Sell Without Scale
There is a broadcasting epidemic in online business right now, and what I mean by that is that I see, on a daily basis, business owners who think, "If I can't reach 500 people, if I can't reach 1000 people, "if I can't reach 10,000 people, "is it really worth saying at all?" This is the problem with people complaining about Facebook, the Facebook algorithm. "Well, my reach has declined so much." Okay, does that mean you're just going to abandon the people who you are still reaching there? Does it mean that what you have to say is not worth saying? It doesn't mean that at all. What you have to say is worth saying to one person the same way it's worth saying to 10 people, the same way it's worth saying to 100, or 1000, or a million people. And, so what I do not want you to do as you are streamlining your business and focusing on your core offer, is to think that you have to get to a certain point, a certain number of email subscribers on your list, a certain number of likes on your Faceb...
ook page, a certain number of subscribers to your YouTube channel before you can make that core offer known to them, before you can sell them that thing. You need to be able to recruit users, recruit customers, individually. In other words, sending an email to one person may be a much better use of your time than even sending an email to 100 people, or 1000 people. If that one person, if having a conversation with that one person guarantees they become a customer, or all but guarantees they become a customer, and instead, you wait and kind of send a broadcast email to 1000 people, there is no guarantee that that broadcast email is gonna resonate with even one of those people. We've all had this experience, right? We've sent that email out, like, oh, crap, that didn't work. (laughing) Your time would've been so much better spent reaching out to one person who you know is the right person for this product. That's what we, as online digital small business owners, need to spend more time doing: talking to individual people, getting them onboard, saying "This is what I can do for you," or, "Tell me about the problem you have. "I'd love to know if I can solve it," and then telling them about your core offer and exactly how, because you know them inside and out, exactly how that offer is going to do that. The more time you spend talking to one person at a time, the faster you're going to get through that feedback loop, the faster you're going to find product-market fit, and then the faster you're going to be able to create capacity and room for scale in your business. That's how startups grow, it's how huge startups grow, and it's how our businesses can grow too. So, stop trying to kind of wait until you've gotten enough traction to go all-in on your core offer. Stop waiting until you've got enough people on your list to say what you really need to say, what you really wanna say, and start saying it to individuals. Now, I'm not saying that you stop emailing your list at the same time. Keep emailing your list. Email your list like you're talking to one person. Write on your Facebook page like you're talking to one person. Don't write on Facebook like you're gonna reach millions, 'cause you're not. You're gonna reach somebody, though, that needs to hear that. Write it for them. Post the image for them. I talk a lot about Facebook, 'cause that tends to be where I am, but this applies to any social media platform, it applies to any broadcasting platform. We have so many tools at our fingertips right now, to be able to broadcast to hundreds, or thousands, or tens of thousands. But I'm gonna ask you to use them the way you would still recruit users individually. And most importantly, I'm going to actually ask you to recruit users individually. Send the individual emails, pick up the phone, ask individuals for referrals: "What friends can you send my way?" Do these things that, yeah, no, they don't scale. You can't do them for the rest of your life, likely. There are some businesses you can. However, doing that now is going to get you on the fast track to actually being able to grow, and that is what we are actually here to do, right? We are actually here to grow your business. This isn't Create a Product Plan to Start Your Business, this is Create a Product Plan and Grow Your Business. And so, in the next lesson, we're gonna be looking beyond doing things that don't scale, and get to the things that do scale, and to do that, we're actually gonna have to define what scale looks like to you, because, for the five of you that are here, and the thousands of you that are out online, and add me into that too, we all have a different definition of scale. We all have different goals that we're working toward, and so we're gonna start by defining what that thing is, and looking at how that affects our business model, and our value statements, and our USP, and the capabilities that we need to invest in, and the infrastructure, and all of that, because this whole class really is a cycle. We're going to be starting in on that last lesson, but that last lesson is gonna lead us back to the first lesson.