60-SECOND BOOK BRIEFS

BY BRIAN MASSEY

Zero is the lonliest number NO SALEcustomer creation equation

In his book, Your Customer Creation Equation, Brian Massey tells us that business equations don’t have to be complex, but they have to be complete.

To be complete, they must adopt strategies that get more people to the business, as well as tactics that get them to buy, return, and tell others. Here is what you need to understand to get your equation right…

Zero is the lonliest number NO SALE

FIRST

VISITOR BUYER

First, you need to turn website visitors into conversions. This can be turning strangers into prospects, or turning buyers into repeat buyers, or anything else that pulls people along the path to spending more money with you.

Zero is the lonliest number NO SALE

SECOND

I still haven’t found what I’m looking forI still haven’t found my keysI still haven’t found the content I was promisedI still haven’t found a website that overdelivers

I still haven’t found a decent U2 song

I still haven’t found a business that knows meI still haven’t found an honest web bannerI still haven’t found a non-douchey SEO consultant

Second, you need to create the right content for the right user, at the right stage in the conversion process. Making sure that every page on your website delivers the most relevant content to the visitor is critical.

Zero is the lonliest number NO SALE

THIRD

Third, you need to obsess over the right metrics. Finding the right metrics for your business will be the difference between success and failure online. What gets measured, gets managed. Do these things well, and you’ll be well on your way to mastering your own customer creation equation.

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