Why So Many Entrepreneurs Fail So Badly When It Comes To Marketing

There is one huge reason behind all fails and businesses that went wrong direction.

Let's get clear on this.

The goal is not to do business with everybody who needs what you have.

The goal is to do business with people who believe what you believe.

Here's the best part.

None of what I'm telling you is only my opinion.

It's all grounded in the biology of our brains.

Not psychology, biology.

When you look at the human brain, you can see that it is actually broken into three major components. Our newest brain, our homo sapiens brain, our cortex corresponds with the what level. Cortex is responsible for our language and rational, analytical thinking.

The middle two sections make up our limbic brain. Our limbic brain is responsible for our emotions and feelings, like trust and loyalty. It is also responsible for all human behavior, decision making process - but, it has no capacity for language.

What does it mean?

When we communicate with people, clients, only on the level of language, yes, people can understand vast amounts of information like features and benefits and facts and figures. But it doesn't drive behavior. There is no action, no interest, no sales. When we're bombarding people with information, we use language in a way that stimulates only the cortex part of our brain. And this part of brain is not responsible for action.

When we communicate from the level of emotional connection, from the inside out, from the level of why, we're talking directly to the part of the brain that controls the decision-making, behavior, and  then we allow people to rationalize it. This is where gut decisions come from.

Every decision that you make, every behavior coming from your client, it's all happening in the limbic brain, the part of the brain that controls decision-making, not language.

This is why it is so important for you to know why you do what you do. What are your motives? What do you believe?

Because if you don't know why you do what you do, then you won't be able to explain it to your customers. They will not buy from you, they won't be loyal and they won't be a part of what you do. Because you don't even know why you do it.

Again, the goal is not just to sell to people who need what you have, the goal is to sell to people who believe what you believe.

And the reason why so many people fail in their endevours is that they don't communicate why they do what they do. They don't create the emotional connection with their clients. They aim only at their cortex part of the brain, the part which is not responsible for taking action and buying products or services.

And if you want to be successful, you have to change this part of your marketing strategy. You can do it by creating an inspiring, fascinating brand story that tells why you do what you do.

This way, you go straight to your client's limbic brain, you address their decision-making processes. This is the key.


In my next blog post I'll explain why under-capitalized, wrong people, bad market conditions type of thinking is a straight way to bankruptcy.

Reframing How You Think About Customers

This is one of the most important aspects of creating a great product or offering a life changing services. 

You have to ask yourself how do you think of those people who you hope will buy from you.

If you're thinking about those people simply as customers, prospects, consumers, clients, corporations or entities, you're not only missing the point of doing business; you're wasting your precious time and you're missing a huge opportunity, to make your business blossom.

The products and services you want to sell will not succed in the market if you don't address the emotional wants of those people.

Don't concentrate only on fulfilling their material needs. Engage their feelings, their emotions, let them explore your ideas, make your message stick. 

Stand out from your competition by caring about people who you want to care about you.

A business (your business) needs to look past the labels it gives the people it serves, and see their dreams, hopes, aspirations and fears.

If people care about you and your products/services they become your fans for life.

Change How People Feel, Not What They Do

Every step you take, every business or marketing decision you make should be prefaced with this question:

                                     How will it make her/him feel?

Of course you want people to do something, to buy things from you, to use your services, to do whatever you want them to do.

The point is you need them to feel something first, to be internally inspired. When people feel, they act. The feeling is what leads to the doing part. And you can do even more than that. 

Through your message, through your unique story you can take them on a beautiful journey to their hearts. Inspire them, motivate them, move them, take them to the place in their minds where they feel safe. Where trust is found.

This is how you transform prospects into your clients, and then clients into your friends. 

This is how you create not just one time buyers, but those who come back for more and more. 

You have a great product or services from which they can benefit. You know that. By engaging their emotions and feelings you make them know that, too.

All great companies have found a unique way to tell a story that changes how you feel, not just how you think. It's all about changing hearts, not just minds. This is how we all should build our business strategies.

Inspire, Motivate, Build a Relationship Based on Feelings, Fascinate and Add Value – This is Marketing.

Your Competition Is Extremely Boring - Fascinate Your Customers

Do you have the same feeling as I have? Wherever I look I see boring content, boring websites, people trying to push their products, sales letters starting with Do You Know or Have You Ever or Are You One of Those. I got sick whenever i see it. It's overwhelming, not only for me as a person who tries to change the structure of modern online marketing, but also for all of these people looking out for your product, for your services. Are you gonna give them the same experience they have with your competition? No?

So you're wondering now where should you start to turn the situation around.

Start with the truth. Identify the worldview of the people you need to reach. Describe the truth through their worldview.

Think of your business story as the first date. As a way to start establishing the kind of relationship that leaves people wanting more. Your story doesn't need to give all of the information as we can unfortunately see it on most of the websites out there. It simply needs to encourage the next conversation.

And how you do it? Remember that your customer is a person like you, who wants to matter. If you really care about him or her, you do your work without thinking about your traffic, ROI, or social media presence. You're thinking about delivering the best, most valuable content that you can produce.

Your brand is a story that you share with your customers. It's a window on awareness.

How To Save Years of Time and Multiply Your Profits

Get out your diary. Pick a day this week and block out 3 hours on that day under the title of Back to creativity. It doesn't matter when you choose to block out, just choose. Do it now. Go ahead and do it.

Now, fast forward to the next week, block out the same time in your diary. Continue to do this for the same time every week for the next 6 months.

I want you to establish a routine. Stop reading now and block out 3 hours of the same day, every week for the next 6 months. Ensure it's a time of day you will NOT be disturbed. Take the phone off the hook and make it clear to your staff or family you are to be left alone.

Have you done that? Great. You're probably wondering why am I asking you to do this? Here's why: somebody, somewhere has the answers to the problems you're experiencing.

Somebody somewhere is doing what you do a little bit better or far better. Spend some time each week searching for this person. Don't do exactly what that person does. Concentrate more on the way they speak to their customers, how they fascinate and inspire people to take action. Take a look at how do they market their products or services. Keep your eyes, ears and mind opened.

Whenever you have a problem you need the solution to, just look around... see what other people are doing... and keep searching until you find an answer!

Set a specific goal and use your Reticular Activating System (RAS) to reach this goal.

Set aside these three hours each and every week to surf the Internet, read publications of your industry and that of other industries. It will benefit you in so many ways that you can't even imagine right now.

Remember, keep your eyes open. Look for an inspiration, for emotional connection, the kind of attraction that fascinate people. With this help create your own story. And it should start with First Impression.

You Don't Have a Marketing Problem

Every meeting that I have with my clients, every business call, it always starts with them saying I have a marketing problem or I should be marketing better.

In reality you can't be further from the truth.

There's something you've convinced yourself of that simply isn't true. Like many people that I work with you are working tremendously hard to create something of a great value. It might be some beautiful products or a life-changing services. But in spite of your huge efforts still you don't get the right attention you deserve and you can't really understand why your message, your services, your voice and ideas are not reaching the people it needs to.

So during this dreadful process you've convinced yourself you've got a marketing problem. I think, I feel that it's time to get really clear on this.

You don't have a marketing problem. And here's why!!!

Every day you do a wonderful job, you wake up in the morning, you do certain things during the day, things that need motivation and some kind of inspiration. You're talking to your kids, teaching them different things, you go shopping, you talk to your wife or husband, you create transformational programs, or beautiful products, or you deliver excellent services. In every single second you are doing something we call marketing. You persuade in a gentle, inspiring way your friends, your kids to do certain things, to help you do certain things. This is marketing - telling them your vision, showing them your idea of how things should be done.

Marketing is not about selling. This is a wrong assumption that we were thaught duing the socialization process. Marketing is about fascinating people, and inspiring them to take action. How often do you do it during the day? With your kids or in your relationship, or anywhere?

You don't have a marketing problem and it's highly likely that you're a great marketer. What you do have is a storytelling problem. 

If you're marketing an awesome product, sessions, or a life-changing coaching program that isn't selling, then it means that your brand story isn't connnecting your audience to your idea.

People don't know why they should be interested in your stuff. It's your job to give them a reason.

Marketing is not about selling, it's about storytelling. What's your story?

First Impression - 9 seconds to success or failure

It doesn't matter who you are, what you do, what kind of services you're offering or how brilliant you are if you're not followed by people and nobody knows you.

Do you know how much time you have to capture people's attention? You're right. Only 9 seconds before their brain are busy with their internal chatter. Now get a stopwatch, and if you have a website, start reading from the beginning, but only for 9 seconds. How much information were you able to digest in this time span? Now look at the content of your website - the first 9 seconds - is it good enough to capture people's attention and keep them on your website for longer?

You have only 9 seconds when you're talking to your potential customer, or existing customer, your employee, employer, or a person that you just met. After this time span their attention is severely distracted by internal thinking process, ideas, memories, things to do, a phone call they have to make, things like what they gonna eat this evening.

Throughout the years our brains developed these strategies to keep only things that matter the most. If you can't present yourself or your product during this 9 seconds, you're not gonna be kept as a thing worth remembering.

Next time you create your website content, or make an ad, or post something on your facebook timeline, remember this: you have only nine seconds to persuade your customer's brain on whether or not they gonna pay attention to what you're saying. I know it may sound scary, but it's better to know the truth and use it wisely.

Why do you think the attention time span has become so short?