How often have you seen the advertising for a great new opportunity:
For $99.95 (plus gst) I will show you how you can be a Millionaire.
Then they say:
It is so easy, Anyone can Do It. All you have to do is follow my simple system.
Then you put your money down, and you find out the system revolves around you putting ads in newspapers just like the one you read, and selling a ten page manual for $99.95 describing this strategy to others more gullible than yourself.
The system is so vague and general that you cannot implement the information unless you buy the “Tell You Everything” $995 Pak and the $9990 “All My Secrets Exposed” seminar etc.
The information is so technical and requires knowledge most people don’t have and is too hard for most people to implement.
It requires you to do things you have never done before, such as cold calling, and which you will not persist with and will give up on before you gain any skill.
If anyone can do it, and it is such a great deal, why isn’t everyone doing it? It might be technically true that “Anyone can Do It”, but it is also true that Most People Won’t!
Where the occasional opportunity arises that indeed “anyone can do it”, for example some home business jobs you can buy, another issue arises. If anyone can do it with this system, everyone will be doing it the same way. So, why should they buy from you?
If you are making something that anyone can and is producing, you are producing a commodity. Typically, commodities have low margins.
To charge a premium for your products and services, you need a Unique Selling Proposition. Now the guy selling you the opportunity might have a Unique Selling Proposition in order to get you to buy, but do you really believe it is possible to BUY a Unique Selling Proposition? Especially if the opportunity seller is selling them as if there were no tomorrow?
Beware of those promising instant success. Invariably success is attained through discipline, perseverance and the taking of measured risks. If it wasn’t for these three factors, I am sure Anyone could Do It!
May Your Business be as You Plan It!
Over to You. What do You Think? Post Your Comments Below.
Dr Greg Chapman is the Director of Empower Business Solutions and The Australian Business Coaching Club and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems.
The Australian Small Business Blog