"Success consists in staggering from failure to failure without loss of enthusiasm."
Hey, I've discovered the secret of success in business!
Because I've been staggering from failure to failure in business since 1996.
Example: A few years ago, I had good results mailing letters in bottles for clients. The bottles got opened. Response rates were high.
So I decided to mail letters in bottles to promote my copywriting service. I was so excited by the idea that I forgot a cardinal rule of direct mail: The quickest way to go broke is to mail the whole list.
In other words, test any offer by mailing it to a small segment of the list. Only if it works do you mail it in big numbers.
But I was 1,000% convinced my letter in a bottle was a winner. So I mailed it to 5,000 names at once, at a cost of over $12,000.
Can you guess what happened?
Not just failure, failure on stilts.
Flaming-dumpster-full-of-diapers level failure.
I got one response from 5,000 bottles. And that guy turned out to be a nut job.
But did I get smarter and better as a result?
Because there's no better teacher, at least for me, than failure. And I always experiment on myself before trying an idea on clients. So that lesson burned itself deep into my brain.
In the long run, the "5,000 letters in a bottle fiasco" was actually a success for me and my clients.
Bottom line: Don't trust anyone talks about the secret of success in business unless they also share their failures. That's like trusting a guitar teacher who doesn't have calluses on their fingers. Battle scars are good.
And if you want to bypass failure faster, and grow your business with simple, proven tools that are actually FUN to use ...
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