Business Building. Are Phantom Metrics Messing With Your Wealth?
The first time I heard about Phantom Metrics affecting my business building, it was more than an A-ha. It was more than a giant lightbulb going off.
It was like an explosion and then a bunch of pent up air being let out of my lungs and body.
….sounds dramatic doesn’t it?
…well it was.
Phantom metrics are metrics around the wrong people consuming your content, watching your videos, clicking on your freebies. Which means that it screws with your business building…oh and your mindset that you know what you are doing with building that business.
These clients “ghost you”. In other words they are not there to buy. They are not clients. They are just driving up numbers that don’t relate at all to your ideal clients.
So where do these people come from that are affecting your business building?
1. They are clients from business past. In other words, as your business and offers have changed and morphed, they stuck around. Because they liked what you did in the past and they are hoping to get more of that, even though your stuff no longer relates to them.
These amazing beings will eventually leave the tighter you get with your messaging and offers….which you want to do….because it means you can create a bigger impact, a stronger transformation in less steps for your ideal client. This improves your business building.
2. They are family and friends – not buyers. They are about you so they check in on what you are doing so that they can chat with you about it (or worse give you back advice on what to do). They will not buy. They are not your ideal client. They drive up your numbers so that you wonder why you have so many people but no $. So then you start to think it is you and that your offer sucks…nope not at all. You are just talkin’ to the wrong peeps lady.
3. You don’t have a congruent line of offerings. Your lead magnet, freebie, cheap offer doesn’t line up with your signature offer. Your signature offer is your core offer. So if they don’t all work together, people will connect with you for one thing and are completely disinterested in the main thing. This is called congruency and I was the master of not being congruent for years…it cost me thousands in adertising,and hours upon hours of time and energy that got me nowhere.
So be congruent dammit so that you can make some money….is what I am truly sharing here…from a place of love.
It’s draining on both your bank account and your energy when you are talking to the wrong people and getting no response but you keep doing it because you have big numbers. Trust me I would give up all the “likes” for sales.
“Likes” don’t pay for the mortgage, the vacations, the braces, the books, the soccer gear, etc.
Talking to people who are not your ideal client is draining because they want you to customize to the point where you are creating something for scratch just for them that you don’t love doing because you are trying to hang onto those big numbers. (Pro tip: just say no to these)
When you get over Big Number Envy, it will be so freaking easy to build your business and expand your profits.
So how do you do this so that it improves your business building?
1. Scrub your list. I like to scrub my list every 3 months. What I mean by this is – if someone is on my list and they haven’t opened the last three emails, then it is pretty apparent that they are not madly in love with me. If they don’t want to open my obviously sage like emails, then they probably aren’t interested in working with me either.
So what you can do is send them an email to see if they are still interested in your goodies (also known as a “winback campaign”) and if there is still no response – remove them yourself. (also known as business building)
Most CRM’s are based on number of subscribers and how many emails you send out (not get opened). So it really is keeping your overhead low if you dump the non-interested ones and only keep the engaged clients.
Think of it as “it’s not you -it’s me” kind of thing. If they decide later that they want your stuff, they will find you and re-subscribe. It happens. But not as often as you think.
2. Be hyper clear on who you serve and how so that your messaging and content is on point. Now this is not a once and done. Quarterly I like to go through and tighten up my stuff so that it is really, really clear who I serve which means it is easy to know who I don’t.
All of your marketing, advertising and content is to assist your potential clients with figuring out a clear yes or no. NOT convince them to work with you. Convincing energy ALWAYS leads to buyer’s remorse. Plus it makes it easy for you to say no to people you don’t want to work with because it is not a fit.
I remember the first time I told a person that working together wasn’t a fit. She got really mad and kept trying to convince me to take her on as a client. Talk about the tables being turned. However, every single time I take on someone who is not a fit, I regret it within the first two calls I know that I made an error. Then there is a discussion about refunding them so that we can both move on to better collaborations. So now I don’t do it. They can be a totally amazing person – but it’s not them, it’s me (insert giggle here).
3. Make sure that everything you put out there in any aspect of your business building is congruent with your signature program offering. If you are serving chicken and all you do is talk about steak and fish – no one is buying. ( I love food so you will have to put up with my food references – sorry…not sorry).
I see this error all the time. Someone has a signature program offering and then they start emailing, posting, talking about things that are not aligned at all and wonder why no one is buying. We did a mini title brainstorm hug a couple of weeks ago with my coaching clients based on their ideal client and each person walked away with 25 titles that were congruent with their ideal clients that they could use as a blog, video, podcast. That’s 6 months of weekly content release so don’t be telling me you don’t know what to write about that lines up. It’s super simple if you break it down into bite size pieces.
Let me give you an example:
I have a fabulous client who teaching women how to rock their bathroom renovations. So this is how she could create marketing materials that align with her program using just one renovation aspect.
- How to choose the right tile for your bathroom renovation
- Which is better – large tiles or small tiles for bathrooms
- The difference between wall tiles and floor tiles
- When floor tiles are a No-No
- To use colored grout or to not use colored grout with your tiles
- The best ways to fit tiles without huge grout lines
- Should you seal the tile grout in a bathroom setting
- Specialty tiles and how to choose and care for them
- What happens when water gets in behind your tiles
- How to care for and clean your wall tiles
- How to care for and clean your floor tiles
- How to put in a heated floor that has floor tiles
- How to repair broken tiles without replacing the entire area
- Why tiles are better than _____ for a bathroom renovation
I could go on, but you get my meaning.
So if you want tight, REALISTIC metrics. Get rid of the tire kicking ghosters, and tighten up your systems.
Once you do that, you will be creating the wealth and time freedom you desire easily and effortlessly. It becomes a rinse and repeat with mind-blowing impact and transformation for your clients.
See you in the next blog!
Xo,
Tracy
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