Andrew: In today’s episode, we are focusing on landing pages. What are they? Why are they so critical for your consulting business and especially how do you create great ones that are really going to engage your target audience?
We got several great pieces coming up. We will start with that main discussion. Then we have a question from clients that’s going to go even deeper into one particular area that we constantly get asked about regarding using business phone numbers and the proper way to do that on landing pages.
Then Kenny has got a great tip of the week for three really cutting-edge tools, industry-leading tools that help you create fantastic landing pages, very, very easily. We will close out with an inspiration of the week something that I came across this week and let you know what’s coming up with the next show.
So Kenny, to start this off, how would you describe and define a landing page?
Kenny: Any page a visitor can arrive at or land on. I think it was probably last week or possibly the week before. We were describing and saying, well, years ago when I first started off on the internet, I just thought everything was the home page whereas your website can have hundreds of pages that can all be indexed by the search engines or you’re going to have pages that aren’t indexed that just have one specific need and that might be a Google Ads campaign. It might be a flyer campaign. It might be a Facebook marketing campaign.
They are usually a – a landing page is usually a standalone web page distinct from your actual website, designed for a single, focused objective. That objective usually is to get a visitor to take action and that might be to buy or to become a lead or just to click through to do something else. The different types of landing pages are indeed clickthrough pages and that’s a page where you’re landing on the page. The visitor lands on the page and the next action you want them to take is to click through to another page.
Then there are lead generation pages. So that might be a page that is designed specifically to add value and we spoke a lot about this last week by giving something away for free, so value in advance. So that could be a lead magnet page and the design of that page is to just get their contact details, whatever those contact details may be.
Then we have sales pages. So it’s a landing page just to get people to actually pop in their credit card details and then there’s a thank you page which can be in many guises. We gave an example of thank you pages, an upsell page or you could actually use a thank you page just to tell them exactly what they need to do next.
For webinar for instance, you might give them the opportunity to actually add that webinar into their calendar or to print the page. Then there are indeed upsell pages, downsell pages, sideway sell pages. There are launch pages.
So if your product or your solution isn’t quite ready yet, you might want to create a launch page. That is designed to tell people what’s up and coming but also give you the opportunity to grab their contact details again. So it’s a cross between a lead gen page and the launch page.
Then there are 404 pages. So you know those annoying pages you land on sometimes, because you’ve typed in the wrong URL and it’s just like this gray screen and it says “404 page”. Well, you can actually have it so that your website, anytime that happens with your website, that there’s something nice on that page and it might indeed be a lead magnet where there’s an opportunity to pop in your email address to download a free ebook or a free report or something of that guise.
Andrew: And hopefully most of your visitors are not starting their experience on your website on a 404 page, meaning the page was not found. But that’s a great way to handle it when they do.
So if I can just summarise what you said, which is a great survey of the different types of landing pages, a landing page is really the page where a visitor first experiences your website and where you’re asking them to complete a specific action. Kenny just listed a number of great different actions you could be using there and it can be a home page but most often it’s not and most often a home page is not the most effective first experience for a visitor. We will talk a little bit more about that.
So why are we talking about this at all for consultants? Well, last week, we went deep into the critical importance of lead magnets, creating some valuable content that visitors can download in exchange for giving you their email address and this lets you build up your email lists. It lets you continue to stay in touch with them over time, build that relationship over time, and create what I called – through my mentor Steve Gordon. I love his terminology for this. A set of orbiting prospects that circle around you over time and come in to land as new clients when the timing is right.
So these lead magnets are critically important for helping us build this very valuable email list. Well, we need a place for those lead magnets and the other things Kenny talked about to exist and where they exist is on a landing page, that first page that a new visitor experiences on your website.
When that first experience includes your high value lead magnet, that maximises your chances of getting their email in exchange for your valuable content.
Kenny: Yeah, absolutely. It’s a page that creates focus and removes any possible distractions. So your home page for example may have a top navigation bar and rightly so. You want it to be presentable.
You want people to know where to go to contact you, to know where to go to find out more about you and know where to go to see your products whereas a landing page may be super focused on one thing, just getting that lead so that it’s hyper-targeted to give people exactly what they want and to actually simplify the journey of your visitors, of your prospects, and therefore to increase the conversion rate and also to increase that resonance where they feel immediately that you are totally on message with them.
You’re totally relevant to them. I think we said it last week Andrew where if you have a landing page that is designed specifically for a key phrase and you’re paying to advertise for that key phrase on Google AdWords, then people are going to land on that page and they’re going to feel that that page is so intuitive for them. So you just said that. That first way of meeting with you is so intuitive and so relevant, that the bond is already starting. The positioning is already starting.
Andrew: That can be a real challenge because there can be many ways that people can encounter your landing pages for the first time and every time they do, they’re coming in with some mindset already formed. They have something that they’re thinking about, some problem they’re trying to solve, some assumptions they have and your landing page needs to resonate, needs to engage with them.
So for channels where you have that control, for example with paid advertising, you know what they’re searching for. You’re showing them a specific ad. They click through to your landing page. It’s a lot easier to control in that case and make sure they’re having that highly relevant, focused experience.
That really is the number one thing I would say is focus, because the most effective landing pages are just not general purpose. That’s why most home pages cannot be effective landing pages because home pages are trying to give a scope of your entire company, your entire business, all your services, all the target markets you’re going after, all the ways to work with you, all the ways to contact you, lots of different example testimonials, whatever else might be there, because it has to present your entire business.
But no one person needs your entire business. They have a specific problem, a specific need and that’s where a landing page lets you speak to them directly and get that maximum engagement. That helps you present your lead magnet as the most natural solution.
When you can develop a landing page around the formula we discussed of talking about the visitor’s problem, delving into their pain, and then presenting your lead magnet as the natural solution, that creates maximum resonance, maximum engagement and your best chance of getting their email address so you can continue to contact them.
Kenny: OK, right. It’s a way of actually totally understanding that and we’ve mentioned this before, that people are inherently pretty selfish, especially when they’re on their own surfing around the web where they can click that horrible back button at any point. As long as you understand that and you’re OK with that, then that’s how you can really utilise that problem-pain-solution formula to maximum effect.
Andrew: That’s another great way to think about it. People want to see pages that are about them and your home page, your business home page almost by necessity is going to be about your business. It can’t be specifically about them. The landing page gives you the opportunity to create a page that is about your visitor and that’s what they want to see.
Now a few more things to go into here that really help you create effective landing pages, number one, make sure you’re always thinking of this as a test. You’ve got to experiment to see what’s going to work for your particular audience because everyone has a different audience, a different set of services, different types of competition. You can’t know in advance what’s going to work best for you.
This means you have to be in a testing mindset. You want to test different headlines, which are very important. Because if the headline doesn’t resonate, why would they spend any more time reading the page? In fact we were just talking about this. We’re going to create an entire episode just on how to create effective headlines because that is so, so critical.
Another thing you want to test is imagery. Different images evoke different emotional responses and you can convey so much so quickly in an image, it gives you a chance to immediately connect with the right target customer. Some images will fail to do that. You need to test different images and see what works for you.
Another big thing to test is short copy versus long copy. I’m sure you’ve come across both. You’ve come across landing pages that you can take in, in a single glance, reading in a few seconds with a clear call to action and I’m sure you’ve come across some that are pages and pages and pages long. You might wonder, “Well, which is more effective?” and the answer is it depends. It depends on your audience. It depends on what you’re offering. It depends on how much information they need.
So again, you want to test both to see what’s going to work best for your particular situation. You’ve got to have a testing mindset to really get to an effective landing page.
Kenny: I think like you said last week Andrew, if you can test one aspect of the page at a time, now there are all sorts of lovely, fancy software out there that can allow you to do multivariate testing and all of that kind of stuff. But when you’re starting out, the best thing to do is to just test one thing at a time. So you might just test headlines, so two different headlines versus each other.
Then when you find out the winner of that, you’ve got your winning headline. So next, you might want to test images against each other and then when you’ve got your winning image, then test long page versus a short page and so on and so forth.
Andrew: Yeah, that’s a great point. The multivariate testers out there look very attractive and sexy and you think, “Wow, I can test everything at once and figure all this out.” But honestly you can’t unless you have a tremendous amount of traffic coming to your pages. Unless you have a tremendous amount of traffic coming to your pages, you cannot test those things and actually understand what’s happening because you need significance in your testing.
If someone says to you, “I got 20 visitors and four clicked to this version and only one clicked this version. So the first version must be the winner,” no, that’s wrong. You don’t have enough samples to make a convincing conclusion. So this is why just focusing on a single change at a time really helps because you can get to enough significant data to actually see which one really wins in a reasonable amount of time.
That’s also a deeper conversation. The statistical analysis involved here to keep it simple, think of testing one big change. Wait until you get at least enough data that – there are some tools that can help you decide this. But do you feel that it’s comfortable, that this is clearly the winner? Then move on and test the next big thing.
I wouldn’t worry about the multivariate tools until you’re getting hundreds or thousands of visitors a day. So little time-saving tip there.
One other very important piece of the landing page I want to make sure we cover again is the call to action. We talk about this a lot, about how important it is to have a single, clear call to action and on a landing page that’s especially important because give a person two choices and suddenly they have to think. That can lead to confusion and abandonment and even if it seems so obvious to you, how they should make a choice, it may not be obvious to them.
I do a lot of user testing, video recording, video recordings of users who have never seen my website before or my client sites, trying to complete specific tasks. I’m constantly amazed and surprised at how some of what I think are the simplest instructions, some of these folks have difficulty following.
That’s because we are just too close to the design of our own sites. We understand our own content too well. We understand the choices to well. But someone who’s brand new to it, there are so many ways to get confused. So the best way to cut through all that possible confusion is give them just one obvious next step. That is your main call to action, whether it’s to download a lead magnet, to contact you, to buy something. The most effective landing pages have just a single call to action.
Kenny: Good point there, very good point. It’s amazing when you talked there about watching videos of people on your page. It’s a great way of finding bugs as well and finding problems where – especially where there are forms to fill out and stuff.
We’ve done it in the past where we found that there has been an issue with the form at a certain point and as soon as you fix that, you notice that your conversion rate goes up. You’re like, “Wow, I’m glad that we spent time actually watching users on the actual websites,” and users who didn’t know they were being watched as well.
It sounds a little bit James Bond-ish there but there are lots of software out there now and cheap software that can give you videos of people on your site. One piece of software is LuckyOrange.com that we’ve used in the past and I know there’s more being used and being put to market all the time.
Andrew: Yeah. I will mention the software. The third party site that I use is called UserTesting.com and they let you see full videos of people using your website, talking through it, thinking through it, trying to complete the actions. You get to see everything they’re doing and without doubt, with every single video, we learned something significant.
If you’re going to do that, let me just suggest that you do them in series. Don’t watch 10 tests at once because you will find so many things to fix after the first one. The others will just be invalid. So go in series. It’s absolutely invaluable. I wouldn’t skip it for any website-selling project.
Kenny: Yeah, it’s worth pointing out there as well what Andrew is saying. User testing is an environment where they know they’re being tested. So they go into your website. They know they’re being tested. So it’s slightly more contrived than the other way, but they are people who are good at testing. They’re good at going through websites and they do a lot of it. So it’s good in that way.
Then the other way is actually just recording users without them knowing that they’re being recorded. There are lots of software out there and the one I mentioned is LuckyOrange.com, which is pretty cheap. I think last time we bought it – we bought it a good three years ago. I think it was something like $10 a month or something, so pretty cheap.
Andrew: Yeah. There are trade-offs to both. When they don’t know you’re watching them, obviously you can’t record their conversations, their thinking. So you miss out on that piece. But if they do know that you’re watching them, then they may not be completely honest about their feelings. There’s a little bit of a trade-off there.
I will say though that you need to do some of this because you will just be shocked at what you find. So just last week I found on my site that somebody was trying to click on an image in order to take the next step. The image had text in it. They thought they could just click on the text and go to the next step. The image, when they clicked on it, loaded a page that just showed that image. It was really just hyperlinked to the image.
So they couldn’t actually do anything and they spent the next two minutes just clicking on that new page and they couldn’t get anywhere and they thought the site was broken. I agreed. It looks like it’s broken, right?
All they need to do is go back and remove that link and then there is no problem. But these things are so easy to miss unless you have people who don’t know your site actually testing it.
So a bit of an aside there but user testing is very, very critical.
Kenny: Like you say there, they could give you an idea there. So you go through and you remove the link or you go through and you change the link and actually have it so that it does click to go somewhere. Then you’re kind of like, “Thank you user. You’ve given me a good idea there.”
Andrew: Yes. I mean as part of this, you can ask them. So what would you change to make this better? What frustrated you most? You can get some very insightful answers.
It’s a little more expensive. It’s around $30, $40 per test but I think it’s very much worth it.
All right. The last piece I wanted to go into regarding the landing page, we’ve talked about content before. So we won’t go into all that again. That was in a previous episode. But Kenny brought this up before, the idea of having navigation on the page and you will find a lot of folks say just what Kenny did, which is, “Yes, remove all the navigation because those are additional distractions.” Those are other links that they might click besides the call to action that you want them to click. So take it all out.
There are some studies that show that conversion rates can often be higher in that case. But there are some trade-offs that you need to be aware of.
Number one is if in cases where people really want to learn more about you, before taking whatever step you’re asking them to do, you’re making it very difficult if there’s no other navigation.
If you’re asking them for example to contact you or to give you their information so you can call them, that’s rather personal. That’s a commitment and if you’re not telling them anything more about you, like giving them ways to find answers to their questions, then they’re probably not going to do that.
So you’ve got to think about, “Is your offer really fully self-contained and so easy and so risk-free that they don’t need any other information or is additional navigation really going to be helpful just to make them take that step?”
The other big reason I will give you to consider keeping navigation is that if you’re running Google AdWords campaigns which I do with almost all my clients, Google will ding you if you limit your navigation too much because they want businesses to be transparent. They want you to make it easy for their visitors, their users to find information about you.
So if you limit navigation too much, that means that your ads will be seen less often and you will pay more per click, because they believe transparency is the best policy for their users.
So you need to keep this all in mind as you’re designing your landing page and then again of course test. You can test both versions. See which works better for you. Maybe Google traffic isn’t even the best case for you. So it’s going to depend on your particular audience and your particular offer.
Kenny, yeah, anything you want to add there before we go on to the next section?
Kenny: I think it’s a really important point there that you made that sometimes we can get hyper-focused ourselves. We’re both marketing experts and we can get hyper-focused ourselves on how a landing page should be. The really important point there that you’ve mentioned again is just make sure that you test it.
We’re not saying here you have to – like we said before, you don’t need to set up really complex tasks. Just test this out because each audience is different. How they will respond to you and the colours of your website and everything about your website can be totally different. So it’s just always worth putting in some simple tasks and constantly be testing.
Andrew: From a marketing point of view, our ideal landing page would have a headline and a button and that’s it. You come through and you click it and then you’re in, right? But that’s not ideal for visitors. You have to keep in mind what visitors need and visitors are going to want to do things on their terms. If you make that too hard for them, then your page may not convert.
OK. So that was our overview and a bit of a dive there on landing pages. If you’re left with any questions in mind, feel free to comment and we will be sure to respond to that. You can comment on our website at MagneticConsultant.com.
If we get enough questions, we may create a whole new episode just around that. So please do feel free.
All right. Now let’s go into the next part of today’s show which is our questions from clients. This week, that’s my question and I’ve gotten this question from several clients I’ve worked with because again we do a lot of AdWords advertising and the question is, “Should we put our company phone number on the conversion page or on the landing page that we’re talking about?”
Should we put the company phone number there? “Now, why is this even a question?” you might ask. Well, it depends on how you’re using the page. Often we want people to submit a form because forms are very easy to track. That goes all the way back through all the advertising campaigns we have, whether it’s AdWords, Facebook, something else or organic search traffic. If somebody submits a form, that’s a very easy to track conversion. Then we can use that information to improve our advertising, improve our marketing, improve everything upstream.
So it’s very valuable to us as marketers to get people to do things that are easy to measure, like submitting a form. But for you, the business owner, it may be just as valuable just to get them to call you, to pick up the phone and call you, so you can get them on the phone and sell your service. So there’s a lot of value in also getting those phone calls. The phone calls are harder to track and so you have to think of the trade-offs here.
A trade-off is that if you want – there are ways that you can also track phone calls and feed that information back into your analytics tools. Feed it back into AdWords. Feed it back into Google Analytics, whatever else you’re using.
But those services come with a trade-off. You need to use a dummy phone number and I won’t go into how all that works, but the dummy phone number lets them call that number, get rerouted to you and then that gets tracked as a conversion.
But what I found with a lot of my clients, a surprisingly high number, they’re concerned about that, because they feel that if someone uses a dummy phone number, they may save it on their phone and try to call them back on it later and not be able to and they may miss potential future business.
I understand. That’s a very valid concern. So this is where as a business owner you’ve got to decide what’s more important for you right now. Is it more important to accurately track your conversions so that you can better optimise all your advertising and marketing campaigns or is it better just to get those calls?
Then make the right decision for your business. Obviously if it’s better to get the calls, put the phone number on there. Maybe even emphasise it instead of the web form. You’ve got to strike the right balance.
Now I will tell you about the solution I have on my website to deal with this, because you do want the information there somewhere. Sometimes forms just don’t work. Sometimes they break. Sometimes they’re not right for the person visiting you. They want to contact you about something else. You do need other ways for them to contact you. So it comes down to emphasis. So what I do on my website, I emphasise the main contact form for people who want to take advantage of my offer of a free 45-minute strategy call. That’s front and centre. It’s coloured. It’s highlighted. It’s all right there. It’s obviously the main thing I want you to do.
But if you want to contact me for some other reason that I have a little gray box with my email and phone number and I say, “Please use this information to contact me for other reasons.” That serves a couple of purposes. One, it does give them that way to contact me other than submitting my form, which has a number of fields they have to fill out.
Number two, if they’re not contacting me for the strategy call, I don’t want them to use the form because that creates bad conversion data for my advertising campaign, right? I only want good prospects using my form, so I can keep improving my marketing based on that data. So you can find a good balance here. How you do it for your business is just really going to depend on what’s most important for you. The form submissions, emails or somebody picking up the phone and giving you a call.
So it’s a bit of a – it’s a little bit of a complex answer but I hope it gives you an idea of the type of questions you need to answer for your business to figure out the best way to do that for you.
Kenny: It depends on exactly what you do. Now, you’re listening to this. I’m assuming that you’re a consultant and you do high value stuff. So that’s what we’re assuming here.
So obviously valid point like you said before was number tracking. I’ve used cold tracking services in the past when I’ve been generating leads for my other businesses. So I have a smaller business now. It used to be a big business but we sold off some of our websites.
That small business actually generates leads for the businesses. Now these leads are leads whereby you’re probably only going to be in contact with that person once and they’re usually right at the point of wanting to make a decision.
So them having this number, this generated number is not a problem because you’re not really bothered about speaking to them again. They are one-time leads. So I will give you an instance of that. We don’t do it anymore but we used to do personal injury claims. We used to generate leads for lawyers in the personal injury field.
Generally if someone has had an accident, they’re generally just going to want that number probably once. The chance of them having an accident again isn’t really going to happen. We used a company called Response Tap here in the UK. I’m not sure whether they are anywhere in the US. I’m sure they are probably – I don’t know. And that’s ResponseTap.com. I think there’s another one called Infinity Tracking.
What they did is they would give us lots of phone numbers, as many as we wanted, and we could then utilise those numbers for different pages and different keywords and they would – those numbers would always be ours as long as we were with that business and we would pay that business a monthly fee to have a certain amount of numbers, maybe 50 numbers a month.
All the calls to those numbers, as long as we were there, would always go through to our number.
Andrew: As you’re listening to this, you may be thinking, “Gosh, they’re spending a lot of time talking about tracking calls and tracking forms and tracking emails.”
Well, we may need to do an entire show on this because honestly, if you’re not tracking your marketing efforts and your advertising efforts, it’s very difficult to get to a positive return on investment. It’s very difficult to even know if you’re getting a positive return on investment.
So tracking is really important and it’s not too hard, given all the tools available today. We should probably do a full episode on this.
Kenny: Yeah. There’s even that huge, lovely cliché with a man pointing at his clipboard and that is, “You cannot manage what you cannot measure.” But it’s true. It is true.
Andrew: It is true. I think that may have been an American businessman who gave that clip, gave that quote. But if you don’t want to give him credit for that, that’s fine. That’s fine.
Kenny: Who was it? Was it Dan Kennedy or someone like that?
Andrew: No, no. I think it was one of the bigger titans from the early 1900s but I can’t think of his name right now. I will look it up and try to give him credit later.
Kenny: Yeah. Yeah.
Andrew: OK. So let’s go on to the tip of the week and Kenny, yours is also very tied into our topic for today.
Kenny: Yes. So I have mentioned it briefly on some shows before – I can’t remember what show but I wanted to emphasise that with these landing pages, if you’re talking about a specific landing page, so for example a thank you page or a thank you page that offers people the ability to actually print off the date and time of a webinar for instance.
If you’re looking for an actual landing page for a webinar to sign somebody up for a webinar or you’re looking for an upsell landing page. Years ago, what we have to do – three or four years ago, maybe a bit longer. Probably four, five years ago. You would have to get a coder to actually code that page for you and each time you needed a new page, you would have to get somebody to code it for you. It would take quite some time.
These days it was actually James Dyson, a friend of mine actually who lives not far from me. We both roomed together when we both spoke at a conference, James Schramko’s Fast Web Formula Event in Sydney and I remember talking to him about, “Wouldn’t it be great if we had these landing pages whereby you could actually build these landing pages and you weren’t a coder?”
So you have the ability to do it without being a coder, drag and drop and he said, “I’m actually working on something like that now,” because he’s an actual designer and he did. He created a plugin and theme called OptimizePress and OptimizePress is wonderful. It’s a one-off fee. You pay a one-off fee. I think it’s $97 and you have access to all of these wonderful landing pages that I just drag and drop, perfect.
Then not long after that, another guy called. A very bright guy called Clay Collins created something called LeadPages, which was very similar. He has had investments and so his is even more all singing and all dancing, and the difference with his is it’s self-hosted or you can actually third party host it.
So I think you mentioned recently Andrew, you don’t even need to have a website to create pages on LeadPages.net. So it’s OptimizePress.com or LeadPages.net and LeadPages has some of the features that are really cool as well like you can actually choose high-converting landing pages.
So what they do is they measure all of those landing pages. They are out there with all of their different clients and they’re seeing which ones convert. So you can actually say, “I want to use high conversion.”
So when you’re searching for a landing page or a thank you page, whatever it may be, you can say, “I want the high converting ones,” and it will filter them and display the high converting ones at the top.
Also there’s in-built analytics with LeadPages as well. There’s a new kid on the block called Clickfunnels and that’s ClickFunnels.com. Again this is self-hosted or third-party-hosted and claims to be a lot more than just landing pages. It claims to be the whole funnel. So if you want to take people on these wonderful upsell-downsell funnels and it also has automated webinar functionality in there and membership site functionality in there.
So again worth checking out. I’ve not used that. I’ve used OptimizePress and LeadPages and still continue to use both of those. Not tested Clickfunnels yet but do go and check it out and see whether it’s something that you would think would be valuable for your business.
Andrew: Yeah. These tools are fantastic and they let you so quickly build beautiful, effective landing pages that you just – most people would have a hard time doing on their own. Very hard time doing on their own.
The only caveat I will add here is that again thinking back to traceability and tracking results, I’ve used these tools as well and I still use LeadPages a well. But I will always use the option where I can have the website – the landing page exist on my own website, because that makes it much easier to track what visitors are actually doing. How far did they get in your site? Which actions are they completing?
If you take them off your site to a third party site, it gets more difficult to track that and if you send them directly to a third party site using AdWords, you can have some difficulty there too, because again AdWords likes to see you bringing visitors to your business site and giving them lots of information.
Kenny: Also with that Andrew, and a very good point there, is there’s also some of these third party sites and I know unfortunately LeadPages suffers from it. Sometimes spammers will use these third party sites. They will and what happens then is their actual domain name, so the third party website domain name, gets affected by that at a certain level. Therefore if people have certain extensions or plugins on their browsers that alert you to dangerous sites, something like [0:35:50] [Indiscernible], then sometimes people will actually not go on your landing page.
I know LeadPages suffers from that. So it’s fully alerted to being an unsafe site and therefore you would have a subdomain of that and your site would be seen as unsafe. So that is another reason. I’m like you Andrew. I will only ever host these on my website.
Andrew: Fortunately these services let you do that. It takes a little bit of extra work but not too much. Then you have really what you need.
OK. So thanks for that great tip Kenny, those three tools again. That was OptimizePress, LeadPages and Clickfunnels that you can check out and see what might work best for you.
We will wrap up here with our Inspiration of the Week. This week I came across what I thought was a really great quote that really applies to all of us as consultants so well. The quote was this and unfortunately it wasn’t attributed to a source. So I can’t give you the source. If anybody knows, let us know. But this is a wonderful quote.
“The reason why people give up so fast is because they tend to look at how far they still have to go instead of how far they have gotten.”
I will say that again.
“The reason why people give up so fast is because they tend to look at how far they still have to go instead of how far they have gotten.”
That’s such a great reminder because every day, it’s our choice whether we’re going to focus more on positives or focus more on negatives. When we look at our goals, it’s our choice whether we’re going to focus on the progress we’ve made or focus more on the distance yet to travel.
That can make such a huge difference in your outlook, your energy, your motivation, your feelings of accomplishment. It’s really a mindset. In this podcast, we’ve provided already in these eight episodes a mountain of information that will help you take your consulting business from starting out to success.
It can seem like a long, complex road with all the things we’ve talked about. The secret as this simple quote reminds us is to recognise and celebrate how far you’ve already come.
Think about the years of education you’ve completed, the deep and broad work experiences you’ve had, the business successes you’ve achieved, how far you’ve come in your own consulting practice.
You’re honestly already standing on top of a mountain of achievements and it’s important to remind yourself of that. That’s what can help us keep going. We need that motivation to keep on going.
Then just focus on the one right next step and keep going towards your goal. That’s it.
Kenny: Brilliant. It really is that simple when you look at it. Sometimes you just can look and see mountains where they really are molehills.
Something I realised this week as well is sometimes it can depend on where we are consciously as in how good we’re feeling at that moment in time, and therefore if you are seeing something as a mountain, always move away from it and go and have a break. Have a walk. Have a jog or sleep on it and come back tomorrow, because sometimes your willpower might be at an all-time low for that day because you’ve used a lot of will that day or your energy could be low or whatever.
I just love that quote. I just think it’s such a wonderful quote there.
Andrew: I like the way you described willpower there. If you haven’t really studied this, it may seem strange but willpower is a replenishable resource. You drain it during the course of the day and then you need to refill it by taking a break, getting good sleep, eating well.
So if things look awful today, well, you may just need to, as Kenny said, get away from it. See how they look tomorrow and then try to remind yourself, “Look how far you’ve come. Look how far you’ve come. You’re doing great.”
Kenny: And talking of quotes, the quote I mentioned before, “You can’t manage what you don’t measure,” is indeed an American businessman, W. Edwards Deming.
Andrew: There you go. Thank you for giving credit to the American.
Kenny: It doesn’t come around very often.
Andrew: All right Kenny. So what do we have coming up for our next show?
Kenny: Well, this week, we’re focused on landing pages, which is just a part, a small part of the bigger puzzle of websites. We get asked this a lot from our clients. How do you build an effective website? How should you structure it? How should it be? Not just for search engines but mainly for users as well. How do you create a really good, user-friendly website?
I think it’s going to be a very exciting episode because I’ve had issues throughout my years of being in digital marketing where – when I was heavily, heavily involved in SEO, it was all about building silo sites and having them in a proper, good tree structure. So I’m really looking forward to debating with you on them.
Andrew: Yeah. I mean we will talk about what works for visitors best these days, because that changes over time, what works best in the eyes of search engines. That changes over time and it all comes down to, believe it or not, surprise, surprise, understanding and resonating with your target customers and clients. So we will go all into that in our next episode.