Have you met Shiny Object Sam?

Have you met Shiny Object Sam?

Sam kills more businesses than his competition ever could.

Because he’s constantly distracted by shiny new things:

Flash-in-the-pan marketing trends, new tools and platforms, whatever approach the new guru on the block is preaching…

Sam sees new stuff and starts doubting himself, questioning if he’s doing enough -

if these new approaches might be the thing he needs to finally get his business to the next level.

So Shiny Object Sam abandons the fundamentals to chase the latest trend.

He wastes time, money, and psychological energy because he’s attracted to what’s new…

But only because it’s new, not because it’s better.

This behavior is down to a psychology principle called Novelty Bias, and it’s super common in business and marketing.

Shiny Object Sam isn’t real -

But his behavior is.

The solution to his issue is simple (but not easy):

To focus on what DOESN'T change.

Like buyer psychology.

Because when you figure out what makes your buyers tick, you have knowledge you can use to build a business for the long-term.

Jeff Bezos, founder of Amazon, put it this way:

“I very frequently get the question: 'What's going to change in the next 10 years?'

I almost never get the question: 'What's NOT going to change in the next 10 years?'

…That second question is actually the more important of the two.

Because you can build a business strategy around the things that are stable in time.

The effort we put into those things will still be paying off dividends 10 years from now.

When you have something that you know is true… you can afford to put a lot of energy into it.”

After 15+ years of working with solo, SMB, and Fortune 500 businesses I’ve seen a lot of Shiny Object Sams.

But there’s been a noticeable uptick in them reaching out to work with me in the past 12 months.

They got caught up in the AI hype.

And now that they’ve come up for air, they’ve looked around and realized that AI isn’t helping them much.

In many cases, it’s actively hurting their business.

Not because AI is bad or evil or useless.

But because these Shiny Object Sams dove straight into applying AI, without stopping to figure out if their fundamentals were working in the first place:

• Like knowing what makes their buyers tick...

• Like perfecting the “feel” of their brand - the Invisible Signals that drive trust and confidence in your business so people are happy to spend…

• Like installing a dependable marketing system that moves followers ➡️ believers ➡️ buyers ➡️ repeat buyers…

And so they ended up accelerating a broken system.

Then coming to me confused and frustrated because AI was supposed to give them a competitive advantage.

I can’t blame these folks for getting caught up in the moment.

The world is full of people telling us our businesses are outdated, too slow, doing the wrong thing, not being pushy enough, and not using the latest and greatest widget (that they happen to be selling)...

But in reality, marketing isn’t rocket science.

When you know what makes your buyers tick, create trust and generate confidence in your buyers, and have a dependable system to attract them - you sell.

It’s that simple.

And it’s what I’ve helped 100s of clients do in my Choice Hacking Pro community (now full) and one-on-one coaching (also full).

If you want to learn more about how we can work together one-one-one when a spot opens up…

to 2x marketing effectiveness (and get you on the path to $20k months and beyond)…

DM me the word “COACH” and I’ll send the details.

Until next time,
Jen