Leads And Revenue: The 2 Numbers Every Business Is Chasing

There are two numbers every business is chasing, whether they realize it or not.

Number one is revenue. You want more money coming in. Number two is leads. To make more money, you need more leads. It sounds obvious. But most people get hung up on everything else. The content, the DMs, the logo, the brand. They lose sight of what actually drives the business.

What You Really Want Is Freedom

Underneath more money, there is something bigger. What people truly want is freedom. When I break that down, it comes out to three things: more money, more time and flexibility, and more impact.

Impact is the one people miss. We want to help people. That is part of how God made us. We get real meaning from serving others. You see it in Jesus, and in people throughout history who built their lives around helping others. So the real question is how to design a business that gives you more money, more time and more impact.

The Four Skills You Keep Growing In

Here are four skills you never stop working on.

Marketing. I cannot sell anyone until they know about me. You can be great at sales, but with no leads you will struggle.

Sales. Some people have negative feelings about the word sales, but we all sell. I sell my kids on eating broccoli. I sold my wife on marrying me. The goal is not selfish selling. It has to be a win for both sides.

The best salespeople I have trained and watched share two traits. The first is confidence. That is not arrogance. It is knowing who you are, and for me that is knowing who I am in relation to God. The second is conviction, a deep belief that what you offer will change someone's life. When those two line up, you are hard to stop.

Fulfillment. You have to deliver what you promise. The good news for coaches is that you already know your skill backwards and forwards, so delivery becomes the easy part.

Leadership. Leading yourself, leading your team, and building the systems and automations that let the vision grow.

These are skills you grow in every day, through books, courses, mentors and community.

Be Everywhere, Focus On One Or Two

People need to know, like and trust you before they buy. That takes eyeballs. The goal is to be everywhere, but to focus.

There is an idea I have heard called 7-11-4. It says people spend about seven hours with your content, across about eleven touch points, on about four platforms, before they buy. Big names like Alex Hormozi and Dan Martell show up on a ton of platforms.

But you do not have to run every platform yourself. Focus on one or two, and cross post the rest with a simple system or a team that publishes for you.

For most of you, the main one will be Instagram. If you sell to businesses or enterprises, it may be LinkedIn. My favorite is pairing Instagram with YouTube.

Here is why. If people only see your forty five or sixty second reels, it takes a very long time to add up to hours with you. Add a YouTube video or podcast once or twice a week, and people get real time with you. Then cut the long videos into reels and shorts and post them everywhere.

A good rhythm is working toward one post a day, and later two. Add stories where you talk to the camera about what you are doing. Use calls to action, but not on every post. Most of your content should just be value, and the simplest way to find value is to name the pains your people have and offer solutions.

The Four Ways To Get Leads

Alex Hormozi lays out four ways to get leads: warm outreach, cold outreach, paid ads and organic content. You can do all four or focus on one.

Paid ads are usually the quickest. If you do not have an ad budget, start with warm and cold outreach. Reaching out to your own network is the easiest way to see if your offer lands. Business is not for the faint of heart, so be aggressive about getting leads. At one point I turned off paid ads and grew through warm outreach, associations and connections with my team.

Everything Runs Through Organic

Here is the part most people miss. No matter which lead source you use, it all comes back to organic content.

If someone sees your ad, they follow you and see your content. If you reach out to them, they look at your profile and see your content. That middle of the funnel is where people get nurtured.

I have been part of funnels where ads went straight to a sales call, and it was hard. The person had never seen my content, so they showed up wondering why they were on the call. Now you have two sales to make. First you convince them to stay on the call, then you convince them to buy. That can stretch into two or three calls.

When people have spent time with your organic content first, they show up already knowing, liking and trusting you.

So keep it simple. You are chasing more leads and more revenue. Grow in the four skills, focus on one or two platforms, pick your lead sources, and let your content do the nurturing.