As marketers and business owners we enjoy strange things. Lately I've been watching a lot of YouTube ads. I enjoy dissecting the strategy that others are employing and seeing how long those ads stick around (aka whether or not they are working). I doubt I'm alone on this.
I've noticed an interesting trend while doing this.
Many of the advertisers for the make money types of offers don't even describe what the product is that they're offering. It's like making money online has become the product and the methods are not important.
And yet despite having settled on an expert business, many of us in this community are still not sure what we're doing. We're open to other options. After all, that's part of what got us into entrepreneurship in the first place.
We had to believe that there was something better out there. Something worth working hard for every night and weekend while our friends went to the bar or watched TV. Something greater that we could achieve with our lives.
But this openness is also our downfall.
I've been going through my notes from when I read Skin in the Game by Nassim Taleb a few years ago. Every once in a while I look back at old notes to see if I get any new ideas based on what I'm currently thinking about.
This line really stood out to me in the context of online business:
"Very few people understand their own choices, and end up being manipulated by those who want to sell them something."
The marketers in this industry have capitalized on our openness by teaching every trick and tactics in the book that's guaranteed to grow your audience or increase your conversions.
And as Neil Strauss says in The Game, the strongest reality wins. And everyone in the Pack understands the significance of The Game metaphor.
We can all agree that the most successful businesses have large lists full of people who trust them.
Where we disagree is which lever to pull to grow your business. And this is where we start to see the separation between leaders and followers.
Followers seek to grow their list, leaders seek to build more trust.
This is because followers are still in that tactic mindset. They don't understand the impacts of their decisions. They fail to see the forest because they are fixated on the trees. They are pawns in somebody else's reality.
Leaders invest in the success of their clients, regardless of the tactics or strategies being employed.
And yes, I mean to use the word invest in this context. Many entrepreneurs understand the idea of investing in themselves. Reading, learning. improving. They understand the idea of investing in their businesses with either time or money, trying to build it up from nothing.
These are great things.
To transition from the follower mindset to the leader mindset, you have to change your thinking about clients. Because very few business owners invest in their clientele.
Don't believe me? How many businesses are emailing you regularly after you've purchased their flagship program?
Key words being regularly and after. So how many is it? One? Maybe two?
It's like Barry Maher says in his great book, No Lie:
"They're all pretending they only want to help. They're all paying lip service to customer service and consultative selling, but most are far more concerned with walking away with the biggest possible sale—and much less interested in the customer after the sale than they were before."
Everyone is so focused on getting more clients, they forget about getting better clients or (the best investment) keeping them!
And getting better clients isn't always about finding them. Often, its about creating them. Not only do you teach them how to solve the problem that you solve, but you teach them how to become the type of person who is capable of solving that problem.
So tell me why you're letting random people from IG schedule an hour of your time to talk on the phone with you... Is it because that's "what works"?
Well let me share with you what works better: Treat your audience like capable adults. Have a clear filter for the actions and mindset that you tolerate in your business. Breaking the rules is punishable by banishment. Train your audience like you would train warriors. Make them into people who are capable of getting results with your program. And then get them on the phone.
This is the fastest way to a 100% sales call conversion rate I've ever heard of. You don't even need a fancy script or a manufactured $500 discount for "decisiveness on the phone."
I've said this many times, but it's the difference between the approaches taken by Leonidas and Xerxes in the movie 300.
The strength and value in your business isn't because your product has a high success rate. It's because of the relationship you have with your list.
The most successful businesses have large email lists full of people who trust them. But success is achieved by building trust and letting growth happen organically. Not by building numbers and hoping trust happens naturally.
Trust hits harder and faster than size.
Leaders seek to build relationships. Followers seek to make transactions.