My Mentor Called My Business a Mess. He Was Right.
The call that made me quit four directions and go all-in on B2C paid ads. Why half-in is all-out, and what focus did for my client results and pricing.
This time last year, I'd just joined a new mentorship programme and been asked to reveal the bare bones of my business.
To a noob, things looked impressive.
From 2023 to 2024 my revenue had dropped over 60% as I'd quit my coaching business to offer done-for-you services.
But things had recovered.
I had an almost fractional CMO type role with a fast-growing SaaS.
I was running ecom Meta ads with my coach in a different mentorship group.
I was building the cold traffic funnel for two of Ben Settle's businesses with this same coach and our mentor.
I was building an agency doing launches for YouTubers with a previous mentor and had just done a 6-figure launch for a big creator.
But the reality is I was a business f**kboy
DEFINITION: A "f**kboy" is a slang term for a man who pursues casual sx while actively avoiding romantic commitment*
The Call That Stung
This is what the mentor of this new program said to me:
"So you're like all over the place. And these are all good opportunities. I mean, they're all great companies. But what I'm trying to figure out is, what exactly do you want to build here, right?
...Do you want more fractional CMO stuff? Do you want to do more ad stuff? Do you want to do more ecom stuff? Do you want to do stuff for YouTubers in terms of digital products?
Because those are like four very different directions. They're all good directions. But, in my opinion, I think it's going to be a little bit easier on you long term if you choose a specialty and go all in on that."
See, I didn't have a business problem. I had a focus problem.
By chasing multiple different chicas I wasn't just wasting energy wondering what direction to go in.
I was wasting my best opportunity by missing out on the gains you get from going all-in on one thing.
A recent tweet from the ol Sahil Bloom puts in perfectly:
"It took me 35 years to learn this: If you're half-in, you're actually all-out. Even 90% in gets you nowhere. There's something magical in that last little bit. It's where you unlock new levels to the game. Simply because so few have the courage to do it."
All-In on One Thing
And since then I've cut away EVERYTHING that isn't B2C paid ads.
Not a single random project in sight.
Every day in my business I either make ads, learn about ads or talk about ads.
The results I'm getting for clients is the best I've ever gotten. The amount I can charge per client is the highest I've been able to charge. And the speed I can deliver the work is the fastest I've been able to deliver.
All because I'm doing just ONE thing.
Food for thought, Tatsuki