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Was du mitnimmst
- Wechsle nur dann zu neuen Marketingkanälen, wenn du deinen aktuellen Markt schon ausgeschöpft hast.
- Wenn dein bisheriger Kanal messbar schrumpft, zum Beispiel Zeitungsanzeigen minus 25 Prozent im Jahr, wechsle rechtzeitig.
- Meistens bringt es mehr, den bestehenden Kanal auszubauen, als etwas komplett Neues zu probieren.
- Bevor du etwas Neues startest, frag dich, ob du nicht einfach mehr vom Bestehenden machen kannst.
Volltranskript
Das Transkript ist das englische Original mit Timecodes. Die deutsche Zusammenfassung steht oben. Sprecher werden automatisch zugeordnet.
0:00When do you do new? At least as it relates to getting more leads. I have I've so dramatically constrained the new bucket like you have to have a very good reason to new when you could just do more or better. So number one is that if you've actually maximized a market, this is far more common and local than it is national. But if you've actually maximized a marketplace, you have a huge percentage of market share or your spend covers that entire marketplace many times over in terms of frequency.
0:26Yeah, you can look somewhere else. you can fish in another pond. The next is if the platform itself is shrinking. So let's say uh you know you use newspaper ads as your way of getting customers but newspapers are going down 25% a month or a year. Well, you know you can you can do math that like 25% compounding in the wrong direction is not a good thing. And so getting getting a head start on getting to another platform doing something new probably a good idea. The third situation is where and this is the one for all of them is that the incremental returns on new are greater than the returns on more or better which is super rare because we have to look at it as risk adjusted. So I know that if I just double my ad spend every like I've already covered almost all of this risk.
1:11So if I double my ad spend it's likely that I'll have a double in throughput or at least a significant increase in throughput. Right? If I take that same money and put it into something new, the likelihood that that thing does better than me just putting more into my main machine, low. But then you probably ask yourself, well, well, once I do more, then what do I do? It's like, well, then you ask the question of like, can I do more again? And you'd be surprised at how often the answer is yes. And so then the problems that you have to solve are, well, how do I do even more? How do I do even even more? And these are the hard but solvable problems rather than the exciting problems that lead you to new and shinier objects.