Happy New Year!
Time to set those new year’s resolutions. I like to call them goals for the year because the word “resolution” has a context for me of something I will “try” to do. “Try” never quite cuts it with me. It’s kind of like when I tell a friend I will try to make it to an event. I know I probably won’t arrive. In fact, I probably won’t even leave my house. “Try” is code for” I won’t really try and don’t expect me to either.”
I remember when I first became an online entrepreneur.
I set out to build a platform for my books. I succeeded at it and my writing friends wanted me to teach them. It was fun at first because it was easy back in 2010. Then, the online space shifted. This happens frequently within the digital space. If you are on the cutting-edge of changes, your business continues to thrive. If you are not, nothing works. Back in 2010, a website and an email list worked. Then, coaches started telling people about 6 figures in 6 months and other myths that drove people to sign up for programs with big promises.
What happened next was pretty much to be expected. The programs were all flops. That created a distrust online and now it was more difficult to cultivate clients online. Meanwhile, those people who heard about cultivating clients online were starting to build websites and email lists. They were behind the curve and learned quickly that most of the web designers created nothing more than an expensive online business card. The site had zero functionality in the digital space and no way to drive traffic to it! Oops… What now? Well, they still had their email list and if they sent out a newsletter once in a while that would be okay, right? Well, no, it wouldn’t be alright.
As consumers became savvier about Internet tricks, digital marketers had to become savvier about reaching them. This is why it is important to build your platform correctly and use the latest techniques.
What worked last year, probably won’t work this year.
Case in point, info products aren’t selling anymore. Consumers realized that many of these products didn’t work and there was no point of connection to get help. Programs with support are the new in products. That means, you can’t hang out in a hidey hole and create products without a group or one-on-one program anymore. Consumers want access to the person who created the product for support and assistance. Even more prevalent is that consumers want built-for-you products with guarantees.
Why the changes? Well, in a nutshell, the digital world has become extremely tech-savvy and relationship-based. Navigating the platform-building space is not a matter of reading a book and doing it yourself. Instead of a website and email, a digital presence requires sales and marketing funnels, just like a real business. Funnels have become spider-web-like machines with triggered upsells, down sells, and paths to strategy sessions and assessments. In order to create a converting funnel, you need to know real marketing strategies like a clear client avatar, spending behaviors, and product creation.
What does this mean for the average person who considers themselves an author, speaker, or coach?
It means that in order to stay focused on your zone of genius, you need to hire someone to build your funnels and run the tech side of your business. This also means that you will be hiring copywriters and ad agencies to create effective lists. In other words, you need to treat your venture like a real business and have capital (lots of it) ready to build a platform.
Starting a business is a go big or go home proposition. If you are into making new year’s resolutions, your vision must not only be big, but also be treated like a real business. Get real or go home!
What are your new year’s resolutions for 2018?