Why 911 Doesn't Have An Email Address

Imagine you call 911 and you get an automated message telling you to email them and they’ll respond in 24-48 hours…

Sounds ridiculous, but it’s more common in business than you think.. In ways you’ve never thought about that could be costing you money.

I was talking to a friend recently, and he asked “So what do you think about driving traffic to the Skool platform”

He was referring to Sam Ovens’ and Alex Hormozi’s baby called skool. It’s a mixture between social media and Kajabi basically.

It’s a really cool platform that I believe will compete as an advertising platform in the future.

It’s not made to “convert” traffic or to convert low ticket subscriptions into high ticket like people think it’s going to.

Just like all the “magic bullets” marketed as something they’re not by opportunists. It simply delivers course material.

It does work for some as a mechanism to put their leads in one spot and upsell them.

All things work better than nothing.

Most things work in general under the right circumstances.

So whether or not to use something to grow and scale your business, or if it’s the best thing to use or not, is the wrong question to ask.

A better question would be, is not having it the actual constraint to growing and scaling your business right now?

I’ve advised 100’s of businesses and probably seen a million funnel and customer acquisition strategies at this point.

If we’re talking information, coaching, done with you, or done for you business models and offers they all have some things in common…

You need a high ticket offer, or the economics don’t make sense.

And with all of these low ticket, subscription, vsl, webinar, live webinar.. You name the type of funnel.. 

They all eventually lead to booking a call.

Why?

Well, It takes a phone or zoom call to close a high ticket deal in almost all circumstances. Of course there’s always people saying this isn’t true.. But just look at what they’re doing.

There’s always something in place that takes days, weeks, months or even years to get someone to buy something high ticket.

Which is one reason why I think in 2025 and on, businesses that are slow will become extinct. 

3% of the market is ready to buy now.

They don’t want samples.

They don’t want to jump through 100 hoops.

They want to solve their problem now.

They’re seeing thousands of ads after they show interest in your thing from companies who know how to leverage AI to get results.

So then let’s talk about what the real constraint to growth and scale is.

It reminds me of a deal I turned down recently.

They (the prospect) came as a referral. 

I enjoyed most of my conversation with them except for one small detail.

I love that they are experts with client results and testimonials. They have a great product.

But after our first interaction, I was asked to move our communication over to email. The slowest communication on earth is right next to sending a snail with a note taped to its back.

When they came to me, they said they were spending 6 figures a month in ad spend and weren’t sure if it was working or not. If you’re spending that much on ads, you absolutely must know if it’s working or not, yesterday. Pronto.

The back and forth communication went on for about a month. I feel for this business owner and their team because I could tell their bandwidth is extremely low. So, it makes sense as to why they wanted to email.

Every email seemed like we were starting the convo over again.

When I looked through all of their ads and landing pages it felt wildly thrown together. The ad copy looked like their agency had a VA write it with a single ChatGPT prompt.

When there’s a poor feedback loop from marketing to sales to leadership, there’s little accountability.

Problems don’t get solved fast enough, loops continuously are opened but never shut, and you can never get enough wind in your sails for people to win on your team.

During the time frame of our conversation, their competitors generated millions in rev and profit. They aggressively solved more problems than the rest of the marketplace even encountered.

How do I know? Well, some of them are my clients.. Or clients of those I advise.

This led me to the conclusion that I can’t help this company.

I wasn’t confident they’d move fast enough to get anything done in the next 6 months. I don’t mean that as a putdown, either.

Their real problem isn’t a funnel, marketing, advertising, or client acquisition problem.

They have a lack of urgency and bandwidth problems. Lack of urgency is not something I solve. It’s not something you hire a business advisor to solve, either.

I think it’s an opportunity to ask if you even want the thing you say you want.

I predict that many businesses in this place will become extinct over the next year if they don’t change.

Other businesses will take over as “offer owners” and scoop up significant market share because they are simply faster. 

They’re faster to talk to their leads.

Faster to convert their calls to sales.

Faster to problem solve and implement.

Faster to communicate.

Not “trigger happy” and chasing shiny objects.. That’s not what I mean so don’t get the wrong idea.

I’m talking about inch-wide mile deep focus on needle movers.

All funnels and strategies in the world used by a slow business with slow salespeople and media buyers won’t magically circumvent the real issues that aren’t being solved.

If it’s not the most immediate thing in the way on your path to growing revenue and profit?

It’s not your real problem, and you’re going to burn money investing in it..

Or worse, you’ll build a house on quicksand with a shiny object.

The very first thing you need to do is create real-time communication for circumstances that deserve it.

Update your reporting so that it closes loops and pushes your team to solve issues faster and on their own.

Update your incentives so that your team aggressively scales the business for you.

Get ultra clear on the real problem you need to solve asap.

And humble yourself.

There’s no seniority in entrepreneurship.

The market decides. 

My prediction is that the market is ready for a new breed of “athletic” entrepreneurs who are smart enough to know they’re not that smart, fast or special.

Speeding things up is definitely something someone can help you with..

But only you can decide to have humility and urgency about something that’s prevent growth or bleeding you dry.

–Lance C. Greenberg