September 24, 2018

Core Story 15: Pick ONE… and Start Winning

I was telling you last time about my snap decision to switch from AWeber to Infusionsoft…

I’m the sort of person who jumps into things with both feet, if it feels right. I didn’t just tack Infusionsoft onto my AdWords business; I became an Infusionsoft consultant. As part of my kickstart I negotiated access to the 2013 and 2014 presentations from Infusionsoft’s annual user conference, ICON.

I knew I needed to really learn the system, and put out a message on Perry Marshall’s forum asking if anyone would like pro bono support with their Infusionsoft account.

Fortunately a few people responded, and over the next few months I did just about every job you can imagine in Infusionsoft. I built campaigns. I created sales pipelines. I wrote copy. I created referral tracking systems. Eventually I went and completed my Infusionsoft partner certification.

Meanwhile, my AdWords business wasn’t going so well – probably because I was focused on seven other things. The lead flow from my free report had dried up. I had gone from having a simple offer (“I’ll help fix your AdWords account”), to a more complicated offer. I was now part AdWords consultant, part Infusionsoft consultant, part email copywriter.

I tried to combine all of these things under a single brand, called Rear End PPC: Pay Per Click for Back End Profits. Which didn’t make it any easier to understand.

Fundamentally I was confused, and too close to the business to see my confusion.

In 2016 I booked to go to the ICON conference in Phoenix. It was an act of desperation – I needed more clients, so hanging around three thousand other Infusionsoft users seemed like a sensible thing to do.

As I sat on the plane I knew I was in trouble. I knew people would ask what I did. And I knew I didn’t have a solid answer, besides yawning and asking what they would like to hear about.

There were three turning points…

On the second day of the conference I attended a talk about Infusionsoft’s action planning process, which is a project management methodology. Running an AdWords agency is ALL about project management, so I thought this would help me scale things up.

The presenter explained how he meticulously breaks down objectives into strategies, tactics and assets, and tracks progress towards project goals.

The following slide is an example of this methodology, where all of the assets, content, tools and skills are listed to create a video landing page. An hours estimate is applied, as is a forecast of project costs and predicted revenue.

I sat there feeling numb on the inside. I had no interest in this level of planning and organisation. I was trying to grow a business that relied on good project management, and here I was left cold at the thought of managing a big project.

Later that evening I was at the bar talking to another Infusionsoft partner. Still numb from my project management experience, I had told her I was an ‘email copywriter’.

“You’re an email copywriter,” she replied, “and you don’t send a daily email?”

“No, I send weekly,” I managed to reply. On the inside, I knew she was right.

On the final day of the conference, Gary Vaynerchuk was the final speaker. Something he said slapped me around the face.

“All of you who are sitting there trying to do seven different things,” he started, “should just stop. Pick ONE, and start winning…”

I knew instantly what that thing was.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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