Measuring how you share your Promise is simple. Measure how many promises you’ve made. In other words, measure the result of your activity – enrolled, signed-up clients or customers.
But if you want to improve the way you share your Promise, you need more detailed feedback than that. You need to delve deeper and measure what’s going on inside it.
So, when you show up in places where the people you serve hang out, how many of them notice that you’re there? Do you get noticed more in some places than others? Are you getting noticed by the right people?
When some of those people evaluate you, what information do they use to do that? Do they visit your website or listen to your podcast? Do they read your blog? Do they look you up on LinkedIn? How many of them subscribe? How many come to the talks you give?
Of the people who’ve evaluated you, how many do you get to have a conversation with? How do those conversations go? What makes them go well? What makes them go badly? How many of them should not have happened, because you are not right for each other? How many result in someone signing up for something low-risk, as a way of trying you out?
And once people have given you a trial, how many sign up for something more permanent?
This will all sound familiar. Businesses have thought of selling as a process for a long time. I think it’s its more useful to frame it as a buying process, with the aim of making it as easy as possible for the people you are right for to find you, then get to know, like and trust you enough to enroll with you.
And as easy as possible for the people you can’t help to reject you as early as possible.