Here are 3 of the biggest marketing lessons we learned this year:
LESSON 1 -
To Walk on Water, You Need to Step Out of the Boat
I’ve always been an ideas person.
The sole reason I got into such an ad agency as prestigious as Ogilvy & Mathers was because I impressed the boss with 150 marketing angles for 3 products in a space of 3 hours.
However, I sucked SO bad when it came to the implementation stage.
Maybe it was a fear of failure.
Maybe it was being comfortable in my cushy jobs.
I owe it to Laura who knocked some sense into me and practically kicked me out of the boat.
We stepped out into the unknown, leaving behind a wealth of resources and starting out with no name, no list and even no site. We also made so many mistakes on our Salvation System launch simply because we had to juggle work and wedding preparations on top of all the seemingly obtuse technical stuff.
But just in the span of a few months, speaking gigs, JV opportunities, and copywriting jobs have popped out over and over again at an unprecedented rate.
It really seems to be a season of miracles, since it’s really remarkable when you consider I’m from Malaysia, she’s from Zimbabwe, and we were virtually unknowns.
Here’s the tip — for miracles to work, you need to position yourself for the miracles to happen.
If you live a safe, comfortable life, there’s no need for divine intervention. But once you put your neck out there, somehow, fortune does indeed favor the brave.
LESSON 2 -
Fear is the Enemy of Profitability
I addressed your own fears in the previous lesson, but the fear I’m talking about here is solely that of your prospect.
The recession is here. Don’t listen to those gurus who proclaim that all these things are ‘just in your mind’ and that by buying their push-button money-sucking software you can ‘beat the global financial crisis’.
As a result of the current recession, the dominant emotion your prospect is feeling is fear.
Fear of the future.
Fear of the unknown.
Fear of yet-another-broken-marketing-promise.
The reason you’re not getting sales during this period is not because your prospect does not have money.
Here’s the interesting thing–online retailers are actually reporting record months amidst the economic doom.
So what does that tell you? Doesn’t it show you that your prospect might have a bit of disposable income to spare, but due to their anxiety, they’re holding on to it?
Remove their fear, my friend–be it through social media, email marketing or more emphatic copy–and they will hand their closely held finances to you.
LESSON 3 -
In Your Darkest Hour Lies Your Finest Moment
The Twitter Salvation System launch wasn’t easy.
The Twitter Salvation System launch PLUS marriage preparations certainly wasn’t easy.
In fact, it was downright HARD.
The Internet marketing lifestyle isn’t a simple one. It will get tons better after the first few months, but anyone telling you how effortless it is, is telling you a blatant baldfaced lie.
It is hard work. But it is possible.
A wise old man by the name of Seth Godin once talked about a rather brilliant concept known as the Dip. It’s the apparent mire in the business–where reserves are low and sleep is sacrificed and stress is overwhelming.
That was how the launch felt to both of us. Frankly, we were wondering how we could even have the energy to get married. Fights, breakdowns and tears were commonplace.
Yet when we launched on December the 18th, the feeling was unbelievable when we got our first sale 1 minute after our site opened.
In 24 hours, we made more money than we did in a month’s worth of work.
In 24 hours, we experienced such a deep satisfaction because we knew the price we paid was worth it.
In 24 hours, Puppet String Marketing was officially launched as a business.
So that’s it for the valuable insights we have learned in 2008. Obviously, there are tons more to share, but we’ll save it for another day.
How do you feel this post has inspired you and your business? Would really love to hear your thoughts in the comments section. Thanks.
{ 13 comments… read them below or add one }
Great learnings, great lessons, great insights my friend.
Thanks for taking the time to share an unvarnished and
occasionally possibly painfully honest peek into your
processes and experiences with this endeavor.
It was amazing to watch, as well as an honor to contribute
a tiny little bit to.
You clearly deserve all the success that stepping out of the
boat and walking on water is now bringing to you.
We’ll all be watching for more great things to come. Keep
up the bold and brilliant work.
@MichaelMillman ~ Twitter
Ken,
Congratulations on your launch and marriage. It’s been a blessing getting to you know you. I know there are big things in store from us working more in the future. Also, Seth Godin actually emailed me about “The Dip” when I posted about my experience after reading it here.
http://www.shortsalefundamentals.com/blog/2008/05/06/what-is-the-dip-in-your-life/
Remember… be a servant,
Cory Boatright
Http://www.ShortSaleFundamentals.com
Http://www.ShortSaleology.com
Http://1DayFunds.com
Kenneth, thank you from my heart to yours for sharing insights into your launch, what happens behind the scenes.
I sensed a rising powerful energy inside you when I first learned about you on Twitter.
As I told you during your launch after reading the salesletter before The Copy Polisher himself did his work, your storyselling is a masterpeace.
Quite simply Kenneth, you and Laura are a powerful magic force together.
May your lives be blessed with the faith, love, and make it happen marketing you instilled in us through Twitter Salvation System.
Be well.
@MattDetrick
Thanks for sharing. I can relate to this post. I had the hesitation and I was sort of forced to take the plunge when I got laid off from my Postal 6 months ago. I now run my business full-time and I am happier then I have ever been doing what I love working for myself.
Kenneth You and your Fiance are a true Entrepreneurs, this is great motivation!
Brilliant writing. I’m glad I’ve had the chance you …and your beautiful fiance
Your words are very real and honest. Good luck with your site.
Thank you for the inspiration and insights Kenneth – I look forward to learning from you and being part of your world in 2009!
Happy New Year to you and Laura!
Hey!
Love your stuff! After I bought Twitter Salvation I contemplated asking for a refund ($97 is hard to come by these days)…but what I found was that I was furiously taking notes and filled 4 pages after only the 3rd module! It’s awesome!!
Check out my Twitter page to see my progress!
http://www.twitter.com/marketinghuddle
Congratulations on your success with Twitter Salvation. The website certain has a lot of people talking.
Lovely piece. Very inspiring — just in time for the New Year. The idea of recognizing the fear in others, being empathetic towards it but not having it be an obstacle is very insightful. Thanks for sharing your personal story, and best of luck with your venture.
Lisa
Good for you! I broke out on my own a few years ago, after working as a freelance website developer. It is very scary, but the rewards are amazing. I’m making more money than I did as a consultant, and I’m doing things my way. Keep it up; I’m sure the world will hear about you soon.
Inspiring piece – always nice to hear that it can be done and it is being done!
Thank you for sharing this as it gives me hope that I am doing the right thing! I’m starting out nearly on my own with very little except my passion for helping people resolve their finances.
So far, the ride has been a little rocky, and, now I have gottend restored faith to keep going!
Congratulations on your wedding!
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