Why read this? : We got deluged with advice and offers from start-up experts when we launched our business. Learn the best and worst of what we’ve heard in the last few months. Read this for ideas on how to deal with start-up experts stalking you.
Most start-up businesses don’t last. 55,000 Australian businesses went bust last year. Different sources suggest anywhere between 60% and 97% of new businesses won’t make it past 3 years.
If that’s the case though, what’s with all the start-up experts out there? If there’s so much expertise out there, why do so many new businesses not make it?
Our own recent entry into that world has meant we’ve been exposed to a lot of what these start-up experts say and do.
And we mean A LOT. And it seems that it’s easier to say you’re an expert than to show it. Lots of claims of expertise. But not much proof of it.
Guaranteed success tips to generate thousands of new leads! Winning strategies to drive a mega amount of conversions through your marketing funnel! Top 10 email tips that guarantee customers queueing up at your door! We can bring back Elvis!
OK, that last one’s made up. Obviously. But you get the idea. Any marketing claim which relies on an exclamation mark is one we’d be very wary of (!).
Start looking into start-ups
Yes, we know you can block them. But when you start, it’s not a bad bit of competitive intelligence to see these sponsored ads fighting like pirañas to try and turn you into a ‘lead’.
Because if their tactics annoy you, those same tactics will annoy your customers. If they seem manipulative or wasteful, then they probably are. So use them to learn what NOT to do.
Here are 3 digital marketing-related examples from our social feed today. We won’t name names. But if you’ve looked at anything start-up-related recently, chances are you’ll know who they are.
The “Just Pay Shipping” Lead Magnet
You’ll have seen copy like this on a social feed …
Limited Time offer! 25 guaranteed tips for content marketing / search marketing / improving your Facebook ads / landing 000s of quality clients (pick any one).
Valued at $999 or some crazy high number, your’s for just $9.99 shipping.
Because we’re such good guys.
Yeah, we’ve all read Robert Cialdini’s Influence. We know what reciprocity is. You give something that seems to be valuable. The customer feels obliged to give you something in return. Usually their time or attention. Or their email address.
As a principle and used properly, it can work well to build consideration. (See our behavioural science in marketing article for more on this).
But, it only works if what you give is of value. And almost all the lead magnets we see are disappointing. Of little or no value, other than as a way to get your e-mail address.
Stuff we can find elsewhere online for free. E-books knocked up with graphic design tools like Adobe InDesign, which anyone could have done. No genuine and valuable insights or tips at all. Definitely not the bargains these start-up experts make them out to be.
You don’t have to do the complicated stuff, we’ll do that
If they’re not offering this generic advice, then they’re offering to do all the “marketing” and “e-Commerce” work you need.
For a fee of course.
No real idea of whether you need that kind of service. Or whether your customers will benefit from it.
You need to work out your marketing plan before you decide if you need any of this.
Beware the ones who say they’ll do it all for you, while you sit back and watch the money roll in.
Because in our experience, the money often rolls the other way. Into their pockets, not yours. (See our marketing agency checklist for more on what to look out for).
Plus, if you don’t know why you need it, then don’t do it until you do.
Genuine marketing experts can explain in simple terms why you need a particular service and what it means for customers.
Yes, some of it might sound complicated to start with. But, if you avoid complicated stuff, how will you ever learn how it works? And if your agency can’t make complicated stuff easy to understand, they’re not doing their job properly.
Sign up for this incredible business success model
This simple piece of software / selling system / email template list works for thousands of businesses, of which we’ll mention 3 or 4, but without knowing anything about YOUR business, we’ll make it easy for you to earn millions in no time.
Sit back, and relax. Don’t do the hard work. Just hand over some cash, sign up for a webinar or an event and watch the money roll in.
We could easily go on. But it’s got to the point where it’s become like a tsunami of marketing bullshit. It all starts to sound the same, doesn’t it? None of these guys stand out.
The really annoying ones stand out the most
Well, apart from the ones who really annoy us.
The smug and the arrogant ones. There’s the guy who says he chucked his job because he hated all the people there. Now he makes millions by working a few hours a week.
We’re sure your ex-colleagues loved you.
And another who seems to constantly paste pictures of himself drinking beer with all his mates. All 3 of them. Yeah, like we’re going to believe someone who spends most of his time at the pub.
And urgh, the ones who look like they just graduated last year? And suddenly they can tell you how to run your whole life and business.
Um, life experience, hello?
Mistake #1 - talking about customers as ‘leads’
We know “leads” is a common term used by salespeople. But, for us, “leads” always feels a bit disrespectful to customers.
Like they’re some herd of sheep, just waiting for you to guide them down your sales funnel.
Mistake #2 - ours is the only way to win
We get that advising people is a competitive market. But some of the advertising copy we read to make agencies sound better than competitors is crazy. At best, it’s naive and at worst incompetent.
Talk up your own successes by all means. Share what worked. But don’t dismiss everyone else out of hand. Marketing is context-specific. What worked one time, may not work the same way next time.
Customers aren’t stupid. If you constantly dismiss other ideas in favour of your own, you come across as close-minded and arrogant. No one’s buying into those values in a start-up expert.
Mistake #3 - You need the agency ‘experience’
Urgh, the ones who talk up the “agency experience”.
You need what agencies can do for you, not the agency experience.
We don’t need flashy offices you rent through We Work, a decision you now regret.
We don’t need everyone looking like they’re under 30, spending the whole day on Instagram, and all wearing Beats headphones, funky T-shirts and trendy Converse trainers.
None of those things matter all that much.
We do need someone who can help us grow our business. Talk to us about that, and we’re all ears.
Conclusion - start-up experts
It’s volatile, uncertain, complex and ambiguous out there in the world of start-up experts.
For every expert we’ve found offering good advice (usually the ones honest enough to admit their mistakes), there are usually half a dozen half-assed stalkers also lurking around.
When you get going with selling online, you’ll have plenty of e-Commerce issues to deal with. You don’t want these bozos to be one of those issues. It’s worth checking out this Reddit chain on ‘fake gurus’ for more examples of bad e-Commerce “experts”.