This week I was thinking about leverage. I have been rereading Buckminster Fuller – and came across the concept of a “trim tab”.
And I thought – WOW! That is exactly what effective marketing can be for business leverage. In case you were wondering, a trimtab is a nautical item used for centuries. It was the tiny little extra rudders that were put on the much larger rudders that allowed the bosun to easily turn the ship.
Turn the Queen Mary With a Push of Your Mouse
It meant that a little guy in a cabin could just roll the dial around and the little rudders would turn, and the water pressing on them would turn the big rudders. So you can turn the Queen Mary with no more effort than moving your computers mouse.
To me – a trim tab symbolizes the ultimate physical world example of Leverage. So how to we apply this to business?
Small Changes That Bring Huge Changes
You know that there are pressure points in business. It can be systems, it can be training, or it might even be physical equipment like computers or tractors. But for most business coaches, the one outstanding lever is in improving the marketing of our clients business (or our own). A small improvement in the conversion rate or the methodical structuring of marketing processes can blast revenue right off the chart.
A change of headlines, or a variation in an offer, or even changing the font of a testimonial can be a “trim tab” for marketing success. I love the idea of just improving the conversion rate of current marketing – it is true leverage.
The Leverage of Copying Copy Systems That Work
In your business you either outsource your copywriting (or you should be), or you have done the grunt work and training to become great at it – so that you can look after your clients. Doing copy for your clients can be a powerful premium or profit centre for you. Unless you are not up to standard.
Maybe you. like me – when you first began – ferociously devoured all the copywriting headbuilders. You read all the Eugene Schwartz, the Victor Schwab, James Webb Young, Ogilve and Caples you could stomach. You probably also read Halbert, Dan Kennedy, Galleti, and lots of others – many of whom just rehashed the “classics”. Thousands of hours of reading and study.
To Keep My Standards Up – I Need a Decent Copywriting Refresher
These days I am a bit busy. The thought of re-dredging through that material was not an inspiring one for me. Nor is it good use of leverage. I want someone who is at the top of their game in copywriting to give me a tune up. I am learning that if I let go of my ego and desire to be at the front of the room ALL THE TIME – I can progress way faster with less work.
My research has shown me that Pete Godfrey has the ideal refresher (or starter) Copywriting course for a business coach. So I am going to one in August. The reason I am going is because if I can increase the conversion of the marketing I am doing in my own businesses – and in that of my clients – the value added is exponential.
The courses are one day. which I like. They are from 8.30 to 5 and they will follow a proven structure. They also are smallish groups which I enjoy more.
I contacted Pete and suggested strongly that because I am placing him as a very early entry in this new Business Coaching Tools blog – he create a special bonus or two for any business coach comes to the course after reading this article.
Extra Bonus – $1650 Business Coach Only Ad or Letter Critique
The agreed bonus is a free critique from him personally of a sales letter or ad – for which he usually charges $1500 plus gst. I wonder what a critique from Pete would have on the conversion rate of YOUR main business coaching device? It certainly gives my greed glands a pleasant thrill.
Hrrm. Anyway the dates are as follows and then no more this year.
Sydney 28th July
Melbourne 8th August
Perth 15th August
Adelaide 16th August
Brisbane 18th August.
If you are going to give your copywriting a good brush-up then you need to reserve your spot immediately. Go to the info page below, and when customizing your details add “Business Coach Package” to the coupon code box – or miss out on the bonus letter or advert review.
Click Here For Pete Godfrey’s Blog and Generally Good Info On Copywriting
Click Here for Specific Information about Pete’s Copywriting Workshops
