I’ve been sitting here in my cabin office this morning, watching the low winter sun dance over the garden, and something’s been weighing on my mind that I was struggling to find a way to articulate in a helpful manner.
Every single day, just like it does with you, my inbox fills with emails from many online coaches and trainers with promises of “proven systems” that guarantee business success.
Let me say this right from the start too - I am as guilty as anyone else for using the word "proven" in my marketing too. But that is going to change.
I blame my marketing schooling back in the day, from the likes of David Ogilvy who is often referred to as the "Father of Advertising" and someone that all the great marketers followed. In his book, "Ogilvy on Advertising" he talks about the importance of using evidence-backed and credibility-enhancing language to build trust and authority.
There are 100s’s of ads and social media posts promising the same whenever I dive into Instagram, LinkedIn, YouTube or Facebook too. You know the ones – the perfectly polished ads, flashing screenshots of million-dollar months, and every one of these people promising to give you the “exact blueprint” that worked for them.
And honestly? I get why these offers are tempting.
Who wouldn’t want a shortcut to success?
A guaranteed path to scaling their business?
A proven formula that eliminates all the guesswork?
But here’s the thing that’s been bothering me, and I need to share this with you...
After spending decades in the trenches, helping real businesses grow and scale, I’ve learned an uncomfortable truth…
Nothing is proven until YOU prove it works in YOUR business.
Whether David Ogilvy or some other marketer tells you you should be using this kind of language, you neeed to be able to back it up rather than just use it as a copywriting tactic.
The “Proven System” Trap
Let me share something that happened just last week...
One of my New Year coaching clients, Emma, sent me a WhatsApp voice note on Thursday this week - I could hear that she was almost in tears.
She had invested $4,700 in what was marketed as a “proven funnel system” and wanted my take on it – she sent me the link to the sales page that was still up, and I could still buy, despite the countdown timer and offer saying that it was expiring on Nov 30th – the first red flag for me!
The sales page was well written and compelling.
The case studies seemed impressive, and the testimonials were glowing – lots of text message and Facebook comment screenshots.
The strategy they were presenting seemed solid.
But since Emma purchased…
…after she had created the exact funnel using the page templates provided and getting them reviewed by the team employed by the coach that she had bought from (not the actual coach, but their team)…
…after using the exact email swipe files for the nurture emails she was told to set up…
…and after spending over $3,000 in advertising costs, following the strategy and getting her ads reviewed by the same team…
…zero sales!
Emma said to me... “I did everything they said, Ant. I followed every step. They reviewed everything for me and told me it was good to go. Why isn’t it working?”
The answer hit me like a ton of bricks - she was trying to copy-paste someone else’s process instead of building her own.
This “proven” system didn’t prove it for Emma.
The Hidden Cost of “Proven” Systems
Here’s what really gets me about these cookie-cutter solutions...
It’s not just the money people waste (though that’s bad enough). It’s the confidence they lose.
The time they spend chasing someone else’s path instead of creating their own.
The opportunities they miss while stuck in someone else’s system.
Let me give you one areas that I think we should all be mindful of instead of just taking the word “proven” as gospel.
The Results Illusion
Something I’ve seen after helping hundreds of entrepreneurs scale their businesses – and more particularly, the clients inside my previous agency – success leaves clues, but those clues aren’t always visible in the sales pitch.
Did the person selling the “proven” system actually get the results for themselves or are they making it up?
Does the “fake it until you make it” mindset that many have, lead people to put on masks that promote success that hasn’t been achieved yet?
Can social proof, case studies and screenshots displayed on the sales page be backed up or are they simply a work of fiction?
And a lot of “proven system” sales pages show you these things, but they don’t show you…
…The months (or years) of testing that led to success
…The unique market conditions that made it possible
…The team behind the scenes making it work
…The assistance from other to help promote as affiliates
…The pivots and adjustments along the way
…The failed attempts before finding success
It’s like those before and after fitness transformations. They never show you the meal prep, the early morning workouts, the lifestyle changes, and the support system that made it possible.
Here’s The Alternative - Building Your Own Path
So, what’s the alternative to chasing “proven” systems? Your Uniqueness Factor. That may not even be a word, but think about your business for a moment.
Your brand voice.
Your audience.
Your unique way of solving problems.
Now imagine trying to squeeze all that uniqueness into someone else’s system.
It’s like trying to wear someone else’s shoes that have feet smaller than you. They might be beautiful shoes. They might have helped that person run a marathon. But on your feet, they’re just going to give you blisters, if you can even get your feet in them.
You are unique, there is no one like you, and the coach or guru that you are looking up to, they are unique too. Their “proven” system has helped them to grow their business.
You need to discover your unique way of attracting an audience, your unique way of helping people and your unique way of delivering your content, training or coaching.
And then implement with a simplified approach.
This isn’t me trying to give you any kind of “proven” system in any way myself, it’s just makes logical sense to start with something small, fast and see if it works – then either can it or scale it up!
Carve out some time to think through these three steps this week:
Step 1 - Start With Simplicity
Instead of complex funnels and endless automation, focus on:
- One clear message
- One core offer
- One simplified system of attracting and talking with potential customers
Step 2 - Build Strong Foundations
Remember those four foundations we talked about last newsletter?
- Maintenance (sustaining yourself and your business)
- Mindset (combined with practical action)
- Mentorship (real guidance, not just programs)
- Mastermind (genuine collaboration)
These fundamentals matter more than any “proven” system and will help you to stay in check with what you’re doing, have a level of accountability with others and keep you on YOUR path.
Step 3 - Value Implementation Over Information
As the beloved Dan Kennedy used to say all the time
“Money loves speed”
– it will come when we act fast! Complexity and searching for more answers delays action. Implementation is the only superpower you need to succeed, so take some bold-fast-decisive-action and see what happens!
- Take action quickly
- Learn from real results that will show up instantly
- Adjust based on YOUR data
- Build on what works for YOU
- Put down what is NOT working – even if that is something you were told was a “proven” way of doing things
Do You Know What’s Funny?
The most successful entrepreneurs I work with aren’t the ones with the most sophisticated systems. They’re the ones who’ve had the courage to…
- Trust their instincts
- Keep things simple
- Stay consistent
- Build genuine human connections
That’s why my book “Simplify The Funnel: The Ultimate Guide to Streamlined Marketing Success for Online Business Owners” is coming out soon – the world needs to hear this message.
And Speaking of Building Your Own Path...
This is exactly why I'm hosting the first ever Simplify Summit in London on 15th & 16th of May 2025. Unlike those “proven system” workshops that give you rigid blueprints, I am bring together some amazing people to share with you how they created a simplified approach that works for them in their life and their business, then help you shape the right path for YOUR business too.
The event will not have any cookie-cutter solutions, no complex frameworks to copy, just inspiration from those that live the simplified and success-filled life, then some clear implementable steps for you to work on to strip away the around you.
If you're tired of trying to squeeze your unique business into someone else's system visit www.simplifysummit2025.com and get on the Waitlist for Ealybird Tickets coming very soon!
Your Next Steps
Stop looking for shortcuts. Start building systems that work for your unique business.
Your success story won’t look exactly like anyone else’s. And that’s exactly how it should be.
The best system isn’t the one that worked for someone else - it’s the one you build, test, and prove in your own business.
Remember - complexity is the enemy of execution.
Keep it simple.
Keep it real.
Keep it yours.
Chat soon,
P.S. This topic of “proven systems” vs. simplified success may have struck a nerve with you. Join me tomorrow or my first live Q&A in the HodgesNet Community at 4pm UK time if you want to talk about it some more - Click Here to Join.
Responses