How to generate more leads and sales: the 4 Pillars workbook
A fill-in marketing plan for owners who are sick of guessing. Four questions, in order, and an hour with a pen.
What's inside
- Name the one market worth going after first, and what a customer there is worth over their life.
- Pick the channel that reaches them for the least money, with an old school plus new school twist.
- Write the message for that market on that channel, with the one action you want them to take.
- Work out the most you can pay per click with the Golden PPC Formula, on your own numbers.
- Find the holes in your sales funnel and fix the cheapest one first.
It's 15 pages. You finish with a one-page marketing plan you wrote yourself.
Who wrote it
I'm David Caruso. I've been in business for 36+ years and speaking about marketing for 16 of them. I built and exited a multi-million dollar equipment hire company, and I was a paid adviser to the NSW Small Business Minister for two three-year terms. Today I run an ecommerce operation of 60+ brands from Thailand. These are the four questions I still run my own businesses through.
About the free workbook
A free 15-page fill-in marketing plan. You answer four questions in order and finish with a one-page plan you wrote yourself.
About an hour with a pen.
Right Market, Right Reach, Right Message and Right Measure. Who you're targeting, how you reach them, what you say, and how you know it worked.
You can't pick a channel before you've named the market, and you can't write the message before you've picked the channel. Skip a step and you waste the spend.
A way to work out the most you can afford to pay per click on Google ads. Product price, times the share of it you'll spend on ads, times your conversion rate, equals your maximum cost per click.
No. The PPC page is there if you do. The rest of the plan works for any channel, including old-school ones.
Yes. Enter your details and it's emailed to you.
No. You get one email with the workbook, then the occasional note from David. Unsubscribe any time.
Small business owners who are sick of guessing at marketing and want a plan they can act on.
Name the one market worth going after first, and work out what a customer there is worth over their life, not just their first sale.
Take a tactic that worked before the internet, like a fridge magnet or a letterbox drop. Then add a modern layer, like a QR code or its own landing page, so you can measure it.
Every funnel has holes. The workbook helps you find them and fix the cheapest one first, because that's often better value than buying more leads.
Yes. Work through it once for each market. Each one may give different answers to the next three pillars.
David Caruso. He has been in business for 36+ years, built and exited a multi-million-dollar equipment hire company, and now runs 60+ brands from Thailand.
Because he still uses it. These are the same four questions he runs his own businesses through today.
Yes. The 4 Pillars are a core part of his keynotes and workshops.
Yes. A half-day workshop works well for that. See the speaking page.
Yes. A Power Hour with David is a 60-minute one-on-one session on your plan. See the consulting page.
A one-page marketing plan: who you're going after, where you'll reach them, what you'll say, and what number tells you it's working.
Check your spam or promotions folder first. If it's not there, email info@davidcaruso.com.au and it will be sent again.