I network with many people in the marketing world, and it either breaks my heart or makes me laugh to see all the posts about high achievement, high performance, or high ticket success. People set these expectations that are either complete fabrications or are not telling the whole story.
For example, I made a friend in a networking group who was talking about his maturing process in starting business. Cool, I thought, I will respond positively to his friend request.
But, I have noticed that most of his posts are not about truly maturing as a business owner, leader, coach, or consultant.
They are about hype.
Why the Hype of “High Ticket” Networking is Wrong
One of the posts was a screenshot of a text from someone (name blanked out) that said that this young business mentor had helped the individual go from a $2,000 a month job to a $110,000 a month business.
Now, if this is true, that is awesome.
But, the consultant should never have shared that post if it is true.
Why avoid talking about such a ginormous success? Because it leads to setting false expectations in the minds of your readers. It leads most of your future clients to be disappointed with you when you achieve realistic expectations, and it hurts the marketing and business consulting industry as a whole.
Even for showing ROI, this post is ridiculous.
If you are going to show that most of your customers earn back 10 times what they invest, or 100 times what they invest, that’s great!
But, an individual who was making $2,000 a month can’t afford the access to the business consultants who regularly give businesses $1 M returns on their investment.
If you regularly make a million dollars a year for your clients, then your fees should be 10-20% of your expected returns.
That means, a consultant who can get that result will actually be charging 5 to 10 times what a poor family with a single income earner working a decent job (in my hometown) earns in a single year.
So, this post is misleading at best.
But, most likely, the post is flat out false.
Marketers Burning Bridges
This leads to the next problem with people focused on marketing the highest performing systems and consultancies to average people; it leads to a scorched earth behind them.
Once a customer has gone in debt to pay $10,000 for a consulting package that hints at $100,000 monthly revenue returns, they will never trust a marketer again when they receive nothing from their investment.
What Are Good Marketing Goals?
So, this leads to the actual question I have addressed with hundreds of clients in my life: what are good goals to set?
The right goal gives a return on investment that gives more profit to the customer than it costs, within a specified period of time.
A good marketing goal says that for every $1 in marketing you spend should earn you sales with profits of more than $1.
Why not 10 times your investment?
If you can get that, go for it. If you can consistently deliver 10 times ROI as a marketer, let people know that. But don’t make your social media channel about it. Deliver it through testimonials with actual names and recommendations, where your potential customer can ask the individuals how you got the results for them. Not every company wants to give those kinds of details away, if you can’t find a customer who will, then do content marketing.
Use content marketing to establish that you are an expert in your business without having to talk about money.
Take a page from your grandma’s cookbook and stop telling the world how much money you made. After all, it’s impolite to broadcast your wages.
When you are looking at a marketing campaign, ask the marketer two questions:
- How much income do you comfortably think this campaign will bring in?
- What is the time frame for the campaign?
And, if the answers to either of those 2 questions sounds too good to be true, they probably are.