This is a new weekly newsletter that will be focused on going “deep” on a specific framework, method or strategy for scaling past 7+ figures in your online business.
Chances are if you’re really good at what you do… you’re kinda terrible at selling it.
And chances are… the people that aren’t as good at what they do…
Are incredible at selling it.
Why is that?
I’m sure you’ve seen someone with hundreds of thousands of followers…
Or a business with a lot of momentum….
Maybe you bought their program, or reviewed their content…
And you were left scratching your head saying…
“I know way more than them”…
Or you see their content online and you say…
“That’s not how that works”
I see it all day… every day…
To the extent that I’ve mentored people who take what I teach them and arguably have done a better job selling it than I have.
So… why is that?
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So why is that “less competent” people are often able to sell better than “more competent” people?
In this video….
I talk about the reason behind it and why it occurs.
However, simply put…
When someone has a lower level of knowledge or understanding, they over-estimate how much they know…
This is why when someone scales one business to 7-figures…
They think they can do it time and time again.
Without realizing that perhaps there was a level of “right time, right place” involved.
This creates a problem for true experts.
Because the true experts…
We’ve been around long enough to analyze our thinking…
We know there are multiple key factors involved in success.
And we need more than one example to confidently say something works in a certain way…
And because we understand more of the nuance and complexity….
In many ways we are not as good at making what we sell to be simple and easy to understand.
But the person who barely knows what they are talking about?
Simplicity is natural.
The true experts who are also deep masters of communication can sell with simplicity as well.
But even for them, it is an ongoing battle to not let all their knowledge get in the way of effective and persuasive messaging.
This happens to me all the time.
I know so much on scaling a business…
That when someone asks me what to do…
I can’t give them an answer.
Not right away, anyways…..
Because I need to ask a bunch questions to be able to give them the true answer.
But…
If you ask someone who’s only done it once…
They’ll give you a “step by step” with ease.
Because they only see a singular path.
And if you ask someone who hasn’t done it…
But they think they know how to do it…
They’ll give you a grandiose theory that is built on “magical thinking”
That admittedly will sound so much better than my version….
That it’ll be hard for you to ever say “yes” to mine…
So… when you’re buying… remember this.
And when you’re selling… remember this.
And watch the video for a deeper view of this…
– Scott
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2. 10 Predictions to Recession Proof Your Business — Curious to know what the future holds for online business? Check out the impact of unfolding trends like AI, market maturation, the economy as a whole, and more to help ‘recession proof’ your business.
3. 3 Common (And Potentially Fatal) Legal Mistakes Online Businesses Make — Learn how to avoid these common legal traps ( and use code 7FIGURE to save 30% on the templates & software that makes it fast, easy, and inexpensive to handle the legal aspects of your business)
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That’s it for this 7-figure letter. I publish new one every Sunday. Make sure to signup here to get yours.
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