Hustle Mode Burnout

We all know the drill. If you are on social media, you've seen the spiel.

Most entrepreneurs can’t spend a second on social media without being hit in the face by a “hustle-mode” type post. Nowadays, #hustlemode and #hustlelife has taken over for working effectively and being an active contributor, providing content that the audience actually wants to see.

Working hard is great, it's essential in making sure we're not a bunch of couch surfers in our parent's basements, but there's a time to step back to practice common cents and work intelligently.

So, what exactly is “hustle-mode”? Well, in this context, you’re basing your business on luck, instead of proven systems for success. Working hard is essential, but, like a hamster on a wheel, if you're not using the right tools, doesn't always translate into success. 

Breaking The Cycle

In my 10 years as a sales consultant, an entrepreneur, and mentoring with some of the most recognized "gurus" in the industry, I learned that success is not determined by the number of leads, or the followers you have on Instagram. Qualified leads get you money now or in the near future, impressions, or views, are what help to create brand recognition (I hope you have a notepad)

This keeps entrepreneurs trapped in what I call the cycle of self abuse and destruction. Hustle burnout causes wannabe "life coaches" and "hustlers" to end up stressed out, burned out, and more broken than your bank account. No amount of extra hustle will help them reach seven-figures in revenue.

They’re mentally and physically unable to scale their business.

Years ago, I was working 21 hours a day (yep! Tried the phaseological sleeping pattern trend), exhausted and a walking zombie. I was relying on networking and posting online, cold outreach to potential consulting clients, and hoping that someone would wander across my website. This, obviously, did not work.

So, what exactly does work?

First, forget simply relying on your posts to generate leads for you. If you don't have a system in place to generate and capture leads, you will be dead in the water. In an age where being a "disruptor" is cool and expected, people have started to forget the proven methods that are constantly improving, using the same methods that have been used for decades.

Again, not having enough qualified leads is the reason most can’t grow.

Second, Forget what the trending titles are, and focus on the principles that continue to keep some of your favorite streaming services and stores afloat.

Third, learn marketing concepts and study sales cycles. Build your marketing from these cycles and learn how to test these cycles (aka funnels) in a way that makes sense for your customer.

Forget What you Know and Know That You Don't Know

Too many "disruptors" and "hustlers" do a great job at branding themselves, but tripping over themselves when it comes to marketing and making material that will allow them to actually afford to own their rented cars and homes from their videos. So, what exactly is a lead and how do you know?

Think about it this way, if you put yourself in your lead's shoes, would you buy what you're selling? Would you subscribe to your own material if you weren't you?

Offer valuable content that humanizes you, but will set you apart from the rest of their spam filter. Notice how I said valuable. Illuminate the problems that the individual is facing, Once they realize you may have the solution, make friends, and get them to opt-in to an email.

Who Are You and Why Are You on My Feed?

So, you've built some campaigns and you're ready to launch your campaign..right? Woah..let's walk before we run. Let's test that beautiful data.

If you're not sure how to test to make sure you're reaching the right people, take a look at -Testing, Testing, 1,2,3

Take some time to capture just how awesome you really are and develop a plan to roll out your content by using a content and idea guide. Don't have one yet?

Create a Content Planning template that outlines each day you plan to release content, and, using your A/B Testing, determine which days will be best to engage your audience. As this happens they’ll be nurtured into knowing, liking and trusting you, ending with your offer as their preferred solution for fixing their problem.

We’ve all been at a networking event where someone is doing a little too much selling, or they're a little too sure that they have a solution that will "fit" you and your business. You have no clue what they're selling, but you're going to avoid them as much as you can to keep from being pulled into an endless loop of "we should get lunch" and, "I promise, you'll love what we offer."

Marketing is essentially the same. Business owners want everyone to "buy now", and they've all got "disruptive" products that are imperceptive better than the competition, yet, somehow neglecting to specify exactly how. Don't be "that guy", nobody likes him and everyone secretly wishes he would go home.

Online lead generation in today’s world requires that you meet your lead at the right place, at the right time – and with the right message. We don't buy when we're confused, neither do your customers.

What kind of a Lead Do You Have?

So you're a rock star and have finally gotten some leads! Now what?

This is a huge step for all businesses and if you can perfect the next steps, you'll be far more successful. Do you know what kind of lead you have, or is it a shot in the dark?

 These are leads who are your perfect, ideal customer. Despite being a perfect fit, they really don't see a need for your product or services, and gosh darn it, they aren't going to budge!

These people are short on time and basically don’t care who you are. They might listen to you for a moment, but only if it really makes sense for them. The pain has to be real! Be patient, use your testing to find the pain point. (See why it's so important?)

Peepers. These are the people who just want to look at the information you're offering, but just want to be left alone until they make up their mind about your services. It's okay, just breathe, take a step back and maybe ease off the solicitation emails. Brand recognition, trust, and credibility are very important to this group.

Researchers. They just want to know what your product or services will do for them and will shop you against the competition. Easy with this group, although it's absolutely never acceptable to bash the competition, it's important to make sure you highlight how your product or services will benefit them.

These leads know they have a problem but still haven’t found their fix for it. Because they’re aware of their pain, they’re more invested in finding the answer. They’re willing to spend much more time to understand your offer.

Creepers. Yes, I know, not exactly the context you would think of as a lead. These beautiful people want to understand exactly how the product works and how it will benefit them step by step. It’s like a manufacturer putting a guidebook into the box we never read, or the person all of us know that reads the FAQs on the 2000 word disclosures before agreeing to terms and conditions online. These are leads who want to solve their pain, but not with just any product or service. They want to know it will work for them. They know, like and trust you, and are ready to take action and purchase from you, but they need more information.

They understand your methods, inside and out. They also realize that your solution is the next step that makes sense. From here, making the buying decision is emotional not logical.

Satisfied prospect. These are the most wonderful ones of all! They're satisfied that you can fix their issue or add value, now it's time to make sure the conditions are perfect for them to go all in.

Whether you’re selling books, coaching, physical products or anything in-between, knowing your prospect will help you create content that makes sense for them, and for their behaviors. By targeting leads based on the category they’re in, your ability to be relevant to that lead (and have their full attention) will ensure you don't fall flat on your face.

As always, please feel free to contact me for assistance in your endeavors