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    What's The Worst Number In Your Business?

    John Melley - Friday, February 01, 2013

    One of my marketing mentors, Dan S. Kennedy says “The worst number in any business is One.” What does he mean by that? Well...

    • one major customer/client,
    •  one source or vendor for a product or service,
    • one piece of vital equipment, etc.
    If something happens to "It," you’re left scrambling for a solution or replacement.

    I learned this lesson myself. My AudioMERCIAL™ product. We replicate the program on CD with artwork, a nifty case, MP3 files, the works.

    I have a CD duplication company in the U.S. that is terrific.

    The problem came when my clients in Canada needed to get them shipped from the U.S. into Canada and deal with Customs Charges, etc. The shipping costs shot up. Unforeseen problem. That happens.

    So, I’m left scrambling to find a CD duplication company in Canada—which was a surprisingly difficult thing to do, by the way.

    It took a bit of figuring it out dues to currency exchange rates, different tax laws, etc., but we got it solved.

    Take a look around you and your business. What do you only have “One” of? It’d be smart to work on finding and putting together a back up plan for the time when (not if) you’ll need it.

    I'd love your feedback and comments. Please feel free to share this post and blog with others!

    More next week. Enjoy your weekend!


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