Over the past decade in the online coaching industry, I’ve had the pleasure of building relationships, promoting incredible offers, and working alongside some fantastic partners. One of the most powerful strategies I’ve witnessed for scaling businesses is through joint ventures (JVs). But just as with any business initiative, there are pitfalls that can derail even the most promising collaborations.
While I’ve had my fair share of wins in the JV space, I’ve also encountered a number of mistakes that can harm both parties involved. These missteps can undermine the trust and effectiveness of a partnership. Having built my reputation on delivering leads, clicks, and sales, and always making good on my commitments, I believe it’s important to discuss the common mistakes that can make or break a successful JV.
Here are some key JV mistakes I’ve encountered, and the lessons I’ve learned along the way.
1) Unilateral “Promote Me” Pitches with No Offer of Reciprocity
One of the most common mistakes I see is a partner reaching out to ask you to promote their offer, event, or launch without even suggesting that they would do the same for you. While everyone wants their initiative to succeed, a successful JV partnership is built on mutual benefit. A one-sided pitch can come off as self-serving and might even feel transactional rather than collaborative.
The Fix: Approach potential partners with a “win-win-win” mindset. Share how you can support their goals and simultaneously outline how they can help you in return. JVs should be a two-way street, and it’s important to communicate this upfront to foster goodwill and long-term success.
2) Mixing Your Offer with Too Many Others in a Roundup Post
Another classic JV mistake is when a partner agrees to promote your initiative, but then they include your offer in a roundup post that lists dozens of other offers without giving yours the attention it deserves. The assumption is that by simply mentioning your offer alongside others, they’re fulfilling their part of the agreement. This is problematic if you promote first with solo emails and efforts that put your partner’s work front and center and your partner chooses this more diluted approach as a way to meet a promotional obligation.
The Fix: When negotiating your JV, clarify the level of exposure you expect. A roundup post might not be the best approach if you’re looking for dedicated attention. You want to ensure that your JV partner is genuinely invested in helping you grow your business, not just ticking off a box of obligations. You deserve to have your offer promoted with the same enthusiasm and attention that you’re offering theirs.
3) Partners Who Go Radio Silent After You’ve Delivered
The JV arrangement often includes an exchange of promotions, but the mistake many partners make is accepting your help first — whether that’s a solo email, a social media shoutout, or any other kind of support — and then vanishing into thin air when it’s their turn to reciprocate. This is one of the most frustrating situations in JV partnerships, as it can leave you feeling used and unsupported.
The Fix: Set clear expectations upfront about what each partner is responsible for and establish timelines for delivering those commitments. Regular communication is key to ensuring both parties are on track, and if one partner is unable to fulfill their part, they should communicate that early. Building a culture of transparency ensures that both parties feel valued and respected throughout the JV process.
4) The “Win-Win-Win” Is Lacking
In any successful JV, there should be three wins: one for you, one for your partner, and one for your audience. But sometimes, the “win” for the customer gets lost in the shuffle. Perhaps the offers being promoted aren’t aligned with your audience’s needs, or maybe the value proposition isn’t clear enough to create excitement.
The Fix: Prioritize your audience’s needs. When selecting partners and offers to promote, ask yourself: “Is this something my audience will genuinely benefit from?” When the win for the customer is clear, the rest of the partnership naturally falls into place. Always aim to build something where everyone—yourself, your partner, and your audience—can walk away with value.
5) Lack of Clear Communication and Follow-Up
It’s easy to assume that once the initial agreement is made, the rest will follow without much effort. But the reality is that consistent communication and follow-up are essential. Without these, partners may lose track of deliverables, miss deadlines, or fail to follow through on agreed-upon commitments.
The Fix: From the moment the partnership is formed, make communication a top priority. Schedule regular check-ins, whether via email or calls, to keep everyone aligned on progress and next steps. Set up systems to track tasks and timelines so nothing falls through the cracks.
6) Overpromising and Under-Delivering
It can be tempting to promise the world when pitching your JV opportunity. However, overpromising (and under-delivering) can seriously harm your reputation. Whether it’s promising a flood of leads or guaranteeing an exact revenue number, unrealistic promises often set both you and your partner up for disappointment.
The Fix: Always set realistic, achievable expectations. Be transparent about what you can deliver, and set your goals accordingly. Over the years, I’ve learned that managing expectations early on helps ensure that both parties are satisfied and that the relationship stays strong over time.
Conclusion: Building Strong, Effective JVs
Joint ventures in the online coaching space can be an incredibly rewarding strategy for growth and success — but they require clear communication, mutual respect, and a shared vision for success. Avoiding these common mistakes is crucial in creating partnerships that deliver results for everyone involved.
The most successful JVs I’ve been part of have been those where each party is equally invested, clear in their commitments, and always striving to create value for the audience. Keep these insights in mind as you build your next joint venture, and you’ll be on your way to a partnership that brings value for years to come.
If you are experienced in this arena, chime in and share some of the mistakes you have encountered and how you went about creating a fix. This could be a very juicy conversation that can be of service to many.
