Busted online business without a solid foundation

Every week I get a lot of emails or messages on social media from people who want to pitch me their idea, who ask me if their idea can break through, who want to make money hand over fist with the web marketing, etc., etc., etc.

Let's start by clarifying some cornerstones of my business philosophy.

1. If you write to me, I will answer you in person, not someone from my team.

2. If I answer you I do it to thank you and maybe write 2 lines about what I think.

3. NO it is not counseling and NO I do not counsel in this way, because it is serious, it requires time and study on my part, and it has a price.

This premise is a must to make you understand that I am real and that what I do is something serious, solid, and I am not taking the piss out of anyone.

Many of my colleagues probably don't even respond to you.

Some people might even tell you to go to hell.

But let's come to the mistakes that many, almost all, those who want to do business online as inexperienced people make.

1. Doing too much = Doing badly

You do 10 things, maybe 11 or 12, but of these it is not known what you are really good at. You don't demonstrate unique or excellent skills in any of them and you don't have enough results to prove what you say.

Being a volcano of ideas that will never see the light of day is not a good thing, believe me, I've been there myself, and being creative is not just about having some insight, then you also have to be able to implement it.

In this case what I am suggesting is that you skim, take out anything that doesn't lead anywhere, anything in which you cannot excel, anything in which you haven't already achieved some appreciable results.

You'll see that the list gets a lot narrower.

A few days ago while I was in coaching with Fabio, a Titanium entrepreneur of mine, he reminded me of this book that I suggest you read One Thing Alone by Gary Keller.

It will be extremely helpful in selecting what you need to carry on and what you need to saw off instead.

2. Brand Positioning: you don't have your own identity

Then who are you?

Can you explain it to me in 2 lines without pouring out 600 words that lead nowhere?

Of course if you find yourself in the first case it will be well difficult, and usually these two issues go hand in hand.

These two obstacles are certainly the most difficult to understand and overcome, but I guarantee that without a solution to them you will go nowhere.

Having an identity does not mean having a strong identity at all costs.

You can find positioning for you and your products without necessarily being the #1 of the market, but rest assured that if you start thinking in terms of excellence, diversification and service, you will become one.

That's why I never tire of recommending my friend's book Marco De Veglia, Zero Competitors that explains in a simple and clear way what it means to create and position a brand to outperform the competition.

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Believe me, it is not easy.

I myself am constantly researching and evolving, but I don't stop, and the results are showing.

3. What you want to sell is of no interest to anyone

If you had been good enough to avoid the first two mistakes, this might be the one that costs you the most.

Yes because venturing into something, a new product or service, setting out to design, produce, plan and launch, investing time and money only to find out that no one buys it...well...that's a lot of beating.

At least in the first two cases you couldn't even get going, but here the trap is really sneaky.

There is only one way to avoid this: Doing research.

Doing research means seeing if something similar is already on the market, if it is there you need to understand how it is working (how much it is selling) while if it is not there ... there is nothing to be happy about.

If there is nothing like what you thought of, it is easy for others to have already done it and failed.

You will say.

"Eh no! I have a super insight! That no one has ever had! It's the product of the century!"

OK. Then do this: without revealing exactly what it is, survey at least a hundred people and assess whether they really need what you are planning in your mind.

Would it work?
Would they buy it?
Does it solve a real heartfelt problem with no solution?

If the answer is yes then try it, but with caution 🙂

I don't have a particular book to suggest here, Guy Kawasaki, Simon Sinek and Seth Godin come to mind--take a look at their titles, I'm sure you'll find something super useful.

4. BONUS mistake: not a being a perfectionist in your business.

When the first iPhone came out, the line dropped every 3 out of 5 phone calls after 2 minutes. Yet this did not stop Apple from becoming what it is.

You are not better than Apple, so don't worry about doing things perfectly, as long as they work, fulfill the promise, and are ethical.

Everything else, the perfectionism, the "I'm not ready now" -- these are just excuses for not accepting the challenge of a new life.

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