Start-Up Business Secrets

by Pete Godfrey · 20 comments

Start-Up Business Secrets

It’s been so long since I’ve posted an article here, I forget what the place looks like. As a serial entrepreneur, I’ve been busy. Busy launching new businesses. But all will change shortly. I’m determined to start posting regularly on this blog. So watch out.

Today, I’m gonna share some big lessons on launching new ventures. Lesson I didn’t get from textbooks; but by actually doing. Let’s get going.

When launching a new company, you need energy and commitment. Frankly, if you’re not willing to put in the hours, especially at start-up, you’re best off with a job, not a business.

That’s why when I’m in this business-building mode, I don’t even think about taking a break; don’t even think about taking holidays. In fact, taking a holiday is the last thing on my mind… I’m too busy getting stuck in and building my new business into what will become the Biggest and Best Coaching Group for small business owners in Australia. It’s a lofty goal. It WILL happen… it’s only a matter of time.

But time is finite isn’t it? That’s why SPEED is such an important thing for so many reasons.  You need to push hard, especially at start-up, to get momentum. You need speed to get the runs on the board and to fill you with justifiable optimism. When you go slowly, nothing much happens, and your enthusiasm may falter as the weeks drag into months. Enthusiasm is everything for the entrepreneur!

Put it this way: It’s like taking a child fishing and you catch nothing… don’t even get a nibble; the only bites you get are from the Mosquitoes and Sand Flies. It’s disappointing, but the promise of another day’s fishing usually gets a sparkle in the child’s eye. Usually, to get the child to go fishing again takes little coaching.

But if you go fishing again and then catch nothing… it’ll take a bit more positive reinforcement for the kid to go again. You’ll be able to do it; you just need to do a bit more coaching. But, go fishing again and STILL get no fish… then it’s going to be pretty damn hard getting the child all worked up about going fishing the next time. I wish you luck. The kid’s enthusiasm is at an all time low. This is understandable. The child got motivated, took the necessary steps, and nothing happened. In fact, the child then repeated the steps twice more; and twice more he took a beating. There’s no more juice left in the tank.

It’s the same in life and business.

We need to keep moving, keep busy, and get a few runs on the board to give us the energy and excitement to keep moving forward.

Speed isn’t just important in Start-Ups, it’s everything. Doing things one at a time might sound good in some lame-brained Business Book written by some old University Professor; but in the real world, doing things one at a time leads to stagnation and death. So you need to be able to let go, delegate (a skill I’m still learning), juggle many different hats and have many balls in the air. Realise you’re always going to be playing catch up but that’s the price we pay for success.

But more than anything speed gets results quickly. If results are bad, you can correct your course and then draw some first blood. Because just like the kid without any fish, an entrepreneur without any wins is as dead as a dinosaur. Not only financially, but his or her confidence takes a battering. And confidence is the #1 thing we entrepreneurs need in abundance.

And here’s another tip for Start-Ups: 80% of your time must be focused on sales. Don’t worry about the office furniture or a great location. Don’t worry about putting in complex and costly systems. What’s the good of freakin’ systems without sales? Get the sales first. Get busy making sales. Get the money in. Then you can clean up the mess with systems. But in the beginning, SALES and plenty of them is what’s needed… and that’s where you should be focused. This Sales Process should NEVER be delegated. Sure, delegate the grunt work; but we all should be the marketer of our businesses. Call in outside help such as copywriters and consultants when needed; but make sure you keep holding the reins.

If you have a manager, he or she must be made aware of the importance of sales. You’re a marketing company, not an administration company. I’ve seen too many businesses stagnate and ultimately fail because no one was focused on the key to winning in business: Getting a shit-load of sales!

This is the attitude that MUST prevail throughout your whole company from managers right on down. Any plodders should be offered the door without hesitation.

Here’s a secret: Mediocre people get flustered with just a few things on their plates. Successful entrepreneurs are different. We thrive on the chaos, revel at the mess we’ve created and we’re juggling numerous projects at the same time… from major ideas right down to the nitty gritty minor details, all without breaking a sweat. This is what we live for! If you do NOT feel this way, making a lot of money in business is gonna be very tough for you. Because this is how success is made… in a messy kitchen, with many chefs, and with multiple dishes to prepare. Plodders should not apply.

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About The Author

Copywriter, Sales Strategist - Pete GodfreyPete Godfrey, The Wizard of Words, from rebel without a clue to one of the most in demand and highest paid Copywriters and Sales Strategists in Australasia… all with the power of his emotionally charged words that sell… Discover the “Secret Weapon” to increasing your Sales and Profits by downloading the valuable report "The Ultimate Copywriting and Marketing Secret" While you're at it, follow Pete on Facebook

{ 20 comments… read them below or add one }

Kevin Francis June 11, 2009 at 12:51 am


Great point. Another way to express the “speed” point is “a sense of urgency”. All too many people (particularly in big corporations) act as if they have all the time in the world and it can wait until tomorrow. That’s death for a start up or small company.

As for sales, well I think the late, great Gary Halbert once commented that there are few (if any) business problems that can’t be resolved or made better by more sales. It’s a cliche but sales (and the cash flow they bring) are the life blood of a business.

Thanks again for the post!

Copywriter Kevin Francis


Albert Asu June 11, 2009 at 7:32 pm

How do I get start-up capital?I have this great business idea all I need is start-up and will revolutionalize the way small businesses are done around the world.Can you help?


Pete Godfrey June 12, 2009 at 4:59 am

I have always tested small with new ideas and if they work, I then roll out by reinvesting all the profit back in the business. The only trouble with this is it’s slow… however, it is a safe method to follow.

As for having a great idea, that’s good, but ideas are a dime a dozen. To get people to back you with their money, you’ll need a solid business and marketing plan to show them.

Trust this helps.



Bret Thomson June 11, 2009 at 9:57 pm

Awesome Pete

Great post on so many different levels! And who’d ever think you were ‘just’ a copywriter huh? – Far from it mate – that message would put a lightning bolt up the backside of any business owner with half a pulse!

Thanks for the slap-in-the-face reminder Pete. Keep em coming…

Bret Thomson
Copywriter/Sales Strategist


Pete Godfrey June 15, 2009 at 6:45 pm

Thanks Bret… great catching up with you at our Private Wealth Group meeting…


Dean Kennedy June 12, 2009 at 6:29 am

Great insight Pete. The focus on sales is so important — I know there are areas myself where I need to think more that “good enough is good enough” and get on with it. But having created graphic design projects for clients for the past 17 years, I see a lot of people, just getting into a new business, more worried about their logo and how their stationery looks than being focused on their offer and their message and getting the sales going. Crazy!


Pete Godfrey June 12, 2009 at 7:08 am

Yeah logos… lots of start-ups have been brainwashed with the branding dogma. We in Emotional Direct Response know it’s the message that counts. We’d rather have a kick arse beneift-driven USP that targets our porospects with pinpoint accuracy that some fancy logo…


victor June 12, 2009 at 9:51 am

Pete- great words for a starter, but let’s not forget that when you have been in business for years don’t think that this doesn’t apply to you.
i have realized since being in contact with you that i need to do this know more than i have ever had, and it is so exciting.
Biggest year in the last 5 years and in a soo called recession!!!
it works
best wishes


Pete Godfrey June 12, 2009 at 11:43 am

Great point Victor, you’ve always got to have your eyes on the numbers. But in start-up, it’s even more important to focus on sales. As you mature, although you are still focusing on sales, you are building systems etc.




Rachel June 12, 2009 at 10:24 am

Hi Pete, thanks for the fantastic article, I know what you mean about chaos for sure! I agree speed is essential but would have to say it has to be directional – can’t hop from one project to another at the speed of light unless it’s all focussed toward one overall goal IYKWIM? Speed + direction = maximum results in shortest time:^)


Pete Godfrey June 15, 2009 at 6:48 pm

Yeah great point Rachel.

I think of this as congruency. With me, everything I do is congruent with my core skills of copywriting and marketing.

Every new opportunity I look at has to go through a strict checklist of what I will and will not do. This way, I’m not doing anything that takes me away from my core goals and strengths. This way I can go fast and get a lot done.




Bill Dimitrovski June 12, 2009 at 11:58 am

Great post Pete. Coming from a “workin for the man” background, your post struck a chord. In my previous role as “Mr Freeze” everything had be done in a clearly defined order. And heaven forbid someone should show some initiative, bypass the “way we do things round ‘ere” motto, and try to get things done fast!. Every work related discussion went like this: “that’s not your job, it’s not mine I’m on smoko, dunno whose job it is, go ask someone…ok lets have a meeting”.

It’s a bit of a shock when you strike out on your own and realise you can’t say “it’s not my job” anymore, there is no union rep to whinge to, and no one to point the finger at. Like you said: Plodders should not apply!


Pete Godfrey June 12, 2009 at 12:11 pm

Yeah, a great motto to have is “no excuses.” As one of my main mentor’s Dan Kennedy says: You can be good at making excuses, or good at making money… you can’t have both.

By the way Bill, great to have you as my guest at this weekend’s Private Wealth Group meeting. Deep breath buddy, I hope you’re ready!



Aaron June 12, 2009 at 2:37 pm

Hi Pete, like the new blog design, look forward to your ongoing wisdom. Here’s a tip for you now. You should get your web people to add in the “subscribe to comments” wordpress plugin. Will help boost site interaction on comments.



Pete Godfrey June 13, 2009 at 3:38 am

Hey Aaron, yeah I’ll be posting a lot so stay around mate. And thanks for the tip, I’m sure my webguy is reading this right about now 🙂


Judd Leverton June 12, 2009 at 3:03 pm

Being a Successful Entrepreneur means going against all of the conditioning of your up-bringing if you’re part of Western Society. I mean the whole “do this step first, then do that step in a logical order” and “there’s only one way to do this; only one ‘right’ answer” are the holy grail of mentality for the school system, which you can not legally avoid.

You see you have to put your kids into this system, just like your parents had to do to you and their parents did to them. It’s such a part of society, this way of thinking, it’s a wonder anyone thinks any other way.

Couple that with the stigma associated with Failing (judged by how often you succeed first time, not by how often you fail, learn, modify and try again), it’s no wonder that the majority of people who go into business have such a hard time of it. They’re trying to apply a school/job mentality, to tame a very different beast that just doesn’t respond well to that kind of thinking.

So I guess a bit of advice for those who’ve grown-up in Western Society and have had little exposure to entrepreneural thinking, but want to go into and be successful in business, “Change Your Mind”!


Pete Godfrey June 13, 2009 at 3:40 am

Yep, success is never a straight line Judd… the success books might say so, but they’ve got their own agenda… we know different.


Jennifer elliott June 12, 2009 at 11:05 pm

Hey pete, great to see you back and thanks for exploding the myth of get rich in 5 days and relax and count the money. I think we are sucessful because we love what we do and couldn’t imagine being half fulfilled doing anything else.
I love your daily emails in the morning. Your messages really speak to me and put money in my pocket.
Keep ringing the bell.
Regards Jennifer Elliott


Pete Godfrey June 13, 2009 at 3:42 am

Hi Jennifer thanks for the feedback. I’m planning on doing a lot more with this blog… so here’s to putting more money in your pocket!


Pauline Purvis June 17, 2009 at 11:40 pm

Hi Pete, just wanted to tell you – I got so inspired to take action after reading your blog that I went away and wrote my first blog and finished my e-book – thanks to you and your words of wisdom I am back in action….you really are the real deal. P.S You did say “steal and distribute” didn’t you (just kidding)

Thanks my friend.

Pauline Purvis


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