So our USA office has been open a month now and with some success we are already beginning to build a client base within the first month which comes with a sigh of relief.

One thing that has come out of our learning’s of the first month is that the American people are very different to people in the UK when it comes to buying, whether it’s a service or product the American people use a much more emotional decision making process than UK purchasers. Why do I say this you may ask? Well think about it in America success is greeted by adoration and many people wish to replicate it. If they have a successful team or sports person these people are idolised there media generally run positive stories and tell everyone how great they are even the “World series of baseball” is only in America! In the UK we hate success look at Andy Murray or Manchester Utd, Murray wins Wimbledon everyone talks about how monotone and miserable he is? If he was shouting from the rooftops at how great he is all of a sudden he’s obnoxious, brash and arrogant! Manchester Utd have been the most successful Football Team in the UK over the last 20 years however unless you support them they are revered and abused by everyone else who is interested in football, look at this season they have a dramatic fall in their performance and everyone points and laughs. I have a number of friends who are Liverpool fans and rather than talk to me about their success they have spent more time ribbing me about United’s failings. The UK people hate and fear success, In the UK if you are successful there are millions of people stood just waiting for you to fail. If you are successful in the USA there are millions of people stood looking up to you and wanting to be you.

My point is this, are businesses in the UK suffering because of this mentality or more to the point are you suffering?

I speak to many people on a regular basis that say they are happy with where they are or what they’ve got. But the question is what are they happy about it’s usually that there business is ticking along, they have enough sales to pay the staff and the bills and take home a nice little profit. But is this really enough? Why are we “happy” with this in the UK when our American cousins would be furious that they are not “A” number 1, top of the list? They would deem our “happy” as a relative failure. Why are the majority of big brands American? Google, Coca Cola, Pepsi, and Nike the list goes on. They didn’t get there by being “happy” with what they have; they achieved it by lots of Desire to be the best, hard work and taking chances.

Many people are risk averse in the UK and it’s completely understandable after the tough financial times we’ve all just come through. However you can’t be that risk averse you started a business?? However any kind of marketing is a risk, Google Included. Think about it there are some major decisions you make in life that aren’t guaranteed, things like marriage aren’t even that secure anymore? For some of us lucky ones it works but there are many more when it doesn’t.

So what am I saying? Well many of you make decisions on a daily basis whether it’s a new supplier or a new member of staff. However when it comes to outsourcing your Marketing or any other part of your business you deem this to be a bigger risk. Why? Think about it this way if you employ someone to work in your business they may cost you £2000 per month after six months it hasn’t worked and you let them go! It has cost you £12000 to take the risk and find this out, yet working with an agency may be £300 per month and if 6 months later it hasn’t worked then it’s only cost you £1800? What’s the bigger risk? On the other hand you may employ this person for six months and they increase your turnover by 20%, great they’re worth it. But would you be happier if your Agency works out and they increase your turnover by 20% having only cost you 15% of the cost for an employee? The obvious answer is of course I’d be happier.

My real point is this you have already taken the biggest risk of all by starting your own business why not give us a call and see how we can help you achieve great things not just good things and take a calculated risk like many of our very successful clients and work with Click Convert.

John Langley

John Langley


I am the founder of Click Convert, an Award Winning agency, here to deliver great marketing for Small and Medium Businesses. We’ve created over $1.1 billion in sales for clients. We’re one of the top digital marketing companies in America and the UK for small and medium businesses digital marketing. We’re a Google Premier Partner, a Google Top 50 agency and our work was recommended by Google’s CEO in 2020. Outside of family and Click Convert, Cars, Adventure and Pizza are my passion. Our vision is to Inform, Empower and Deliver to help both clients and readers.

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