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Want more leads? Double down on your 20 percent.

According to the Pareto principle, 20 percent of your efforts yield 80 percent of your results.

A few months ago, I put this to the test when I audited all the marketing tactics I’d used in the past year.

Sure enough, I was spending the majority of my time on things that weren’t bringing in leads or income and the minority of my time on things that did. So, I decided to focus exclusively on the latter.

Since then, my business has more than doubled.

One of my coaches, Polly Hearsy, talks about how your business’s energy has its own form of expression.

In layman’s terms, this means some marketing tactics will work better for you than others for the sole reason that they reflect who you are at your best.

If your marketing is draining you, ask yourself this question.

“What sort of interaction with my ideal client am I craving right now?”

Do you want to teach a small group? Be a thought leader to a larger audience? Partner with them one on one? Help them listen to themselves with thought-provoking questions?

Whatever type of interaction you desire, look for a marketing tactic that reflects that style.

If you want more one-on-one time, focus on one-on-one networking meetings and reaching out to people already in your community.

If you feel called to be a thought leader, put your efforts into longer-form pieces like books, media appearances, and aligning yourself with other thought leaders. 

If partnering is your jam, look for collaborators you can cross-market with. 

Marketing is like jeans: no one style fits everyone equally.

What works for one person may feel awkward for you and vice versa for no other reason than that’s not where your business’s energy wants to go right now.

Like your business, that may change over time and that’s okay.

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Connect. Communicate. Convert