26 things you need to know

  1. Your marketing campaigns have almost zero impact on the success of your marketing. It’s almost exclusively if you’re putting the right offer in front of the right people.
  2. A lousy advert with poor copy, but with the right offer to the right people, will always convert better than the world’s best advert with the wrong offer to the wrong people.
  3. Become an expert in your clients and their problems before becoming an expert in the solution.
  4. Business owners have to accept 100% of the blame for the problems in their business and 0% of the credit for the success of their business.
  5. Don’t try to become an expert in all the software, platforms, and solutions – hire people to do that once you’ve made sales.
  6. 5% of people will never ever be happy – customers, leads, audience. Don’t try to make them happy, just cut them off and delete their contact info.
  7. Most customers aren’t 100% of exactly what they’ve bought.
  8. Your first priority should be recurring revenue and ideally, something delivered by someone or something else.
  9. Your biggest asset will always be your email list, start building one as soon as possible.
  10. You are a 7/10 on the scale of 0 – 10 of experts. Your customers are 0, 1, and 2.
  11. You’ll need to dumb down your offer way more than you think
  12. Everyone says they’re “above” clickbait but they all still click, watch and share it
  13. Your best work will take 1 hour a day, anything else should be used for thinking
  14. Your job as a business owner is to lead the business with a vision – NOT “have lots of hats”
  15. Hiring ONE V.A. or O.S. will 10x your work capacity
  16. You’ll need to hire 10 duds before you find a rockstar. Like clients, it’s easier to keep good talent than to find new talent.
  17. As a business owner, your list of jobs should be about 2 – 3 items. Any more and that’s a sign you need to hire.
  18. You already know everything you need to hit your next goal.
  19. If you haven’t completed your last course, you won’t complete this next one.
  20. 90% of people never “take the shot”. Your odds are better than you realise – there is less competition than you think.
  21. YouTube is not a video platform. It’s a thumbnail image and title platform that happens to show videos.
  22. Spend less time on social media – it’s chock full of absolute bullshit.
  23. Everyone (including me) lies in order to get views, clicks, opens, and even sales.
  24. There is no “next big thing” or “once in a lifetime opportunity”. Picking one thing and doubling down will always beat jumping from trend to trend.
  25. Don’t worry about whether you’re an SMMA or SFCA or IPGA. Focus on the community you serve and their problems.
  26. Your “success” with clients will almost entirely be dependent on the types of clients you choose/decide to work with – choose wisely.

Mike Killen

Mike is the world's #1 sales coach for marketing funnel builders. He helps funnel builders sell marketing funnels to their customers. He is the author of From Single To Scale; How single-person, small and micro-businesses can scale their business to profit. You can find him on Twitter @mike_killen.