Increasing revenue

We are smack dab in the middle of a terrible dilemma. The entire marketing and selling world is "betwixt and between." Traditional marketing and selling methods are not working the way they used to, and social media is not the end-all answer, either. In spite of the hype level and some people who are actually making it work, it's just a hint at the answer. But it isn't THE answer.

There is an answer, fortunately, but first let's look at the crisis itself.

This is a serious crisis because it's a perfect storm; five forces coming together at once, each powerful on its own.

Most CEOs assume they have firm control of their company's success. They make decisions all day long, and believe that what they are deciding is driving their revenue. But they're missing something. In my experience, their control is more in the 50% range - because they not focusing on the three revenue success factors.

What are the success factors? And, as a CEO, how can you get them under your control?

Success Factor #1: Your website actually makes it easy for customers to buy.

Before someone will buy your product, they have to "buy" your content. Your content is actually your first product, and should be viewed that way. If they don't like your free content, they won't pay for your product.

When it comes to running our businesses most efficiently, we are our own worst enemies. Every single entrepreneur and CEO I've worked with has an emotional blind spot, which keeps his or her company from being all it could be.

There's a point in a successful business where you shift into liftoff mode. Looking back, you can tell where it started, but it's tough to identify when you're in the middle of it.

If you're just starting out, or if you know you haven't lifted off yet, take heart. No matter how hard you're struggling now, you can get to the liftoff stage, and continue to climb.

To stay within our flight analogy, the first thing you have to figure out where your customers want to go. You already have some idea of where you think they want to go, and you already may be trying to take them there.