Actionable Metrics

Now that we’ve
redefined what marketing is and reframed our original question (“why is
it SO hard to get high-ticket clients?”)

…and know the
marketing importance of BOTH attraction and repulsion.

We’re ready to
start setting up/reconstructing a life coaching business that CREATES
high-ticket clients that are desperately wanting what we offer

…and are most
likely to be happy and successful customers that tell others!

We also want to do
this in a way that gives us a business that we love, makes a deep and positive
impact and generates enough freedom for us to continue to pursue our other
dreams and ambitions.

Lastly, we want our
businesses to grow predictably &
profitably.

Does that sound
good to you?

Cool!

Let’s dive into the
three very critical keys to predictable, profitable growth…

The first key is
probably no surprise given all the talk about “being data-driven” or
so-called “data analytics”.

But there’s a HUGE
data elephant in the room: data/metrics do NOT equal insights, action or
results.

It’s become a buzz
word that people from CEOs to solopreneurs use to trick themselves into
thinking they are making ‘data-driven decisions”.

What we’ve found,
in almost every case, are “vanity metrics”.

What are
“vanity metrics”?

These are metrics
that look pretty.

They’re metrics
that we can brag about to our friends and family.

…but by themselves,
they rarely are the CAUSE of actual results…and improving them do not
necessarily improve the bottom line.

Example vanity
metrics might include traffic, social media likes, video views, number of
subscribers or even opt-in conversion rate.

Yes, these metrics
CAN be leading indicators of possible success…but only if we’ve identified the
right kind of metrics beforehand.

Don’t get me wrong.

Even vanity metrics
are a step in the right direction…and they can help us when used correctly.

But unfortunately,
MANY businesses are barely tracking anything!

…Yup, just throwing
spaghetti (and Facebook ads, YouTube videos, etc.) against the wall.

Praying that
something sticks and they get the same results the goo-ru promised in their
slick sales letter.

Oops…Pardon the
rant.

I’m back. 😉

What we need are
ACTIONABLE metrics- not vanity metrics.

‘Actional metrics’
are metrics that, when optimized’ actually put money in our pockets,

…actually create
happy, successful customers that rave about our products and services.

So, you may be
asking: how do I identify actionable metrics?

Well…It goes back
to our two very important “RE” things:

RE-define what
marketing is…

…not as a ‘necessary evil” but HOW we fulfill on our promise to make a
difference…to positively impact people’s lives…to evolve ourselves.

RE-frame the
question to “how can I provide so much value to already successful
people that they see their coaching/consulting investment with me as a
steal?”

There’s a lot to
unpack in here but here’s how it relates to identifying actionable insights.

The best way to
think about this is like a pyramid.

At the top we
have our ultimate goal & vision.
Then we find a way to
measure how we’re performing against this goal.
Then identify Key
Performance Indicators (KPIs) that point to success and opportunities to
improve.
Finally, we have leading
metrics that give us ways to take action and improve #3’s KPI. These will
be our ACTIONABLE METRICS.

Based on our
definition, actionable metrics (#4) can sometimes be the same as vanity
metrics.

But they’re
actionable only after we’ve done the three previous steps.

They’re actionable
because they’re within the context of a larger goal/vision.

By doing steps 1-4,
you are taking a HUGE step towards achieving the life coaching business of
your dreams.

BUT…we’re not done.

Let’s explore
another critical key to predictable and profitable growth…

CONTINUE>>Sub Text