How I get customers for ANY new business:
The Bullseye Framework.
(Bookmark this!)
The Bullseye Framework.
(Bookmark this!)
This is a stupidly simple system I’ve used for lots of companies.
It’s 5 easy steps.
At the end, you’ll have your pipeline for customers figured out.
And if it doesn’t work…
the problem won’t be your marketing.
It’s 5 easy steps.
At the end, you’ll have your pipeline for customers figured out.
And if it doesn’t work…
the problem won’t be your marketing.
STEP 1: BRAINSTORM
The Bullseye Framework is about narrowing down your marketing options.
So first, you go wide.
Brainstorm at least 1 marketing idea for each of these channels.
Define “success” for each idea (Leads? Sales? “Buzz”?)
The Bullseye Framework is about narrowing down your marketing options.
So first, you go wide.
Brainstorm at least 1 marketing idea for each of these channels.
Define “success” for each idea (Leads? Sales? “Buzz”?)
STEP 2: TRIAGE
This is where the “bullseye” comes in.
All the ideas you just came up with start in the outer ring.
Now get 10% more realistic. Which ideas are most likely to work?
Look at your competition. Read up, or ask around.
You don’t have to get this perfect.
This is where the “bullseye” comes in.
All the ideas you just came up with start in the outer ring.
Now get 10% more realistic. Which ideas are most likely to work?
Look at your competition. Read up, or ask around.
You don’t have to get this perfect.
STEP 3: CHEAP TESTS
Pick 3 to 5 of your “probable” ideas, and run some experiments.
Each test should cost $1,000 or less and take at most a month.
Make sure your tests are set up to collect good data.
If none of the tests are successful, pick new ideas and try again.
Pick 3 to 5 of your “probable” ideas, and run some experiments.
Each test should cost $1,000 or less and take at most a month.
Make sure your tests are set up to collect good data.
If none of the tests are successful, pick new ideas and try again.
Each test must answer at least these 3 questions:
- How much does it cost to acquire a customer through this channel?
- How many customers are available through this channel?
- Are those the kind of customers we want right now?
This data informs the next step.
- How much does it cost to acquire a customer through this channel?
- How many customers are available through this channel?
- Are those the kind of customers we want right now?
This data informs the next step.
STEP 4: LASER FOCUS
Most times, 80% of customers come from a single channel.
Pick the most favorable test and explore it entirely.
Wring every customer out:
Iterate on your messaging, time, customer characteristics.
(A second channel will be 20% leads. Don't do the rest)
Most times, 80% of customers come from a single channel.
Pick the most favorable test and explore it entirely.
Wring every customer out:
Iterate on your messaging, time, customer characteristics.
(A second channel will be 20% leads. Don't do the rest)
Make sure you keep collecting data:
- How many prospective customers are landing on my site?
- What are the demographics of my best and worst customers?
- Are customers who interact with staff staying longer?
(I have a great solution for this at the end.)
- How many prospective customers are landing on my site?
- What are the demographics of my best and worst customers?
- Are customers who interact with staff staying longer?
(I have a great solution for this at the end.)
STEP 5: CLOSE THE LOOP
Many businesses don’t finish the job:
Use what you learn to guide your business.
Your marketing data should inform the product you’re building.
At the best companies, sales and product development have a symbiotic relationship.
Many businesses don’t finish the job:
Use what you learn to guide your business.
Your marketing data should inform the product you’re building.
At the best companies, sales and product development have a symbiotic relationship.
Thanks for reading!
All your marketing sends people to your website.
So a quick shout-out for my friend Sam:
I just redid my website girdley dot com.
His team did a great job: @72HourSites.
Give them a holler and tell them I sent you.
All your marketing sends people to your website.
So a quick shout-out for my friend Sam:
I just redid my website girdley dot com.
His team did a great job: @72HourSites.
Give them a holler and tell them I sent you.
The Bullseye Framework comes from a fantastic book:
Traction, by Gabriel Weinberg.
One of the best books I’ve ever read on marketing for early-stage companies.
Traction, by Gabriel Weinberg.
One of the best books I’ve ever read on marketing for early-stage companies.
What’s worked for you?
Am I crazy?
And if this was helpful: bookmark / share the first tweet below!
Am I crazy?
And if this was helpful: bookmark / share the first tweet below!
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