If you’re searching for your car keys because you have to get to work or pick up your kid at school, do you stop because the first place you looked didn’t yield results?
No, of course not. You may curse or yell in frustration, and you may start throwing things around, but you don’t stop looking until you find your keys. You keep looking in all the nooks and crannies until you find those dang keys so you can move on with your day.
That’s exactly what building a business is about – finding your keys. Just because the first thing you tried didn’t work doesn’t mean you failed. It just means that’s not where the car keys are.
Now, there are 2 ways you can go about this business with your car keys:
1 – You can put your keys down wherever and spend frantic last minute moments looking for them, or
2 – You can hang them on the same hook every time so you know exactly where they are as you head out the door.
Marketing is just like that:
1 – You can wander around aimlessly trying to find out what you’re supposed to do and how you’re supposed to do it, or
2 – You can learn from those who have gone before and know where the marketing secrets are kept.
More on that in a minute.
A marketing campaign that didn’t work does not mean you are a miserably failure. It only means your audience wasn’t looking for what you laid on the table, or wasn’t looking for it the way you presented it.
YOU DID NOT FAIL, YOU MERELY DISCOVERED WHAT DOESN’T WORK.Don’t confuse failure with “loser”. A loser is someone who doesn’t want to spend time learning how to become a winner.
Each and every effort that goes unrewarded is a discovery. You didn’t fail, you merely discovered what doesn’t work. The car keys aren’t under the couch pillow, they’re on the kitchen table.
Maybe you need to change a color or a word, or maybe you need to come up with something else entirely, and the only way you can figure out what does work is by discovering what doesn’t.
Now, you can thrash around for weeks or months trying to figure out what the hell will drive your audience to your offer, all hot & bothered to grab what you have, or you can follow those who have successfully gone before.
That doesn’t mean you can’t be original – far from it. But you have to learn to be original while applying techniques proven to make your audience wriggle with joy.
Here are a couple of light-bulb rich sites that will get your creative juices flowing:
Henneke Duistermaat is a quiet lady with very big guns. She is recognized by all the greats as a master at her craft and you should listen to what she tells you. Spend a few minutes every week catching up on the gems of wisdom in her blog. How to Write Persuasive Sales Copy is an excellent starting point. While much of her advice is for freelancers, writing is writing and her advice is priceless.
Ryan Levesque is special; I remember when he burst onto the scene in 2014-2015 with his Ask Method. If I recall correctly, I first ran into him over at the Warrior Forum. He found the way to uncover your niche audience’s greatest desires so you can fulfill their empty spots with exactly what they are looking for. Click on over and grab the free eBook and the Mind Map, and don’t forget to come up for air. 😀
What has been your greatest challenge that you have interpreted as failure? Tell me in comments below, or drop me a line by clicking on the email address below.