Dylan Vanas advises business owners that in today’s online environment, spreading effort across many marketing channels leads to mediocre results. He recommends choosing a single marketing approach ("pick a lane"), commit fully for about six months, use AI to improve efficiency, then expand or pivot based on results; avoid quitting too early.
Chapters
If you're a business owner and you don't do this, here's why. In the last few years, things have changed radically. Online business is not some kind of luxury, it's a necessity. We all know this by now. It's not some kind of secret. Most businesses are online to some degree. But here's where things are changing. A few years ago, you could just get online and have some level of success. I know business owners that were making content that was horrible. But just the sheer fact they were making the content is why they were able to get clients to be successful. Making content isn't enough. Running ads isn't enough. Having a website, a social media, LinkedIn, whatever you believe to be the first step in marketing isn't enough. And I'm not saying do more of that because that's not going to achieve success either. It's probably just going to make you resent marketing or being online altogether. See, if you have to try to be good at everything, you're going to ultimately be good at nothing. And then you're not going to get the end goal you sought out for, which is to grow your business. So if you're a business owner, you need to understand right now is that the tides have changed and the best way to show up online is to do one thing well. Pick a lane, try it for, for six months, put your all into it. If it's Instagram, do Instagram. If it's Facebook ads, do Facebook ads. If it's outbound, do outbound. And in doing so, find ways to be more efficient. Use AI to be faster and get things done quicker and then prove it out. But if you try to do all these things, you're going to be good at nothing. So just pick one, start with that, be good at it, do it for six months, use AI to be efficient, and then once that's mastered in six months time, add the next thing. And if for some reason in six months it didn't work out, then you can pivot. But don't quit too early. So many people make that mistake and ultimately that's why they achieve not a whole lot.
