Rule 21 Listen to the Market
Rule 21 Listen to the Market
I made the biggest loss of my life by doing just that. I did a test mailing. The results were poor. I came up with a hundred and one reasons why the poor response wasn't really poor at all. I rolled it out - and guess what happened?
The test results were accurate.
Had I listened to the market, I would have canceled the project and taken a small loss. Instead, I took a big loss that set me back for years.
It's easy to second-guess the market. You can always rationalize poor results.
If you fall in love with your ad (and it's easy to do - it's your baby, and you've put a lot of effort into creating this ad) and it doesn't work, you're naturally going to be disappointed.
Try and cultivate an objective- a dispassionate attitude to the results. This can be a tough exercise- but it's well worth it.
For example, imagine (especially when the results don't meet your expectations) that the results are comments on your ad given to you by a fair but firm critic.
Listen to what this critic has to say and learn.
Every time you do something that doesn't work, you can learn from it. Don't make ‘mistakes.’ Instead, have learning experiences.
In my opinion, the only real mistake in life is to make the same mistake more than once.
Rule 21 Listen to the Market - To learn more about this author, visit Brad Sugars's Website.
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You ignore the results of your ads at your own peril.
I made the biggest loss of my life by doing just that. I did a test mailing. The results were poor. I came up with a hundred and one reasons why the poor response wasn't really poor at all. I rolled it out - and guess what happened?
The test results were accurate.
Had I listened to the market, I would have canceled the project and taken a small loss. Instead, I took a big loss that set me back for years.
It's easy to second-guess the market. You can always rationalize poor results.
If you fall in love with your ad (and it's easy to do - it's your baby, and you've put a lot of effort into creating this ad) and it doesn't work, you're naturally going to be disappointed.
Try and cultivate an objective- a dispassionate attitude to the results. This can be a tough exercise- but it's well worth it.
For example, imagine (especially when the results don't meet your expectations) that the results are comments on your ad given to you by a fair but firm critic.
Listen to what this critic has to say and learn.
Every time you do something that doesn't work, you can learn from it. Don't make ‘mistakes.’ Instead, have learning experiences.
In my opinion, the only real mistake in life is to make the same mistake more than once.
Rule 21 Listen to the Market - To learn more about this author, visit Brad Sugars's Website.
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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