I’m full of ideas. Many of them have fallen on deft ears or simply crumbled into a thousand little pieces. There were the empty webinar classes I facilitated and the programs that were poorly thought out. There were the rushed launches and big idea events that went painfully unnoticed. And there were moments when my cleverness got the best of me, like the time I decided to hire a virtual assistant to help me spread the word about my new book only to be called out and exposed online as phony and disingenuous.

Through those moments (and many others) I’ve learned quite a few lessons. Three of which have had a profound effect on how I help my clients today.

1. Ideas are easy. It’s the doing that’s hard. It’s so easy to rationalize restraint, to avoid your vulnerability, and resist taking the next step. The success of your marketing is not the genius of the idea but the elegance of the way it is implemented.
2. You cannot get to where you want to go without a healthy amount of risk and “failure”. There are no perfect moments so stop waiting.
3. The best time to market your business, fill your class, launch your idea, and prep for the phone to ring is two to three years before that moment arises. You must earn your audiences ear, and there simply are no short cuts.

As the great marketing innovator, Seth Godin, states – “The mistake so many marketers make is that they conflate the urgency of making another sale with the timing of earning the right to make that sale. In other words, you must build trust before you need it. Building trust right when you want to make a sale is just too late.”

Some food for thought!

David

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