Embracing the Muck

It's something that we , as online entrepreneurs , go through . One of us goes through stuff meaning challenges , things that are annoying , things that are just not so fun maybe in the business .

But when we can embrace those things , when we can recognize what is on the other side of these challenges and stuff that might be annoying and the not so fun stuff , when we can recognize that , hey , we're going through this for a reason and that what's on the other side for us is really really good , It's going to make getting through that muck , if you will

, a whole lot easier , And I want to share with you a couple of examples . So I'm thinking of two different accelerator members . I'm going to leave them anonymous And one of them I'm thinking about that I want to share with you . When they joined Accelerator , they were generating great revenue in their business . They had an evergreen funnel going .

They were running ads to it , Everything was really good . Now , a challenge , though , was that they were spending a lot of money on ads but could not connect the dots between oh , I'm spending this much money on ads and I'm getting this much money out as a result .

Now , of course , they could tell what their ad spend was and they could tell what their monthly revenue was , but they also had traffic going to the evergreen webinar funnel from social media and from warm traffic email lists and so forth .

There was no distinction between , you know , from the ads funnel and the rest of the marketing efforts that they were doing in the business , And so this was something I said you've got to know your numbers in order to scale to the point that this person wanted to scale to .

You've got to know your numbers , And if you've been listed at the podcast here for any period of time you know I'm a broken record about that You have to know your numbers , You have to know the data , And that's what we worked on .

That's what I worked on with this person for several months actually Getting things set up , getting Google Analytics set up , getting a dashboard set up so that they could directly correlate ad spend to revenue on the other side And obviously , as we talked about many times here in the show , with post iOS 14.5 , this has become a lot more difficult .

But you can do these types of things and tracking and getting the data using , you know , like Google Analytics , And at this point it's GA4 . By the way , if you are not set up with GA4 , you have missed the deadline where it is only GA4 now and not Google Analytics anymore .

You haven't missed the deadline to set it up , But you definitely need to set up Google Analytics 4 . And I did episode number 704 . Actually , Kwejo , who is one of our coaches on an accelerator , did a guest teaching episode back on May 31 , episode number 704 , all about Google Analytics 4 .

But anyway , so this person that I was coaching , that I am coaching , took months , you know , like not like they were dilly-dallying about it , But I'm so glad I got dilly-dallying into a podcast episode .

You know it just took a long time to get the systems set up in the business so that they could actually have data and numbers and set the foundation for the rest of the business .

Because you know , if we start adding money to a funnel or putting more marketing efforts to get more people into the funnel , but yet we can't distinguish which efforts are actually performing the best . We are wasting our time , efforts and money .

We need to know the numbers , We need to have the data , And so setting all this up and so that we can get the data and setting up the dashboards isn't always the most fun , right ?

Or and this person was actually setting things up with another person they were having they were getting help to set these things up , But the frustrating part that can come with this is I can't scale .

I can't do the things I want to do until this is done , until I have insight , And so I know this person was really frustrated for a few months because , like I'm still doing this , this is still happening .

We're still trying to distinguish , we're still trying to figure out what's going on , And they may have a change is in the business , but this is the stuff that needed to happen in order to get the business to take off , if you will , which is where this person wanted the business to go to , And this is an example of you often want one thing for your business

, but how to get there is not what you had envisioned . You have to go through some other stuff in order to get to the point where you want to , And oftentimes this is what , as I'm referring to in this episode the muck right .

It's the sort of annoying things that we have to do , or maybe the not so fun things and the challenges that we got to get through so that we can get to the other side , which is where we really wanna get to . Another example of this is another member of Accelerator .

they have a large business and they were going through several , several team issues for many months And it was just really wearing on them and needed to make a whole bunch of changes , Basically putting much of the rest of the business sort of not on hold but just sort of running on autopilot , if you will , in terms of their marketing and so forth , so that

they could deal with the team . And basically there was a complete reinvention , if you will , of the team . It took several months , but a turnover was needed because the right people were not in the business and had been for a while , but it was quickly realized that these are not the right people to help the business continue to go forward .

They were actually hurting the business , As I talked about recently here on the show . They were like the anchor of the business and I don't mean that in a good way . They were holding the business back . So a lot of frustration , a lot of anxiety over having to deal with all this team stuff .

And again , this was not like a one month thing , this was several months of working through these things And it's the muck . It's like .

It's not fun , it's annoying , But where this person is now , several months after going through that stuff , their team , they had the strongest team they've ever had in the business And that business is on a trajectory that is amazing . Those are just two examples of people who embrace the muck .

Maybe they didn't do it so much when they were going through it , but when they got on the other side , amazing things happened .

That first person I just shared an example of they got a huge opportunity that I'm not at liberty to talk about , but they got this massive opportunity for their business that was made way more possible because they had gone through getting those numbers and getting the data and having all of that to be able to say , oh yeah , I know my marketing channels , this

is how much they're worth and this is the conversion . All this other stuff . They also had other opportunities . It was basically like once they got through this part , all these other things opened up in the business and it was amazing .

And so it was like , all right , we had to get through that muck to get to the other huge things , the other opportunities that were coming at this person really quickly , And likewise that the latter person I just mentioned of going through the team stuff . That business is now on an amazing trajectory . They have an amazing team in place .

It just everybody's moving in one direction . Right , That anchor has been pulled up off the ocean floor and that ship is starting to cruise in the direction that they wanna go , And that's really exciting to see . Maybe you're writing a book .

I have not written a book , but I hear from so many people that it becomes this much bigger sort of more painful process than they originally thought . But when you stick to it , at the end , this finished product , this is the amazing book that you've written .

You now have a book and you went through the muck , if you will , to get to that finished product , being a published author , And oftentimes , as I mentioned before , it likely wasn't what you were expecting or hoping to happen in order to get to that point , but you work your way through it , And when you do that , there's a whole new trajectory for your

business that's waiting for you on the other side , And so what I really want you to get out of this is number one .

It's completely normal when you're going through this stuff , when you're going through the muck in your business Things are not always gonna go as you expect they might in your business , But if you can learn to trust the process , that , especially when you have a coach right , And the coach is advising you or coaching you to do some things , that you're like wait

a minute , I didn't think about doing this stuff , This is not what I thought I was gonna be doing . Trusting the process , Try and enjoy yourself along the way , right . We created a business to create more freedom oftentimes , and have more fun and do our own thing .

Try and remember that as we're going through this right And try to enjoy yourself along the way And also think about the skills that you are acquiring along the way . You know , this person going through team stuff Like that person is such a better CEO because of that experience .

The person needing to get to the bottom of their numbers and have actual data and numbers . That person has a like undoubtedly healthier business as a result .

And this person learned those skills along the way So that when they introduce a new marketing channel , for example , or maybe they're working with somebody else and somebody's like well , what does it cost you to acquire a customer ? Boom , They know that , you know , they know those numbers .

Or , if they're introducing that new marketing channel , they know exactly how to do that and to be able to see what the result is from a financial perspective and from a numbers perspective as a result of that channel . So there's amazing amount of skills that you learn through the Muck , too , And there's a whole lot of amazingness on the other side of it .

So I want you to try to remember those things as you're going through the Muck or if you come upon the things that we're talking about . Just examples there's tons of examples right That come up in your business where they're challenging , they're not fun , they're annoying .

The good is on the other side And the real fun is when you can learn that the good and the fun is actually what you're going through and also what you're learning along the way . I hope this was helpful for you , my friends .

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this podcast over on Apple podcast . I do read all the reviews , I love hearing your feedback and it really takes like 10 seconds and it's super helpful for the show . So thanks in advance for doing that and thank you , as always , for tuning in today . I appreciate it , my friend . Be well and I'll chat with you soon .