The truth about the online business guru’s
It seems that the last few years has been the rise of the facebook and Instagram business guru.
The coach or mentor that promises the world in return for thousands of pounds.
A word of warning…these people do not have all the answers, nor do they ‘do the doing’. The actual work is all down to you.
The 1% more rule:
You may well be learning from someone who only did that course last week themselves. This is the so-called 1% more philosophy. If I know 1% more than you I can teach you. Do you really want that person having an input on your business?
What these programmes typically offer is a specific tactic. Increase your facebook traffic, get leads for your business through youtube, etc etc.
It’s a “do this and you will get that” mentality. But how do you know that’s what you want?
Top down or bottom up?
Tactics are the final element when it comes to building a great business.
Before that you need to have a mission statement, objectives and a strategy. Then finally you can think about the tactics. This is what’s called a MOST analysis.
Mission: What does your business do and why is it here?
Objectives: What are the key measures that determine success.
Strategy: How will you get to your objectives? More of a headline plan of action including a financial budget and forecast.
Tactics: What will you do this week and this month to get the numbers you need? (The Guru’s homeland).
The problem here is that these guru’s tend to target one specific tactic and they use that very tactic to draw you in. They offer facebook ad training through facebook ads. There is no industry knowledge that means it will work in your business and it has absolutely nothing to do with your overall business strategy. It’s a bright shiny object that’s distracting you from building your business.
By focussing on a top down approach the tactics fall into place and the decisions are much easier to come to.
For example when you’re building your strategy you could factor in £1000 per month for someone else to do your marketing for you and never have to worry about it. If you think through your budget you’ll be able to coherently put these plans together rather than rushing through to the guru tactic that doesn’t fit with your plan.
What can you invest that same money in?
Yes of course you could pay thousands every month for your facebook or business guru but think for a second what else you could invest that hard earned money in.
£1000 would get you an admin assistant you could train on all your systems meaning you can focus on your own learning.
£1000 per month would get you a consultant to come into your business every month and actually work specifically on your business goals.
£1500 per month would get you a competent full time sales person you can train and they can close business for you.
£500-1000 per month can get you a very competent marketing agency to run the ads for you if that’s what you decide to do.
The Trap you’re falling into
With the best intentions you may be falling into the classic trap thinking that if you invest in this person or company all your problems will be answered. Well sorry that’s just not the case. Far from it in fact.
When I speak to business people, trainers and coaches many of them are obsessed with this persons programme or they have drifted from one to another often spending thousands of pounds in total each and every month with nothing real to show for it. It’s almost as if they want that person to have a magic wand.
Jim Rohn’s quote springs to mind here. Never wish it were easier wish you were better.
You need to read, learn and bring your level up to a point where you can tell if something is nonsense and then make an informed decision about it. If you want to build a great company, go and find credible people who have a track record and you can actually have a face to face conversation with them.
If you spend all your time on facebook and Instagram it has a hypnotic effect of persuading you that’s what you should be doing.
Do yourself a favour, come off facebook for a week or two and see how much more productive you are.
In that time reach out to a few local digital marketing agencies and go and speak to them about what they can do for you.
Get someone actually thinking about your business and the targets you have set.
Before you do that think about your mission, objectives and strategy. Earn the right to get to the tactics.
Whatever you do be clear in your mind that no one person has the answers and it will be you that determines the success or failure of your business no matter how much you pay for expertise and advice.
Now go and make it happen.
My best as always,