Effective marketing takes a prospective buyer through a series of small steps, links from “never heard of you” to “ready to talk seriously about buying.” (Actually marketing begins with conceiving of a product or service that people will want or need… but that’s a tale for another day.)

If you start out with 100% as the potential, at every step you are losing some portion of the potential buying public. Perhaps only 1/1000th of a percent are making it to the end. That’s an awful lot of wasted prospects.

If you improve any link in the chain, you increase that percentage. If you then handle them well, you end up with more sales.

If you list out each of these steps for your business, you’ll probably spot one or more places where your marketing is weak. If you improve the weakest link, you can get a huge improvement in your marketing.

Even if your marketing is already excellent, if you systematically improve EVERY link in the marketing chain, even by only 10% each, you’d probably double your leads.