One of the biggest mistakes you can make in your business is focusing on stuff that doesn’t really matter.
For example…
The woman who owns the Great Dane rescue that I work with puts a LOT of focus on Amazon’s charity purchases.
Basically people can set-up their Amazon account to donate a small amount of money to Harlequin Haven from each purchase they make.
So if you buy shaving cream on Amazon, 5 cents of that might go to Harlequin Haven if they’re set up as your preferred charity.
Which is cool.
And it’s an easy way to raise money.
However…
The Amazon charity thing doesn’t actually make them that much money.
Wiith all the donations combined, it’s probably less than 5% of what they bring in all year.
But they put a LOT of focus on it.
Every newsletter they send out to their list has a big section about it. And it encourages the readers to sign-up for it.
To me this is a complete waste of time.
Why?
Cause they’d be better off focusing on things that actually move the needle.
Like getting on the phone with a donor who gave them $5,000 and trying to see if they could get him to give $10,000 instead.
Or sending out another direct mail campaign like I did for them (which raised over $12,000 with a simple 8-page letter).
Both of those things are needles movers.
And they raise a LOT of money for them.
Yet, they aren’t focused on these things.
They’re focused on Amazon.
And it’s a mistake.
And the reason I bring this up, is because this isn’t something only they fall into the trap of doing.
I see it with people I coach…
I see it with clients of mine…
They get attached to a specific marketing tactic and no matter the result, they wind-up putting a lot of focus on it.
But here’s the thing…
You only have so much bandwidth.
You do…
Your team does…
That’s why you have to prioritize profitable projects.
For the dog rescue that would be direct mail, and talking to their mega donors.
For you, that might be your daily emails…
Or creating new offers for your list…
Whatever it is…
There’s probably something in your business that really moves the needle that you’re not giving enough love to.
And if you simply gave it a little more love, you might be able to double or triple the results.
You always want to prioritize profitable projects.
Keep that in mind.
That’s all I got for ya today.
– Justin
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