete your Minimum Viable Funnel? What are the most important steps to make it 80% done?