Unlimited access at your fingertips!
We live in a world where if you want to learn how to acquire clients, or grow a business, or learn marketing strategies, there are literally…
…millions of pages of information, of programs, of coaching courses…
At. Your. Fingertips.
24 hours per day, 7 days per week, 365 days per year.
Granted, not all the information, programs, or courses will be valuable to you or apply to your situation.
In fact, most of it will be downright crap.
The problem however, is not the information that doesn’t apply to you.
The problem is the overwhelming amount of information that does apply to you!
You may have already experienced this…
You browse online looking for help on how to market and grow your business.
You find a couple of great “free reports” or free videos that promise to show you the latest blogging, speaking, LinkedIn, or networking strategy to get all the clients and customers you need.
The stuff is great!
You’re gaining knowledge on how to build your business and it feels awesome.
So you seek out more content and more marketing advice.
You start downloading free reports and information on how to use YouTube and Twitter and how to get clients with website optimization and how to get referrals…
…and the next thing you know you’re subscribed to 100’s of different experts telling you 100’s different things on how to grow your business!
This leaves you overwhelmed.
It leaves you stuck.
It leaves you frustrated not knowing which direction to go.
Or just as bad…
It leaves you trying to go in too many directions, and not only do you not get many clients from your endeavors, but it can often send you backwards, putting you in a worse financial position than before…
(You, overwhelmed trying to act on too many marketing methods)
For many Coaches, this might leave them cursing the expert that advised them on a certain strategy or tactic to get clients.
It might leave them with a higher level of skepticism about marketers, or the marketing industry as a whole.
It might even lead them to quit altogether!
The thing is though, it’s not the experts that are at fault.
And in a moment, you’ll see why.
However before we get there, just notice the next time you check your inbox and all of the experts promoting ‘their way.’
All you will see are unique. And all of them are experts at attracting clients in their own unique way.
Some are blogging experts and that’s why they promote that method for getting clients.
Some are speaking experts and that’s why they promote that method for getting clients.
Some love Facebook, LinkedIn or other social media platforms, and they’re experts at getting clients from those marketing methods too, so that’s why they promote that way.
And pretty much all the methods you’ve seen promoted by each individual expert works for them and their clients.
And yes – it will probably work for you too.
But the reason WHY most Coaches never see results from these methods is NOT because it won’t work for them
It’s because they’re too busy chasing the bright shiny object of the latest and greatest marketing strategy.
(You might want to read that again)
The fact is, most Coaches don’t give themselves enough time to learn and get results from any particular marketing method.
They get frustrated when clients or customers don’t come as fast as they’d like.
And then when the next expert comes along promoting their free report or ‘super duper client getting program,’ the Coach is off…
…leaving the last method they were focusing on in the dust, only to take up this new method, or worse – try and implement it along with all the others they have going on as well.
This becomes a repeating process and why Coaches end up on 100’s of different email lists, following 100’s of different experts, telling them 100’s of different ways to get clients yet ironically – clients is the last thing they get!
So what’s missing here is not a need for more experts, more information, more programs, or more coaching courses.
It’s clear we already have enough of those.
What’s missing here is a lack of focus and follow through on any one marketing method
Because it’s only in our ability to focus and follow through on any one marketing method, on any one program, on any one course, will we have any chance of seeing any real results.
To demonstrate the power of focus and follow through, let me tell you a quick story about my Dad.
He’s a plumber. In fact, we have about 13 plumbers in the family.
You think I too would have been destined to become a plumber. To my Mum’s relief, I think she’s glad that didn’t happen.
Not that there’s anything wrong with being a plumber at all.
I think she’s just happy there’s finally a bit of variety in the family. Although, being an Entrepreneur I don’t think excites her much either. But I digress.
Because of the abundance of plumbing knowledge in my family it has left me with a tiny bit of knowledge about the profession too.
My Dad, before working on new commercial sites, was employed by the government as a plumber looking after the clean water section (as opposed to the sewerage section).
Every now and then he would get called out to fix a burst water main. Most of the time it would break during or after a big storm due to a clog from dirt, debris, or even tree roots.
A lot of these mains weren’t too big. Maybe a small baby could crawl down one (not sure why a small baby would) but definitely not a full grown adult.
This meant that if the clog was in a hard to reach place, a place where the backhoe couldn’t dig it out, or they couldn’t get to it with tools, they had to clear the blockage using a machine called a “hydro jetter.”
A hydro jetter is a high-pressure hose of sorts that uses water to clear obstructions from all types of drains.
The bigger the drain, the bigger the jetter needed.
But as you can see from the image below, the way it works is by focusing the water and blasting it through a very small point.
Now water on its own without this focused energy behind it is soft and harmless.
However, when it is focused like this inside one pipe, and there is enough energy behind the water, it becomes powerful enough to easily cut through any debris within the pipe, including for example, tree roots.
And the exact same can be said for any type of activity you’re trying to accomplish in life.
With a certain amount of focus and energy (follow through) within your chosen pipe (life activity), you too can clear a lot of tree roots, meaning, you too can achieve a great deal in a short amount of time in that activity.
For example, you could learn piano pretty quickly by dedicating just 30mins-1hr of focused practice every day.
You could learn how to invest your money more effectively by studying for a couple of focused hours every week.
You could improve the key relationships with friends, family members, or colleagues by scheduling time in your calendar to speak or follow up with them.
However, without that focus, without that follow through, when you’re distracted, when you procrastinate, or when you simply choose not to improve that particular area of your life, that’s when your results and you progress stagnate in that area
They become ‘soft’ and ‘harmless’ just like the hydro jetter hose without any energy behind the water.
Sure you might practice that piano once per week or once every 2 weeks, but how good are you really going to get? Will you even remember what you learned the week before?
The same can be said for your investing. Picking up and half reading an investment book every year won’t soon make you a millionaire.
But focusing, learning, and acting (following through) on the advice week by week just might.
And what about those key relationships?
If we don’t dedicate time to fixing some of our failing relationships, then how can we expect them to ever improve? Usually, we only look at improving them when it’s the 11th hour.
For example, when a threat of divorce is made, or when we suddenly need something off someone we haven’t spoken to in a while do we find a way to focus and follow through on rebuilding that relationship so we can get what we want.
But then life gets in the way, the water becomes ‘soft’ and ‘harmless’ again and the relationship suffers for it.
So just like in life, in business you’ve got multiple pipes, or multiple activities, you need to focus and follow through on, in order to keep your business going and growing
This is especially true if you’re a solo Coach.
In the beginning you’ll be the admin, you’ll be the CEO, the COO, the CFO, the one who gets results for your clients.
Oh, and you’ll also be the one in charge of doing all of the blogging, the networking, the presentations, the social media, the website management and all of the other marketing pipes to make sure you’ve actually got clients to get results for!
As you can see, along with your regular life pipes, or life activities, every week you’ll be ‘unblocking’ a lot of business related pipes too.
Therefore, right from the ‘get go’ you will have a limited amount of time to focus and follow through on getting results in the ones specifically related to acquiring clients – your marketing pipes or marketing methods.
Here’s an example to illustrate this point…
Imagine you’ve got 50 pipes to unblock and just one hydro jetter hose to unblock them all with.
The hose represents you, and each pipe represents a different marketing method and a different way to get water, or your prospects, flowing into your business.
Further, some pipes will be less blocked than others, meaning, they will be more aligned with your natural strengths (i.e. writing or presenting live), and also where you’ll find your target market (i.e. a webinar probably won’t be a great way to market to CEO’s, but a charity event just might).
The main thing to remember though, is you only need to unblock one pipe for the water and the prospects to start flowing.
However, the more pipes you do unblock, the more water or prospects you’ll have flowing your way to sign up for your coaching.
So what approach do you take?
Do you choose to focus your energy and follow through on clearing just one, two or three of those easy to clear pipes so you can get the water and prospects flowing as soon as possible?
Or do you choose to split your focus and follow through between ALL the pipes believing more pipes equals more opportunity to get the water flowing?
Unfortunately, most Coaches choose the second option.
They believe by trying to clear more marketing pipes they will have more opportunity to get more water flowing (acquire clients).
However, the opposite is true.
By trying to clear 10, 20, or 30+ marketing pipes with just 1 hose, these Coaches are having to split their focus and follow through amongst each marketing pipe.
And as mentioned above, we solo-Coaches only have a limited amount of time to implement these marketing strategies because we’re also contending with all the other business related pipes (being an admin, CEO, CFO, COO etc.) whilst also needing time to focus on our life pipes as well.
So there is a constant battle of focus and follow through in ALL areas of our life.
And when we’re adding more marketing pipes to the equation unnecessarily, we split our focus and follow through on each method, which means we dilute our progress and the results we can obtain from in any one method.
We never get a chance to clear any pipes (master and get great results from our marketing) because we’re always chopping and changing between marketing pipes
We’re either always trying to clear new marketing pipes (learning new ‘bright shiny’ marketing methods)…
…having to clear new debris in pipes (re-learn old marketing methods)…
…or having to figure why this current method isn’t working in the extremely limited amount of time we give ourselves before we change to the next bright shiny marketing pipe and repeat the same process!
So if the goal is to get water (or prospects flowing), wouldn’t it make sense to focus your one hydro jetter hose (you) on clearing just one, two, or three marketing pipes that are congruent with your strengths and target market?
Of course, because it’s NOT the amount of marketing pipes that matter.
It’s the marketing pipes you decide to FOCUS and FOLLOW THROUGH on that matters most
That is when you’re able to cut through tree branches, that is when you’re able to make lightning speed progress in your marketing methods, and that is when you’re able get water and clients flowing as quickly as possible!
Only until you get water and clients flowing CONSISTENTLY from your initial marketing pipes should you consider adding more.
And in my next post I’m going to show you how the world’s ultra successful Coaches, Entrepreneurs, Sport Figures and Celebrities used this concept of FOCUS & FOLLOW THROUGH to become uber successful!