Traffic, Capture, Or Convert; Which Comes First?

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I got an email today that said “The most valuable skill a new entrepreneur can learn
is how to drive traffic.” That statement by itself might have been a start in
convincing me it wasn't just hype. The next bold statement confirmed my suspicions.

They went on to say, “Which means until you learn this skill, you shouldn't be
wasting your time on ANYTHING else!”

I couldn't disagree more and I'll show you why.

Think of a cup with no bottom. Pour water (traffic) into it, and you'll quickly
realize you could have a river to pull from and getting a drink (a sale) will still
be impossible.

Conversion is a critical skill, but that is arguably not even the most valuable. Think of
conversion as lifting the cup to your lips. There's no guarantee that you're going
to get a drink or make a sale. You've just put everything in position for it to
happen, or converted cold contact to prospect.

You have to capture to convert. If you can't capture any of that traffic you drive,
you can't convert. And conversion doesn't even mean sales. You've got to convert
them from cold contacts to people who know, like, and trust you before you can ever
expect a sale.

In other words, you need to get people to want to hear from you in order for your
sales message to even be opened. Does that even happen if they don't know, like, or trust

If you capture x contacts from y traffic, and convert z from x, it doesn't matter
what y is if x is zero. I'm not saying that y is not important, just that traffic is
not the most important or even the first element. That is unless you think the cart
should be in front of the horse.

With high capture and conversion skills, you can make effective use of traffic.

So, is it traffic über alles, capture, convert, or something else? What do YOU think
is THE number one thing?

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Rob Calhoun

Backend Specialist at R. Calhoun IE
+ Rob Calhoun Helps small to medium businesses succeed by building systems for them that help them get new customers, retain customers, and re-energize past customers. Rob helps clients and marketers maximize the return they get from their online marketing efforts.

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