Is it smart to pick the best marketing practices for small businesses when developing your strategy or is there something else to consider? 

If you do, the results we achieve are often underwhelming. Yet we are encouraged to do this by expert marketers every single day.

  • Slap an Ask quiz on the front-end (to frame the sale around the corner)….
  • Present a trip-wire offer (to create a customer and liquidate Ad costs ASAP!)….
  • Then offer an upsell, a down-sell and a cross-sell in quick succession (to increase LTV).
  • Bolt-on PLF to that (to use social pressure and urgency to sell a high ticket offer)…
  • Then the Perfect Webinar is shoehorned into the mix (because webinars are perfect for closing quick sales, right?)…

All these “Best marketing practices for small businesses” are mixed together just like we mix ingredients in a gorgeous chocolate cake recipe… 

And then what happens?

Something for sure but not what we expected.

What we have done is take parts from a Toyota, a Tesla, and a Ferrari - which are not interchangeable in any way, shape, or form - and slapped them together hoping that we are going to knock it out of the park.

When that doesn’t happen, we get to work optimizing each part in isolation. Changing the copy on our landing page to increase the opt-in from 20% to 30% for example.

Systems are not linear, they are circular

A system is the PRODUCT of the INTERACTIONS of its parts (not their sum taken separately).

The idea that if we optimize each step in our funnel by 10%, we will compound the output to achieve 100x the original result is false. Compound interest works in accountancy and finance but not if we are dealing with complex systems which operate differently.

There is no point in optimizing one part of a system unless it makes the performance of the whole better.

So we have to look at our marketing holistically. First, we have to decide what the primary function of our system is. 

If it is to make money at all costs, you could wind up with a lot of very unhappy clients asking for refunds. If it is to create happy customers, you could find yourself receiving endless referrals who are begging to give you their money.

There’s nothing more powerful than word-of-mouth marketing

Whatever you decide is the primary goal of your marketing campaign, that is what we should optimize for, even if it means that the CTR of our Facebook Ad campaign is lower than that you achieved with your mythical “Best marketing practices” campaign.

So start by asking yourself… What events need to happen for me to attract and earn the trust and attention of a happy customer? The answer is unlikely to be some B.S. Clickbait Ad….

Or some curiosity-based shallow-content squeeze page that makes a big promise and delivers some 'freebie' lead magnet (I hate lead magnets with a passion) that few people will ever read.

You may find that…

Talking about the only thing your ideal prospect is interested in (themselves) and the challenge they face is more effective... And that by doing away with your lead magnet altogether and leading with empathy and delivering powerful insights (value) without asking for anything in return, works best (enhances the system as a whole)…

Of course, none of these parts function in isolation. They work together as a whole to produce a result no group of parts could achieve by themselves. So the function of the complete system creates an ecosystem from which your happy customer emerges.

In the same way, a recipe may include 4 ingredients that when mixed together produce a quality that none of the single ingredients possess.

Bread becomes crunchy when baked, for instance.  This crunchiness is an EMERGENT property..Everything is transformed when you focus on your goal - happy customers, in this case - rather than optimising each individual part of your system.

Here are the lessons learned

  1. Your marketing system is not linear but circular. Changing one part in your system affects every other part.
  2. Optimizing each part of your system, in turn, does not compound the result and may make it worse.
  3. Stacking the “Best marketing practices” parts together doesn’t produce “Best in class” results because those parts were not built to work as one whole system.
  4. Decide on the primary function (goal) of your marketing system and optimize for that and only that.
  5. Everything changes when you optimize for the primary function (happy customers).
  6. Before optimizing a single part ask yourself how will this benefit the whole?
  7. The most significant leverage point in your system may require you to do something counterintuitive or unconventional (zag where others zig).

If you know anybody else who needs to read this post, it would mean the world if you shared this with them.

It would REALLY help me to grow my readership for which I would be forever in your debt.

It also helps give a boost to my fragile ego 🙂


You don't need another secret tactic or hack that promises much but delivers little -- You need a clear people-focused digital marketing strategy which gives you the mindset and vision you need to succeed. Let's get started.


Rory is a savvy marketer who can help you build your digital funnel. What a lot of people underestimate in marketing is establishing the basis. If you don't know what you stand for and who you're talking to, your marketing is a shot in the dark. Rory can help you fix this problem and get you going with clarity.

Hannes Kuehn

As a presentation professional, part of my core proposition is that I take a client’s idea and transform it into a compelling story and presentation. This is exactly what Rory did for my marketing messaging. He understood immediately what I wanted to communicate. Rory has a wide breadth of knowledge in all aspects of online marketing. I wouldn’t hesitate to recommend him.

Jan Pochop - Founder/CEO, Pochop Presentations

I chose to work with Rory for his great personality, clarity and expertise. Still, I got way more than I expected. He coached me through a deep marketing process and my outcome was way beyond what I had expected. It had to do a lot with Rory's strong focus and his ability to understand me and my customers. Rory became a good friend that I will always come back to when I need advice about online marketing and how to build better customer relationships.

Paal Christian Buntz - The Wildman Programme

I have been learning the art of marketing with Rory for a couple months now. I have been impressed with how deeply he knows his subject and his ability to make it understandable.

Aman Berry

Boomer Digital is unique because it breaks mindsets that tell us in an older generation that " normal " for me is time to finish . But I am loaded with ideas and inspiration. Boomer Digital is a coach of my generation roaring to me to finish the race with glory not rust out before the starting gun fires.

Just yesterday I became positively irritated about starting out a business. The only available resources were outside my dreams and interests. Here if I don't find the resources I need I see something close enough.

Alan Bowman

I strongly recommend Rory as a strategy and marketing coach for his candid and skilful approach. He’s currently helping me to set up my business and I am finally making good progress with it. Methodology is clear and straightforward and every conversation with Rory represents a major step forward in my journey as he helps me focus, make informed decisions, and move closer to my goal.

Valeria Rosignoli - VR Coaching

What I like working with Rory, is his excellent sense for what is important, step by step. He gives me the structure to do the work I need to do, he is giving excellent feedback and at the same time he honors, that in the end I have to decide how the content of my campaign should look like. He is an excellent sparring - partner and a pragmatic coach, who always points to the simple but effective solutions.

Daniela Bomatter

Rory is an extremely patient and very expert. He is helping me with my sales funnel and I am learning so much from him. He has a way of keeping things simple and profound. I would highly recommend him!

Chengi Tobun - Black Swan Management Group

Rory has a great marketing insight, offers constructive feedback and also helps you better understand your customer so you can more effectively speak to them. His approach helps you focus on what's important and not get caught up in the unnecessary details so you can get your product launched quickly.

Amber Briggs

Rory is currently helping build my Life Coaching business, and that includes identifying a target market that I connect with, learning how to speak their language, creating products and services catered to my target market, and creating a minimal viable funnel that will help me market.

My journey with Rory has been really great. He understands me and what I want to deliver, he is a great mentor by seeing the answers within me, and works with me to bring those answers out. If you are feeling stuck in terms of marketing yourself or product/service, Rory is the go to man!

Lana Maher

Rory is a great marketer and coach. He’s really helped me refine my marketing message so it resonates with my target market in a powerful way.

Myrna E Arroyo
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