Testing, testing…1…2…3
Ah, testing. The most important word in marketing and one that is used wrong ALL. THE. TIME. We, in direct response, are so lucky that we CAN test. Through testing, the market tells us if we are right or wrong, or if, frankly, it doesn’t matter. With platforms...
If people wouldn’t say it, don’t say it
Quick Note (and these words don’t count toward the 99): If you’re getting this by email, you must be wondering why you’re hearing from me after all this time. I get it. I would be, too. I’ve been consulting and seeing a lot of people marketing and writing copy really...
Don’t Promise, Plan, or Try…Do This Instead
Ten years ago, I decided not to be fat anymore. After being 50-60 pounds overweight my whole life, I’d had enough. Years of bets, resolutions, diet programs, etc. failed. But deciding worked. I created my own rules. I didn’t stop eating my favorite foods; I didn’t...
Set a Goal Not to Set Any More Goals
I’ve never been a goal-setter. For years, I was embarrassed, even ashamed of that. When people asked my business goals, I always answered “25% growth…in revenue and customers.” But I didn’t have goals. Later, I became proud of it. And when people asked, I’d say “I...
We can’t all be Uber…really
If you’re reading this blog, you’re probably surrounded by amazing success stories. I know I am. It seems like everyone is getting funding, doubling every year, and selling at ridiculous multiples. And there you are…wondering if you’ll even make payroll. It’s the...
The Art of Starting From “No”
Ideas. We all fall in love with them. And usually ours are the BEST. So…how do you know which ideas are really worth pursuing? You don’t. But here’s an exercise I recommend to increase your success rate. Instead of coming to the table with the launch set and asking...
Think you can’t do it? You may be right…
A lot of people live in mantras: “There is no try, there is only do.” “You can do anything you put your mind to.” And the like. But sometimes when you think you can’t do it, you’re right. Look, we all have gifts and talents. But we also have things we’re terrible at....
Gut check: is it time to let that employee go?
I’m struck by how many owners settle for mediocre talent in key positions. Sometimes it’s loyalty, sometimes it’s fear, and sometimes it’s Ostrich Syndrome. A mediocre employee is a real risk. He can stall growth -- and spread a bad attitude through the organization....
Is Your Next Superstar Hiding in Plain Sight?
When I was running NMG, copy was our most important – and needed – asset. So we looked everywhere for writers. Eventually, I realized there was one more place to look: under my nose. In fact, I ran contests inviting everyone on my team to take a shot at copy. And if...
The Lego Theory: You call THAT a dinosaur?
Ever build something with Legos? Before the Batmobile and Death Star kits came with blueprints, we used to just stick the blocks together. You’d be trying to make a dinosaur and suddenly realize it looked more like a building. What to do? Why, add a tail, of course....