Every customer takes the same path. They notice you, they get interested, they talk to you, they see your offer, they buy, they buy again, and if you’re lucky, they send someone else your way. People drop off at every single stage — that’s just how it works and there’s nothing wrong with that.
Below are the twelve spots where I most often find money sitting in a business that’s already been earned. Every spot has one question. The question is the point of this page, because you can check it against your own numbers in about five minutes.
The campaign that ran once and never ran again, because nobody insisted
This is the most common — and most expensive — spot of all.
At some point you ran something that worked. Lots of bookings. Lots of inquiries. Lots of sales. And then life moved on, something new grabbed your attention, and that thing never got a second shot.
What was your best month in the last six months? What exact date was it — and what were you doing differently that month?
In nine out of ten cases, the fastest path to more money is sitting inside that answer. Not in some new strategy. Not in a new funnel. Right there.
Getting Attention
01
The ad that has been switched off for two years and nobody misses
A bad week. Someone killed it. Nobody turned it back on, because by then something new was already being built.
Is anything running today that brought you customers two years ago?
02
The channel you pay for every month that brings no customers
Reports count clicks and inquiries. Not money. A channel can look like a star and still be useless if you’re not tracking what it actually produces in revenue.
Do you know, for every channel you’re running, how much money it’s actually brought in — not just how many leads?
Getting Interest
03
The page where most people leave without anyone noticing
Everyone who built it likes it. It doesn’t ask anyone to do anything compelling. An opt-in page that’s converting fewer than 20 out of 100 visitors is a leak — and most people have no idea it’s happening.
Out of every hundred people who land on your page, how many take the next step?
04
The form that asks for more than a first contact is worth
Every field costs you inquiries. Most of those fields get read by nobody. People look at a long form and leave. It’s not complicated — it’s just friction.
How many fields does your form have, and which ones would you actually fill out yourself?
The Conversation
05
The inquiry that sits there while the buyer keeps shopping
The person who contacts you today is also contacting two other people today. The first one to respond is the one who gets the conversation. Everything else is just waiting in line.
How many hours pass between someone reaching out and you actually responding?
06
The follow-up that never happens, because it belongs to nobody
Someone inquired. Then went quiet. And that was it — no follow-up, no system, no automatic next step. Just silence, and hoping they’d come back on their own.
What happens automatically when someone reaches out and then doesn’t respond — not when you remember to check, but automatically?
The Offer
07
The offer that worked and got dropped anyway
The best campaign you ever ran is the one that only ran once. Because the next year something new was getting built. Because it felt weird to do the same thing twice. Because you weren’t sure if it would still work.
Which of your campaigns performed best, and when did you last run it again?
08
The price you have not touched in years, while everything else got dearer
Prices stay still because changing them feels uncomfortable — not because they’re right. And usually not because your clients wouldn’t pay more.
When did you last raise your prices, and how many clients did you actually lose because of it?
The Sale
09
The last obstacle before the yes that nobody ever removed
A phone call that only works during office hours. A signature that needs to go through the mail. A checkout that breaks on a phone. It’s almost never the offer that stops someone at the last second — it’s the last step itself.
What’s the very last thing a client has to do before they’re in — and how many people are dropping off right there?
10
The question every buyer has that your page leaves unanswered
Someone has a concern. They don’t say it. They just don’t buy. If you’re not the one who brings it up first, you lose that person without ever knowing why.
What objection do you hear most often in conversations — and where on your page is the answer to it?
The Repeat Sale
11
The buyer who bought once and was never asked again
They already gave you money. That makes them the most valuable — and most consistently ignored — group in your whole business. Getting an existing client to buy again costs a fraction of what it costs to find a new one.
When did you last reach out to someone who’s already bought from you with a specific offer?
The Referral
12
The referral that shows up when you are lucky, and otherwise not
Your best clients came through word of mouth. And there’s no system for that — just luck and the occasional thank-you.
What exactly do you say to a happy client to get them to actually send someone your way?
What This Means
If you had to nod at three of these — if you caught yourself thinking “yeah, that’s not happening for me right now” — you’re leaving money on the table. Not because you’re doing bad work. But because money that’s already been earned doesn’t find its way back to you without a system to bring it in.
Which of these twelve is costing you the most? That’s not on this page.
That’s in your numbers. And that’s exactly where I look when we work together. I usually find it within ten days.
Thirty minutes, no charge. Bring what you have.
✓
Thank you.
I read this myself and get back to you within 48 hours with two proposed times.