hey miles here miles Becker calm in this
video you're gonna learn about the most
dangerous number in business now this is
an idea from Dan Kennedy who is a
copywriter and a marketer who I highly
respect and the idea is quite simple so
right off the bat the most dangerous
the idea here is that if you are reliant
on one product to sell and that's what
your entire business is build upon or if
you're reliant upon one traffic source
and that's what your entire business is
built upon or even worse you have one JV
right you've one affiliate who brings in
all of your traffic your business may be
destined to failure now in this video
we're gonna unpack this a little more
you're gonna hear about what I've done
in my businesses to kind of prevent this
instability in my business and you're
really gonna get an idea of how this is
a bit of a paradox and how to move
forward even with us being a paradox so
again I really think this is a clear and
important idea for you to understand as
an entrepreneur but let's go to the
paradox side first you've got to start
with one so if you're just getting
started
know that you do want to go deep on one
traffic source first before spreading
yourself out because if you spread
yourself too thin at the beginning
you're never gonna make any progress so
an example of this is for me with this
YouTube channel I really went all-in on
YouTube for a period of about a year
before starting to get that content onto
my blog onto the podcast or really
working any other angles to get
additional forms of traffic to my
content for my wife she preferred
writing in the early days so she wrote
and wrote and wrote and went all in on
her wordpress blog first before really
kind of repurposing the content and
getting it out on to other platforms so
you do need to start with one so start
with a one source that's easiest for you
right to publish for me it's videos for
my wife it was vlogging go deep with
that and once you get really comfortable
with the process at that point you can
begin to put in teammates and systems to
help get that kind of syndication of
your content on to other platforms now
the idea of one product again it does
start with one ultimately you can only
create one new product at a time you can
always add on some sort of a group
coaching upsell you can add on access to
a group membership site on the back end
those are easy items for you to sell
that don't require you to create much
before you get started so if you've got
an info product and that's what you've
been selling consider adding on a twenty
seven thirty seven dollar a month group
access so they can get group access to
you to ask you specific questions or you
can also offer high ticket coaching to
these people or just mid ticket coaching
whatever works for you and your business
but always be thinking about what is
that next most logical challenge that
your customers are going to face and
continue to create more products for
them and ultimately you'll probably want
to have multiple front end products
which my wife and I have at this point
in time I'll be honest with you we have
something to the tune of a hundred or
more products that we sell but with that
said there's really about four or five
of them that sell very very regularly
the other ones were either tests or
there are little things that we offer on
very short periods of time in order for
our new leads to become customers with a
new type of offer because not everybody
wants one thing which is why having a
variety of products that you offer can
really really be beneficial for you long
term and ultimately as Dan Kennedy would
probably say it's absolutely required
for you this is really the key idea and
an analogy I like to use and I use all
the time is imagine that you're building
a table right and if your table has one
leg that is not gonna be a very stable
table I would not put my plate of dinner
on a table that had only one leg were
the fear that one bump one shake one
rattle I grew up in the Bay Area so you
know one little earthquake that thing's
going over so what do you do you add
another leg and at that point you have a
two-legged table now a two-legged table
will be able to stand up a little better
but it's still going to be tippy it's
either gonna tip one way or the other
but it will be a tippy table once you
get to a three-legged table that is when
you have a table that can finally stand
on its own account and really start to
be a stable foundation for you then we
get a four leg table a five leg table
you have a very stable table that if
or two legs disappear you will be fine
because as we've seen Facebook traffic
for example it's going to disappear
right paid Facebook traffic is the only
traffic that's left on Facebook for a
while we were blessed with group traffic
we get a lot of traffic from our groups
from our fanpage traffic we used to
drive hundreds upon hundreds of
thousands of visits from our fanpage but
those days are over
that leg is gone that leg of traffic to
our table that is our business is gone
so we're always working on the new ones
we started building a new leg years ago
that is our Pinterest leg and now
Pinterest organic does bring more
traffic than Facebook organic and this
is how I look at our business this is
how I survey the landscape of our
business to see ok what's working what's
stable great what's new what do I need
to add and then we're monitoring what's
not giving us the return on our time and
energy invested and we remove our energy
from there so Facebook for example we
stopped publishing to our fan pages
often we used to publish up to 8 times
per day to our fan page because each one
would get us a lot of traffic now we
don't get the traffic so we don't waste
the energy there anymore and we focus
that energy in other areas to build out
more stable legs for our business this
is an analogy you need to move forward
with it again if you're just getting
started know it starts with one build
one great opt-in get one great source of
traffic going and build your list and
start communicating with your list then
you'll figure out things that your
audience wants to purchase and begin to
find the affiliate products or create
the products and memberships that they
want to buy it will grow organically
over time that's how my wife and my
business works and now so my wife and my
business started with one website we
went all in on the content we started to
grow a list and then we started to offer
products to them now in that niche we
have two separate websites that run
distinctly different products they have
separate audiences they live on their
own they even have shipped separate
shopping carts so literally I don't even
have one shopping cart running
everything at this point I actually have
multiple merchants accounts running with
multiple shopping carts so I've got this
kind of two is one one is none built
into my business to where no matter what
happens to website a well website be
still very firing and if shopping cart
be something happens there well I've
still got website a and shopping cart a
firing now
you're seeing the miles Bechtler brand
come up this is the third brand that
we're now building which is in a totally
different niche so no matter what
happens in our world moving forward my
wife and my little niche media business
that we've been growing for about 10
years now will have at least one if not
all three or more of our platforms
firing generating traffic generating
leads generating revenue and helping us
afford the lifestyle that we desire with
zero fear of what the future may bring
more like just excitement we have
nothing but excitement and we know that
no matter what comes we'll be able to
adapt and grow and roll with the punches
as they come because things are gonna
keep changing change is one of the only
constants but we've built this in a way
that we have enough stability that we
can be confident with where we are and
what we're working on so as you grow
make sure you're adding more and more
legs but only after you've built a
stable leg first right get one thing
going really really well go deep on one
platform first till you really you're
seeing results you're growing your list
you've got everything going and then
start to kind of syndicate your content
on to the other ones you've got one
product that's working wonders for you
now it's converting like bandit you're
doing great with one product that's when
you start to add on a second product you
don't try to create both at the same
time it will distract you I hope this
has been helpful I like to give you
these kind of ideas from the Great's you
know like Dan Kennedy's idea of one is
the most dangerous business number in
business but then I like to give you my
take and and there's always a little I
don't say miss truth in some of these
but there's always a little bit of a
paradox behind some of these truths that
get thrown around in our marketing
industry and I like to illustrate those
for you and I like to show you how this
works in my business if you've enjoyed
this video give me a thumbs up here in
YouTube I do appreciate it leave me a
comment ask me any questions if you
would like I'm happy to answer when I do
have free time in the comment section
and be sure you subscribe because I got
another video coming out for you in a
couple of days to help you continue to
make progress building your online
business until we meet again thank you
very much for your time I'm miles back
there enjoy yourself
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