Do You Practice Specifics?
Practice specifics continually in your business.
This applies to daily operation of your business, goal setting, and copywriting. The more specific you are, the easier it is to pinpoint issues, reach your goals, and convince others to buy from you.
Here’s a quick example from my coaching program. This exchange is modeled after several recent ones, but is not word-for-word from any of them so all the guilty can stay nameless. If you’re a client reading this, it is the other client I’m talking about.
New Client: My product isn’t selling well.
Me: Ok. What do you mean? Is the conversion rate bad? How much traffic does the page have?
Coaching Client: We just don’t have many sales.
Me: What’s the conversion rate? How many visitors did the page receive last month and how many people purchased?
Coaching Client: I don’t know. It’s just bad.
Completely Frustrated Me: OK, let’s install something simple such as Google Analytics to at least track the traffic the set a “goal” on the customer thank you page. Then we can get some specific numbers to base our decisions on.
For someone whose site isn’t do well, it could be that they have 2,032 visitors and no one bought their product. Either the traffic sucks (this is totally possible), the offer sucks, or the ad copy sucks.
In other cases, I’ve found out they were converting 4% of their visitors into buyers, but they were only getting 32 visitors a week. So the problem is we need more traffic to the site.
If we don’t get down to specifics, we can’t pinpoint the right problem.
Be specific when you’re taking notes about the daily operation of your business. If you’re writing down how much time you spend on email each day, it’s not “about an hour.” I’ve found “about an hour” sometimes equals 3 or 4 hours. Your website averages 2.3 sales per day and converts at 3.23% percent over the past month, not “a few sales each day.”
Being specific forces yourself to be honest with yourself in your business.
Specifics in Goal Setting
What are the goals for your business? Hopefully it’s not simply to earn a six figure or seven figure income someday.
Exactly how much do you want to earn this year?
How much time will you invest each week to do this?
What are the overriding goals you need to reach this?
How many subscribers will you need?
How many customers?
What is the monthly, weekly, and daily steps you must take to reach this goal?
Be specific in your goals in every area.
Here’s an example outside of business. I decided I wanted to exercise more. That in itself is way too general. So I signed up and paid for a half marathon on September 20th. That gave me an end goal to run 13.1 miles on that day. Since I signed up I’ve been following a half marathon program with specific distances every day until then. So far my longest run has been 6 miles. Yes, ouch.
About half the time I start off each run by thinking what in the world have I gotten myself into, but I’ve been doing it because of the end goal. I’m about as slow as humanly possible, but that doesn’t matter. Without that deadline already set, I would have skipped at least 1/3rd of my workouts.
Specifics in Advertising
Specifics are much more believable than general statements.
For example, You didn’t lose about 20 pounds in the last 30 days. That sounds way too general, like you rounded up, or you just made it up. You lost 19 pounds in the last 29 days. That’s much more specific and believable.
Look for places you can be more specific in your stories and in your examples.
What if you really did lose 20 pounds in exactly 30 days? I’d probably drop it to the 19 pound mark and figure out how many days that was still (obviously if you lost 20 pounds there was a point where you had lost 19 pounds).
Sometimes you might even throw in a specific just in passing. Notice how I told you the half marathon is on September 20th. I could also add it is the yearly USAF one in Dayton, Ohio so no one has to ask.
Be specific in everything.Related Entries:
- How to Set Goals
- Beginners Guide to Tracking Your Stats
- No Plan = No Goals
- 4 Practical Steps to Achieving Your Goals
- 5 Coaching Questions That Will Change Your Life