A: That’s a great question because what you’re hinting at is ease of use: working smarter instead of harder, working less and getting more results.
The problem is, it is never wise to put all your eggs in one basket. The reason this age-old saying stays around is because there is wisdom in it.
Here is how it works online: Let’s assume you receive all your traffic from Facebook. Not a bad source of traffic and certainly one you want to have in your arsenal. However, if Facebook is your only source of traffic, you’ve got a problem.
You don’t own Facebook. You don’t own your presence on Facebook. Your presence on Facebook is owned and, therefore, controlled by Facebook.
What happens if Facebook changes its traffic rules and it no longer works for you? Or, even worse – and this has happened to many, many people -what happens if your Facebook account is shut down. In both cases, you have lost your one and only source of traffic.
An Important Business Lesson
I learned a valuable business lesson years ago when I was a marriage and family therapist in private practice and was building traffic sources – what we call in that business referral sources, or where my referrals came from.
I had it made in terms of referrals once I started writing a weekly column for the local newspaper.
From ’86 to ’94, I didn’t have the column, had multiple sources of referrals and traffic. Then I started writing that column, and it became a huge, enormous source of traffic and referrals. I loved it.
One of the best business decisions I ever made was to not rely on that single source of referral or that single source of traffic, because I did not control it. It was controlled by the newspapers. And, in a sense, I served at their pleasure.
The local newspaper decided not to run my column any longer after 10 years. So what would have happened if I had relied on that as my sole and only source of traffic?
I would have been in big trouble professionally. But, because I had maintained all my other sources of traffic, losing one source did not hurt my business.
Always, always, have multiple sources of traffic – then you’re safe.
Here is another way to think of the issue: let’s say you’re going to sit down and have a meal. Your table has one leg. How stable would that table be? I want to eat at a table with multiple legs and multiple supports. That way, if one is taken away, that table still has an opportunity to stand. You want it to be the same way with your traffic.
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