 There's four legs on a stool and if your business doesn't have four legs You're gonna fall apart most businesses rely on one channel or one leg you remove that leg it falls apart Even if you have two legs it falls apart minimum three legs is required for a stool to be sturdy for as better Yesterday Google just did probably one of the biggest updates. I've seen in the last couple of years In the SEO space and a lot of sites are getting crushed But I wanted to use as an example to show you that if you're relying on one channel in business For your lead generation for your sales, you're gonna fail and that's the reality of things Business is adaptable business is about war business about figuring out how to become agile and and how you're gonna pivot and How you're gonna figure out? Oh, oh shit Google just changed. How do I fix that? But what I see most people do when they start out is they only focus on one channel and They put all their eggs in one basket for using a stool analogy They're only one leg on this tool and then Google comes around and all you're doing is just relying on Google and chops That one leg what happens to your business? It falls apart. I've seen this time and time again in the affiliate marketing world I've seen this in even the crypto space I've seen this in many different industries where people just rely on one channel The kibosh happens and your business dries up overnight So this is a great Opportunity you opportunity for you to figure out or do an exercise on diversification and So in business you got to diversify man. You got to test different channels whether it's SEO paid direct response JV deals affiliate marketing Sales force outreach etc etc if you're not at least playing around and Experimenting in different verticals or different channels of user acquisition. You're gonna fail You know, I always give this example. Let's say most e-commerce companies are heavily based on Facebook advertising Also Amazon advertising, let's say overnight Facebook's like hey You just can't do it and we've seen it for many different products. What are you gonna do then? Let's say, you know, you're you have a very small margin So you're figuring out your cat ratio, right customer acquisition cost or return on ad spend costs based on breaking even for getting a new Customer for your e-com store. Let's say Facebook just bang overnight. Then what you know, you're fucked to be honest And so that's not good. It's not good to be in that situation And so I would make a plan right now. I would figure out an 8 by 11 plan And I would figure out, okay Psychographics matter so meaning the avatar of your customer the avatar of your customer determines where your customer spends their time on online And and funny man, I made a video. I made a video not too long ago talking about how direct response In-person mail is gonna fucking kick ass and look at this look at COVID I made this video before COVID before COVID And I think it's even more relevant now than ever people are spending time at home and just having that fizz anyways I'll get that in a second. But what I want to talk about is this so there's a psychographic Avatar of your customer And for the most part they have their communities online Facebook Twitter red egg search Yadda yadda yadda all this different stuff. You need to make a list of where your customers are And what I like to do instead of us trying to start from the bottom I like to do the gatekeeper strategy So you make these channels, right and you figure, okay, who are the top gatekeepers in this channel? And you need to target those gatekeepers gatekeepers can be websites. They can be influencers Uh, they can be certain brands. They can be email lists Uh, they can be anybody that represents the 80 20 rule So what a gatekeeper is is an individual that has direct access towards the audience So you're trying to do I'm a I'm a big believer in more or less Jv deals with influencers specifically micro influencers people that have a stronger connection with your audience And especially now if you look at a lot of these so-called influencers Uh, let's say 10 000 and under that have reached both for podcasting and youtube youtube cpm these days is Shit for these youtubers like they're getting sub part eight Eight dollars a cpm Which is garbage to make no money even podcasters that have maybe an audience of like 4 000 to 5 000 or downloads a month no ad network will accept them And so they have to manually find advertisers to uh, advertise them, but they have a really strong audience So these are opportunities I see right now for people that are relying on just one channel or one stool of the Or one leg of a stool you need to diversify So I would make a list the psychographic list of where your audience are Then the next list is gatekeepers that represent those audience You need gatekeepers that vouch for you need gatekeepers that will open up the door and say hey This is a valid source and I highly recommend you go check it out And so if I you know if I'm starting from scratch when I would have business I would then do the micro influencer approach I would then make the list of the psychographic of where the communities are then I figure okay Who are the top youtubers who are the top podcasters who I want to say top let's call it micro niche work the way up Who are the who are the micro niche youtubers podcasters email lists newsletters and I'll reach out And I'll reach out and what's cool about this strategy too for pay traffic acquisition It's not just pay traffic acquisition Is second order effects where that entity the gatekeeper is vouching for you And so I want to quickly take this opportunity of what happened in google the last 24 hours by destroying Fuck millions of sites around the world to really focus on the fact you can't rely on one source You can't You got to diversify you got to be smart You got to be agile and you got to be always playing to win You always got to be there figuring out ways that you can Get more users figure out ways where there's better channels like businesses about evolution Business is not about sitting back and relaxing businesses about figuring out. Okay. This is war I'm going to war with other people and I I have a product that I believe is better than other people's products How do I get my products and how do I how do I get my products in other people's hands? And how do I tell a better story to connect with people and so you got to diversify your lead generation channels So that in case any of those channels comes around and chops you down under you're not You're not 100 focused on that and I'll leave it at that if you have a comment leave a comment Subscribe make sure to hit the like button and I'll talk to you soon. Peace out