2steps further down
The advertiser with the good ads
His ads were beating the industry average, and the inquiries still turned into nothing. He was losing his money two steps further down, where nobody was looking.
Finding · Two steps further down
Run the numbers yourself
The Twelve Leaks Worksheet
Twelve places where a business loses money. One question for each that you answer in a minute, and the arithmetic for what it is costing you every month.
Get the worksheet
One page, five minutes, made to print.
Four out of twelve
This is what a leak looks like
Open one and the question underneath tells you whether it is yours. The other eight are on the worksheet.
Is anything running today that brought you customers two years ago?
What happens automatically when someone reaches out and then doesn’t respond — not when you remember to check, but automatically?
When did you last raise your prices, and how many clients did you actually lose because of it?
When did you last reach out to someone who’s already bought from you with a specific offer?
Get the worksheet
One page, five minutes, made to print.
What is inside
What is on the worksheet
Twelve leaks, three lines each. The leak, the question that tells you whether it is yours, and the arithmetic for what it costs you a month. Made to print, to keep beside you, to fill in with your own numbers.
- The ad you switched off. Every month, the revenue it used to bring.
- The follow-up nobody sends. Every inquiry that disappears after one message.
- The price that has not moved. The rise you have been putting off for years.
- The buyer nobody asked again. The order that would cost you nothing in ads.
Get the worksheet
One page, five minutes, made to print.
Who it is for
The worksheet is for owners of businesses that have been trading for years, that have customers and numbers, and that suspect there is more in there. If you are just starting out it will not help you, because without customers there is nothing to find.
Case files
What one question is worth
500million
The question that kept half a billion
In my corporate years everybody in the room agreed, and I asked the one question that put the whole plan in doubt. The project stopped before half a billion went out the door.
Finding · The unchecked assumption
120,000euros
The physician with the one launch
I prepared a launch for him that did 120,000 euros in ten days. Without somebody insisting on it, he would never have run it a second time.
Finding · Never repeated
Questions
What you want to know about it
The Twelve Leaks Worksheet is a one-page working sheet. It lists the twelve places where a business loses money on the path from first inquiry to referral, gives you the question that tells you whether each one is yours, and leaves room beside it for your own number and for what that leak costs you every month.
The worksheet is free. You give a first name and an email address, and it arrives by email straight away.
A leak is the one step on the path from first inquiry to sale where a business loses money, because something is missing there, something is built wrong, something was switched off, or something never happens at all.
It is for owners of businesses that have been trading for several years, have customers and numbers, and suspect there is more in there. If you are just starting out it will find nothing, because without customers there is nothing to find.
Reading it takes five minutes. Filling it in takes as long as your own numbers take you, and for most people that is twenty minutes.
You get a short sequence of messages about the leaks and how they get closed. Every one of them carries a one-click unsubscribe, and after that you hear nothing more from me.
The Business X-Ray is the engagement where I do this work for you. It runs sixty days: the leak is found in the first ten, fixed by week six, and locked in by day sixty.
You close it, and with your own number beside it the worksheet tells you what that is worth every month. If you want somebody who measures the leak instead of guessing at it, we talk for thirty minutes.
The worksheet