Never hyped, real-world, battle-tested strategy is what drives me…. and it is what has built this business.  In short, I only teach what I know works.   Today,  I want to walk you through 3 seemingly small changes I made in my business — at different times — that have had a huge impact on my bottom line.  But not JUST my income.  These business breakthroughs have also increased my reach and my influence.  Without further ado… =)

1) I Made a Life-long, IronClad Commitment to Direct Response Marketing, and have Never Strayed From It.

Let me explain. MOST of what drives the marketing decisions of even savvy, smart business owners is this idea that we’ve “got to get our name out there.”  In the beginning of my business, I — out of necessity — used direct response tactics.  (i.e. here’s the offer, say yes by doing this, etc.)  But then, I sort of got away from it. I wanted to “go big.” I wanted for more people to “know who I was.”

THEN I met a woman, who I’ll call Monique.  She was a published author and came to me with such an impressive media reel.  Glamour magazine.  People magazine.  TheToday’s Show.  And more.  I mean, SERIOUSLY.. this woman had all of the media and “exposure” you could ever find the energy to envy.   I’m listening to her on the phone — she had scheduled a consult — and I’m thinking, “What do you want from me?”  I ask, “How much money are you making?”

You guys know me… so much for tact, right?

Anyway, $400. A month.  $400 per MONTH.  WHAT?!?!  I tried to hide my shock… and eventually, I got really good at hiding my shock… as more and more people who had become “almost famous” passed my name around as the person who could help them — finally– make money.  After a while, no matter how impressive the exposure, no matter how big the name, I actually WASN’T shocked to learn how little they were making.

Because fame can help you make money… but it is NOT automatic.  Back to my point, I recommitted to a direct response approach to all of my marketing.  Direct response — for me — means (simply put) having a specific response I want people to take after reading my article, or seeing me on tv, etc.  Sometimes, I have to be slick about implying the response I want them to take, but there is always an action I want the prospect to take as a result of reading my letter, seeing my postcard, etc.    If you’re doing anything “for exposure” STOP.  Exposure can’t pay your bills.  Visit gkic.com/store and check out some books and / or programs regarding direct response.  A GREAT place to start is EITHER my Rapid Results program or Dan Kennedy’s book on the subject, which you can find here.

Moving on.

2) Measuring What Matters.

If it matters, I measure it.  Plain and simple.  The truth is we never DREAD measuring something we’re proud of. (Think of the last time you avoided a scale. It wasn’t because you thought you lost TOO MUCH weight!)  Here’s an incomplete snapshot of what I currently measure– regularly, usually weekly:  dollars in, dollars out, alexa ranking, new clients, new members, new subscribers, speaking / writing gigs.

Measuring regularly and ruthlessly is a game changer because keeps us from becoming deluded in our own business, which — let’s face it — is easy to do.  (Funny story about people who are deluded regarding their own success can be found here.)   Measuring also allows me to course correct regularly, so that I’m always moving forward… even if I’m zig zagging.

3) An Intentional and Obsessive Focus on Development.

Listen, there are NO born salesman.   Salesman are made.  AND, as an aside, if you still recoil at being called a salesman, I feel sorry for you! We should all proudly embrace the role of “chief rainmaker” in our businesses.  Our income — and that of the employees we support — is based on our ability to sell.   But, a less crass way to say this is “business development.” =)  So, let’s go with that.

I am intentional about business development.  I have my own weekly brainstorming sessions, quarterly project plans, monthly mastermind meeting, and quarterly WOW meetings… all focused on different veins of this one topic! Without a constant focus on growth, your business will slip into darker days.  THIS is why I created Women Who WOW’s mastermind…. to keep the CEO’s focus where it should be… on savvy development.

Dan Kennedy says businesses fail and struggle because they lack a consistent focus on sales and development. (Or something like that… I’m not quoting him directly, but that’s the point.)  I agree whole heartedly.

So, that’s me.  WHAT has created breakthroughs in YOUR business? Please consider contributing to our community by posting a comment below with your own big breakthrough moments or strategies.