'Build and they will come'....

...is a myth and actually, really bad business advice!

I was power walking with a good friend recently, and we all know, the best pow wow talks happen during power walks!

She mentioned her yoga instructor, who was really struggling to grow her business.

'Often it's just me there, and I feel really bad for her. She told me: Everyone said,build it and they will come! Well here I am, I've built a yoga site and no one is coming to support me!. It's been 4 years. I want to give up!'

I found this intriguing because

• She doesn't have much competition in this little village (I'm in Ireland at the moment )
• There is always a huge demand for yoga, especially in this area. I've spoken to so many people, including myself, who need it!

I asked a few questions and let my friend talk, and the reason why her business was failing was obvious

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Here are some of the things I heard my friend say about her yoga instructor

She built her site and then expected a flood of traffic and customers. No one came , this made her bitter and demotivated

She runs her classes sporadically and often cancels because only one person turns up

It's extremely hard to book a class on her site, it seems really complicated

Her marketing strategy consists of word of mouth

Two new customers turned up without yoga mats, and she reminded them immediately that they need to bring their own mats. Then, she proceeded to teach them super complicated yoga poses. They were beginners; they never came back

She often complains to my friend (her main paying customer) that no one supports her

Now, you and I might think it's super obvious why her yoga business can't take of.f

But she's genuinely baffled, she has built her site, booked a studio, and no one is coming to support her!

Here are some truths I'll share, then I'll share some ways I would do things differently to make this business a success:

Some truths

• If you build it, it's not necessarily true that people will come unless you have a huge audience already or you are positioned in a popular location (example a cafe in a high street with lots of foot traffic). You also need to build an audience too.

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• No one owes you support; in fact, you simply cannot rely on ONLY the support of friends and family to run a successful business.

---I created a video about this ​

-There was a famous quote about not getting family support , maybe Oprah said it, ' Strangers will make you rich. Strangers will buy your product if it's valuable. Strangers wont ask for mates rates and big discounts, its strangers you need to impress, not family and friends!'

• You should show up the same, whether it's one customer or 1000 customers. Each and every single one is valuable.

--When I began running my workshops, I had a small number of participants, and the revenue was minimal. Nevertheless, I showed up in the same way I now show up for a large number of participants. They were all valuable to me. They parted with their hard earned money and they deserved effort and respect.

• Make it EASY for people to pay you. Yes, as easy as possible. Here are my bank details, here's the booking link, here's how you can buy it. The steps between desire to purchase and booking and paying needs to be seamless and quick.

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• Never complain to your customers about your business. They have enough problems in their lives. Often you are paid to enhance their lives and make them feel better. They might smile and nod, but complain too often, and they will feel burdened and never come back!

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I now realise this email is super long and Ive run out of time ...

If you want me to share how I'd launch a successful yoga business, reply and let me know!

I could write a complete strategy in my email to you :)

Thats all from me today, gotta dash

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Aisha Preece from Outandbeyond.com​

​P.S. I talk about these little lessons often over on Instagram stories — if you want more behind-the-scenes like this, come hang out: @aishapreece​

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