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.