See, whenever you have an idea of something other people will want to buy, it’s inevitable that you will be convinced that everyone else will be as impressed with your idea as you are. It’s only natural. You love it, so why wouldn’t everyone else?
Well, while all that is perfectly okay to be thinking, I have to give you some friendly advice:
Yes, you should be enthusiastic about your brainchild. Yes you should be excited about the possibilities. Yes, you should put everything you can into making it successful. But, getting “married” to your books or whatever, is not going to help, and in fact, can kill you, big time!
Understand that being so in love with your project, that you can’t see reality, is not the right state of mind. I’m saying this because you must have a clear, uncluttered perspective of whether or not your testing results are good, bad or ugly!
Here’s the deal. You must test your concept as cheaply, and safely as possible. I’ll explain exactly how in a second. But if you don’t have a firm grip on reality, before you spend your first cent, you may end up in deeper water than you should be swimming in!
See, I love my business more than any business I could imagine. I love the marketing of information to business professionals and leaders. I have three different active information marketing business going on right now, and have two more in the preliminary testing phase as we speak.
See, testing is the method of preventing little failures from becoming big disasters. It is the safety net that allows you to move onto a higher tightrope after seeing that a lower one seems to be okay. It is the control device that can make you, or break you!
When I discuss little failures, I want you to know that I, as well as every other successful marketer I’ve ever met or heard about, has had many, many failures! Some of the best guys in the business have had many more failures than successes. (Myself included, believe me.)
See, if you test the way I’m going to tell you to, you’ll never feel too bad about failing, because you won’t have wasted too much money. You will learn to change the way you think about failing from a negative emotion…to a positive one!
You’ll realise that each failure is a stepping stone to real success. Thomas Edison said when asked why he kept going on trying to invest the light bulb, after failing 10,000 times, that he now knew 10,000 ways not to make a light bulb!
Do you see that each failure is nothing more than a feedback mechanism that tells you whether or not your idea is worth a damn, or only worth chalking up to experience and more knowledge!
As an example, I once spent two months writing a book I was sure was going to sell big. I knew the market I was going after would eat it up. I spent countless hours writing the ad for it. I committed $10,000 to the test ads. I knew that it would at least break even. I had 1,000 books printed to handle all the orders I knew were coming.
All my associates at work said it was the best thing I had ever done.
When the first ad hit, I knew I was dead in about two days. We had only two or three orders. As the weeks went by, I knew all was lost. I ended up eating a lot of the books for dinner since they weren’t much good for anything else.
The moral of the story?
Now, one thing I didn’t do was get all pissed off, and stew about the failure. I actually liked the disaster.
Because it taught me how to never make any of those mistakes again.
It taught me humility. It taught me to listen to my own advice.
It also hurt me enough to make me sting very badly, which I deserved. Fortunately, it wasn’t even close to being fatal, because I had enjoyed enough success by that point, that I had plenty of cash reserves.
But, if I had made that same mistake when I got started, I would have been buried deep into the ground.
Does all this make sense?
See, if you test carefully, and see what the real demand for your idea is, you will never get hurt badly.
The bottom line is this:
The only true measure of your idea is what the market tells you with real live testing! All the conjecture in the world will not replace a well designed test!
Now, if you lose money on the front end test, you may want to change something to see if a different version will work better. If your “back-end” is the goal of the project, you may be able to afford losing money on the “front-end”. If you just have the front end, and it loses money, and you can’t fix it, then forget it.
If the tests start to work, then you can make the ads a little bigger, or run them in a few other publications to see if the original test was valid.
If the tests keep working, save your money and reinvest any profits that you can afford to leave in the business for more, and bigger ads. I started with a $138 ad, and through careful testing and reinvesting, now spend $14,000 a month on ads, generating between $150,000 and $200,000 a month in revenue!
But, when I have a loser, no matter how much I loved the idea…I dump it like a hot rock!
All my ideas are nothing more than ideas.
Some will work, some won’t.
People like me and Dan Kennedy have been around the block long enough to know that getting married to ideas isn’t good.
Your partner in life can help you, hold you, encourage you, and love you back.
Ideas are just things.
Getting married to things is an ancient taboo.
Just get used to the idea that not all your ideas are going to work.
Then you won’t fall in love with them.
Which will allow you the rational perspective needed to determine what actions to take.
If your idea you’re married to is bombing like a French nuclear test you may be reluctant to pull the plug at the right time. You may end up pouring good money after bad, which as we all know, our mommas told us not to do!
If you don’t have the clarity of objectivity, you may have the fog of wishing, which covers up the truth, because you’re looking at a project that is a dog, but you ignore what’s really happening.
Many people only see this when the fog lifts just about the same time the money runs out.
Amazing how good a fog repellent an empty bank account makes!
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