Business gurus! Golly gosh, there are a lot of them, aren’t there?
And so many of them seem to have something that you think might help your business.
Certainly, from all of the videos they produce, the emails they write, and the sales pages they craft, they seem supremely confident that what they are selling you is going to transform your business (often your life they say).
Over the years, sadly, I have realised that the only life transformation occurs for the business guru when you fill their bank account with your money.
Now I am not saying that every self proclaimed business guru is out to trick you. Whilst some definitely are, there are others who truly believe that their ‘one size fits all’ training package will work, because it has worked for a handful of ‘the right pople’ before.
And that is the key, in that it has worked for a selected group of people already, so the guru then sells it to everyone, without analysing why it worked for the few people who it has already worked for.
And it took me a long time to work this out.
However, once I had, I was able to explain it to my clients so that they could avoid making the mistakes that so many before them had made, like these:
- The business owner who had spent tens of thousands of pounds with a marketing guru to learn a marketing tactic for his business, which he thought was simply brilliant. He explained all of this on a call to me, and I immediately said to him “So let me guess, that has produced zero clients for you?”. He was amazed that I could work this out. How did I know? I explained that the training he had purchased was for a business with a Marketing DNA of Nurture, whereas he was running a DNA Now business.
- Or conversely, the business owner who spent thousands of pounds on Google Ads, which is a fantastic form of marketing if you run a Marketing DNA Now business, but sadly for her, she ran a Marketing DNA Nurture business. The guru she purchased the Google Ads training from hadn’t explained this, because they didn’t know. They just knew that Google Ads had worked for some of their clients, but that was because, as luck would have it, they were all DNA Now businesses. It could work for this person, but it would take months for it to repay her investment, by which time she would have run out of money!
It was constantly having conversations like these with people who told me that they had spent hundreds or even thousands of pounds on marketing training which I instantly knew would not work for their particular business model, that I thought I had better sit down and rationalise why this happened, so I could save other people from making the same mistakes.
This led me to analysing what worked for some business and what failed, to then realise that it is really very simple.
Just like human’s have their own DNA, so do businesses.
Fortunately, unlike humans, there are really only two forms of DNA for businesses:
- Business Marketing DNA Nurture; or
- Business Marketing DNA Now
Once you understand this framework, you will then know which marketing tactic will work for your business type, and more importantly, which will not.
As a quick clue, by and large, coaches, consultants, freelancers and most specialist business owners fall into the category of Marketing DNA Nurture.
Not all, but most.
I will explain in more detail how you know which category your business falls into, which then makes it incredibly easy for you to understand what will get clients consistently coming to you consistently, and what never will.
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