#107 Three Distractions That Kill Business Growth
UGLY BUSINESS EPISODE 107
Help this information reach more people! Subscribe, Rate, and Share!
Hey there, glad you could be with me today. I am excited to get started. I'm going to talk about something a little bit different today and I think that you're going to get a lot, a lot of value out of it.
It's not something that I was originally going to talk about. It's not something that's on my "podcast schedule". And I know I talk a lot about coaching mindset and I talk a lot about mechanics of coaching marketing and this topic today is really at the intersection of those two things.
So I'm very excited to talk about it. And this subject came up in a group that I'm a part of with one of the coaches who is just starting out on the journey of growth. She's just starting out on the journey of growth and posted this post and it just affected me on so many levels and I know it's going to resonate with you... and if it doesn't resonate with you today, kind of tuck this one away in the mental database because one day you are going to need what I'm about to say in today's podcast.
So I want to talk about this and so I'm going to read you this post from a coach that was in this group that I kind of go into from time to time. And I want to read it to you, I'm not going to say the name of course, but I want to read it to you and then I want to share with you my response to this post. Okay, so here it is. Here's what was written in this group by a coach:
"A potential client recently told me she wasn't going to hire me because I didn't make seven figures and that hit me really hard. It made me really look at why I'm not even making six figures when I believe in my work and I know it works, I feel like I need to go back to the drawing board, yet I don't want to throw away all the years of copy and organization and website design and integration that I've done. That feels like such a loss."
And you might want to go back and listen to that a couple of times. There's a lot of things in there that I kind of want to unpack. I'm going to keep it simple, but yet there's a lot of things in there that I want to unpack and touch base on. I see this type of thing all the time. And I think by addressing it right here today, it will help you out. Okay?
So the first thing I want to say, and I hope this point carries through the entire episode today. But the first thing I really want to say is coaching marketing and coaching business is simple. Growing your coaching business and growing your marketing and all of that stuff is simple. Now, notice I didn't say easy. I said it's simple. And so simple is a measurement of complexity. It's either simple or it's complex, right? If I say something's easy or difficult, that has to do with how hard it is, right?
So we're talking about like how hard something is to accomplish and how complex something is to accomplish. And building a coaching business is simple as opposed to complex. It's difficult as opposed to easy, but it's simple as opposed to complex. If we keep it simple, then we can function at our best. We have to keep it simple.
And so I want this, what I'm about to say to you to carry through the entire episode today, okay? When you're marketing a coaching business, when you're building a coaching business, there are four things that you really have to focus on.....
Building your list,
Converting the people on that list and
Delivering the goods.
Now you might be thinking, Kevin, that all makes sense, but what in the world does that have to do with this post that you just read to us? Well, when we think of driving traffic, building your list, converting the leads, delivering the goods. When we think of that, we think, "Okay, then where does a difficulty come from?" And if I'm going to be really honest with you, the difficulty doesn't come from people trying to actually execute these things, from doing these things. When I see coaches who are struggling building their coaching business, it doesn't come from the difficulty of doing these things. It comes from people getting thrown off course of doing these things.
When we talk about driving traffic, there aren't a hundred different ways to drive traffic. There's really only three. You can build your traffic, you can borrow it or you can buy it. There's three choices, right? You can build your list organically or you can borrow someone else's list by partnering with them and doing something together, or you can buy it and you can use paid traffic. So once you focus on one, then you can start getting better and better and better at that. You build your list, you convert your leads. There's only a couple of different ways to convert leads. We're talking about building relationships. And then of course, how you deliver the goods.
But however you look at it, there's really four core strategies. Driving traffic, building your list, converting the leads, and delivering the goods. And the difficulty doesn't come from doing those individual things, right? The more you practice each of those individual things, the better you become at it. The difficulty comes from when people get thrown off course from doing those things, right? What's difficult is dealing with the distraction, is dealing with the distraction.
And so what I want to share with you today is really what the three different types of distraction are. Because sometimes we don't even know. And listen, I want to be perfectly clear here that distractions, especially the three that I'm about to talk about, aren't exclusive to people who are new in the business. No, no, no, no, no, no, no, no, no. I deal with distractions every day, right? People who have million dollar businesses deal with distractions. People who have four or five figure businesses deal with the distractions. They're just different types of distractions. So please, I don't want anyone to think that Kevin's getting up on his pedestal here is and is about to preach. I am not preaching to you, but I think once you see these things happening to you, you'll start to think in a different way and you'll start to recognize these things as they're happening, right? And my dear friend who wrote this post just got distracted.
So let's talk about this. The three different types of distractions. Number one is visual, right? And when I say visual, what I'm talking about is the image of what it is that you want to achieve, right? When I talk about the success factors, the six success factors, what I talk about is imagination, right? Those of you who have listened to those audios, I talk a lot about imagination and building that image, right? This visual distraction is when something distracts you away from that image you've built of what you want to be, do and have.
This where willpower comes in. We fight this distraction with willpower. A lot of people I think have a wrong, and I don't want to say wrong, maybe an inaccurate or a less accurate interpretation of what willpower is. A lot of people think that willpower is this brute force of doing the things that you need to do, right? This white knuckling of energy to push through and do what you would need to do. Right? But willpower isn't brutes force, right? It's not brute force. It's a constant reminder of the image, right? It's about holding your image. One of my mentors, Paul Martinelli says that every time that we engage in dialogue back and forth via email, or maybe he jumps on a call that myself and other coaches are a part of, he always talks about holding the image and that's kind of been passed on to me. Now I find myself saying it all the time.
But that's willpower. Willpower isn't forcing yourself to miserably get out of bed and go to the gym. Willpower is reminding yourself of the fit person that you want to be and all the physical stuff will follow. The getting out of the bed will follow once that image becomes cemented in your mind, right? And so willpower is holding up the image. And so this type of distraction, this visual distraction is the equivalent of taking your eyes off the road when you're driving. It's losing track of the image of the place you want to be, the person you want to be, the things that you want to have, right? And sometimes we allow things to distract us.
The second type of distraction is cognitive. It's taking our mind off something. I think sometimes we kind of usher out our ability of intention, right? And we give way to our habitual thinking and our habitual behavior. Right? And those of you who have been driving for a while, which I think is the majority of you, right? If you've been driving for a while, I know that you have taken off on a ride somewhere and then all of a sudden you get to your destination and you're like, "Wow, I don't even remember like the last 10 minutes of the drive." We took our mind off driving, right? This isn't taking your eyes off the road with distractions. This is not even paying attention to the fact that you're driving. This is letting your other than conscious mind take over.
And as entrepreneurs, we do this kind of in the business world. We forget, right? We forget about the law of cause and effect. We forget to be intentional. We forget to be causative in our thinking, right? We take the hands off the wheel and we forget that we're in control, that we have dominion over all of the things in our world. And so we succumb to habit. And the other than conscious mind takes control of our activities and we end up losing ground, right? That's when we are distracted, when our mind gets distracted of what we're really trying to do.
So the first one we talk about is visual. It's taking our eye off the image, right? Taking our eye off the things that we want to be, the things that we want to have. The things that we want to do. Cognitive is taking our intentional mind, right? Our thinking mind and flipping that switch off. And delegating ourselves or relegating ourselves to the habitual behavior, right? The other than conscious behavior, the subconscious behavior, the things that we do without thinking, right? Losing that sense of intention about what we're doing.
And finally we have the manual distraction, which I know that you have fallen victim to. I know I have fallen victim to, I still fall victim to it and it's just like the seeing the squirrel distraction, This is like you actually taking your hands off of the steering wheel, right? You're focused on something and you see a distraction and you're gone, right?
You get physically distracted from the basics. You lose your day, right? You get sucked into these rabbit holes of activity. You start to obsess about things that don't really matter as much as other things matter. You start obsessing about should I use WordPress or should I use Wix or should I use Kajabi or should I use Thinkific? And all these mechanical distractions that can be so, so consuming, right?
And so again, we have the visual distraction. When you take your eye off the vision, you take your eye off the image, you lose the image of what you want to be do and have. You have the cognitive distraction. When you're actually taking your mind off of what you're doing. You lose the intention, you lose control of the day, then you lose control of the week. And then you lose control of the month. And next thing you know you look around and you're working from default and not working by design. That's a cognitive distraction. And then you have the manual distraction where you just take your hands off the wheel. You just get distracted physically from doing one thing to the next thing to the next thing into the next thing.
And so if we look at this post, I want to get back to this post because it all comes back together. I'm going to read it one more time so you don't have to rewind and go back to it. Okay, now listen to this post: "A potential client recently told me she wasn't going to hire me because I didn't make seven figures, and that hit me hard. It made me really look why I'm not even making six when I believe in my work and I know it works? I feel like I need to go back to the drawing board, yet I don't want to throw away all the years of copy and organization and website design and integration. That feels like such a loss."
And so I want to say to my dear friend and for the purpose of this podcast, we'll just call my friend Michelle, right? And so I just want to say to my dear friend Michelle, if what is being said to you has nothing to do with driving traffic, building your list, converting leads, delivering the goods, ignore it. Ignore it. Like, "Bye Felicia." Ignore it. That's what we're talking about here. Because sometimes someone could say something to you and they could say, "I don't know why you're not making seven figures by now." And you can say, "Go on." And they can say, "Well, I'd like to talk to you about, I'd like to see what you're doing to build your list. Are you building your lists?" Those conversations can happen and maybe they're fruitful if that person knows what they're talking about. But if someone's saying something like, "I can't work with you because you're not making seven figures." That has nothing to do with driving traffic, building your list, converting your leads, delivering the goods. If they're not contributing, it's a distraction.
That's all it is. It's a distraction. When you are building your business, you do it with this methodology, right? You plan, you do, you check and you adjust. You plan, you do, you check and adjust. You plan what you want to do. You set out on your strategy, right? You plan it out, you go and do it. Then you check to see if it worked and then you make adjustments. You plan, do, check, act. And you don't let people like that get in the way. A lot of people just stuck on planning. If you're one of the people that just plan and plan and plan and plan and you never do, then you're stuck at the beginning of the methodology. If you're one of those people, that plan, plan, plan, then change your mind and adjust before you do, you're also stuck in the methodology wheel, right? Plan, do, check, act. Plan, do, check, act, but you have to do, right? So you set a strategy, you work the strategy, you look at the results and adjust.
Now listen to me very, very, very closely. When it comes to driving your traffic, building your list, converting your leads and delivering the goods, and you do all of this by planning out your strategy, doing the thing, checking to see if it worked and making adjustments, right? When all that stuff is in place. Did you hear me mention anything about internalizing ridiculous assertions from non-ideal leads? Of course not. I'm being kind of facetious about that, but that's exactly what's happening here. Michelle is internalizing assertions from someone who's not their ideal client. Nowhere in this plan do, check, act, does it say anything about internalizing ridiculous assertions from non-ideal leads. Don't let these outside forces getting away of you driving traffic, building your list, converting your leads to delivering the goods. Plan it, do it, check it, adjust it. Plan it, do it, check it and adjust it.
We got distracted here, Michelle, and I want to get you back on track because I know you're hearing me. And for the rest of you who are listening, distractions come every day. Recognizing them and pushing them aside is what separates those who grow and those who don't. Are you taking your eye off of the vision, off of the image? Are you relegating your thinking to the habitual, to the other than conscious? Or are you remaining in this zone of intentional living, intentional activity? And are you getting distracted on the day to day? If you're just watching out for those three types of distractions and you remain focused on driving traffic, building your list, converting the leads and delivering the goods, if you remain focused on those activities, you will find growth. You just will. You will find growth. All right?
And the last thing I really want to say and this is going to resonate because it's just a law. It's kind of like one of the laws of the universe. You have to make a little money before you make a lot of money. You can't skip that step. Right? Business is ugly. It's sloppy. It's not luxurious. Right? The amount of money you have right now does not reflect your worth. It reflects your journey and your stick to it-ness. If you give up, if you go backwards, if you scrap it because of something that somebody said, if you go in reverse, you're doing yourself a disservice. And more importantly, and listen to me, stick with me here. If you start to go backwards, you're doing yourself a disservice and you're doing a disservice to those people who need you today, who need you right now, who need you while you, who need you. Because they don't need Tony Robbins. They don't need Rachel Hollis. They don't need Marie Forleo, right? They need you because only you can deliver the way that you deliver. And there's people out there that need you right now. And you need to show up big for those people. They matter. They matter.
The moral of the story? The moral of the story never expend energy on the people that matter the least at the expense of those that matter the most. Never expend any energy on the people that matter the least at the expense of those who matter the most. Don't focus one single ounce of energy on the person who says they won't hire you because you don't make $1 million, that person is foolish. And that person is getting in the way of you serving the people who want you right now.
Now, I don't know who all needed to hear this today. This wasn't on my plan of things to talk about. I don't know if you need to hear it or someone else needs to hear it. I don't know if you need to hear today or maybe you'll need to hear it next month. If you got value out of what I had to say today, I hope that you will share. I hope that you will rate this podcast. I hope that you will make a comment or post a link on social because that's how we get this message to more people, right? There are a thousand Michelle's out there right now who are going through exactly the same thing in one form or another, and I'm going to do my best to let this message reach them, but of course, I need your help.
So if you got any value today from this podcast, do me a huge favor and just give it a rating, give it a comment and share it. Okay? I really appreciate it and I appreciate you. Okay, so that's it for ugly business today. Thanks for joining us. Stay tuned for the next episode. I'll talk to you soon. Everybody have a great day.