The Myth of the “Duplicatable” Business

In the biz-opp world, it’s popular to sell people on the idea of the so-called “duplicatable” business.

You’ll often see copy that claims, “All the hard work has already been done for you! This business is super easy to duplicate. It’s truly a ‘plug and play’ opportunity.”

I just scratched that out. Here’s some real copy I found on the Warrior Forum (took about 5 seconds to find):

$2 A Day Website Workshop – Duplicate my success! PLR Available

I didn’t bother reading the offer, but I assume it was an offer for PLR content that would supposedly allow the buyer to duplicate the success of the seller.

Here’s the thing about these types of claims: They’re false.

The truth is, there’s no business that is truly “duplicatable.” In other words, the duplicatable business is a laughable myth.

Times change. Markets changes. Your customers will be different than another person’s or business’s customers even if you are in the same market.

You are different than other business owners. You have different talents, skills, assets.

With all these variables, how can anything truly be duplicated?

Even among franchises, which are about as close as you can get to a “plug and play” business, you will find significant variations in success. One franchisee does really well; another does okay; a third fails.

What if I promised you that you could “duplicate my success”?

It would be ridiculous for me to promise such a thing. How could you duplicate my success? You’re not me, I’m not you. (Not to mention, in order to duplicate my success you’d also have to duplicate my failures — and I doubt you’d want to do that.)

Yet these kinds of claims are made every minute on the Internet.

The only way you can truly duplicate a business is this:

Same location, same moment in time, same owner, same product or service, same customers, etc. If all variables are identical, then the success will be (or ought to be) identical.

Unfortunately, what I’ve just described is impossible.

So file this away: Virtually every business that is advertised as being “duplicatable” is anything but that. Caveat emptor.

-Ryan M. Healy

Ryan M. Healy

Ryan Healy is a financial copywriter and the author of Speed Writing for Nonfiction Writers. Since 2002, he has worked with scores of clients, including Agora Financial, Lombardi Publishing, and Contrarian Profits. He writes a popular blog about copywriting, advertising, and business growth, has been featured in publications like Feed Front magazine, and has been published on sites like WordStream.com, SmallBizClub.com, and MarketingForSuccess.com.

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