How To Build An Incredibly Successful Business With Just One Customer

How To Build An Incredibly Successful Business With Just One Customer

In this post, you will learn about the all-important customer journey you must build to ensure the end goal by utilising the relationship with just ONE customer.

Because ONE customer is ALL you need.

Starting with this post today, you will learn how to create the perfect funnel system through which each customer will travel, how to automate it so you can drive sales even in your sleep AND how to turn each customer into a raving fan marketing your business for you, for FREE to their own following. But first, you should know EXACTLY what marketing means in the digital age.


How to successfully market anything in the 21st Century

Whether you are buying a new car, a washing machine or even hunting about for gift ideas, chances are, your first port of call will be the internet. You check out review sites, ask your friends on Facebook, analyse followings on fan pages, Google the word ‘scam’ into your search box. The opportunities to gather information are endless.

Years ago, if we wanted to know about a vacuum cleaner on the market, we asked the neighbours or even our in-laws, apart from that, we were at the mercy of the common or garden newspaper ad or TV commercial. There was more at risk as a consumer in those days!

Today, things are very different. At the click of a mouse, we can ask anyone in the world about a product and what’s more, they are willing to give us a brutal opinion. No more are we handing over great wads of cash unknowingly to oily salesmen. The consumer has bitten back.

Yet at the same time, marketing hasn’t changed. The buyer might be armed with an entirely infantry of facts, figures, statistics and honest opinions, yet on the other hand, the seller’s goal is to do exactly what he and his ancestors have been attempting for thousands of years before: building a relationship with the customer.



Understanding the journey

When a visitor first comes to your site. They are a cold prospect. They don’t know you. They don’t even care about you. To them, you are nothing but them to you, are everything.

This is the point where you have to over-deliver from the word go. It is this impression of you that will last the longest in them and turn their cold shoulder into a warmed-up reader!


There is only ONE secret ingredient a successful business.

It’s nothing to do with the amount of money you sink into it. It’s not about your staffing numbers, your Facebook following or even how brightly coloured your Pinterest board is.

No. It’s none of that.

It is this: building a beneficial relationship with your customer.

To be honest, a new business’s prime goal is to build ONE beneficial relationship with ONE customer.

Yes. That’s right.


Why should a new business focus on only ONE customer?

There are several reasons why a new business needs to focus on creating the PERFECT relationship with one customer at a time.  Get this FIRST relationship right and it becomes the perfect model to use for every customer afterwards. It’s straight forward when you think about it.


Secondly, if you are using only one customer at first, you can get feedback.

One person who knows that you are only focusing on them right now is likely to want to work with you to improve their experience with your company. They will undoubtedly feel honoured that you are focusing on them and them only. A customer getting this much attention can be worth their weight in gold when it comes from what you can gain from their insight!

Now, we’ve understood WHY you are focusing on one customer. Let’s move on now to how the sales funnel for this customer is going to work:


Making your sales funnel work for you immediately.

Once you’ve got your first customer, you need to understand how they have come to you. Did they find your website easily? Was it a quick process? Did they come to you via a pingback on a website post you wrote? Was it a link from elsewhere? Did they find you through a comparison site? An online advertisement? A social media post?

The answer to this part of the journey is vital. It will be the first piece of the jigsaw when putting together the successful sales funnel. Whichever way they came to you, it is a process that worked. If one customer can find you this way, then more will and so on.

the happy successful sales funnel

The big mistake that businesses often make is trying to master every single social media platform.

It won’t work not unless you’re Coca Cola. Every social media platform speaks a different language and has a different audience. You can’t use the same ‘speak’ on Facebook as you do on Twitter or LinkedIn. Find one that is working and master that one only. At least for now.

In this case, the funnel is acting as an assistant to help your customer along the journey you wish them to take with your business.

One easy trick to do to help you consider each stage is to imagine your funnel as a person – your salesman.

Imagine the conversation your customer will want to have with your salesman as they make their way through your business.


Secondly, how did they contact you?

Was the first transaction an email address capture? Did they download something from your site? Read a blog post? Subscribe to a newsletter? For the first part of the funnel to work there needs to be a transaction.

Now, this is not where money exchanges hands – there is so much that needs to happen first before money is moved around.

This is where your visitor to your site gives you their email address in exchange for something you are providing them: a white paper, a download – something where they are going to discover that YOU are an expert in your field AND you are prepared to give them something for FREE to enhance this new belief of theirs.


Next: Did you or are you providing them with continuous value?

A free download is all well and good, but have you continued nurturing that new relationship?

Are you keeping in regular contact with them, providing them with new value? This is where you need to second guess what your customer is thinking about next.

This is also where your customer research comes into play (and I hope you have already down this!) Think about their next problem and address it BEFORE they decided to find the information from someone else.

Once they move away, they will never come back. Imagine what your customer is worried about, concerned about or think about the problem they have right now (or are going to have in the future) where you can provide the solution.

You only must get this right ONCE and they will keep coming back for more. Lose this opportunity to second guess what they want next and you stand the chance of losing them forever.



Next article;




michelle hatcher mediaMichelle Hatcher is a digital and affiliate marketing expert, entrepreneur and makes a full-time income as a highly successful online marketer at Click Bank and Wealthy Affiliate. She is the former editor and founder of the UK’s only digital vintage publication, The Vintage Eye from which its sister email newsletter, the TVG, rocked up 60,000 subscribers in its first 6 months of publication. 

8 Personal Branding Mistakes That Are Hurting Your Business

By guest writer, Susan Friesen (pictured) 

There’s no denying consumers crave a deeper connection with the companies they do business with. And that’s why these days having a fancy website and logo isn’t enough to define your brand.

Therefore, it’s very important to thoughtfully create a personal brand that truly shares who you are and what you stand for.

If a brand isn’t appealing to your audience or not genuine, it can repel customers. But the process of creating a brand can be intimidating for some.

So how do you avoid personal branding blunders when it comes to helping instead of harming your business?

Here’s the biggest personal branding mistakes to avoid:


1. Thinking you don’t need a Personal Brand

Whether you intentionally create a brand or not, every communication and experience you have with customers and potential customers is shaping your brand.

That’s why it’s critical to create a positive brand communication. If you don’t take time to define your brand, your message can get wishy washy. That lack of clarity will hurt your marketing efforts.


2. Using Copycat Branding.

Often when people start out in business they feel like imitating their top competitors is a good idea. Don’t imitate, instead innovate.

Accentuate what makes you unique. Differentiate yourself. Show why your differences make you a better choice.

Do this by creating signature systems, products and messaging that sets you apart.


3. Not Being Authentic.

Some people take a dress-up approach to branding. They feel like they must be something they are not in order to attract customers.

Authenticity in marketing matters more than ever before. Being honest and transparent builds trust.

A brand should be genuine and always maintain consistent messaging that is in alignment with your personality and brand.


4. Lacking Consistency.

Your personal brand promise and message should be clear with every communication.

The more consistent your brand is, the stronger it will attract followers. So as you write blog posts, eBooks and social media posts etc., make sure the thoughts, opinions and information shared is consistent with your personal brand.

Every communication should reflect your brand personality and values.


5. Not Writing Your Own Stuff.

Content marketing helps you develop leadership in your industry. Your fans want to hear from you – not the same old thing that everyone else is writing.

Every time you write it’s a communication that builds a relationship with your followers. They experience your personality and voice. Make time to write your own tips, checklists, guides and freebies for your content marketing efforts.

Writing unique articles also boost your website SEO.


6. Not Defining Your Niche.

No business can be all things to all people. It’s really important to define your target market. Period.

The more narrowly you can define your target market the better; otherwise, you risk confusing your customers and you’ll have a harder time attracting the right kind of clientele that you want to serve most.


7. Not Loving Your Tribe.

Your tribe is a group of people where an unconditional love and connection exists.

Raving fans will tell the world how amazing you are. That’s why it’s important to give special treatment to your tribe.

Find your tribe. Love them hard. Give them special offers. Allow them behind the scene’s peaks. Share advanced notice about things coming down the pipes.


8. Forgetting Quality and Professionalism.

The Internet knows all so if you make a mistake, someone’s going to catch it.

When you send a newsletter with typos or broken links it reflects poorly on your brand. When your customer has a problem and calls customer service, they want their issue resolved.

Pay special attention to your appearance. Watch the language you share on social media. Your demeanour should be humble not arrogant. Display ethical behaviour when attending public events. Answer the phone professionally.

Take these lessons to heart and keep them at the core of your personal branding strategy. Even if you feel good about your branding efforts, it’s smart to step back and take a look at your existing strategy and double-down your efforts to protect your personal brand.


Susan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence.

Visit and grab your FREE “Ultimate Guide to Improving Your Website’s Profitability – 10 Critical Questions You Must Ask to Get Maximum Results”.

Susan’s business websites:


What to do next…


Traffic But No Sales? 10 Surprising Reasons Why Your Site Isn’t Converting

10 reasons why your site isn't convertion (and they will surprise you)

10 surprising reason why your site isn't convertingOne of the most common questions I get in the office is, ‘why isn’t my site making me any money?’

The trouble is, is that you could have 10,000 unique monthly visits to your site but if none of them are converting to sales or even a sign up, then that 10,000 might as well not be there. They are worth nothing to you.

The measure of your success is through your conversion and nothing else. Your site conversions should be mean everything to you. You should be obsessed with them.

So, in this post, we are going to help you improve conversion rates for your website. These are the things you NEED to be doing to improve your conversion rate right now. Even if you’re site is currently on zero, there ARE ways you can turn that around on a 50p piece and you can start that process today. So, let’s go through these one by one:


1. How are you making them feel?

The conversion is all about them feel. Don’t forget that a transaction can STILL take place even when no money is exchanging hands. Mark Joyner goes into further detail about this in his magnificent book The Irresistible Offer.

The bottom line is that you need your traffic to feel something to make them act quickly. As humans, our actions are always in direct proportion to how we feel. If you’re not making your traffic feel any positivity towards your site, they will move away never to return. On the flipside, if you make them feel negatively towards you, the same will happen! More on that later!


2. It doesn’t matter what you’re selling. Give value instantly.

It’s more common than you think to have a site that gets traffic but no sales. It doesn’t matter if you’re flogging 10 surprising reasons why your site isn't convertinga brand-new Kindle Fire for a tenner or a 1000 point cut diamond that only the elite can afford. If you’re not PRE-SELLING, then no one’s going to touch you.

More importantly; no one is going to like to you, trust you or buy from you. The PRESALE is vital for any conversion to take place. If you are promoting a site that isn’t giving anything in return to the visitor, they will quickly sniff this out from you and leave.

Give them value the very second they arrive. The way to do this successfully is offer a free white paper or download relating to the keyword or topic you have targeted them to see when they arrive. That might be a blog post or article on how to do something.

Exceed their expectations the second they arrive. Then you always will exceed in their eyes, even if you don’t.


3. Know where you are right now and where you want to go next.

Christopher Columbus never decided to set sail somewhere without checking where he and his crew where sailing from, what the weather was currently like and what troubled waters they had to cross first.

10 surprising reasons why your site isn't convertingIf sailors and explorers alike didn’t know exactly where they were before they set sail, the oceans would be full of little ships sailing round and around in circles.

In other words, if you don’t know where you are before you set off, how on Earth do you expect to get to where you want to go?

The first thing you need to do is understand fully EXACTLY where you are right now.

Make a note of your current traffic figures, email sign ups, current sales and where they are coming from to get to your site, current keywords, ads, your current expenditure on AdWords and what you’re putting in so far, to get that traffic. (You can do the whole lot through Google Analytics or through WordPress plugins if you are a WP site that are easy to use.) THEN, you can map out where you want to be in 6 months, 1 year, 5 years etc. It will be a heck of a lot easier.


4. Understand the difference between a good conversion rate and a bad one.

10 surprising reasons why your site isn't convertingThere is a lot of banter around about what’s a good conversion rate and what’s a bad one, but the general rule of thumb is that anything around 3% is what we should all be aiming for.

Less than 1% and you need to seriously look at your copy, your ads and your current marketing campaign.

Remember: there is no such thing as a bad website, just one that’s isn’t working as well as it should. Any website that wants to have a protectory to aim for should be considering a conversion rate of around 5%.

Of course, the higher the better, but it is always best to start with a realistic expectation. 5% for any site is achievable.

In terms of financial return, that’s down to you. If you’re selling that 1000 point cut diamond we talked about earlier, then you know you can retire any day soon.


5. Do you know your good leads from your bad ones?

Now this might surprise you. There ARE such things as good leads and bad ones. What do we mean by this? Well, a good lead is a buying lead. It is a lead that is ready and willing to buy/convert.

10 surprising reasons why your site isn't convertingThey are there, with credit card in hand, hanging on your every word.

In short; they are leads who have already made up their mind to buy, they just might not have thought about buying from YOU.

What you need to do is make sure you are right in front of their noses the minute they decide to buy. More on this later.

On the flipside, bad leads are ones who will what I call ‘site hop.’ They are reasonably interested in finding out some information, but they are not ready to convert and even if they are, they will sign up to your newsletter or your download simply because it’s free and it gets rid of the irritating pop up box on your site. 6-9 weeks later, they will be on your unsubscribed list on your email provider.

Sites will always have bad leads that come and go. Take no notice of them. They are no worth worrying about. It is the good ones you need to spend your time and energy one cultivating a long-term relationship with.


6.  Is your site responsive?

10 surprising reasons why your site isn't convertingIn 2018, every site owner should know what this word means. It means (if you don’t know already, where have you been??) your site needs to easily and automatically convert to a smaller, mobile screen.

If you’re checking your conversions regularly (if you have a WordPress site, I recommend a Visitor Traffic Plugin for easy monitoring on your WP dashboard,) you will know how much of your traffic is coming to your site via a mobile device.

Trust me, there is nothing more off-putting to a site visitor than must consider that swipe and pinch action use to read a site on your phone.

In fact, I give up instantly and if your site’s not responsive, so do thousands of your visitors.  Once you have your responsive site up and running, test is regularly on your own mobile device to insure all text and graphics are converting to the diminished screen size.

Make sure your CTA’s are on button actions, that your text is in clear, well-spaced formatting and in short burst paragraphs making it super easy to read. It’s amazing how rapidly your traffic figures will plummet if your site’s not mobile-friendly.


7. Are you leaving your visitors hanging?

10 surprising reasons why your site isn't convertingIf there is no defined CTA, then your visitors will come for what they were after (free information) and then leave and never come back.

The key to a good conversion rate is to encourage each visitor to stay on your site if possible (this will secretly help your site ranking too as Google loves zero bounce rates and lengthy stays.)

The easiest way to do this is to set up a Call to Action (CTA) at the end of each task you want them to perform. In other words, once they have come to the end of any article, add the heading ‘what to do next’ and offer a recommendation of what you want them to read/do/sign up for next.

The secret is to give them one, but at most, two actions to take so they have a choice. But DON’T give them a long list or they will leave accomplishing no action at all.


8. They don’t like your site.

Traffic can leave a site instantly if they don’t like it. It’s irritating but it’s the nature of the beast. Look at your site and get some friends or colleagues to look at it too (not your family, they won’t give you an honest objective!)

The colours might be putting your visitors off. The site layout could be off, perhaps the logo is wrong. Or you might not be offering the right information or content.

Take a hard look at it and start again taking away irritating pop ups or scale the ads down a little. It’s amazing how too much site clutter will decrease your conversion rate. But don’t get down-hearted, it’s not personal. It’s just business.


9. Your site takes too long to load

10 surprising reasons why your site isn't convertingIt’s dreadful having to wait for a site to load because of nifty graphics and dark backgrounds.

A few years back site would try and out-do each other in moving graphics, dark, mysterious backgrounds until everyone realised that despite the owners thinking their site was a dream, traffic was bored and had left.

The maximum amount of time it should take for your site to load is 3 seconds.

Get your loading time well below this and your conversion rate will shoot up, I can assure you. Look at any code that might be slowing up your site, graphics, images and so on and get rid of it if you can.

Keep your background free from colour. Traffic prefers white backgrounds and black to dark grey text. Yes, it might look boring to you, but the site is not about what YOU like. Its focus is what your visitors want. Keep it simple and clean and this will speed up your loading times.

Visitors don’t have time to hang around these days. Even when Amazon is having an off day on their loading times, despite it being the great Amazon, traffic will leave and go elsewhere in their thousands!


10. Are you keeping to topic when they arrive at your site?

There is little more annoying than a site that you think is going to talk about one subject and it ends up being about something entirely different.

Keep to your niche or super niche and you will make your customers happy. This also goes for your branding, site layout and design.

It all needs to be speak your target audience’s language. Don’t try to cast your net too wide. You can’t please everyone all the time. Focus on pleasing the very few who will convert to sales. There is a tendency to think that if you try can cater for a wide audience, it will push up conversion. It won’t. You will simply end up with an incredibly high bounce rate.

Above all, stick to your goal. You don’t have to have a fancy digital marketing plan. All you need is a clear, well defined goal that you KNOW you can reach.

Keep everything about your business realistic and timely. That way, you won’t be making the bar to jump over too high. Once you hit that bar, you can move it but only when you reach it. Keep monitoring your traffic and your statistics through Google Analytics or through WP plugins (at least) if you have a WP site.

And, never take your eye off the ball.



What to read next…




michelle hatcher mediaMichelle Hatcher is the founder of TVG Productions and is the former editor and founder of the UK’s only digital vintage publication, The Vintage Eye from which its sister email newsletter, the TVG, rocked up 60,000 subscribers in its first 6 months of publication. She is an expert digital marketer and has helped hundreds of craft and vintage businesses get off the ground since 2013 across the UK and the U.S.

Can I Make Money From Home? | 12 Ways To Start Blogging For Big Fistfuls Of Cash

So, you want to make some money at home, preferably online, right? Good. The best and only proven way to do that is to start a blog on your favourite topic.

But, you think you can’t write?

Well, don’t despair. Follow these tricks without fail and you will get to the top of the earning tree faster than you can say ‘Squirrel.’

  1. Start a blog that you OWN and not one that can be taken away from you. (The only way to do this is to go through WordPress – they are owned by Google so they are better in the rankings which is what you need – and buy a domain. There is a secret to getting the right domain which I teach you in our FREE e-course so reserve your seat on the right here now!)
  2. Get specific about your niche. Don’t write a blog about several niches. An audience want to come to your blog because they know they’re going to get some great information on Y. If you rock up and find a lot of stuff about X, they won’t stick around.
  3. Write like you’re writing to your best buddy. You don’t have to be the next TS Elliot. Just write in a style that you talk with. The blog has to be personal like you’re talking to one person out there. Make it relaxed and don’t dress it with fancy words. You’re not in competition. Not in that way, anyway.
  4. Write regularly and make sure you are writing about something you love. If you don’t you will get fed up and go off and do something else.
  5. Stick with it. No one ever made money overnight without a winning Lottery ticket. Simple.
  6. Build your audience and give something away for free, like a cheat sheet. If you niche is bouncy castles, give away a cheat sheet on your personal tips on how to hire the right bouncy castle for the right event. Sounds too naff? Try finding out how many people are Googling bouncy castles each day and you will stop smirking.
  7. Download the right plugins. Get the All IN One SEO installed on your WP site. This will look after all your SEO needs without having to go off and get a degree in it.
  8. Get an Optin box – we love Optin Cat at WP – you can download the plugin for free HERE. It makes the world’s greatest plugins and the conversions are higher than high. They are easy to install, personalise and they look great either as a post box, side bar widget or a pop up.
  9. Use the Alphabet Soup technique by using Google search box and see what everyone else is searching for. Start writing in ‘how to…’ whatever you are interested in and see what Google second guesses for you. This is called staying attentive and focused on what’s going on around you. The more you keep your eyes open to trends on the net, the sharper your site will be and more popular. You can also use a highly powerful keyword tool called JAAXY (and it’s a heck of a lot easier to use that Google Keyword Planner.)
  10. Get some seriously good free training on the net and stick to it. Don’t just dabble in a bit of training on digital marketing here and a bit of how to pin in Pinterest here. That won’t do it. We recommend Wealthy Affiliate for basic blog building and marketing training for beginners. It is FREE and still, even after all these years, not beaten by anyone one else. So, do yourself a favour and get signed up and complete the training.
  11. If you stumble and don’t get the traffic you want immediately. Don’t give up. The internet is testing your focus and your commitment. I personally got my Facebook ads account shut down, then I got banned from posting in groups for a week. I never stopped focusing. If one door got clammed in my face, I tried another and another. Now I earn stupid amounts of money because I never gave up and saw every slammed door as a challenge and not a reason to quit.
  12. Watch everyone else. Have a look at the most successful blogs and read them carefully. Take time out to subscribe and watch to see what they’ve done. Learn from everyone else and really pay attention. See beyond what they say and read between the lines. Look at their layout of their blog. Type set, colours, are they presenting a good image? Personality? Are they engaging with their reader’s comments? All these tricks will help you have just the same success, if you learn properly.


Next Article:


For more information on DIGITAL MARKETING FOR BEGINNERS, head over to our sister site for ideas, projects and start earning money from today!



michelle hatcher mediaMichelle Hatcher is the founder of TVG Productions and is the former editor and founder of the UK’s only digital vintage publication, The Vintage Eye from which its sister email newsletter, the TVG, rocked up 60,000 subscribers in its first 6 months of publication. She is an expert digital marketer and has helped hundreds of craft and vintage businesses get off the ground since 2013 across the UK and the U.S. She is also a vintage entertainment promoter and the author of The Vintage Eye Guide To 20th Century Fashion and 1940’s Accessories. She is a lover of Steampunk and reports on events and festivals across the UK and the U.S and the U.S