Do you have one designed path that turns a stranger into a paying customer?
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No path. People find me however they find me
Bits of a path, with missing or unclear steps
A path exists, but it is not written down
Yes — written step by step, one main action per step
Could someone else run that path from your notes, without you?
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No — it lives in my head
Partly, with a lot of hand-holding
Mostly, with a few gaps
Yes — it is fully specified
After someone buys from you the first time, what happens next?
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Nothing — the first sale is the whole business
I make up a next offer case by case
I have a next offer, but no written order or rules
A written offer sequence, with rules for who is offered what and when
Does any of your income repeat without you making a new sale?
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No — every month starts from zero
A few people pay again, informally
A recurring product exists, but onboarding and renewal are not defined
A recurring product with onboarding, thresholds and renewal defined
How does attention get into your sales path?
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Ad hoc — I post or boost when I remember
A few channels, but no numbers
A written organic and paid split, but cost per lead by channel is unknown
Rules — I know my acquisition numbers before I spend, by channel
Is your content an engine or a pile of posts?
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A pile — and it is not connected to my sales path
Some regular topics, no written rules
Brand, topics and formats are written, but content does not feed my path on purpose
An engine — written rules, feeds my path, someone else could run this week from the rules
Do you know how many leads you got last month?
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No idea, and no definition of a lead
A rough guess
I count them, but my definition of a lead keeps shifting
An exact count, with a fixed definition of a lead
Do you know what share of your leads become paying customers?
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Unknown
Gut feel only
I worked it out once or occasionally
Tracked every period as new paying customers ÷ leads
Do you know how many times the average customer buys from you in a period?
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Unknown
I assume once
Roughly, from memory or sales records
Measured every period, per customer
Do you know the average value of each customer?
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Unknown
A rough guess
Worked out once from my bookkeeping
Measured every period, and it matches my bookkeeping
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