A concise sales and marketing system that any small business can benefit from.
In my most recent search for fresh, new marketing texts, I came across The tracking code: stop chasing leads and start attracting customers by Chris Smith.
This book was originally published in 2016 and has just been fully updated and released. This is what caught my attention.
The background of the author
Chris Smith cut his teeth in the mortgage industry when it was tough being in the mortgage industry.
He has worked for Quicken Loans and Rocket Mortgage, selling various types of real estate financing products, such as no-income, no-asset mortgages. With such a background, he had to sell to people who didn’t know him, who didn’t like him and who didn’t trust him. I can empathize with this kind of experience and for that I salute him.
In other words, he’s a nice guy who knows how to connect and convert when needed.
Chris Smith is the co-founder of Curaytor, company that makes sales and marketing tools for the real estate industry. In less than five years, he used the blueprint in his book The Conversion Code to grow Curaytor to nearly $15 million in annual recurring revenue, without raising any venture capital. Before that, Chris worked for two billionaires, a billion-dollar publicly traded company and a startup that was acquired by Zillow for $108 million. He speaks live in front of more than 50,000 people a year.
People used to say that selling was a “numbers game” that whatever you do, if you get enough prospects, you will convert some of them. This kind of approach is wasteful. As with most things, it’s all about the quality of your prospects, not the quantity of your prospects.
The updates in “The Conversion Code” may be better than the original
Imagine finding out that your home’s foundation is cracking or leaking – this is NOT good news. In fact, it is expensive news and requires an immediate solution.
This is why I think the most recent release of “The Conversion Code” is even better than the original. It covers some of the most profound shifts in marketing infrastructure that you are absolutely dealing with right now.
Here are just a few elements that will show you what I mean:
Incoming is everything: Essentially, this book is about content marketing. Consumers have shown us that they hate intrusive messages, are tired of our ads and simply want more control over their buying experience,
Updated this conversion code is basically a content marketing course, digital marketing in less than 250 pages.
- Landing pages
- Optimize content
- Email advertising
- Social Media (How to use audio, podcasts, videos, Twitter, Instagram, TikTok, LinkedIn)
- Advertising (Facebook Ads, Google Ads
- Sales Tools (Chatbots, SMS, Sales Process, Sales Meetings, Referrals)
I’m not going to go into further detail here because there’s just too much to handle and it wouldn’t fit. I just want to show you The conversion code is a concise sales and marketing system that any small business can benefit from.
A new level of privacy: You may have seen the news, but consumers around the world have curtailed privacy and are saying “Stay out!”.
Did you know that 96% of all Apple users who are asked about data sharing say NO! Nearly 90% of all people are avoiding cookies or have stopped sharing cookies. Oh, and you can’t even trust your email open rates since Apple asks users if they want to tell you that they opened the email.
The conversion code contains new tips, tricks, tools, templates, platforms, research, data, and best practices to help you navigate this new world of privacy.
A focus on engagement: I mentioned inbound marketing – it’s just that customers find you. More importantly, your potential customers connect with you.
Here’s an example of Chris Smith inviting people to participate (pulling them in) instead of just pushing them out.
Practical, workable and consumable
The conversion code is my kind of marketing book. I love how digestible it is. You already know how simple searching on Google and reading articles can be overwhelming. The advice is either too vague, or everyone repeats the same lame advice over and over.
This book is practical. Inside, Smith has included these “DO THIS RIGHT NOW” challenges that you can take at your own pace, see the results you get, and continue to learn and grow.
I do want to give a word of warning. Smith mentions MANY options. Don’t think you have to do everything at once. Make sure to choose the marketing options that best suit your strengths and resources.
General, The conversion code is a must read – hurry up before things change again!