Float like a butterfly, sting like whatever.
Muhammad Ali was one of boxing’s most flamboyant and skilled athletes ever. His talent in the ring was also matched by his talent outside the ring, especially his ability to draw attention to himself by being outrageous and boastful, and by creating the Ali “character,” who was certainly larger than life, and larger than the boxer — and boxing itself — could ever be.
Here’s the big lesson though, you need to take away from this. Marketing, like most things in life, is also like a boxing match. No matter how sharp you are, and no matter how experienced you may be, every time you drop a letter in the mail… or run some space advertising… or do whatever it’s called online — it’s like climbing in-between the ropes and getting into the ring.
The ugly truth is, whether you like it or not, you’re gonna get hit a few times. I think this is (another) one of the reasons people shy away from taking action — because getting hit, hurts. And no one likes it.
And just so you know, I’m not immune to this process either. I’m getting ready to enter a new niche market, and over the next 4 weeks I’ve got 6,000 mailing pieces going out to test the marketplace, test my strategy, and to see whether or not this makes sense to do.
I KNOW I’m going to get hit a few times, no doubt. Hopefully, by now, I’ve got enough experience that those hits won’t be knockouts, but reality is, you simply don’t know.
But just like in a real boxing match, after you get hit, if you’re smart… you’re also going to be making some adjustments. (This is also, by the way, another great reason to split test certain aspects of your campaign as you’re rolling it out — it allows you to minimize the impact of any bad decisions you make along the way, and maximize the impact of the good decisions you make.)
So maybe in your first go-round you’ll find out your message was off a little bit — no big deal, you just adjust your second mailing. Maybe in your next mailing you’ll find out there really isn’t a market for what you’re selling, or that you need to change your lead generation positioning… and so you do.
The bottom line is, in business… and in life… no one gets away without a few scrapes and bruises along the way. The real question is… do you just wash them off, put a bandage over them and let them heal… or, do you stop altogether and get out of the ring?
The choice is yours, but remember, the money’s… in… the doing, NOT the thinking.
Now go sell something, Craig
P.S. Speaking of wisdom and experience, how much do you think I could impact your business, AND your life… if you and I sat down for FOUR FULL HOURS together? Get a full half-day of time with me, and have me working on your business — totally FREE! Discover how right here: http://www.kingofcopy.com/leads
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