In 10 years of blogging this is probably only my second rant post. I’m not a ranter, I don’t get all ranted up, and I don’t appreciate rantiness in others, so I’ll keep this brief.
I’m calling all people, bloggers and those of us who give business advice, myself included: Please, guys, stop giving advice on shit you don’t understand. It should be obvious but it isn’t, apparently.
There is a ridiculous echo chamber in the online business community. Someone successful says something and then other unsuccessful people say the same thing. In my opinion, this is dumb.
For example…
So, for example, an extremely successful internet marketer shows us the results he gets from split testing a sales page. “This split test makes me $1000 a day” he proclaims.
What happens? Loads of unsuccessful internet marketers copy his idea. It doesn’t work for them but, still overawed with the extremely successful internet marketer, they mindlessly tell all their friends to “split test, split test, split test”.
Split testing – no one does it, but everybody tells you it's a great idea Share on XApparently people are being brainwashed by these gurus.
Yes, because more people signed up to some guru’s list when he put a few annoying popups in. Split testing gave us email subscription popups. Thank you, split testing.
Here’s what the email form popup split test doesn’t do:
- split test a parallel reality
- take into account how many people got a negative impression from the site because of the annoying popups
- take into account the unsubscribes and open rates in the weeks and months afterward
- ask a human being what they felt about popups
Another example of entrepreneurial brain washing
Just because something works for a guru, it doesn’t mean it’s going to work for us.
LeadPages is another good example of this echo chamber. I have no doubt that it’s a great product but has it made money for each of its users to justify their financial outlay?
Everybody says LeadPages is great. The next time someone says “LeadPages is great” ask them if they expect to make more money from their list than they’ve spent on it. And watch their expression change from one of shiny object awe to one of buyer’s remorse.
All investment in entrepreneurial shiny objects should be justified by ROI. But it seldom is. Share on XLeadPages is only worthwhile if you have traffic. If you don’t, you’re wasting money. And you’re wasting money because idiot marketers give you advice on shit they don’t understand.
Email marketing software and services are expensive. Only spend money on them when you’re sure you’ll get it back.
“Dear Rob, what should I create a Udemy course on?”
I get this question in my inbox. All. The. Time. And I guess I shouldn’t be surprised or exasperated by it. But I am. All. The. Time.
People see me making money on Udemy so they think, “I’ll make some courses like Rob has done and make lots of money.” Well, worth a try, I guess. So they ask me: “what should I create a course on?”
WTF? I know nothing about you, your interests, what jobs you’ve done, how you can help people. And you’re asking me what you should create a course on? So, I tell them to create a course on something you know about.
Sometimes they come back to me and say, “oh, OK, I’ve just taken a course on XYZ, I can create a course on XYZ, then?”
Nooooooooooooo! Only talk about shit you understand. Only advise people when you’re sure that advice is sound. You can’t advise people with other people’s advice. Just because your mom tells you to stop picking your nose does that mean you say that to everyone?
Don't advise people with other people's advice Share on XSo, don’t tell people what to do unless you’re in the position of authority.
“But I haven’t got anything to say!”
Then people complain that they haven’t got any advice to give and that’s the reason they’re flogging this second hand shit. And that’s rubbish!
Have you ever earned any money? Has someone given you money to do something? Yes? Well, now we’re getting somewhere. This is what you need to start talking about.
Talk about what you know. Write about what you know. Blog about what you know. Give advice on what makes you money.
When I started blogging in 2006. I didn’t know shit. But I knew a thing or two about creating PDFs, Photoshop tricks and artworking. So that’s what I blogged about.
I spent two years figuring out WordPress and web design before I started writing about that. I spent three years blogging before I started giving advice about that.
For me, this was natural. I have a bad impostor syndrome. Who am I to tell people what to do? Sometimes it’s good to be confident and say what’s on your mind. But, with content marketing you have to have authority.
If you’re making money doing something then you can tell people how to do it. Otherwise, don’t.
Rant nearly over. However, while I’m ranting…
Stop indulging in business porn!
We all do it. Stuck for something to do and with that feeling of unease, like we don’t have quite enough, we satiate our hunger in the Kindle store, with podcasts or blogs … we bombard our senses with business advice.
Fearing that we don’t quite know enough to have a successful online business, we feel we must consume more and more and more business information.
Because, otherwise, we have a fear of missing out. There maybe that useful tidbit, technique or plugin that is essential to our business success? There must be a secret in a book about the one big thing or the several little things we need to do?
No, that’s crap!
Is this what successful business people do? No.
I don’t want to advise people to stop reading, but some people just take on too much information. And too much information can stop you doing the most important thing an entrepreneur can do: TAKE ACTION!
You can do it
So, rant over. Time to get back to work. Time for me to stop writing and time for you to start doing something. Outsource that project, place that ad, ship that product!
Enough already.
“I’m not in this world to live up to your expectations and you’re not in this world to live up to mine.” ? Bruce Lee
This is such a good post, Rob. It’s genuine (and GOOD) advice that I don’t often see online.
In the internet marketing niche everyone talks about the need for split testing but few will point out that the vast majority of those tests make little to no difference. I could go on but you get the idea.
I see the same blind parroting going on in my niche, and my blog readers love me for pointing out each flaw in my posts… so PLEASE consider doing an epic post (or post series) on this topic.
Awesome, awesome post, man. Kudos.
Thank you, Harold. It seems that this post did strike a nerve with many people. Lots of people seemed to agree with it and it got more comments and shares than usual so I must have done something right. That being said, someone on Google Plus just said that they found it too ranty and zoned out after a few paragraphs so you can’t win them all. 🙂
Just shows you that people like it when you stand out from the crowd. 🙂 (mostly)
Hey Rob, I loved this post man, it’s been a while since I have left any comments on any site but I just couldn’t miss not commenting on this one.
When I was just getting started, the advice that many marketers gave me was to drop the “I don’t know anything” attitude and change it up for something like “I’m learning the ropes of this but you can follow me on my journey on this blog” which I actually think is good when you don’t know about the subject and as long as you’re super transparent about it.
The problem comes when the lies start spreading with claims that aren’t true.
I, for instance, can’t stand people who think that creating a new course on anything that is selling well, is a good idea, particularly when they know nothing about the subject, yet I see this happening all the time.
You can literally pick any 20 online courses that have crazy income claims and I can assure you probably less than 10% will be making true declarations about their results.
It’s a shame but it does happen and I now understand why Internet Marketing has built a very bad reputation online on its own these days.
Sergio
Hello Sergio, so glad I’ve inspired you to comment again! And even happier than you’re commenting on my blog.
Yeah, I think it’s fine if you blog about stuff you’re not expert in if you say I’m learning the ropes of this but you can follow me on my journey on this blog – absolutely cool.
As you say, the problem comes when people pretend to be something that they’re not. You get this air of inauthenticity. And it permeates through the online marketing niche (and other online niches).
Anyway, we’ll rise above this, dude!
Yet another spot-on post by Rob Cubbon. Gold advice and about time someone called this rubbish out. About time to take action instead of spending more money and time buying and reading another business book or course! Thank you Rob, as ever.
Thank you, Piccia, as ever. Thank you for your kind words.
Wonderful! Can we have Ranty Rob back more often?
LeadPages are the Hugh Hefner of business porn. I howled when they lifted the Elegant themes premium plugin Bloom and touted it as their own revolutionary product. Like their claim to have invented the two-step optin form. You have to admire their balls.
They, like many, are very good at marketing to wannabe entrepreneurs. Their punters then evangelise for them. Probably It’s more cathartic to mimic their confidence than is it palatable to think about what they got.
I personally wince when I see people recommending products in groups and forum. So often they don’t read the question yet say “get XYZ it’s hands down the best”. A way of saying look I me I buy the cool stuff without having to show the value it has given them,
The useful thing about these echo chambers is they probably tell us when it’s time to be going in the opposite direction. A bit like before the banking crash of 2008 TV schedules were full of how to buy property to let programmes.
Enjoy that Rob!
I’m not sure if Ranty Rob can put in an appearance very regularly. There just aren’t that many things I can rant on. This one had been brewing for a while. I’d be mulling it over in my head for a while. When this happens, it’s the best sort of blog post as far as I’m concerned because it’s the easiest to write. 🙂
You’re write some of these companies are so good at marketing to wantrepreneurs, it’s almost like the product is the second best thing that they do.
I didn’t know that about LeadPages and the Elegant themes premium plugin Bloom, looking into it, my what a shabby trick! GPL only works if nobody acts like a douchebag. Unfortunately, we’ll see more of this, I guess.
Two more good points you made: “this is the best membership plug-in” well, you’d need to take a year out of your life to test them all. (Actually somebody did do a good job of that once: http://chrislema.com/best-wordpress-membership-plugin-2015/ he did 30 – there are many more than that!)
Yes, echo chambers tell us when it’s time to be going in the opposite direction. Betamax video is the next big thing!
“it’s almost like the product is the second best thing that they do” Ha ha, you can be sure I’ll using that gem. It’s on a WP site so that line’s GLP too – right?
Yes, I follow Chris Lema. His thoughts are always welcome. Like you really… even if I don’t agree I’m all the better for the perspective.
You absolutely have my express permission to rip off anything here. It’s probably all regurgitated shit from elsewhere served up by my subconscious during lucid moments so steal away!
Ha ha I’m sure not. I think I might just work on writing a sentence without a typo. Looking above I feel enough shame already.
You might have to shut down a few colleges and university business courses if you ban people from preaching what they haven’t practiced!
Hehe, Joe, I hadn’t thought of that but then it was many years since I was seen in a further education establishment.
I take it there won’t be any affiliate links for Leadpages on this site, then?
Well said, Rob.
Leadpages is over-hyped.
I used it for a few months until I ditched it for a cheaper Aweber form. Now this actually converts better – and looks good. Leadpages is great but looks very ordinary on mobile versions for a basic form and not worth the cost, in my opinion.
I agree with Sergio above that when first starting out you can write about what you already know. And as you’ve said yourself before , you don’t need to be a complete expert, just convey good info to others who know less than you do.
But again it all boils down to levels of understanding, I suppose.
However, you’re spot on when you say that everyone should base their views and opinions on what they’ve learnt through experience and not just through second-hand knowledge.
Ranty Rob… I like it!
Hey, Marty, now never say never with LeadPages affiliate links lol. However, I’ve never used it and I’m not likely to start using it so I doubt if I’ll be affiliating for Clay Collin’s successful product anytime soon (especially now that I’ve learned that Elegant Themes Bloom Plugin was forked by LeadPages where the extent of the fork is to replace the ET logo with theirs, add additional branding to each opt-in form, and use the free plugin as a method to up-sell their competing product).
But you’re absolutely right – you don’t need to be a complete expert, just convey good info to others who know less than you do and everyone should base their views and opinions on what they’ve learnt through experience and not through second-hand knowledge.
Rob this is may favorite post from you of all time!!!! I loved every word and it’s sooooooooooo true! I know what you mean. I often get “What should I create a website on?” Ummmm…. how would I know that? I don’t know what you’re good at or what you should sell? LOL
I think the reason people read so much is a fear of failure. They feel that if they absorb enough information they won’t fail but the only way to learn is to get out here and get your hands dirty. You might fail but it’s how you learn.
Well written. Do more rants. I enjoyed it!
Hehe, Lisa, it’s funny this post really seems to engage. You get the same sort of emails from people?
Yes, we all like to get info but there comes a point where you should stop reading and start taking action. 🙂
It’s been a while I have read something so compelling and so true, I won’t lie, I am struggling with this. I can’t help but buy every business books I come in touch with, looking for business podcasts to listen, and most time I spent days listening and reading.
…trying to put the advice to practice, but too much information, and then I get confused where to start from…
thanks for sharing (while still struggling to put my attention to one one thing at a time)
We all struggle with this, Tuto. No one knows the exact moment you should stop reading and start doing. We probably all get it wrong. And I struggle with doing too many things at one time and spreading myself too thin. But definitely people who take more action and more likely to see business success.
Thanks for your comment.
Excellent rant Rob! The title says it all. Engaging in Entrepreneurial Brainwashing and Entrepreneurial Porn is a sure way to get sidetracked and waste a lot of time. And lose money.
Yes, there is no substitute for action. That’s a given. Even so, I enjoy listening to marketers like Pat Flynn, Amy Porterfield, Joanna Penn and of course, our very own Lisa Irby. I enjoy marketing podcasts like some people enjoy their Netflix or the Walking Dead. It’s like entertainment for me. With the added bonus that I might pick up a few tips that I can actually use when I’m out there taking action. Cheers!
There’s no doubt that podcasts and content by Pat Flynn, Amy Porterfield, Joanna Penn and of course, our very own Lisa Irby is inspiring and educational. Especially Lisa!!!
I love these guys as well. But we have to be careful we still take action 🙂
Wowza! What a great read Rob. One of Lisa from 2 Create a website’s posts brought me here. I loved your points about you having to go through some things/aka learning by doing to really get some experience under your belt before giving advice to other people.
Soooo I used to be a hugee fan of Lead pages until I stumbled across Thrive Content Builder! Thrive Content Builder is Lead Pages on steriods …annddddd you only have to pay a one-time fee for it instead of a monthly fee for the plugin too.
Check it out when you get a chance. But seriously, love this post.. Cheers!
Yes, Kimberly, seriously great that Lisa linked to me and took so many people here with her. Hehe.
Yes, about LeadPages and if you scroll up these comments you’ll see a great comment from my friend David Waumsley: “LeadPages are the Hugh Hefner of business porn. I howled when they lifted the Elegant themes premium plugin Bloom and touted it as their own revolutionary product. Like their claim to have invented the two-step optin form.”
Thank you, Kimberley, hope you come back for more of my rants.
Aw shucks 🙂
Thank you Rob for bringing us all back to reality. Shiny object syndrome is definitely a thing to be wary of. Most times we just need to look in the mirror.
Now I must ask, have you ever used LeadPages?! 🙂
I’ve never used Leadpages, Matt, the price put me off. I’ve been tempted though. 🙂 Thank you for your kind words and welcome to the blog 🙂
Dammit, Rob, I was sitting here reading, thinking smugly, “Yes, YES, just what I’ve always said…” and then BAM! you hit me straight between the eyes with your comment about Business Porn!
Thanks for a much-needed reminder. Maybe I should add a sign at the top of my computer screen saying, ‘You want to be a WRITER, not a reader.’
Hehe, well Stephen King says that, to be a writer, you need to read a lot and write a lot so I guess it’s a 50:50 thing. 🙂
Rob
Loved the post a dust read all the comments😀
AR
🙂 Adam 🙂
Great article Rob, and you hit the nail on the head when you called Entrepreneur Porn for what it is. We all want to make money, but being distracted by the latest shiny object every month is what keeps people from actually getting good at any of it.
The truth is you can do the exact same steps as someone else, and you will get different results. Everyone has different talents and experiences, not to mention that the timing and environment of each person’s rise to prominence is entirely unique to themselves.
The best advice is be yourself, put your head down and don’t give up. Most people fail their dreams by taking themselves out of the game. Remember, it’s not the tools, it’s the person behind them.
Absolutely, John, I couldn’t have put it better myself. And you’re so right about timing. These days, something can work at one time for one person but not work a few months later because the online landscape changes so fast.
Love this post. I actually enjoy rants, so I hope to read more of yours (even though it sounds like you prefer to keep them to a minimum).
The only part I would challenge is the bit where you say you should only give advice on or share knowledge on topics that have actually made you money.
You may know how to do something (and do it well, even) but not found a way to monetize that skill or knowledge. That doesn’t mean others can’t make money with it, as we are all better at some things than others are.
You can know how to create graphics in Photoshop (just a random example) and I feel that is worth sharing with others, even if you don’t have a long history of high paying graphic design clients or even if you haven’t been able to turn that into much cash for yourself yet.
Hey Ashly, thank you. I probably should rant more but I just can’t be bothered – too much energy, and it’s negative energy as well. But you make a good point. I think the point I was making was that people should only advise people on doing making money things when they’ve made money on it but I know I didn’t say it that way so – props to you for calling me out on it. 🙂
Oh Rob, Robbie… don’t get so worked up, dearie. It’s bad for the blood pressure 😉