Marketing
Issue No. 47 - June/ july
Leverage: results from limited means
by Carol Haslam
The principle of leverage is about gaining the most in terms of sales, cash flow and profits for the least amount of time, effort and money invested. It’s about effectively using small amounts of energy and capital resources to produce huge results. Leverage is about multiplying the power of your advertising and marketing so you gain a far greater yield for your investment. It’s about using your time, energy and marketing firepower, to get 10 or 20 times the result in less time and for one quarter the effort.
Your costs are the same to run any ad, whether it brings you 10 new prospects, 50 new prospects, or 550 new prospects. It requires the same amount of creative effort, time and money to close 1 in 200 prospects as it does to close 1 in 50, or even 1 in 10.
But acquiring 50 new prospects instead of just 10 gives you five times the leverage. Gaining 550 new prospects instead of 10 delivers 55 times the result for exactly the same investment of time, energy, and financial resources. Similarly, closing 1 in 50, rather than 1 in 200, gives you 400% upside leverage, and closing 1 in 10 delivers a whopping 2000% increase!
Using leverage to your advantage is a matter of increasing your success quotient through intelligence. Employing proven strategies is one method to boost your odds and give you a greater probability for success.
Leverage is a way of hedging your chances to position yourself for better results without spending a fortune.
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