Even with all the knowledge about pay per click and direct marketing in the world…you may experience times when your ad or direct mail letter…
FLOPS LIKE A DEAD FISH
But remember this:
Babe Ruth, the hall of fame baseball player, had 714 home runs…yet he struck out 1330 times.
So, when you test and measure your advertising… you can afford to fail many times more than you succeed. For instance, let’s imagine you invested $400 in a pay per click advertisement (Google, Facebook, LinkedIn etc…)… and it flopped.
You write another 4… and they all flop as well. Not only do they flop… but you don’t get ANY results from them.
However, on your 5th ad, you hit a winner. Let me ask you a question. You have ‘failed’ 4 times out of 5. Has this been a successful advertising campaign?
If you have written a true winner, I would answer that with a resounding “YES.”
Why? Simply because if you’re testing and measuring your advertising… then you have a choice. You only have to run your losers once. But once you find a winner… how many times would you continue to run that ad or send out the direct mail letter?
As many times as you could, right? Until it stops working.
There are ads that run in newspapers and magazines week after week after week for years and years.
There are direct mail letters that are mailed to millions of people.
Think about it. If every time you give someone $100… they give you $200 in return… then you would be a fool not to want to make that transaction as many times as humanly possible.
And that’s what a powerful ad or direct mail letter gives you the ability to do.
Yet many people STOP after one failure, and therefore never truly see the real rewards of effective pay per click advertising and direct marketing. They throw their arms up in the air, and say advertising doesn’t work… or blame the newspaper… or the marketing team… or whatever.
Instead of going back to the drawing board… and spinning another web of strategy.
Remember: Success in pay per click advertising and direct marketing is as much about ‘mindset’ as it is about skill. I think Calvin Coolidge (President of the United States, 1872 – 1933) sums it up best in this quote:
“Nothing in this world can take the place of persistence. Talent will not; nothing is more common than unsuccessful people with talent. Genius will not; unrewarded genius is almost a proverb.
Education will not; the world is full of educated derelicts.
Persistence and determination alone are omnipotent. The slogan “press on” has solved and always will solve the problems of the human race”
Take this quote and let it sink in. It’s important. Because the clients I work with who have the most success, start out with the right mindset. It’s the MOST important thing.
I’d like to leave you this week with a Japanese proverb…
‘Money grows on the tree of persistence.’