Today I want to talk about something that I see business get wrong very often, and I just had a close encounter with it again so while it’s fresh in my mind, I’ll write about it.
First, let me ask you something…
Can you become an Olympic athlete without a coach?
Can you become a top level sports player without a coach?
Can you become a professional singer without a coach?
Can you become professional dancer without a coach?
Can you become a top level race car driver without a coach?
Can you become a …(insert just about anything here)…without a coach?
The answer is, yes. But why on earth would you want to?
Realistically, the answer is a big fat NO, but there’s always that one person who’s like “actually you can there’s so and so and blah blah” and goes on to vomit words about a tiny exception. But that’s basically it, it’s an exception.
With statistical rounding, the odds are an absolute ZERO that you can ever become something great, someone of top level at anything, without a coach. In fact, typically there are many coaches along the way. Singers have vocal coaches. Song writers have writing coaches. Dancer have dance coaches. Hockey players have skating coaches and fitness coaches and stick handling coaches etc.You get the point. Behind every great achievement of any kind, there’s usually a long list of coaches, mentors, consultants, advisors and team players that all played their vital role in achieving the goal or success. I mean, have you ever seen someone win an award and have no one to thank for it? There’s always coaches, even if we don’t call them coaches.
I know, so far you’re thinking “that’s pretty obvious Al, of course they need coaches, how else are they going to achieve greatness!?”…
Let me make one last point… Let’s balloon the number up a bit and estimate that there are only 5% in any field that are real top level, and maybe another 15% that are up there, not quite top level, but professionals none-the-less. The rest, the 80%, are all average or below average. I can almost guarantee that with a mix of high quality work ethic, relentless desire AND proper coaching and guidance, anyone in the bottom 80% can make the transition into the top 15% or even top 5%.
I mean, there are some amazing lower level hockey kids that have immense work ethic and desire, and if they had some solid, pro-level coaching they could go on to be stars.
Would you agree with that? Perhaps you even know someone that with a bit of guidance could go on and be great? With access and support from top level folks they could really break through their plateau and crush it?
Now let me ask you this… Why do so many think this same exact concept doesn’t apply to the business world?
I mean, just last week I had found a company that was 1 – local to my area, so it was “close to home” for me, and 2 – in the health foods business, which I’m a nut for. (pun intended!) but sadly, 3 – was making a ton of very obvious business and marketing mistakes, which tugged at my heart a bit, so I reached out to help.
My email to them was very short, a simple hello, mention my passion for what they are doing, a invitation to chat over coffee, and a small list of things that, if I was them, I would do to increase business. I was purely trying to help, I told them a few links were broken on their site, some text wasn’t readable because of a poor background image choice, I mention that even after typing the company name in the search engines it was many pages down, and ways to get their ranking higher! A few simple tips to help, that’s all.
Well, to my surprise, I got a response back from the owners “business partner” with a rather short “we’re not looking for any marketing help”.
And here lies a BIG problem in business these days: There are so many scamming scum bags that are just looking to suck your last nickel out of your pocket that they’ve ruined it for everyone. The amount of media salespeople out there that will convince you that you need a 5 thousand dollar radio spot yet won’t take a second to learn about your business and prospects is absolutely overwhelming, and it takes away from the real professionals who actually work off numbers, off results, and not just theoretical B.S.
Let me ask you this: Would you give me $10 if I could give you $100 in return? I don’t know about you, but I would any day of the week. And that’s exactly how I work, and that’s exactly what TRUE MARKETING is.
Marketing is the difference between killing it in business and dying. Marketing is the difference between mediocrity and millions. And when done properly, there is no such thing as a marketing budget because marketing should always be strategically designed to not only open up massive rivers of cash flow, but protect against and even eliminate any risk or downside.
One more thing… properly planned strategic marketing is what builds empires and sells boatloads of your product or services.
A business without marketing is like a hockey player without a coach, sure, you might get lucky along the way and do alright, but the real magic happens when you meet the right coach and make it big.
Winging is is the mark of an amateur.
So, don’t be that business partner who treats marketing like something anyone can pull off without a coach. Heck, I’ve been marketing for nearly 20 years now and to this day my desk is constantly covered in new books, my phone filled with marketing audio programs and my mind always thinking up new ideas.
For the record…
I do believe there ARE a ton of terrible marketers out there. There are un-ethical commission chasing cowards everywhere that would sell you anything to get paid even if it doesn’t fit – or work – with you. There are terrible marketing ideas and practices. There are rip offs, cheats and trouble.
Just like there are bad coaches, bad practice strategies, bad training camps, and bad teams.
Do your research, go with your gut and go work with a marketing maestro and don’t ever be afraid to change if it doesn’t work out. But the worst thing a business owner could ever do is think they can win business Olympics without a coach.
To your success
P.S.: In case you aren’t convinced, let me tell you some of the things a coach can do…
- a coach can help you avoid costly mistakes
- a coach can help you stay on track and provides a level of accountability to yourself, something as business owners we all struggle with sometimes.
- a coach can help you strategize your business through outside perspective.
- a coach can help you raise your standards and strive for even greater achievements.
- a coach can recommend solutions you had never thought of, or approaches you didn’t know.
- a coach can help you achieve your goals, or point you to someone who could.A true coach has no ego and if he’s not a pro at something, they’ll have no issue recommending someone else who’s better suited for the task at hand.