Even the person who is the best at what they do eventually reaches the limit of how much they can do. A bricklayer can only lay so many bricks and there are only so many hours in a day. Here’s the only way any business can crack through the limitation to reach the next level
Hitting the CeilingIn starting and running your business—whether internet marketing, house cleaning or anything else, you will arrive at certain milestones. You will figure out which promotions get results. You will get your first sale or your first client. You will earn just enough, then you earn a lot more. If you continue doing the actions that got you to that point, you will continue to increase your income.
But at a certain point, you will find that you’ve reached the limit. You’ve gotten fast, efficient and productive while earning as much as you can, however, you can’t do more. Hence, you can’t earn more.
There was a point early on when my internet marketing business began to grow. I’d gone from making $700 a month to making $50,000 a year. It was glorious but then I got stuck at that level. Then, I broke through that and was able to make $200,000 a year. Again, I couldn’t get past that mark.
I thought I had it all figured out and just needed to do more of what I’d been doing. But I realized that the only way I’d be able to do it is to sleep less—then, eventually, not sleep at all.
I couldn’t do more. I couldn’t move faster. I’d hit the “income ceiling.” There was no way I could make $500,000 or $1 million a year doing the things that got me to $200,000 a year.
Scaling UpWhen the bricklayer has reached the limit of how many bricks he can lay in a day, the only way he can do more is to hire another bricklayer. By doing so, he increases the scale of his operation. The basic activity is the same—there’s just more of it being done with two people than with one.
That’s a very simple illustration, but the basic message is that in order to earn more, you’ve got to increase the scale of your operation. That means you’ve got to build a team. Start by differentiating between the values of your current activities:
That usually means promotion and sales but even within these income-generating activities, you will eventually determine which ones have the biggest pay-off. For instance, you may start handling all leads and sales but after sometime, find the need to hire someone to handle these tasks while you only do the high-ticket sales to existing customers.
You always want to pour as much of your time and energy into the actions that bring in the most revenue. So, you go from focusing on sales and promotion to just high-tickets. Then, don’t be surprised if at some point you turn that over to someone else so you can concentrate on even broader income-producing actions, such as devising new products, new campaigns, producing new promotions and the like.
That’s exactly what I did. To reach the next level, I outsourced the admin, I hired a customer service person, and then I got a phone sales rep. Each time, I delegated non-income-producing tasks or lower-income-producing tasks in favor of higher-income-producing ones. With that, MOBE now employs more than 160 people worldwide.
More Scaling UpThe other thing you must do, regardless of what kind of business you’re in, is expand your promotion and advertising. Reach a lot more people and generate a lot more leads.
It can feel like a balancing act between hiring and expanding promotion. It may also feel like a gamble, since both require financial investment. Hire first and then expand your advertising. You will need some time to find and train an admin person, for instance. So, at first, you will have even less time to devote to income-producing activities. But once you’ve offloaded the admin tasks, you will have a lot more time and attention to allocate for other things.
That’s when you should expand your promotion. I don’t mean by little steps, but by big ones. You want to double your income? Double your promotion. If you have a particular promotion method that you know works, do it twice as often or to twice the number of people who currently see or receive it.
So, if you’re using pay-per-click ads, double your ad spending to reach twice as many people. Place solo ads with providers that have much bigger lists. Buy twice as many clicks.
If you’re doing direct mail, rent a list twice as big. Mail to it twice as often.
Develop your advertising and marketing efforts and increase your traffic and activity to the point where you’re forced to hand off the least income-producing tasks you’re still handling.
Continue to apply these two factors—focus on the highest-revenue-producing activities and expand promotion and advertising—and you will never encounter a ceiling you can’t crack through.
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