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Do you know what a Rube Goldberg machine is?
Wikipedia says, “A Rube Goldberg machine is a deliberately overengineered apparatus that performs a very simple task in a very indirect and convoluted fashion.”
They sure are fun, aren’t they? Honda constructed one for a commercial and it’s posted on Youtube. It’s 2 minutes long and a joy to watch:
http://www.youtube.com/watch?v=ZwwWtbMfEFE
There IS a place in marketing for ‘Rube Goldberg machines.’ (MINUS the “deliberately overengineered” part.) A sales follow-up sequence with a carefully planned “back end” is the most useful, most profitable kind of Rube Goldberg machine that there is.
When ANYONE talks about their website and what they sell, my #1 instinct is to ask what’s at the end of that machine. What bell is going to ring, what barrel is going to roll down the track, what cuckoo clock is going to go off when the machine finishes its work?
Most people only think about the first linkage. But real money is always in what comes next. And next. And next.
One of the most beautiful things about this is it can ALL be automated. And when it is, you can put hundreds, thousands, tens of thousands, hundreds of thousands of people into the top of the funnel and what comes out is, literally, gold.
THAT, by the way, is the factor that makes going from $100K to $1Million easier than getting from $10K to $100K. The hard part is at the front end. Once the machine works, it’s a magic carpet ride.
Most importantly, when you use that machine to separate your business into layers of customers, there is 1-5% of your audience that will generate 50-95% of your profit and push you into regions that your rivals can only dream about.
Which is exactly why most of my Roundtable members’ businesses are nearly recession proof. Because their machine is built out further than everyone else’s.
At the most recent Intensive, I had owners of:
-A Bed and Breakfast
-A company that sells software to high-volume postal mailers
-A company that sells Hydrogen engine mods for boosting fuel mileage
-A company that sells a data backup service
…and the #1 question I had for all of them was: “What series of actions is your prospect going to be taken through so that by the time they’re ready to buy, they know you, like you and trust you more than anyone else they are considering?”
When you build a sales machine with THAT question in mind, things evolve differently. Surprisingly, what emerges is often ultimately simpler than what they were doing already. Because what was already in place wasn’t automatic. This is.
Sharing meals and conversations with such a diverse group is a joy, just like watching that Rube Goldberg machine do its work. There is a psychic energy that happens when you are working with people who are as good as you are, but in other fields.
Join me and 3 others December 3-4 and go home with your business immediately and measurably improved:
www.4ManIntensive.com
Perry Marshall
