Most people fail the first time and the second and the third and sometimes what happens is that the failures just become less failure. Like in the beginning like not no one buys anything but you do remember building the logo on the website and thinking that you had a business but like nothing happens, right? And then finally you make your first sale but you're like this isn't a real business.
Like what's going on here? Like I exchanged money so I guess I technically in business. Do I have to pay taxes on this now?
Like what happens, right? And then and then eventually you get to one where you're like okay now I'm starting to sell stuff and make money but like I'm not actually making money. I am making revenue but I'm making no profit and I'm like incurring all this risk and all this debt in order to get it going.
And you're like still trying to figure it out. And then on like your fourth try you're like oh what do you know? I made a profit and it took me 5 years to get here.
Every entrepreneur that I know so I don't know Zuck and I don't know Jeff Peso. So you know unfortunately I'm not there but the guys that I know almost all of us like failed for a while. Like I don't know anybody who like crushed it in their first 5 years.
Like most people like basically ate glass and stared into the abyss to to quote Elon Musk which is just existential dread at all points in time and the eating glass is the fact that all you do all day is deal with problems which are mostly revolve around people and somehow you're supposed to get work done in between. So if you're in that kind of underdog position you can pop open the leads book and I have a chapter that I wrote on this which is called more better news. So, it's 161.
And I actually tell some of this story um that I'm telling you right now. And one of the things that most smaller underdogs really, no matter what size you are relatively, have this belief that's false. And so, I want to kind of crush it for you.
Number one is that the volatility that you're experiencing is a result of inadequate volume. So, you're not doing enough, which gives the appearance of volatility. So, let me say it differently.
If you were to sell one person every like three to five weeks and you're like, "Yeah, every month I get like one customer, sometimes they get two customers. " What that really means is that there's a certain amount of advertising activity that is occurring, whether it's you doing it or it's other people doing it on your behalf or it's word of mouth, any of those things are happening. And it takes that much volume for you to get one new customer.
And so the question we have to ask ourselves is how can I take the amount of advertising that's occurring over four weeks to get me one customer and crush it into one day so I get one new customer every day. That's all it is. The volume increasing volume negates luck and will give you consistency.
The second piece is understanding where you actually sit here. Page 168 the size of the pie fallacy. So the issue is that most small businesses think that it's like this.
They start advertising on one channel. They're really happy. Look at this big smiley face.
Okay. Then a competitor comes in and they start advertising on the same channel. And then in their minds they think, "Oh no, I have half of this market now.
" And then all of a sudden two more competitors come in and now you're like, "Oh no, I have a quarter of this market. It's shrinking fast. It's so saturated.
" But that's a fallacy. It's a lie. It's an illusion.
This is what it looks like in reality. So most people see their market as one method, one platform, one medium. They're like, "Well, I make Instagram reels and that's how I get my customers.
" So, anybody else who makes Instagram reels, they're they're in my market and it's saturated. But the reality is that there's so many ways to get customers. You can do warm outreach.
You can do cold outreach. You can post content. You can run ads.
You can have affiliates. You could have referral networks. You could have employees doing this on your behalf.
You could have agencies and head hunters who are bring people in. All of these different vehicles for advertising. And then within those vehicles, now you have the platforms of all those things, right?
So, it's like you're making content on LinkedIn. you're making content on Twitter, you're making content on podcast, you're making content on on tw on t on on Twitter, uh Tik Tok, right, for however long it lasts, right? So, all of these different platforms, it's like, so really that little circle that you have is just this tiny itty bitty circle here and all of these other circles and all of these other methods and all of these other mediums are basically empty.
And so, the reality is no one knows you exist. And so, the answer is you have to advertise more.
