Stop Blaming Buyers for Failed Outcomes

“It works if you work” might be one of the biggest loads of horse crap in this space.

The proof is the ABYSMAL success rates of buyers.

By my estimation, approximately 2% of offers out there publicly share their client success rates.

That should be the other way around.

The reason this clever little cliché stinks to high heaven is because it oh so conveniently puts the burden of EVERY failure on the buyer.

Buyer crushes?

See? Our program rocks your socks off.

Buyer fails?

Wellllll...they just didn't do the work.

Nice little parachute you've built yourself there, bucko.

EXCEPT....hold your horses.

The FTC has specifically addressed this kind of reasoning around earnings claims.

They've warned against assuming unsuccessful participants failed because they “didn't work hard enough” without evidence supporting that conclusion.

And when an earnings claim falls under the Business Opportunity Rule, wanna know what the FTC requires you to disclose?

The number AND percentage of ALL purchasers who actually achieved at least the earnings you're claiming.

That's the part I think this space desperately needs to understand better.

You don't get to advertise the winners and then magically explain away everyone else as lazy.

If 20% of your buyers get the result you're advertising,

you don't magically have a 100% success rate among “the people who actually did the work.”

You have a whole bunch of buyers who didn't get the advertised result.

WHY?

That's the question you should be OBSESSED with answering.

If you KNOW the majority of your buyers are inconsistent, procrastinate, misunderstand, get stuckACCOUNT FOR IT.

Build support around it and close the gaps.

Remove as many failure points as you reasonably can.

Make getting results HARD to screw up.

And most importantly...

Stop treating “they didn't do the work” like a get-out-of-jail-free card for crappy client outcomes.

Because your internal explanation for why your buyers failed doesn't magically make an unsupported earnings claim true.

If you're selling the promise...you better know how often the promise actually comes true.